Heinz Case Analysis

Topics: Ketchup, H. J. Heinz Company, Henry J. Heinz Pages: 9 (2396 words) Published: February 5, 2013
A Case Analysis for

Heinz’s Ketchup

Submitted to:
Sir Real Carpio So
Marketing Management Adviser
College of Commerce and Business Administration
University of Santo Tomas

Submitted by:
Lavadia, Armand Jacob
Leonardo, Issah
Lim, Lynlen
Magalino, Trizia Ann T.
Malaluan, Arman John
Murawski, Sandra

I. Introduction

There are five known fundamental tastes in the human palate: salty, sweet, sour, bitter and umami. AN entrepreneur out of Pittsburgh named Henry J. Heinz had came up with a condiment that pushed all five of these primal buttons – the Heinz’s Ketchup. The taste of Heinz’s ketchup begins at the tip of the tongue, where our receptors for sweet andf salty first appear, moves along the sides, where sour notes seem strongest, then hit the back of the tongue, for umami and bitter, in one crescendo. This all-in-one condiment offering rarely happens. For this reason, Heinz’s charges more for their product convincing that the public would pay more for a better ketchup, and they were right.


Henry John Heinz: A Man of Uncommon Vision
Henry John Heinz was very much the product of his parents, and the lessons he learned from them echo down into the character of the H.J. Heinz Company today. Henry’s parents taught him thrift rather than greed. He knew nothing of “get rich quick” business schemes and couldn’t bear the thought of ill-gotten gain. Many of his business ideals and principles, almost unheard of at the time, remain progressive to this day. For example, Henry Heinz did business based on the simple idea that every profit should be fairly earned. One of his mottos still guides Heinz’s purchasing practices today: “Deal with the seller so justly that he will want to sell to you again.” Another driving principle of Henry Heinz’s that resonates in today’s resource-conscious world was his hatred of waste of any kind. Leading by example, he inspired each of his employees to avoid even the slightest waste of material, time or opportunity. Finally, Henry Heinz learned from his mother a genuine and enduring concern and respect for every person, rich or poor, and always tried to practice her favorite rule for living: “Always remember to place yourself in the other person’s shoes.” Individually, the principles Henry Heinz instilled in his company can seem simple and almost quaint. Taken together though, they’re an all-too-rare combination in today’s business world. Fortunately, Henry Heinz himself showed that common sense, decency and social justice is a proven recipe for enduring business success. "To do a common thing uncommonly well brings success."

Founder Henry John Heinz
Heinz Mission Statement
As the trusted leader in nutrition and wellness, Heinz – the original Pure Food Company – is dedicated to the sustainable health of people, the planet and our Company.   
Heinz Values:
* Team Building & Collaboration - We embrace great ideas from everywhere and everyone and respect all individuals. * Innovation - We spot consumer and customer needs and meet them with simple, creative solutions. * Vision - We define a compelling, sustainable future and create the path to achieve it. * Results - We deliver on commitments, take accountability and balance the short- and long-term. * Integrity - We always tell the truth, act with the highest ethical standards and ensure that our products are of the highest quality. A World of Good Food

The H.J. Heinz Company, headquartered in Pittsburgh, Pennsylvania, is the most global of all U.S.-based food companies. Famous for our iconic brands on five continents, Heinz provides delicious, nutritious and convenient foods for families in 200 countries around the world. In more than 50 of those countries, we enjoy the number-one or number-two market position. Key Heinz markets are segmented as North American Consumer Products, U.S. Foodservice, Europe, Asia Pacific and Rest of World. Our commitment to providing a...
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