1. Low brand loyalty among customers 80% buy other brands besides Campbell's Target market does not perceive Campbell's as a high quality brand Only 13% perceive Campbell's to be a high quality brand

2. Target market perceives the brand as trustworthy and well known Brand offers many varieties Easy to cook and convenient Affordable price Heart and Stroke Foundation approved Health Check symbol on Campbell's soup cans Growth of product line; lower-sodium soups

3. Chicken noodle soup top selling flavour in Canada, but perceived as being low quality compared to competitor, Lipton Campbell's only offers liquid varieties, not packet varieties Campbells recent scrutiny for the use of chemical BPA in some of their cans

4. Economic slowdown causing more people to cook at home instead of eating out Increase consumption through incorporating soup into recipes Growth of product line to include lower-sodium soups attracts health conscious consumers Seasonality 100% consume Campbell's during the Winter

5. Scrutiny and health risks for their use of chemical BPA in metal cans Competition offers gourmet and ready to serve varieties Target market will only buy high quality food products for their family. Campbells is not perceived to be high in quality by the target market.

6. Flavour innovation and variety dominate the market share Reduced sodium and low-fat options Trusted throughout generations

7. Campbell's does not offer packet soups Only offers liquid soup varieties as a recipe ingredient Campbell's chicken noodle soup is not as preferred as Liptons chicken noodle soup

8. Campbells value cookbook Meal mail: recipes sent via email Labels for education Saving centre: coupons

9. Lipton Meal Planner Home basics Primo Official sponsor of Toronto FC (Toronto soccer team)

10. Females; Mothers 35-49 HHI $75,000+ HH with children