14790179 presentation heinzlketchup

7/30/2019 14790179 Presentation HeinzlKetchup

1/23

kamran Hassan

Fazal mehboob

Brand Launch

Heinz Tomato

Ketchup


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history

Founder(s) Henry John Heinz

Headquarters, Pittsburgh, United

States

Products Ketchup

Heinz launched its first Tomato Ketchup

in 1876.


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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,and our Company.


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Heinz Values:

Team Building & Collaboration - We

embrace great ideas from

everywhere and everyone and

respect all individuals.

Vision - We define a compelling,

sustainable future and create the

path to achieve it.

.


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Integrity - We always tell the truth, act with

the highest ethical standards and ensure

that our products are of the highest quality


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Product Launch Of Heinz TomatoKetchup

In t roduct ion

A Wor ld of Good Food

The H.J. Heinz Company, headquartered in

Pittsburgh, is the most global of all U.S.-basedfood 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 50of those countries, we enjoy the number-one or

number-two market position.


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The First Name In Ketchup

Throughout the world, Heinz is

synonymous with ketchup. We sell 650

million bottles of Heinz ketchup every year

and approximately two single-servepackets of ketchup for every man, woman

and child on the planet. For millions of

families the world over, if it isnt Heinz, itisnt ketchup.


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Satisfy ing Tastes and Appet ites

A round the Wor ld

At any given moment, on any given

continent, the 32,500 employees of Heinz

are hard at work...creating new products,

perfecting fresh ideas, and developingnutritious and innovative foods for today's

families. Heinz is a trusted name for

consumers, a valued partner in thecommunity.


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Brand Elements

Brand name:Heinz Tomato Ketchup

Brand Logos & Symbols:


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Brand Elements

Produ ct Range /Desc ript ion:

Heinz ketchup made with world finest tomatoesespecially Harvested for our Heinz customers.

Major Compet itors:

National, Mitchells, Knor & English Ketchup.

Brand Slogan:

A good meal deserves great ketchup. Insist on Heinz."

. URL:

Heinz Ketchup as a core brand uses its blanket familyname in its domain name i.e.

Heinz.com


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Brand Packaging

Role Of Packaging in RTE division.

In the world cost sensitive and image

driven

Heinz Ketchup Available in packages as:

Glass Bottle Of 375 gms:

For home and in restaurants


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Brand Packaging

Stick 11 Gms:

For used in parcel one person servings,tear off packaging easy to handle

Squeeze Plastic Bottle 375 Gms:As Heinzketchup is much thicker than ordinaryketchup

Dip Pot 25 Gms:This packaging is for used in restaurantswith larger meal


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Brand Packaging


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Brand Equity

Henry John Heinz said to do a common

thing uncommonly well brings success,

and Heinz Ketchup is apparent proof of

that maxim, ranking consistently amongtop brands in Harris Interactives

EquiTrend brand-equity study - and

claiming the No. 1 equity score in 2008
http://www.heinzketchup.com/http://www.harrisinteractive.com/news/allnewsbydate.asp?NewsID=1316http://www.harrisinteractive.com/news/allnewsbydate.asp?NewsID=1316http://www.heinzketchup.com/


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Brand Pos i t ion ing Strategy

Product Characteristics

Delicious mouth watering tantalizing

Functional Habit

Sensational, mouth watering Emotional Habit

Give more taste to your food

Positioning

Only the very best can be called a Heinz tomato.Heinz produces its own hybrid tomato seedsthrough traditional breeding techniques,ensuring superior quality taste and nutrition.


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Brand Positioning

Brand Personality

Sober ,Confident ,Trust worthy

Competitors

Every other sauce and ketchup manufacturer Target Consumer

Every house hold member from children toelders

Attributes

Classy ,Home centric


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Brand Launch Plan

Coming Soon To Store Near You

Heinz Ketchup Will be launch on June 2009

At the first phase media planning is based on making brand awareness and availability through

ATL Activities

Urban Street Furniture

The internationally established concept of urban

street furniture is gradually making its presence

felt on our streets.

Foot bridges

Bill boards


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Bus Shelters


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Fleet Branding

These are small convoys of minivans /trucks

cruising busy roads ,particularly in the evening

Carrying large sized backlit advertising boxes

hoisted o them.


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TV Commercial

The new campaign is designed to do that byputting Heinz ketchup on the minds of

consumers and food servers. The ads willfeature diners in situations where they aredissatisfied by dining experiences that don'tinclude Heinz ketchup, confused by a mutilatedbottle of competing ketchup or throwing a bottleof non-Heinz ketchup in a display of disgust. Allof the ads will incorporate the tagline, "A goodmeal deserves great ketchup. Insist on Heinz."


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In Store Display or Point of

Purchase (POP)

Smart Marketers say it is the store environmentthat closes the deal .

Retail advertising is important .Because the50% of buying decision is made in the store ofwhich 30% are impulse buys.

At Heinz we focus Point of Purchase display Forwhich we use more shelf space by providing

trade promotions .By using wobble ,GondolasOCD out of category display. point of salesmaterial.


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POP Displays

14790179 presentation heinzlketchup

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