Bucu, Allyssa Joy H.

January 20, 2015

BMM0601/TF 7:30-9:00 AM
Abellana

PRD MGT/ Prof.

Assignment #1:
Case: Campbellss IQ Meals
Questions:
1. What went wrong? What might Campbell product developers or
executives have done differently? Or was this one just doomed
from the start?
-Companys improper selection of their target market could
be a reason why the IQ meal was unsuccessful; the Campbell
Company abandoned supermarkets and chose to sell the IQ
meals to doctor offices. One probable reason behind the failure
of product line with medical benefit reason is the inability to
perceive the demand information from the customers as well as
researching the behavior and preferences of customers. The
major mistake that they have made was catering the patients
rather than customers. The inappropriate pricing strategy is also
one of the reasons, pricing the product too high could not be
accepted by majority of the consumers.
Campbell product developers or executives negligence
over new products taking time to mature is one of the reason of
the products failure since the market potential of IQ meals is not
equivalent with sufficient and mature market base to support
project making new products.
And yes I guess it was just doomed right from the start
because the company targeted a very small market which did
not match the companys sales expectation.