Direct Marketing Plan for Campbell's Easy Heat Soup

Essay by color_guard19University, Bachelor'sA+, March 2005

download word file, 5 pages 1.7 1 reviews

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Target Group Analysis

The type of people that would buy the product!

A day in the life of Jane Somebody, a middle-class, 32 year old working mother, inevitably starts off at 7 am with a blaring alarm clock. Right after she slams down the snooze button, she is subject to the incessant wailing of her 'brat pack' (as her husband adoringly calls her children). She jumps out of bed, washes up and then attends to her husband and two children. She quickly feeds and kisses him off to work. Hurriedly, she helps her children, Max and Betty, get ready for school and prepares their packed lunch: peanut butter sandwiches and chips. She races them to the local school. She rushes to her office at 8:55 am, which gives her barely 5 minutes to collect her thoughts before starting work.

A half hour lunch break at 1:00 is a huge respite for her.

She normally grabs a sandwich from the expensive cafeteria down the road from her office, but sometimes opts to bring a home-packed lunch. She is exhausted by the time she is finished with work at 6:00 pm. Depending on the day, she picks up her two children from school and drop them off for either soccer practice or piano lessons.

Once she has finally arrived home, she still has to prepare dinner for her family. She does the best job she can but more often than not, dinner ends up being some form of microwaveable food. The family goes to bed at 11pm and the next day the same routine resumes for Jane.

Though Jane manages to keep her family and work commitments she hates having to feed her kids the same unhealthy chips and sandwiches day after day. She knows that 13% of kids in the US...