Campbell Soup Company (CPB)

Campbell's is a well-known producer of canned soups, and it is the company which I believe is highly effective in bringing in all the elements of the marketing mix together for their consumers. The target audience for the company's market offerings is soup lovers who lack time to prepare soup themselves. In North America, Campbell offers a variety of soups, which includes condensed soups, microwavable soups, chunky soups, select harvest soups, healthy request soups, low sodium soups and 25% less sodium soups. The different types of soup listed about are based on the need of different consumers. Low sodium soups and 25% less sodium soups targets at senior, who may have higher concern with sodium intake. Microwavable soup targets consumers which put great emphasis on convenience. Due to the different perceived value by consumers from different segment, Campbell set up different price range for different type of soups. For example, people with healthy diet life style will be willing to pay a higher price for healthy request soups due to healthy ingredients contains in the soups. In term of distribution, Campbell soup is widely distributed in different venue. While supermarkets and grocery stores carried a variety of canned soup, Campbell's soup on the go is available in gas stations and vending machines. While TV ad is one of the main channel which Campbell communicate with their target audience, Campbell also deliver their messages to their target audience through the Campbell Soup Foundation, their participation in Labels for Education, their commitment to social responsibility to consumers, neighbors, employees and the planet. Campbell’s participation in Labels for Education is a win-win promotional strategy to both Campbell’s and the schools/organizations. Consumers who have a tie and want to help the school/organization will have a higher incentive to purchase Campbell than other named brands or private brands. On the other hand, schools/organizations will encourage consumers to purchase Campbell, which will increase the sales of Campbell soup. Chapter 8 of The Marketing Plan Handbook discussed channel members and different type of distribution. In the case of Campbell, I think they utilize the intensive distribution.

In an academic library, price may be irrelevant as we don’t charge patrons for services, except for fine. However, distribution channel do play a role in how we deliver our services. Unlike a few decades ago, which books were housed in a physical building; technologies enable the library to deliver ebook electronically through web browsers and mobile devices. The distribution model changed from exclusive distribution to intensive distribution; as access is no longer restricted to a specific group of patrons, who is able to visit the library physically, but to patrons anywhere around the world (assuming they are affiliated with the university).