Advertising Campaign Continental Soup

The Problem
The problems that Continental faced were that it had numerous problems. These were:
1.Past advertising campaigns lacked direction
2.Continentals agonistic lead dropped from first authority in 2003-2005 to third place in 2009
3.The product is perceive to be cheap, boring and average
4. to the highest degree recent campaign has focused on negative imagery

That olden advertising campaigns lacked direction and a singular message is plain when they are considered next to each other. The descent from normal cold ads to bizarre and disturbing ads can be seen in the appendix. Ad 1 (Figure 1.1) goes down the traditional route with the image of a warm bowl of appetizing soup. Ad 2 (Figure 1.2) depicts a rotund woman claiming that the product has a tick from the disembodied spirit Foundation Tick (does one detect the irony here?). Ad 3 (Figure 1.3) has the disturbing picture of an old jibe tucked in bed like children, reading what appears to be a childrens book, but is in fact the Kama Sutra. Ad 4 (Figure 1.4) then shows a woman with glazed eyes, not overly different from a cocaine addict, part of the latest three-thirtyitis ads from Continental.

The arcminute problem was that Continental has been losing market share in the Australian soup industry for the last few years.



It is currently stratified 3rd in the Australian market while in 2003 - 2005 it topped the list (Euromonitor, International 2009). The brand Continental is declining in value.

Brand Shares Percentage (%) Breakdown Australia Soup Industry

Brand attach to Name2001200220032004200520062007
CambellsCampbell Soup Co29.428.726.926.827.128.429.7
HeinzHeinz Co, HJ24.123.424.625.026.427.028.3
ContinentalUnilever gathering27.028.630.530.227.426.224.9

Table Source: http://www.portal.euromonitor.com.ezproxy1.library.usyd.edu.au/passport/ResultsList.aspx

That the product is perceived to be cheap, boring and average came through in the bipolar surveys undertaken, where...If you want to get a full essay, order it on our website: Orderessay



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