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Consumer Fundamentals

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MKT325-1304B-02 : Consumer Behavior Fundamentals
Brenda Vail
Professor: Olufeso
Phase 4 Individual Project
December 21, 2013

Campbell’s Select Harvest Southwestern Soup is both nutritious and delicious. It offers a surplus of vitamins and minerals like iron and fiber not to mention vitamin A and C. It is good for both the young and the elderly. And it doesn’t cost as much as Progresso’s soups does. Campbell’s company is consistent with coupons to advertise their new selections of soups. I chose Campbell’s soup as my consumer product because not only does it appeal to me but it appeals to more than half of the population in the U.S. not only because it’s been around since before I was born but it has a variety of flavors and textures to choose from. The picture I’ve seen advertised with Campbell’s Select Harvest Southwestern Soup not only makes your mouth water with anticipation of devouring it but makes you realize all the healthy ingredients put into it. A bowl of soup with a spoon sitting by the bowl with all the vegetables that makes up the soup like celery, beans, corn, and other delicious ingredients and steam rising from the bowl. It makes you think that you would want a bowl of soup on a chilly day. Progresso’s Heart Healthy Southwestern Style Vegetable Soup offers little more than Campbell’s does but our soup is only 50 calories compared to theirs whose is 10 calories more than ours. But Progresso offers a similar but yet better alternative to ours. Their soup offers less potassium, sugar, and sodium and absolutely no MSG as our does. This ad does not pertain to any one race or culture but to a age group instead. Elderly people have more memory of Campbell’s being around than the newer generations today. They are living off of social security and even though they have money they try to be a bit of a penny pincher. So when Campbell’s offers great deals such as buy one get one free and half off, the elderly people check their sales papers and consider getting it than any other soup. Larger families are a good target too because they look for a great deal on a surplus of food rather than spending three times as much on something similar but with no deals.

These are the two things that make my ad better than the ad of my competitor’s.
First:
The ad for my product has a picture of the soup label with the ingredients on it and it says in big letters that it is a light soup with only 50 calories, which is 10 less calories than the competitor’s ingredients.

Second:
The label says that it is 100% natural which the competitor does not say, and it has a picture of a spoon of the Select Harvest Southwestern Style Vegetable Soup that looks delicious with beans, corn, carrots, celery, and other delicious looking ingredients. The picture of my ad is simple, yet bold too.
In closing I would like to say that after comparing both Campbell’s Select Harvest Southwestern Vegetable Soup and Progresso’s Heart Healthy Southwestern Style Vegetable Soup, Both ads were simple yet appealing to me, and easy to read with all the information available on the label. Campbell’s Soup has been a household name since before I was born. I find something I like and I stick with it. “If it isn’t broke, don’t fix it”. My mom used Campbell’s Soup, as did her mom, and her mom before her. It’s a tradition that has been in our family for generations, and generations yet to come.…...

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