2. CLIENT’S BUSINESS
Foundation: More than 130 years ago, a young
chemist named Dr. John T. Dorrance made his
mark on history with the invention of condensed
soup. He created an icon and laid the foundation for
Campbell Soup Company.
Product: In addition to being the world's largest
soup manufacturer, we're also a leading producer
of juice beverages, sauces, and biscuits
Product line: 1. North America
2. Asia Pacific
3. Greater Europe
3. CHALLENGES AND GOALS
Competition
Currency Exchange
U.S. economic
downturn
Soup Market in
Gradual Decline
Losing Market Share
to Other Convenience
Food and Gourmet
Read-to-Serve Soup
Ultimate Goal:
Build overall marketing presence
Provide the best products and
customer service
Develop relationships with
customers
Grow sales
Social Media Goal:
Significantly increase followers on
Twitter
Create the Campbell YouTube
channel
Significantly increase Facebook
fans
Build a blogging community
6. PROMOTION CAMPAIGN
STRATEGIES II
•Utilize YouTube by posing
videos that demonstrate how
to eat their products
•Develop their own channel
on YouTube
•Users are able to watch
their latest commercials
•People will be able to
comment on the videos and
give their feedbacks
7. PROMOTION CAMPAIGN
STRATEGIES III
•Personalize the company by
creating a blog
•Provide updated information
about the Campbell Soup
•Efficiently receive comments
and suggestions from consumers
•Build a positive relationship
with potential and active
customers.
10. TIMELINE
• Lasting throughout the whole year
• Intense promotion campaigns during
Winter from November to February
• Providing coupons during holidays.