gluten free product campaign. market potential in the usa
TRANSCRIPT
Gluten FreeProduct Campaign
MARKET POTENTIALIN THE USA
What is Gluten Free?
• Less than 20 mg/kg of Gluten or less in products1
•Gluten = Wheat
Health Impaired v. Conscious
Health Impaired• Celiac Disease• Physical Illness• Hypoglycemia• Allergic Reactions
Health Conscious• Weight control• Energizing factor• Longevity• Toxin reduction
Advertising Gluten Free
•Customers more likely to:•Buy Heinz• Trust brand•Recommend to friend
WORKING WITH SUPPLY CHAINS AND STORES
Positive Purchasing Cycle
Purchase
EnjoyRecommend
Support Pyramid
Consumers
Grocery Stores
Supply Management
Marketing
Heinz
Working with Grocers
New Product
Heinz Marketing
Grocery Space
Mutual Profits
• Grocers worry less• Increased Sales• Mutually Beneficial Relationships
SALES TACTICS
Coupons
• Increased chance of:•Repeat customers•Product testing•Benefits•Cheap production• Testing Factor
Displays
• Increase Chance of:•Visibility• Impulse purchases•Benefits• Eye catching• Inexpensive
In Store Sampling
• Increased Chance of:•Potential Customers•Repeat Purchasing•Benefits:• Shows Company Integrity• Encourages Spending
POSITIONING PRODUCTSHeinz History
New: Gluten Free Products
• Tomato Ketchup•Mayonnaise•Ore-Ida•Vinegar•Pasta
Company Rewards
•Accommodation •Brand trustworthiness
STATISTICS
Increase in DemandWould you be interested in purchasing
Heinz products if they were gluten free?
2013
YesNo
2014
YesNo
Customer Need
2008 2009 2010 2011 2012 2013 2014
Customers Identifying withNeed for Gluten Free Products
Implementation Comparison
Cost of Implementation
$50,000 over 3 years
$10,000 marketing
$25,000 development
$15,000 Advertisement
Cost to Not Implement
$75,000 over 3 years
$10,000 Lost sales
Opportunity
$15,000 Marketing
Loss
$25,000 Turning Away
Sales
Questions?
Sources
1. http://www.heinz.com/glutenfree/products.html
2. http://www.heinz.com/health-wellness/focus-foods/pure-ingredients.aspx
3. http://www.heinz.com/our-food.aspx