Question 4

MUHAMMAD IRFAN BASYARAHIL

17060356/1
CIB180716

a.)

As Campbell’s soups product has been popular across the globe, but not in Malaysia, there
should be a valid reason that led the case happened. In order to change the attitude of the
local consumers, Campbell’s Soup as an international product should make some adjustment
toward the local target market. Based on the studies, there are three key factors that need to
be taken to the account in order to change the attitude of the consumers, those are affective,
cognitive, and behavioural. From the affective perspective, Soups as a product (stimuli) need
to accept and being well known by the Malaysian population, only that it could affect the
feelings of local consumers. The feeling of the product presence will give effects on how
product’s images should believe, rather good or bad. The successfulness of these two initial
steps will lead to the behavioural intentions of the consumer towards a particular brand as
part of the response tendencies. In other words, the behavioural aspect will desire the
consumer action whether the product will be in the consumer decision in purchasing by
comparing to the other available brands.

Not only that, but Campbell’s Soup marketers also need to carefully look into how the current
messages have been spread among Malaysian. A correct method between a contrasting way
of influencing the attitude, whether the company must apply High Involvement or Low
Involvement. The company may refer to the details of the ELM model and the core tenants
of it.

Last but not least, would be something related to the industry competition. Under the
competitive competition theory, there is a terms called Central Cues Neutralize, which
describe the condition of the homogeneity across competing brands. In Campbell’s Soup case,
by an early judgement, I would say that they are lacking of innovation that may differ us to
other same products. The innovation may relate to the adjustment towards local taste
preferences (flavour, etc) which have not available yet.
b.)

One of the most appropriate local target groups for Campbell’s soups products would be
those who are always dealing with time. This may refer to the workers, students, working
mom that having limited time and choose to have a delicious easy instant food. How the food
may ready in a few minutes without putting much effort, could be as an option for breakfast
or dinner at home. By looking at the scenario, we may suggest that the product to be more
focus to the locals living in the big cities (Kuala Lumpur, Penang, Johor, Kedah, Sabah) rather
than those who are not affiliated with the description that I have explained.