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Company Case 4
Campbell Soup Company: Watching What You Eat
Synopsis
The Campbell Soup Company is one of those veteran companies that has been around for
a long time. And there isn’t a product category much older than “soup.” But Campbell
has sustained growth and dominance by maintaining a strong marketing research focus.
This case highlights how Campbell has gone beyond traditional paper and pencil survey
methods by employing state-of-the-art neuroscience methods as well as contemporary
“deep dive” ethnographic methods.
Teaching Objectives
The teaching objectives for this case are to:
1. Introduce students to the concept of a marketing information system.
2. Illustrate the importance of a marketing research plan.
3. Explore nontraditional methods for marketing research.
4. Gain perspective for integrating traditional and nontraditional research methods.
Discussion Questions
1. What are the strengths and weaknesses of the Campbell Soup Company’s
marketing information system?
Based on the information provided in this case, it is difficult to find weaknesses
On the other hand, the marketing research program Campbell’s has developed
2. What objectives does Campbell have for the marketing research efforts
described in this case?
The front portion of the case outlines specific challenges faced by CEO Denise
Morrison. These include reversing the declining market share of the Campbell’s
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Part 1: Defining Marketing and the Marketing Process
3. Compare the effectiveness of Campbell’s biometric research with its deep
dive research.
These are two entirely different animals, each effective at different things. The
biometric research is good at determining consumer reactions to specific
4. Describe how traditional marketing research could be integrated with
Campbell’s research efforts from this case.
Campbell’s does all three types: deep dive, biometric, and traditional survey
work. There are many ways that multiple research methods can be used to
Teaching Suggestions
As the case points out, no one covets soup. It is a staple that many people love, but they
take it for granted. Begin this case discussion by asking students, “What comes to mind
when you think about soup?” Let student responses drive the discussion. But steer the
discussion to bring out the emotions that students feel about soup. At the same time, ask
them how often they buy soup. Is this a regular item they purchase or consume? Why or
why not?
This case was developed for use with Chapter 4. This case also works well with the
customer value chapter (Chapter 1).
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