Campbell Soup Company: Selling Channel Innovation to Customers Harvard Case Solution & Analysis

Campbell Soup, like most food companies, grocery chains face and wholesale demand for their products due to their own advertising Campbell pricing structure, not the retail consumer demand. Former incentive policies glut created huge swings in production and inventory levels. Campbell introduced the continuous replenishment products (SPP), under which they will manage inventory for its customers, including the electronic exchange of data to link supply to actual demand. The implementation of this channel shift calls for rebuilding relations with its customers and a radical restructuring of its advertising policy. "Hide
by Zeynep tons, James L. McKenney Source: Harvard Business School 20 pages. Publication Date: February 27, 2008. Prod. #: 608141-PDF-ENG

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Campbell Soup Company: Selling Channel Innovation to Customers

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