It's Wednesday, so it's time for the Wednesday Minute - the weekly audio tip for marketers. This week I am going to tell you about Campbell's Soup Repositioning Exercise.
For many of us that have grown up on Campbell's Soup it is hard to believe that this market leader would have to take drastic measure to re-vamp their product line. But like many established brands with significant market share you can be vulnerable to market trends like lower sodium and all natural or competitors like Progresso in the US or new in Canada from the UK Baxter's Soups. The attached article gives a brief overview of how Campbell's tackled this herculean task and the net outcome. I enjoyed the perspective but also found it helped me take some different thinking to how I might approach some of the brand initiatives I have been working on.
Read the Article
This week's food for thought is here:
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