At 135-years-old, the Campbell Soup Company brings in nearly $7 billion in annual sales and touts more than 20 market-leading brands from a diverse product portfolio, which includes everything from the familiar red and white cans to Pepperidge Farm bakery to Godiva chocolate.
In 1869 Dr. Thomas Bramwell Welch inadvertently gave birth to Welch Foods Inc. while discovering the method to make communion wine from unfermented grapes.
It was a sunny, autumn day, perfect driving weather to soak up the picturesque country scenery of Concord, Massachusetts, the locale of this months cover story with Welchs.
The Customer Management Award is presented to a consumer goods firm for the successful execution of a sales and/or marketing effort throughout its entire customer base to achieve superior results.
According to AMR Research, trade funds investments can account for 15 percent of a consumer goods (CG) company's revenue, and the total spent on advertising, marketing and promotions by CG companies is an estimated $250 billion annually.
In an effort to get closer to its customers, optimize its supply chain and become a low-cost supplier, Diageo North America tapped into a collaborative planning, forecasting and replenishment (CPFR) program with its distributors.
In an effort to assure customer satisfaction and ensure that its multiple brands remain competitive, H.J. Heinz created a customer relationship model called First Call.
