Business Report Heinz

Topics: Marketing, H. J. Heinz Company, Ketchup Pages: 22 (4509 words) Published: April 1, 2013
EVALUATION OF THE KEY MARKETING DECISIONS
IN THE FMCG SECTOR

MARKETING REPORT ON HEINZ MARKETING STRATEGY
FOR THE NEW KETCHUP WITH JALAPEÑOS

Eleni SKARVELI
25/02/2013

2

EXECUTIVE SUMMARY
Aim
The aim of this business report is to present a study on Heinz marketing strategy for a new product HEINZ TOMATO KETCHUP WITH JALAPEÑOS. The product will be launched for the first time in the UK market, as an extension of Heinz Tomato Ketchup icon brand.

Methodology
In order to evaluate the key strategic and tactical marketing areas, an analysis of the current marketing practices of Heinz will be presented as well as the opportunities for competitive advantage in ketchup industry, within the UK market. The two existing products that will be used is Hellmann’s Ketchup, a brand of Unilever Food Solutions and Tesco, as an example of B’ brands products.

Phase 1 - Key Findings
Heinz is one of the world’s major global companies operating in 200 countries, offering more than 5,700 product varieties, with No 1 and No 2 branded businesses in more than 50 world-wide markets. Nowhere in the world is the Heinz brand as strong as it is in the UK and Ireland. After an evaluation of Heinz, its products, strategies, international involvement, the market and the competition, the analysis indicated that a new product should be developed based on high level of consumer ’s confidence to the brand.

Phase 2 - Key Findings
Evaluating the market overview, t wo products were compared for their current marketing practices and their communication strategies. Heinz is following a uniform global marketing presence for Tomato Ketchup as well as Hellman’s Ketchup. On the contrary the budget or 'B' Brands are not focusing on marketing but on pricing. Phase 3 - Key Findings

Following market research, it seems that the UK condiments market recorded growth. Heinz should meet consumer’s changing needs and introduce a product with an ingredient – Jalapeňos - that is globally connected with Mexican food. Conclusions

Heinz is a leader in Ketchup products enjoying almost 60% of the UK market share. Constant innovation and development of its core icon brands will be able to keep Heinz at the forefront of the UK market. Opportunities exist as consumers’ buying habits change over the years in an over-consumption society environment. Heinz UK & Ireland must seize the opportunities presented by global marketing strategies in order to build competitive advantage with the development of a new product and to secure increased market presence.

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MARKETING REPORT ON HEINZ MARKETING STRATEGY FOR THE NEW
KETCHUP WITH JALAPEÑOS
Table of Contents
Executive Summary.................................................................... ................................3 Introduction.................................................................................................................4 1. Heinz Background.............................................................................................. .....6 1.1. Heinz Mission Statement………..........................................................................6 1.2. Financial Summary..............................................................................................7 1.3. Heinz UK & Ireland............................................................................. .................9 1.4. Current challenge of the company.......................................................................9 2. Market overview......................................................................................................9 2.1. Market growth................................................................................ .......................9 2.2. Heinz Tomato Ketchup and its uniqueness within the market .............................9 2.3. Market share.......................................................................................................10 2.4 Evaluation of the current marketing...

Bibliography: public” (Kotler, 2009). This statement confirms the complexity of the market but also
the importance to focus on the central idea of marketing: “A matching between a
company’s capabilities and the wants of customers in order to achieve the objectives
of both parties” (Mc Donald, 2011).
dynamic but risky, complex and cluttered” (D.A. Aaker & D. McLoughlin, 2010). Heinz
is well placed to meet consumers reassurance for quality based on its brand heritage
marketing can block the way to goals established by the strategic p lan” (S.C. Jain,
2000)
the customer (D.A. Aaker & D. McLoughlin, 2010). Based on the formation of
marketing strategy, Heinz requires to define the follow three decisions:
market position. In the USA, it ranks first in ketchup with a market share in excess of
50% (Heinz annual report, 2012).
Figure 1. Heinz around the world map
Note: Heinz around the world (as of December 2011),
budgets of consumers (Heinz Company Annual Report, 2012).
growth since 2006 and 32.000 employees worldwide (Heinz annual report, 2012,
table 2)
Table 1, Fiscal 2012 Results
Note: Heinz annual report (2012)
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