In 1997, Campbell Soup Company launched a new product known as "Intelligent Quisine
meals." . They were designed to assist in lowering consumers' cholesterol, blood pressure and
blood sugar. Campbell’s medical advisory board backed its therapeutic claims with clinical trials
at eight universities. That year, they also began selling 41 breakfasts, lunches, dinners and snacks
in a market test in Ohio.
Campbell also involved in the medical community for marketing help. The company
hunted for what they called “implied endorsement” of hospitals, health-maintanence
organizations and insurers, which could then target their thousands of members by direct mail.
The company also convinced the Cleveland Clinic in Ohio to hand out meals and promotional
material to its heart patients.
It is imperative that organizations choose optimal markets to segment and target for their
products/services. When examining management's decision to target the health-food product-
market, Campbell should have taken an in-depth look at the market segment to determine if it
was a reasonable segment to select. A market segment consists of an identifiable group of
consumers within a market who has similar wants, purchasing power, geographical location,
buying attitudes, or buying habits.
For example, Toyota or Ford could potentially identify car buyers by placing them in four
unique segments; those with basic transportation needs, those who prefer high performance
vehicles, consumers who enjoy driving luxury vehicles, or those who demand a vehicle with high
safety standards. This would be an example of market segmentation. This could have greatly
aided to the success of IQ for Campbell....