Campbell Soup Company's marketing strategy for the UAE market

Marketing and Promotion

Marketing Project

Campbell Soup Company Strategy for the UAE Market

Company Information

The UAE Market

Products

Pricing Details

Target Market

Competitors

Promotional Strategy

Company Information

The company that intends to address the United Arab Emirates market is represented by Campbell Soup Company. Campbell's produces and commercializes organic foods, mainly soups, but the company has expanded its range of products and services in order to address other dishes also. The company was established by Dr. John T. Dorrance, a chemist who invented condensed soup. Furthermore, the company introduced other products to its range, including: prepared foods and sauces, cookies, biscuits, and beverages. Campbell's long tradition on the market helped the company to become one of the most important American brands.

The fact that the company managed to sustain such a strong position on the national market, allowed Campbell's to successfully address the international market also. The company has opened branches in South America, Australia, China, Russia, and others. There are several countries that present important potential for Campbell's. The company has the financial ability to develop it international branches chain.

The company's strategy is based on the following objectives: delivering superior employment experience, delivering superior business performance, and maximize shareowner value. In order to achieve these objectives, the company intends to implement a series of actions, like expanding the company's most important brands within simple meals, baked snacks, and healthy beverages. The company intends to increase customer satisfaction by focusing on wellness, quality, and convenience.

In addition to this, Campbell's considers entering new markets in order to make the company's products more available. However, the company also intends to strengthen its position on the market through a series of partnerships and acquisitions. In order to increase the company's productivity, it is required that margins are increased by improving price realization (Campbell's, 2008).

Some of the company's brands include: Campbell's Soups, SpaghettiOs, Pepperidge Farm, Swanson, Arnott's, Erasco, and others. The company produces and sells a series of other products also that are created in accordance with the specific culinary characteristics of the country the company addresses.

The company's logo is

Other logos of the company's products are

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"http://www.campbellsoup.com/images/brand_prego.jpg"

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"http://www.campbellsoup.com/images/brand_delisoup.jpg"

The company's official website's address is http://www.campbellsoup.com/

The UAE Market

There are several reasons for selecting such a business. The most important reason relies on the fact the organic foods market is in a continuous expansion process. This market segment is developing in most countries across the world. This means that there is a sufficient customer base in these countries that can be exploited by the company.

The United Arab Emirates is a market that presents great potential for Campbell's. The company can introduce a series of products that other companies cannot produce and commercialize at the high quality standards that Campbell's can reach. This allows the company to benefit from an important competitive advantage.

Also, the fact that the company represents the organic foods segment is another advantage that could help Campbell's to easily enter the UAE market and to create a strong position on this market. The success that the company has on other international markets makes proof that the company is able to address markets that present a series of challenges.

Products

The products that Campbell's intends to introduce on the UAE market are:

Soups

Pastas

Biscuits

Soups

"http://www.campbellsoup.com/images/blank.gif" Product Characteristics

Characteristic

Importance

Natural ingredients

High

Novelty

High

Great variety

Teenagers aged 12 to 19

The main customer segment is represented by women aged 35 to 45. These customers have medium incomes, and are family oriented. They are interested in having a healthier lifestyle. Also, they are interested in new products, like the products that Campbell's intends to introduce to the UAE market.

These customers are interested in products that are not very expensive, but that are able to provide high quality and natural ingredients. This category of customers is able to set an example for other categories of customers. This is why it is important to develop the company's marketing campaign by focusing on this customer segment.

Secondary customer segments include young adults aged 20 to 34. These customers have medium incomes, and medium to high education. Their schedule does not allow them to cook every meal and they cannot afford to go to restaurants for every meal. Also, they are not interested in fast food chains that encourage an unhealthy eating style. This is why they will appreciate the products commercialized by Campbell's.

The customer segment represented by teenagers aged 12 to 19 are expected to be interested in Campbell's range of biscuits. The wide variety of biscuits and their natural ingredients are intended to appeal to these children and their parents. The price of these products is likely to satisfy customers with medium incomes.

Competitors

The company has numerous competitors of different sizes, producers and manufacturers. The main areas addressed by the competition are represented by brand recognition, quality, price, advertising, promotion, convenience, and service (Annual Report, 2009).

The most important competitors of the company are Groupe Danone, Mars, Inc., Nestle S.A., PepsiCo, Inc., Kraft Foods, Inc., and others.

Kraft Foods, Inc. is one of the world's most important producers of biscuits. This is a direct competitor for Campbell's range of biscuits. Kraft Foods also process various types of sweets. The competitive advantage that Campbell's has in comparison with Kraft Foods is represented by the natural ingredients used in producing the company's biscuits.

They generally charge medium prices for their [products. This is no reason to worry for Campbell's, given the prices of the company and the relationship between the price and the quality of the products.

Promotional Strategy

It is recommended that the company launches its branch in the UAE by organizing a special event where potential customers are invited. The company's store must be located in a mall. This is because such a location provides increased visibility for Campbell's. This way, the company can ensure a large number of visitors and customers.

The company, its products, and the launching event should be advertised in several magazines. It is recommended to use lifestyle magazines. This is because this type of magazine is purchased by the customer segments addressed by the company. It is recommended that Campbell's also develops TV commercials. These ads can be aired during TV programs for children.

Another method that the company can use in order to promote its products is represented by sampling. The company can offer free samples of its products in supermarkets, hypermarkets, and other locations frequented by numerous customers. This is good strategy intended to introduce the company's products to the potential customers in the UAE.

There are several issues that must be addressed when developing the company's marketing strategy for the UAE market. The most important aspects are represented by the cultural and language barriers between the UAE culture and the American culture. There are significant differences between the Arab habits and the American ones. These habits also refer to eating habits.

There are products and ingredients that the Arabs are not allowed to eat. Therefore, it is recommended that the company is careful in selecting the products that will be introduced on the UAE market. The company should use a UAE marketing company. This is because such a local company can provide suitable assistance to developing and implementing Campbell's marketing strategy.

The launching event is very important for the company's success on the UAE market. The event should organize a series of games, contests, and competitions for children. This is intended to attract children that will also bring their parents. This is the proper moment for Campbell's to present the advantages of the company's products. It is recommended that the company offers free samples of its products in order to convince buyers.

Reference list:

1. Strategies (2008). Campbell Soup Company. Retrieved October 9, 2010 from http://careers.campbellsoupcompany.com/Strategies.aspx.

2. Annual Report (2009). Campbell Soup Company. Retrieved October 9, 2010 from http://phx.corporate-ir.net/External.File?item=UGFyZW50SUQ9Mzc0ODM3fENoaWxkSUQ9MzczMDc3fFR5cGU9MQ==&t=1.