Campbell's Soup Company, which is an international producer and marketer of soup and canned food products, owns a collection of more than 20 market-leading businesses each with more than $100 million in sales.
Overview and recommendations
One of Campbell's Soup most important and main tactical objectives is to continually develop and improve the expediency and excellence of their products. In order to achieve this goal, they should continually bring in new products, have new marketing plans and strategies, have new packaging and improve their existing products to meet consumer's expectations. Furthermore, by adding technology as a fundamental part of their product's expansion, they will meet their consumer's needs in a well-organized and fast way, as Campbell's Soup has always been encouraging and passionate about creativity and modernization.
One of the most successful steps taken by the company was introducing Campbell's Soup on the go "Soup at Hand". The National Eating Trends has conducted a research which stated that one out of three meals eaten during the day is on the go. Basically, Campbell coming up with its soup that can be purchased at any time and easily microwavable, made it a successful achievement for the company to define the target market by making the product appeal to busy consumers who need to satisfy their hunger in the easiest possible way.
In addition, such type of products, through their convenience and effortlessness, satisfies and pleases consumer's biological needs, as having a lack or shortage in one's needs or wants might directly cause negative outcomes in people's life and harm them, since a need is different from a want or a desire. Need can be objective and physical, or it could also be subjective and psychological. First, the need for water, food, shelter, and those necessities that one couldn't live without, known as biological needs or physiological needs, are considered to be objective. People achieving a level of homeostasis in their systems are driven by their behaviors toward satisfying their needs. Obviously, much of the want-satisfying quality of goods and services serves strictly utilitarian or functional purposes for consumers. Physiological needs are classified as motives, where a need or drive encourages a person to get to his/her goal. Thus; the physiological changes that go along with being deprived of a biological need are unpleasant (e.g., being hungry or cold). This unpleasant state will therefore serve as a drive to seek a stimulus that will eliminate the unpleasantness (e.g., food or heat). Therefore, the tension created as an outcome of the biological needs that result in unpleasant state of arousal, motivates consumers to take an action in order t decrease it, according to the drive theory. Applying this concept in marketing will make us become aware that the company's main strategy should be providing consumers with goods that allow them to decrease or get rid of this unpleasant behavior in a suitable manner. The consumers will be able to enjoy the good delicious taste of Campbell's' soup when being able to eliminate the feeling of hunger at any time and any place with the packaged in a microwavable single-serving bowl provided by Campbell. Campbell's soup can save you time and effort, as you won't need to go out when being at your office and eating lunch is challengeable. Likewise, Campbell's soup could be a solution in a situation of a working mother who has limited time to prepare meals for her children. Campbell's soup on the go has been able to target both, the utilitarian and hedonic needs of its customers. By definition, the utilitarian needs refer to those needs that are physical and objective. Campbell's soup on the go offers its consumers the ability to enjoy a cup of soup easily and immediately. The product being both easy and nutritious makes people highly attracted to such products to fulfill their hunger through long busy hours of working in such a technological and fast age. In addition, such product also satisfied the hedonic needs of the consumer. By definition, hedonic needs refer to the subjective and experiential aspect of the product. Campbell's soup on the go stirs up emotional feeling and feeling of homesickness. What could be tastier than a warm cup of soup in cold winter nights to be shared with your family?
We are also motivated to perform behaviors that do things other than satisfying our basic needs, as clearly, we are not only motivated by those most basic biological drives. Those additional needs are said to be subjective. For example, learned needs are minor needs like the need for relationship, need for power, and need for individuality. To start with, a need for relationship is based on how people need to get support from others and avoid conflicts by interacting with groups to form a union in order not to feel isolated. So, gathering with your friends and sharing the easy cooked Soup At Hand will give you the feeling of sharing with others the cooperation in various activities. Secondly, the need for power creates an image for consumers to choose their products that represent perfection among others. Well, according to the soup example, it's not much related to power, yet the Campbell's Soup might appear to have this power as a result of the strong impact it has on people's buying behavior toward easily attractive made food. However, the need for uniqueness where consumers obtain and present material belongings for the sake of feeling different from other people and, thus, are targeted with a diversity of marketing incentives that try to improve self-perceptions of uniqueness, is the last very important need within the learned needs theory. According to products, uniqueness plays a significant role in achieving the efficient identity of a product in consumers' minds which will have an effect on their purchasing behavior frequently. Campbell's Soup has this unique identity which can be clearly noticed and seen among other canned condensed soups as its taste has a unique impact, in addition to its different sizes and images of the can, and its creative packaging and metal top. Consumers will therefore be captured to buy Campbell's' soups as they appeal to their senses and are consumed at anytime and anywhere.
In conclusion, both biological needs, such as the need for water, food, shelter, and those necessities, which can be objective, physical or subjective, and the learned needs, such as the need for a relationship, need for power and uniqueness, which are minor additional needs that are said to be subjective, both influence the success of products like Campbell's Soup at Hand. Campbell has provided busy consumers with a product that satisfies the important need to fulfill their hunger in a short period of time, where at the same time; it satisfied less important or minor needs such as the need for relationship, by enabling consumers to gather with friends and family, and share the easy cooked Soup At Hand. It satisfied the need for power, as the Campbell's Soup have this power as a result of the strong effect it has on people's buying behavior toward easily attractive made food, and also the need for uniqueness, where consumers get and present material belongings to feel different from others and thus, are targeted with a diversity of marketing stimuli that try to improve self-perceptions of uniqueness.
Are some needs more powerful than others? Illustrate this by discussing the needs that customers might be sacrificing in order to satisfy other needs.
Having both biological and learned needs, people by nature will sacrifice learned needs, which are those additional desires that are said to be subjective in order to satisfy more important desires, such as the need for food, water and shelter. People will not give up those needs, which are the biological needs, for minor or less important requirements such as the need for relationship, power or uniqueness because a deficiency in biological or physiological needs might harm people and cause negative outcomes in their lives. So, Campbell has provided customers with its product, the packaged microwavable soup, to satisfy their need of fulfilling their hunger in a short period of time and also giving them a delicious taste to enjoy.