The Campbell Soup company advertises more heavily in warm months to encourage consumers to think of soup as more than a cold-weather food.As Campbell Soup is trying to increase use they are using a ___________________ strategy in managing the product life cycle.

Question

Quizplus · Accepted Answer

The strategy of advertising more heavily in warm months to change consumer perception of soup being only a cold-weather food is an example of market modification, which involves trying to increase the usage of a product by finding new uses or new markets. Campbell Soup is not altering the soup itself (product modification) or repositioning the soup in terms of its image or purpose (product repositioning); rather, they are attempting to expand the market for the product through increased advertising.

The Campbell Soup Company Advertises More Heavily in Warm Months