Assignment Task: Campbell's Soup Company's ability to successfully reach new target markets by focusing on consumer buying behavior. For example, Campbell's has purchased several brands associated with healthy eating-Bolthouse Farms, Garden Fresh Gourmet, and Pacific Foods. In addition, the acquisition of Plum Organics, which makes all-natural baby foods and snacks, allows Campbell's to focus on health-conscious parents. Campbell's is also working to inspire new products through original recipes from Campbell's and Pepperidge Farm's founders.
Answer the associated discussion questions:
Q1. How high a level of involvement is the typical consumer likely to have with Campbell's Soup's adult food products, compared with its baby food products? What are the implications for the company's marketing efforts?
Q2. Which social influences on the buying decision process are reflected in Campbell's Soup's marketing activities, and why?
Q3. Which psychological influences on the buying decision process are being addressed by Campbell's Soup's marketing efforts?