Case Study of Heinz Company

No. 13 & 33 June 30, 2011
3MK-B, 11:00 AM – 12:30 PM TTH

“Heinz is looking for Attention”

  I. Problem Statement
Heinz Company communicates through numerous messages running in prints and broadcast media as well as online; it also uses in-store and in restaurant communications to reinforce brand image and loyalty, Heinz Company has also sponsored Top This TV contests in which consumers submit homemade 30-second commercials featuring Heinz ketchup, which are then posted on YouTube for viewing ad voting. Media coverage and word-of-mouth buzz spread the contest message quickly and kept people talking about the homemade commercials even after the voting was over and the winners had been announced. Heinz Company also mounted a contest to gain community attention and involve U.S. students and teachers with the brand and its communications. The Ketchup Creativity contest invited students in grade 1 through 12 to submit artworks for Heinz single-serve packets. From more than 15000 entries, the judges choose 12 winners to have their artwork displayed on millions of Heinz ketchup packets.

What strategies that Heinz Company can implement in order to attract attention of the consumer (not just in U.S. & Europe but also in other continents) and also in order for the consumers to patronize Heinz products?

  II. Objectives
  1. To be able to know what are the consumer’s perception to the Heinz products.
  2. To be able to know what kind of “Product Positioning” did Heinz Company used to their products.
  3. To be able to establish an action that can help to the Heinz Company to attract consumer’s attention and also in order for the consumers to patronize Heinz products.
  III. ACA’s
  1. Heinz Company should have “Product Positioning” for the future growth.
Pros: The essence of successful marketing is the image that a product has in the mind of the consumer. The core effective positioning is a unique position that the product occupies... [continues]

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