3.1 Company Overview
Pepperidge Farm was founded in 1937, in 1961 Pepperidge Farm was acquired by Campbell Soup Company. Where at that time, Campbell Soup Company was one of the largest and most highly respected food companies in North America.
Campbell Soup Company is a manufacturer and marketer of high-quality foods and simple meals, including soup and sauces, baked snacks and healthy beverages. Founded in 1869, the company has a portfolio of market-leading brands, including “Campbell’s,” “Pepperidge Farm,” “Arnott’s,” “V8” and “Bolthouse Farms.” Through its corporate social responsibility program, the company strives to make a positive impact in the workplace, in the marketplace and in the communities in which it operates. Campbell is a member of the standard & poor’s 500 and the Dow Jones Sustainability Indexes.
Pepperidge Farm was founded in 1937, in 1961 Pepperidge Farm was acquired by Campbell Soup Company. Where at that time, Campbell Soup Company was one of the largest and most highly respected food companies in North America.
Campbell Soup Company is a manufacturer and marketer of high-quality foods and simple meals, including soup and sauces, baked snacks and healthy beverages. Founded in 1869, the company has a portfolio of market-leading brands, including “Campbell’s,” “Pepperidge Farm,” “Arnott’s,” “V8” and “Bolthouse Farms.” Through its corporate social responsibility program, the company strives to make a positive impact in the workplace, in the marketplace and in the communities in which it operates. Campbell is a member of the standard & poor’s 500 and the Dow Jones Sustainability Indexes.
3.2 Business Description
When the company first establish, its main product is bread, in 1955 only the company start its business in cookies market. Even further later, in 1962 only they emerge into crackers market. Currently the products that the company sells worldwide are the cookies and crackers.
The company currently provides an array of popular products, including their Chunk and Soft Baked American Collection cookies, Milano cookies, Goldfish and Finz crackers. Most recently the company launches a new flavor of their popular crackers, the Goldfish crackers with Mac & Cheese. For food industry, innovation of new product is a never-ending process to fulfill customers’ requirement and to attract new customers.
The company also launches Fun New Milano Cookie Ad Campaign to bring up his company image and popularity. The Campaign is aim to bring the company image to the next extend, to enforce the product image the Pepperidge Farm selling in the society. The commitment to quality of Pepperidge Farm is again emphasize in the Campaign. Advertisement is one of the most effective tools to spread the name of company’s brand even to worldwide. Utilizing the use of social media can advertise the company even better also can get closer to the customers. That is why Pepperidge Farm also having a Facebook page, which actively in used to update customers with latest news of the company and to feedback to customers’ question.
To emerge into new market, Pepperidge Farm still maintaining its premium quality image even required selling at a higher price that decrease its price competitiveness. This shows the insistence of Pepperidge Farm in quality. This is also one of the marketing strategies for Pepperidge Farm.
When the company first establish, its main product is bread, in 1955 only the company start its business in cookies market. Even further later, in 1962 only they emerge into crackers market. Currently the products that the company sells worldwide are the cookies and crackers.
The company currently provides an array of popular products, including their Chunk and Soft Baked American Collection cookies, Milano cookies, Goldfish and Finz crackers. Most recently the company launches a new flavor of their popular crackers, the Goldfish crackers with Mac & Cheese. For food industry, innovation of new product is a never-ending process to fulfill customers’ requirement and to attract new customers.
The company also launches Fun New Milano Cookie Ad Campaign to bring up his company image and popularity. The Campaign is aim to bring the company image to the next extend, to enforce the product image the Pepperidge Farm selling in the society. The commitment to quality of Pepperidge Farm is again emphasize in the Campaign. Advertisement is one of the most effective tools to spread the name of company’s brand even to worldwide. Utilizing the use of social media can advertise the company even better also can get closer to the customers. That is why Pepperidge Farm also having a Facebook page, which actively in used to update customers with latest news of the company and to feedback to customers’ question.
To emerge into new market, Pepperidge Farm still maintaining its premium quality image even required selling at a higher price that decrease its price competitiveness. This shows the insistence of Pepperidge Farm in quality. This is also one of the marketing strategies for Pepperidge Farm.
3.3 Company History
Margaret Rudkin, a Connecticut housewife and mother of three young children, discovers one of her sons has an allergy to commercial breads that contain preservatives and artificial ingredients. So in 1937, she begins experimenting with baking her own preservative-free bread for her ailing son -- ultimately perfecting a delicious whole-wheat loaf that contained only natural ingredients. Encouraged by her family and her son's doctor, she begins a small business out of her kitchen selling her "Pepperidge Farm" bread to local grocers. Named for her family's farm in Fairfield, Connecticut, consumers recognize her homemade bread's quality and buy every loaf she baked.
In 1947, After World War II, and its associated shortages and rationing ended, Margaret Rudkin's plans for expanded bakery production could finally be realized. On July 4, her dream came true with the opening of the company's first modern bakery in Norwalk, Connecticut. New products such as dinner rolls, stuffing, and oatmeal breads are developed and tested, with Mrs. Rudkin always taking the first bite. Mrs. Rudkin clung tenaciously to her principles of quality.
3.4 Key People
Margaret Rudkin, a Connecticut housewife and mother of three young children, discovers one of her sons has an allergy to commercial breads that contain preservatives and artificial ingredients. So in 1937, she begins experimenting with baking her own preservative-free bread for her ailing son -- ultimately perfecting a delicious whole-wheat loaf that contained only natural ingredients. Encouraged by her family and her son's doctor, she begins a small business out of her kitchen selling her "Pepperidge Farm" bread to local grocers. Named for her family's farm in Fairfield, Connecticut, consumers recognize her homemade bread's quality and buy every loaf she baked.
In 1947, After World War II, and its associated shortages and rationing ended, Margaret Rudkin's plans for expanded bakery production could finally be realized. On July 4, her dream came true with the opening of the company's first modern bakery in Norwalk, Connecticut. New products such as dinner rolls, stuffing, and oatmeal breads are developed and tested, with Mrs. Rudkin always taking the first bite. Mrs. Rudkin clung tenaciously to her principles of quality.
3.4 Key People
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-‐ Margaret Rudkin, Founder of Pepperidge Farm
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-‐ Irene Chang, President
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-‐ Steve White, Vice President
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-‐ Suzanne Goodrich, Business Director
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-‐ Theresa Choc-Lee, Frozen Bakery & Ecce Panis Business Director
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-‐ Mark Fitch, Head Pastry Baker, employee for 12 years
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-‐ Rich McCarthy, Head Cookie Baker, Pepperidge Farm employee for 32 years, retired
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-‐ Neil Rodger, Head Bread Baked, Pepperidge Farm employee for 26 years
3.5 Location and Subsidiaries
3 Jalan Tiang U8/93, Seksyen U8,
Bukit Jelutong Industrial Park,
40150 Shah Alam,Selangor Darul Ehsan,
3.6 Brands, Major Products and Services
Brand: Pepperidge Farm
Major Product: Milano Cookies
Service:Management Service
3.7 Corporate Vision
Always baked with high quality ingredients.
3.8 Corporate Mission
Always remind themselves that all the cookiesare freshly baked bread or cookies with simple and good ingredients.
3.9 Company’s Current Promotional Strategy
-‐ Launches Fun New Milano Cookie Ad Campaign -‐ Pepperidge Farm new product
3.10 Product Sales’ History
I can’t get the information due to company confidential.
3.11 Current Marketing Objective
Long Term:
Would like to invite more distributors to explore the avenues for the success that may be available as a Pepperidge Farm independent distributor.
Short Term:
To keep the quality of all the products and increase the brand exposure thought the advertising and campaign.
3 Jalan Tiang U8/93, Seksyen U8,
Bukit Jelutong Industrial Park,
40150 Shah Alam,Selangor Darul Ehsan,
3.6 Brands, Major Products and Services
Brand: Pepperidge Farm
Major Product: Milano Cookies
Service:Management Service
3.7 Corporate Vision
Always baked with high quality ingredients.
3.8 Corporate Mission
Always remind themselves that all the cookiesare freshly baked bread or cookies with simple and good ingredients.
3.9 Company’s Current Promotional Strategy
-‐ Launches Fun New Milano Cookie Ad Campaign -‐ Pepperidge Farm new product
3.10 Product Sales’ History
I can’t get the information due to company confidential.
3.11 Current Marketing Objective
Long Term:
Would like to invite more distributors to explore the avenues for the success that may be available as a Pepperidge Farm independent distributor.
Short Term:
To keep the quality of all the products and increase the brand exposure thought the advertising and campaign.
3.12 Media Expenditure
The company use website and social network such as Facebook, Twitter to advertise their product.
The company use website and social network such as Facebook, Twitter to advertise their product.
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