Campbell’s Soup was the next company to contact Howard. Campbell’s Soup had the brand of pasta sauces called Prego. Well Prego was in direct competition with Ragu and they were desperate to create the “perfect” pasta sauce so that they would become the preferred pasta sauce brand over Ragu and other competitors.
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Can you guess what Howard did to help?
Howard worked with Prego and created a grand total of 45 pasta sauce varieties. These pasta sauces varied in flavor, texture, ingredients, even the way they were produced. They took these 45 varieties and traveled all over the country and gathered thousands and thousands of people in different places and gave them ten bowls of pasta with different varieties of pasta sauces. After each bowl they simply asked them to rate the pasta sauce on a scale from zero to 100. They did this for months and months and at the end, Howard was left with a massive amount of data that he then had to analyze. But how did this data differ from the data received from the Pepsi trails?
Well, the answer is that it really didn’t, what changed is the way that Howard analyzed the data. He was no longer looking for the perfect product; he was looking for the most popular elements of the pasta sauces. So, he looked at the data with the goal of grouping the sauces to figure out the common denominators of the most popular sauces. By doing this, he was able to come to the conclusion that everyone seemed to fall into three major categories. Some people prefer a plain pasta sauce, some wanted a pasta sauce that was spicy, and there were some that enjoyed their sauce to be extra-chunky.
Imagine their surprise when Howard showed them the data which revealed that one-third of Americans craved extra-chunky tomato sauce. As of that time, no other company had extra-chunky tomato sauce so this was a heavily desired product that no one was offering. With this data, Prego came out with an entire line of extra-chunky pasta sauces and within the next ten years they made $600 million just off of that line.
Here is what everyone should take-away after listening to this Ted Talk:This world is full of different tastes, preferences and opinions; there is never going to be one perfect product. This variety in strategy means you must understand the service(s) you are selling, who you are selling to and what the client/customer needs/wants.It is not enough to ask people what it is they want to see in a product or service. It takes a lot of time and research to truly understand what consumers are looking for. Develop relationships with your clients and start asking the important questions! Get to the bottom of their needs in order to determine how your company can serve them better.As a Marketing professional it is essential that we trust the data that we are given; the data isn’t wrong, we may just be looking at it the wrong way.
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Carly BonarMarketing Coordinator, Logan Simpson
Carly entered the A/E/C industry right out of college and has been working as a Marketing Coordinator for Logan Simpson for the past year and a half. She’s an active SMPS member, blog contributor and vegetarian since she was eight years old. In her free time she loves to spend time with her family and three dogs; Cookie, Cotton and Bella.