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Heinz Ketchup Marketing Plan

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by

David Alpert

on 25 April 2012

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Transcript of Heinz Ketchup Marketing Plan

Heinz Ketchup isn't just for burgers anymore.
Redefining the Use of Ketchup
How does Heinz, as the market leader, continue to grow in a mature market?
Create New Gourtmet Market
From Condiment... to Core Ingredient
Enthusiasts
Foodies
Health Conscious
BBQ'ers
Target Markets

Competition & Recent Changes in the Market

Brand
Market Share
R&D
Strong Channel Relationships

Growing Health Consciousness
Global Expansion
Niche Markets
Increased Sustainability
Weaknesses:
Threats:
2013
November 2012
Glocal
August 2012
2012
Early promotion of gourmet line
Develop smartphone app
Release gourmet products
December 2012
Monitor gourmet line
Beta test application
Begin promotion for Heinz contest
May 2013
Release app
Kick-off contest
September 2013
Finish campaign
Aggressively target B2B
March 2013
Enthusiasts
Foodie
Health Conscious
June 2013
Begin national campaign with results from contest
Gourmet
B2B Sales
SWOT
Product
Price
Place
Promo
Redefined uses
New offerings
High-end retail

Channel Captain
Gourmet price

Competitive price
Ketchup Creations

Participation
Expand Versatility
Marketing Objectives
Timeline & Expectations
Competitive
Counter-Response
David Alpert
Kelly Keating
Marielle Larson
Joel Lundberg
Sam Reichman
Oversaturation of bottle sizes
Limited relative growth
Growing Health Consciousness
Demographic Changes
Mature Market & Competition
Private Brands and Shelf Space
Economic Environment
Strengths:
Opportunities:
Redefined

Gourmet
Heinz isn't just for burgers anymore.
Full transcript