潜水简报:
- 在坎贝尔汤第三季度收益, CEO Mark Clouse said it will reveal a comprehensive turnaround plan for its beleaguered soup division at its investor day next week. "While we have started to chip away at the challenges, we still have much to do to position this business for improved and sustainable results,"他告诉投资者。"We will need to improve investment levels to support the brands. ... Change will not happen overnight, but we are building confidence that we can win in soup again."
Even as the company prepares for what could be an extensive overhaul of soup, Clouse said things are showing signs of improving. “In fact, over the latest four weeks, condensed soup consumption was positive,” he said.
Soup sales in the U.S. were flat for the third quarteras gains in broth were offset by declines in condensed and ready to serve soups。Consumption was down 2.6% compared to a drop of 5.5% in the first half of the year. Clouse attributed the results to "favorable timing on new revenue recognition accounting" that helped offset a drop in consumption and an expected reduction in inventory levels to start the quarter.
潜入洞察力：
即使Campbell Soup spent roughly $5 billion— it’s largest acquisition ever — to buy Snyder’s-Lance last year and tap into the fast-growing $89 billion snacking category, soup still remains a driving force in the company. It is also a challenging one as upstarts and private-label brands garner a bigger presence in the category.
在该公司的第三季度盈利报告中，汤销售额平稳，坎贝尔的整体市场份额在4月份的12个月期间下降了2个百分点。
当Mark Clouse担任今年年初的首席执行官时，他踏入了一家面临着众多挑战的公司的司机。但是，他已经证明了精简和重新定位公司的擅长。今年4月，坎贝尔汤announced它会卖its Bolthouse Farms business to an affiliate of private equity firm Butterfly Equity for $510 million. Just a few months earlier, Campbell Soupsold its花园新鲜美食品牌对于未公开的金额，向健康喷泉的附属公司。
坎贝尔汤也试图卸下它澳大利亚Arnott的饼干品牌，但到目前为止一直无法这样做。CNBC周三表示Mondelez International ended talks with Campbell Soup据报道，双方不同意价格。
“该公司似乎在稳定其核心细分市场方面取得了一些进展，特别是在沃尔夫研究的分析师斯科特·米努斯·斯科特·米努金队完成后，斯科特·穆立金在一项研究中稳定。“然而，我们的研究表明，（坎贝尔汤）仍然存在挑战，特别是在萎缩的汤类中继续失去市场份额。......我们持续谨慎地持谨慎态度，增长更高的道路可能需要进一步投资和下降”利息和税前的收益。
即使汤现在与50％的零食相比，汤的销量约为27％，而且它仍然是坎贝尔汤的重要业务。近年来，新泽西州公司推出了嘛，是的！汤吹捧时尚的口味和营养成分以及标准经典的便携式选项。但它没有被证明足够。
Nevertheless, Clouse seems to have a plan. While he was tight-lipped on the earnings call about the exact nature of his plans to reinvigorate soup, he did say that it was going to be a comprehensive overhaul. Whatever the plan, Campbell Soup is going to have to establish a solid foundation from which to reach younger American customers. No longer is the idea of canned soup going to entice consumers. Campbell Soup is going to have to reinvent its image from the inside out.
坎贝尔汤可以从Mondelez的Playbook中取出一页，和much like奥利奥倾向于它的粉丝为了帮助建议新的口味并保持其品牌相关，它应该考虑采取类似的方法。显示其消费基地的个性化和投资可以为公司提供很长的路要走。Gen Z，according to a study by IRI，由社交媒体影响的可能性比销售或折扣更容易受到两到三倍。即使是千禧一代也可能是欣赏的，因为它们和Gen Z都不是品牌忠诚。相反，他们更关心with brand interaction。
Regardless of its approach, Campbell Soup has a long journey ahead to convince consumers that they aren’t behind the times when it comes to soup. Clouse suggested in the call that the company may start with reimagining soup not as a meal but as an ingredient. That perhaps might be a wise place to start as consumers are continually looking to find convenient short cuts in the kitchen to speed up cooking as they find themselves ever more pressed for time.
