Heinz Product Line
UV5142
Rev. Jun. 27, 2011
HEINZ KETCHUP: PRICING THE PRODUCT LINE
An Iconic Brand
Heinz Ketchup had long been a nostalgic piece of Americana. Millions of consumers in
140 countries from all walks of life have purchased and used what has become a symbol of
American innovation and prosperity. In the United States, ketchup was ubiquitous, always served with American favorites such as hot dogs, hamburgers, and french fries. Its presence graced the tables of outdoor barbecues, church festivals, truck stops, and countless restaurants across the
United States and around the world. It was distributed by all major grocery retailers in the United
States and many outside the United States. At any given point in time, 95% of U.S. households had some ketchup in their pantries or refrigerators, and over half those households chose Heinz.
In 1964, Andy Warhol immortalized the humble Heinz Ketchup case with his sculpture “Heinz
Tomato Ketchup Box” (Figure 1).
Figure 1. Andy Warhol’s “Heinz Tomato Ketchup Box [Prototype].”
Synthetic polymer paint and silkscreen ink on wood, 1963–64.
Source: Andy Warhol Foundation for the Visual Arts/Artists Rights Society
(ARS), New York. Used with permission.
This case was prepared by Rebecca Goldberg under the supervision of Professor Ron Wilcox. It was written as a basis for class discussion rather than to illustrate effective or ineffective handling of an administrative situation.
Copyright 2009 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved.
To order copies, send an e-mail to sales@dardenbusinesspublishing.com. No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means— electronic, mechanical, photocopying, recording, or otherwise—without the permission of the Darden School
Foundation.
-2-
UV5142
Originating in eastern Asia as a type of spiced fish sauce, the modern version of the
tomato-based
Rev. Jun. 27, 2011
HEINZ KETCHUP: PRICING THE PRODUCT LINE
An Iconic Brand
Heinz Ketchup had long been a nostalgic piece of Americana. Millions of consumers in
140 countries from all walks of life have purchased and used what has become a symbol of
American innovation and prosperity. In the United States, ketchup was ubiquitous, always served with American favorites such as hot dogs, hamburgers, and french fries. Its presence graced the tables of outdoor barbecues, church festivals, truck stops, and countless restaurants across the
United States and around the world. It was distributed by all major grocery retailers in the United
States and many outside the United States. At any given point in time, 95% of U.S. households had some ketchup in their pantries or refrigerators, and over half those households chose Heinz.
In 1964, Andy Warhol immortalized the humble Heinz Ketchup case with his sculpture “Heinz
Tomato Ketchup Box” (Figure 1).
Figure 1. Andy Warhol’s “Heinz Tomato Ketchup Box [Prototype].”
Synthetic polymer paint and silkscreen ink on wood, 1963–64.
Source: Andy Warhol Foundation for the Visual Arts/Artists Rights Society
(ARS), New York. Used with permission.
This case was prepared by Rebecca Goldberg under the supervision of Professor Ron Wilcox. It was written as a basis for class discussion rather than to illustrate effective or ineffective handling of an administrative situation.
Copyright 2009 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved.
To order copies, send an e-mail to sales@dardenbusinesspublishing.com. No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means— electronic, mechanical, photocopying, recording, or otherwise—without the permission of the Darden School
Foundation.
-2-
UV5142
Originating in eastern Asia as a type of spiced fish sauce, the modern version of the
tomato-based