Question

White Mountain Soups sells ready-to-eat soups packaged and sold in microwave-ready, single-serving plastic containers that can be used as bowls and then recycled. White Mountain makes a variety of soups, including New England clam chowder, vegetarian minestrone, and beef and tomato soups. Its advertising emphasizes the use of wholesome ingredients produced by independent farmers, and suggests that White Mountain soup can be a quick and easy lunch, or a wholesome mid-afternoon snack alternative to a bag of potato chips or a candy bar.

What can we considered White Mountain Soups to be when consumers take a break and snack on a cup of soup during mid-afternoon as a permanent order and a norm. Explain and illustrate with examples. (5 marks) for consumer behaviour question

Answer 1

Answer 1) White Mountain Soups launched variety of their soups and want their customers to take it on daily basis then the soup company will need to make its product a necessity product as per customers buying behavior. Necessity product is those which customers purchase on daily basis and consume them just like salt and sugar. So for making soup a necessity product the soup company needs to understand the customer buying behavior that what all value customers want from a soup product so that it can be accepted as a necessity product and can be consumed on daily basis. For this it’s important to do a market research and customer buying behavior. So let’s what attributes can be added or flaunted so that customers purchase soup on daily basis:

1) Healthy Appeal: Customers in today’s time are more prone to health that is whatever products provide health benefit to customers, customers with closed eyes go for that product and in this pandemic time customers are purchasing many immunity boosters. So it the soup will provide values of healthy future, minerals, vitamins and immunity booster in it then for sure customers will purchase it and grab it on daily basis.

2) Emotional Appeal: With help of emotional appeal benefits of soup on life saving of individuals can be shown and customers will be emotionally attached towards the product. If a advertisement will show that “A person in ICU bed in hospital drinking soup on daily basis is saved from the disease and is back home” such ads can create a emotional appeal and attract more customers.

3) This is new normal: With attribute of soup as an evening snack will make it different from that of candy bars and chips etc. The seller Mountain Soup can make their product reflect as this is new normal like “65% customers of soup have reduce their consumption of candy bars and chips in evening to 0% and started consuming soup as evening snacks on daily basis” they can change the trend with these advertisements and make it a new normal.