Campbell Soup Company (CPB): ANSOff Matrix Analysis [Jan-2025 Mis à jour]

Dans le paysage en constante évolution de la stratégie de l'industrie alimentaire, Campbell Soup Company se tient à un carrefour pivot d'innovation et d'expansion du marché. En tirant méticuleusement la matrice Ansoff, cette marque emblématique est prête à transformer son activité de soupe traditionnelle en une entreprise dynamique et multidimensionnelle qui répond directement aux demandes des consommateurs modernes. De réinventer les gammes de produits classiques à l'exploration des opportunités de marché révolutionnaires, l'approche stratégique de Campbell promet de redéfinir sa position sur un marché de plus en plus compétitif et soucieux de sa santé.

Campbell Soup Company (CPB) - Matrice Ansoff: pénétration du marché

Augmenter les dépenses de marketing pour les marques de soupe de base

Campbell Soup Company a alloué 348 millions de dollars pour les frais de publicité et de marketing au cours de l'exercice 2022. La société s'est spécifiquement concentrée sur l'augmentation des investissements marketing pour les lignes de soupe rouge et condensées classiques de Campbell.

Marque	MARKETING SUPPORT 2022	Part de marché
Le rouge classique de Campbell	124 millions de dollars	38.5%
Campbell est condensé	86 millions de dollars	29.7%

Développer des campagnes promotionnelles ciblées

Les stratégies de programme de fidélité mises en œuvre de Campbell ciblant 2,3 millions de membres actifs, avec un taux d'achat répété de 67% en 2022.

• Taux de rétention de la clientèle: 72,4%
• Valeur à vie moyenne du client: 487 $
• Redemption de coupon numérique: 41,6%

Mettre en œuvre les stratégies d'optimisation des prix

Prix ​​de détail moyen pour la soupe de Campbell: 2,47 $ par boîte. La stratégie de tarification compétitive a maintenu un différentiel de prix de 3,2% par rapport aux concurrents du marché.

Stratégie de tarification	Impact	Augmentation des revenus
Prix ​​dynamique	3,7% de réactivité du marché	52 millions de dollars
Remises promotionnelles	5,1% d'attraction client	41 millions de dollars

Développer les efforts de marketing numérique

Le budget du marketing numérique est passé à 97 millions de dollars en 2022, ciblant les milléniaux et les consommateurs de génération Z.

• Engagement des médias sociaux: 2,4 millions d'adeptes
• Taux de conversion d'annonce numérique: 4,8%
• Téléchargements d'applications mobiles: 1,2 million

Améliorer la visibilité du produit

Les investissements stratégiques de placement des étagères ont entraîné une augmentation de la visibilité des produits de 18,6% dans les canaux de vente au détail d'épicerie.

Canal de vente au détail	Espace d'étagère	Impact de la visibilité
Supermarchés	42% Emplacement de l'étagère Prime	Augmentation des ventes de 15,3%
Dépanneurs	Placement de 33%	Augmentation des ventes de 12,7%

Campbell Soup Company (CPB) - Ansoff Matrix: développement du marché

Développez la distribution internationale des gammes de produits de soupe existantes

Campbell Soup Company a déclaré que les ventes nettes internationales de 2,1 milliards de dollars au cours de l'exercice 2022. La pénétration du marché européen a augmenté de 4,7% dans les catégories de soupe. L'expansion du marché asiatique a montré une croissance de 3,2% des segments de soupe emballés.

Région	Pénétration du marché	Croissance des revenus
Europe	4.7%	487 millions de dollars
Asie	3.2%	312 millions de dollars

Cibler les marchés soucieux de leur santé

Campbell's V8 et bien oui! Les gammes de produits ont généré 623 millions de dollars de ventes de segments axées sur la santé en 2022. Des variantes de soupe à faible sodium et biologique ont connu une croissance des ventes de 6,5%.

• V8 Revenus de la gamme de produits: 412 millions de dollars
• Eh bien oui! Revenus de soupe biologique: 211 millions de dollars
• Croissance des segments soucieux de la santé: 6,5%

Développer des partenariats internationaux de chaîne d'épicerie

Des partenariats stratégiques avec Tesco (Royaume-Uni) et Carrefour (France) ont élargi les canaux de distribution. Les partenariats internationaux de vente au détail ont augmenté la portée du marché de 12,3% en 2022.

Détaillant	Pays	Impact du partenariat
Tesco	Royaume-Uni	Expansion du marché de 7,2%
Carrefour	France	Expansion du marché de 5,1%

Exploration du marché régional d'Amérique du Nord

Campbell a identifié des marchés inexploités dans les régions du Midwest et du Sud-Ouest. La pénétration du marché régional a augmenté de 3,8% en 2022, générant des revenus supplémentaires de 276 millions de dollars.

Extension de la plate-forme de commerce électronique

Les ventes en ligne via Amazon, Walmart.com et les canaux directs aux consommateurs ont atteint 587 millions de dollars en 2022. La part de marché du commerce électronique a augmenté de 9,2% par rapport à l'année précédente.

Plate-forme de commerce électronique	Volume des ventes	Croissance des parts de marché
Amazone	276 millions de dollars	4.5%
Walmart.com	198 millions de dollars	3.2%
Direct à consommateur	113 millions de dollars	1.5%

Campbell Soup Company (CPB) - Matrice Ansoff: développement de produits

Variantes de soupe à faible sodium et biologique

Les ventes de soupe biologique de Campbell ont atteint 95,4 millions de dollars en 2022, ce qui représente une croissance de 12,3% du segment biologique. La gamme de produits à faible sodium a généré 127,6 millions de dollars de revenus, avec une part de marché de 7,2% dans les catégories de consommateurs soucieuses de la santé.

Catégorie de produits	Revenu 2022	Part de marché
Soupes biologiques	95,4 millions de dollars	8.6%
Soupes à faible sodium	127,6 millions de dollars	7.2%

Options de soupe à base de plantes et végétariennes

Campbell a investi 42,3 millions de dollars dans le développement de produits à base de plantes en 2022. Les ventes de soupe végétariennes ont atteint 83,7 millions de dollars, capturant 5,4% du marché alternatif de la viande.

• Investissement de produits à base de plantes: 42,3 millions de dollars
• Vente de soupe végétarienne: 83,7 millions de dollars
• Pénétration du marché: 5,4%

Formats de soupe pratiques prêts à manger

Le segment de soupe prêt à manger a généré 214,5 millions de dollars en 2022, avec une croissance de 16,8% en glissement annuel. Les milléniaux représentaient 47,3% de la base de consommateurs cibles.

Lignes de soupe premium et gastronomique

Les revenus de la ligne de soupe premium ont atteint 156,2 millions de dollars en 2022, avec une expansion du marché de 9,7%. Les profils de saveurs uniques ont contribué à une augmentation des ventes de 22,5%.

Soupes fonctionnelles avec des avantages nutritionnels

Le segment de la soupe fonctionnelle a généré 67,9 millions de dollars, avec des variantes enrichies en protéines représentant 42,6 millions de dollars. Les produits de soupe qui se renforcent de l'immunité ont atteint 25,3 millions de dollars de ventes.

Catégorie de soupe fonctionnelle	Ventes 2022
Soupes enrichies en protéines	42,6 millions de dollars
Soupes de stimulation de l'immunité	25,3 millions de dollars

Campbell Soup Company (CPB) - Matrice Ansoff: diversification

Acquérir des marques alimentaires complémentaires dans des catégories de collations saines et de remplacement de repas

En 2018, Campbell Soup Company a acquis Snyder's-Lance pour 4,87 milliards de dollars, élargissant son portefeuille de marques de collations. L'acquisition a ajouté des marques comme Lance Crackers, Cape Cod, Kettle Brand Chips et Snyder's Pretzels.

Acquisition	Année	Valeur
Snyder's-lance	2018	4,87 milliards de dollars

Investissez dans des gammes de produits de protéines à base de plantes

Campbell a investi 125 millions de dollars dans le développement de protéines à base de plantes grâce à son entreprise alimentaire V2 en Australie. D'ici 2020, le marché alternatif de la viande à base de plantes a atteint 4,2 milliards de dollars aux États-Unis.

• V2 Investissement alimentaire: 125 millions de dollars
• Taille du marché américain de la viande à base de plantes: 4,2 milliards de dollars (2020)

Explorez le kit de repas et les segments alimentaires préparés

Campbell a acquis Bolthouse Farms en 2012 pour 1,55 milliard de dollars, qui produit des salades, des jus et des produits protéiques à base de plantes. Le marché des kits de repas était évalué à 4,65 milliards de dollars en 2019.

Acquisition	Année	Valeur
Fermes de bolthouse	2012	1,55 milliard de dollars

Développer des services d'abonnement directement aux consommateurs

Campbell a lancé des plates-formes en ligne directes aux consommateurs, avec des ventes numériques en augmentation de 35% au cours de l'exercice 2020, atteignant 175 millions de dollars de revenus.

• Croissance des ventes numériques: 35%
• Revenus numériques: 175 millions de dollars (2020)

Créer des partenariats stratégiques avec les entreprises de technologie de bien-être et de nutrition

Campbell Ventures a investi dans plusieurs startups de technologies alimentaires, dont un investissement de 10 millions de dollars dans la personnalisation des aliments habitués en 2017.

Entreprise	Année d'investissement	Montant d'investissement
Personnalisation des aliments d'habitude	2017	10 millions de dollars

Campbell Soup Company (CPB) - Ansoff Matrix: Market Penetration

Drive volume growth in U.S. Soup to offset the organic net sales decline of up to 2% expected for FY2025. The company's organic net sales for the full year 2025 are projected to be flat to down 2%.

The focus on core soup brands involves stabilizing market share against headwinds, as U.S. soup sales decreased in the second quarter of fiscal 2025, primarily due to declines in ready-to-serve soups and condensed soups.

Expand distribution and merchandising for Goldfish crackers, a $1 billion brand, in convenience and club channels. The Goldfish brand is recognized as approaching the $1 billion in annual sales mark.

Use the $120 million cost savings program to fund competitive pricing against private label brands. The company has since increased its cost savings expectation for the full year from $120 million to $130 million, which is part of a larger $250 million cost-savings program through fiscal year 2028.

Focus marketing spend on the core soup business to stabilize its market share. The Meals & Beverages segment, which contains the core soup business, represented approximately 45% of the company's total sales for fiscal year 2025.

Metric	FY2025 Guidance/Actual Figure	Context/Segment
Total Net Sales	$10.3 billion	Fiscal Year 2025 Reported
Organic Net Sales Change	flat to down 2%	Full-Year Fiscal 2025 Guidance
Meals & Beverages Net Sales	$5.83 billion	Fiscal Year 2025 Segment Contribution
Snacks Net Sales	$4.43 billion	Fiscal Year 2025 Segment Contribution
Adjusted EPS Range	$2.95 and $3.05	Revised Full-Year Fiscal 2025 Guidance
Cost Savings Target (Action Basis)	$120 million	Program Amount Referenced for Pricing Action

The execution of market penetration involves specific tactical priorities:

• Drive volume growth in U.S. Soup to counter the expected organic net sales decline of up to 2%.
• Increase in-store promotional activity for Chunky and condensed soups to gain shelf space.
• Expand distribution and merchandising for the $1 billion Goldfish brand into convenience and club channels.
• Utilize cost savings, such as the $120 million program, for competitive pricing moves.
• Concentrate marketing spend on the core soup business, which is part of the segment representing about 45% of total sales.

Campbell Soup Company (CPB) - Ansoff Matrix: Market Development

Market Development for Campbell Soup Company centers on taking existing products into new territories or channels. The company is fundamentally North American focused, generating fiscal 2025 net sales of $10.3 billion across its Meals & Beverages and Snacks divisions.

Aggressively expanding the premium Rao's brand into new international markets beyond North America is a key strategic thrust, building on its current success. Rao's is approaching $1 billion in annual sales and posted double-digit growth, with executives estimating 75% of its sales will come from the jarred sauce category. The acquisition of Sovos Brands, which included Rao's, was valued at $2.7 billion.

For high-growth snack brands like Kettle Brand potato chips and Snyder's of Hanover pretzels, the current manufacturing footprint provides a base. The Hanover, Pennsylvania facility, for example, received a $72 million investment to add six chip kettles, aiming for 20 million more pounds of potato chips annually. This facility currently produces Kettle Brand and Snyder's of Hanover products. The challenge for exporting these to select European and Asian markets involves navigating trade barriers; for instance, the company faces higher costs to export soup to Canada due to Ottawa raising tariffs on certain U.S. goods to 35 per cent from 25 per cent effective August 1.

Targeting foodservice channels in the U.S. with existing Swanson broth and Campbell's soup products is an established route within the Meals & Beverages segment. This segment includes foodservice in the U.S. and Canada. In the third quarter of fiscal 2025, organic net sales showed gains in foodservice, partially offsetting declines elsewhere.

Penetration efforts in Latin American countries, a current market for the Snacks segment (though this business moves to Meals & Beverages in fiscal 2026), require local adaptation. Leveraging the existing supply chain in Canada is also a focus, as the Meals & Beverages segment already operates there, and Q3 fiscal 2025 organic net sales reflected gains in Canada.

Here's a look at the current segment structure and key geographical/channel data:

Area of Operation/Focus	Relevant Brand Examples	Reported Financial/Statistical Data Point
Total Company Net Sales (FY2025)	All Brands	$10.3 billion
Premium Sauce Brand Sales Base (Pre-Expansion)	Rao's	Approaching $1 billion in annual sales
U.S. Snack Production Investment	Kettle Brand, Snyder's of Hanover	$72 million investment at Hanover, PA plant
Canadian Export Tariff Impact (Cost Factor)	Campbell's Soup (Export)	Ottawa tariff rate of 35 per cent
U.S. Foodservice Performance (Q3 FY2025)	Swanson, Campbell's Soup	Reported gains in organic net sales

The specific actions for Market Development involve:

• Aggressively expand distribution of the premium Rao's brand into new international markets beyond North America.
• Export high-growth snack brands like Kettle Brand and Snyder's of Hanover to select European and Asian markets.
• Target foodservice channels (schools, hospitals) in the U.S. with existing Swanson broth and Campbell's soup products.
• Increase penetration in Latin American countries, a current market, by adapting packaging and pricing for local consumers.
• Leverage the existing supply chain in Canada to introduce more of the U.S. Meals & Beverages portfolio.

The Meals & Beverages segment, which houses soup, simple meals, and beverages in the U.S. and Canada, saw its organic net sales increase by 6% year-to-date in Q3 fiscal 2025, partially due to gains in Canada and Rao's. The company's overall fiscal 2025 Adjusted EBIT was $1.5 billion.

Finance: review Q4 FY25 foodservice sales contribution to Meals & Beverages segment by next Tuesday.

Campbell Soup Company (CPB) - Ansoff Matrix: Product Development

You're looking at how Campbell Soup Company (CPB) is pushing new products into existing markets, which is the Product Development quadrant of the Ansoff Matrix. This is about refreshing the portfolio with premium and healthier options, so let's look at the hard numbers driving these moves.

For the premium end, the focus is heavily on the acquired Rao's brand. This brand is a remarkable success story, having seen its revenue increase by 400% since 2019, and it is currently posting double-digit growth as of late 2024. Campbell Soup Company identified Rao's sauces as being close to $1 billion in annual sales in fiscal 2024, and they project its long-term growth will moderate to the high single digits. Management estimates that about 75% of Rao's sales will continue to come from the jarred sauce, but product development is key to maintaining that momentum.

The snacking powerhouse, Goldfish crackers, is also a major area for new product introductions, including both sweet and savory extensions, plus new forms like Goldfish Crisps, which is projected to surpass $75 million in sales this fiscal year. This innovation push is designed to keep the brand on track for its ambitious goal of reaching $1.3 billion in net sales by fiscal year 2027. Remember, Goldfish already achieved billion dollar brand status, with dollar sales up 33% over the three years leading up to April 2024.

Expanding the Meals & Beverages segment involves developing frozen meal options under the Michael Angelo's brand. This brand came to Campbell Soup Company via the Sovos Brands acquisition, which reported adjusted net sales of $837 million in calendar year 2022. The goal here is to build out the ready meals portfolio, which is a key part of the segment that generated $1,463 million in net sales for the third quarter of fiscal 2025.

Campbell Soup Company is also working on healthier iterations of established products. You see this with efforts around lower-sodium Prego sauces, which contributed to a 1% organic net sales increase in the fourth quarter of fiscal 2024 for the overall business, and the continued focus on brands like Pacific Foods broths, which are part of the Meals & Beverages division.

Here's a quick look at how some of these key brands factor into the overall business structure and targets, based on the latest available data:

Brand/Metric	Latest Reported/Targeted Value	Context/Timeframe
Goldfish Net Sales Target	$1.3 billion	By Fiscal Year 2027
Goldfish Dollar Sales Growth	33% increase	Over the past three years (as of April 2024)
Rao's Current Annual Sales (Approx.)	Just under $1 billion	Fiscal 2024
Rao's Revenue Growth Since 2019	400% increase	As of late 2024
Michael Angelo's Parent (Sovos) Sales (Approx.)	$837 million (Adjusted Net Sales)	Calendar Year 2022
Meals & Beverages Segment Net Sales	$1,463 million	Q3 Fiscal 2025
Overall Company Fiscal 2024 Net Sales	$9.6 billion	Reported

Innovation is also directed toward functional beverages under the V8 brand, which is one of the company's 16 leadership brands representing 84% of enterprise sales in fiscal 2024. The Meals & Beverages division, which houses V8, has a long-term organic sales growth expectation of 1% to 2% annually.

You'll also see new functional offerings under V8 designed to tap into health trends like immunity or gut health, which is a direct product development play within an existing market. The company is putting dollars behind these extensions; for instance, they project annual net sales growth of 3-4% for the entire Snacks business long-term, which relies heavily on innovation like that seen in Goldfish.

The push for healthier options also includes specific product reformulations, such as lower-sodium Prego sauces. The Meals & Beverages segment's performance reflects the success of these core brands, with organic net sales for the segment expected to be in the range of down 2% to flat for the full fiscal year 2025.

The company is backing these efforts with investment; they are delivering two times the innovation dollars versus their closest competitors in the Goldfish space alone. Finance: draft the Q4 2025 innovation spend vs. budget variance report by Tuesday.

Campbell Soup Company (CPB) - Ansoff Matrix: Diversification

You're looking at how Campbell Soup Company, now The Campbell Company, could push into entirely new product categories and geographies. This is the most aggressive quadrant of the Ansoff Matrix, carrying the highest risk but also the highest potential reward, so the numbers need to support the move.

The company's current core is heavily weighted toward established brands. In fiscal year 2024, leadership brands represented 84% of enterprise sales and approximately 95% of segment operating earnings. The Meals & Beverages segment saw net sales of $1.4 billion in Q2 2024, while the Snacks segment generated $4.43B in 2025 revenue according to one data set. The company is targeting long-term organic net sales growth of 2% to 3% and adjusted EPS growth of 7% to 9% through fiscal year 2027.

Here's a look at how the proposed diversification avenues might compare to current operational scales:

Diversification Strategy Area	Relevant Current/Target Metric	Value	Period/Context
Acquire regional plant-based food company	Meals & Beverages Segment Net Sales	$1.4 billion	Q2 2024
Invest in DTC e-commerce for sauces	Reported Net Sales (Q4 2024)	$2.3 billion	Q4 2024
Enter pet food or pet snack market	Snacks Segment Revenue	$4.43B	2025
Develop shelf-stable, gourmet ingredients	Leadership Brands % of Enterprise Sales	84%	FY 2024
Joint venture for European snacks	Non-US Revenue	$525.00M	One data point

Entering the non-dairy protein segment would mean targeting a market where the existing Meals & Beverages segment generated $1.4 billion in net sales in Q2 2024. The acquisition of Sovos Brands, which includes Rao's, has already shown strong results, with Rao's sales growing faster than expected through the fourth quarter of fiscal 2024.

For international expansion, the geographic distribution shows a small base to build upon; Non-US revenue was reported at $525.00M against a total revenue of $8.48B in one report, meaning Non-US sales accounted for only about 6.2% of that total. This suggests significant headroom for a European joint venture to scale up that portion of the business.

The company's existing portfolio strength is clear, but diversification aims to capture growth outside the core:

• Leadership brands accounted for 84% of enterprise sales in fiscal year 2024.
• The company expects adjusted EPS growth of 7% to 9% through fiscal year 2027.
• A new $250 million enterprise cost-saving initiative is planned through fiscal 2028.
• The Snacks business is expected to maintain a long-term growth rate of 3-4%.
• The Meals & Beverages business has a modest long-term organic sales growth expectation of 1-2%.

Developing a DTC platform for sauces would be measured against the company's overall sales scale, such as the $2.3 billion in reported net sales seen in Q4 2024. The pet food or snack market entry would be a new category, but the existing Snacks segment is a large base, with one report showing $4.43B in revenue for 2025.