Campbell’s Soup Company is a leading manufacturer and vendor of broth and canned foodstuffs. The company has a group of more than 19 market-leading ventures. As such, the ventures record more than $100.0 million in sales every year. Faced with reducing sales and increased competition, Campbell’s Soup Company has differentiated its products and services to gain a competitive advantage in the market.
Based on the case study, it is apparent that consumer needs are the driving force behind the accomplishment of products offered by the company. As such, the soups offered by the company are very convenient and can be prepared with ease. Owing to this, the products have been able to satisfy the clients’ biological needs. Biological needs refer to the basic requirements needed by individuals to survive.
The needs comprise of water, food, shelter. The tension produced by the lack of biological needs such as food is unfavorable. As such, the tension motivates an individual to decrease its negative impacts by seeking food. In this regard, Campbell’s’ Soup company have applied the above approach in their marketing strategy. In their strategy, they seek to satisfy the clients’ biological needs in a very convenient manner. By doing so, it has been able to make clients’ needs a driving force behind the success of their products.
In the case study, learned needs have also enhanced the success of the company’s products. Unlike biological needs, learned needs are considered minor. As such, an individual has to satisfy the biological needs before satisfying learned needs. Learned needs may comprise of desire to be unique, the desire for relationship, the desire for power, and desire for individuality. Unlike other soups in the market, the company’s soups are distinctively packaged.
Therefore, individuals seeking to be distinctive from other persons will purchase these products. Since the company’s soups are convenient, it would also be preferred by individuals seeking to enhance their relationships. Therefore, individuals wishing to socialize rather than spend more time cooking would prefer the products. Through the above illustrations, it is apparent that learned needs are enhancing the success of the company’s products.
Usually, people are inspired by the desire to realize definite needs. After accomplishing a certain need, an individual will try to attain other different needs. The above illustration affirms that particular needs are more influential than others are. For instance, an individual will sacrifice learned needs if he or she has not satisfied the biological needs. In this regard, biological needs are considered more influential than learned needs.
Concerning the case study, it is apparent that clients purchasing soup at Campbell do so primarily to satisfy hunger. As such, the clients’ secondary needs are to be unique and enhance relationships. Therefore, if the company fails to differentiate its products, some of the clients will still purchase their products to satisfy their biological needs. However, with the need to appeal to the dynamic consumer market, the company has been forced to introduce new innovative products.
In conclusion, it can be argued that faced with reducing sales and increased competition, Campbell’s Soup Company has differentiated its products and services to gain a competitive advantage in the market. The company has come up with innovative soup products. Unlike conventional soups, soups are easily accessible and can be microwaved with ease. Through this, the products have appealed to busy clients who have no time to cook their meals at home.