Case Study of Heinz Company

2043 WordsMar 13, 20129 Pages
No. 13 & 33 June 30, 2011 3MK-B, 11:00 AM – 12:30 PM TTH “Heinz is looking for Attention” I. Problem Statement Heinz Company communicates through numerous messages running in prints and broadcast media as well as online; it also uses in-store and in restaurant communications to reinforce brand image and loyalty, Heinz Company has also sponsored Top This TV contests in which consumers submit homemade 30-second commercials featuring Heinz ketchup, which are then posted on YouTube for viewing ad voting. Media coverage and word-of-mouth buzz spread the contest message quickly and kept people talking about the homemade commercials even after the voting was over and the winners had been announced. Heinz Company also…show more content…
Cons: In this strategy Heinz Company focus in packaging but not on product to attract attention of the consumers. Heinz may use this strategy but it is not necessarily to focus on packaging in order to appeal to the consumers. IV. SWOT Analysis A. Strength * Heinz is recognized as the premier ketchup maker in the world. * Heinz Company makes several different types of sauces and they have expanded to the prepared food and pet food markets as well. * The Heinz Company has expanded their business internationally. * Heinz Company introduces new products and packaging; it gains more shelf space, attracts attention, and highlights each item’s appeal to the senses. Its E-Z-Squirt Ketchup, in vivid, child-friendly colors like green, purple, and blue, was a standout on store shelves. Its organic ketchup come in upside-down squeeze bottle with a green lid that sets the product apart while linking it to the category of natural and organic foods. * Heinz Company focuses on research and development that is the reason why the products of Heinz are constantly evolving. * Heinz Company communicates through numerous messages running in prints and broadcast media as well as online; it also uses in-store and in restaurant communications to reinforce brand image and loyalty, Heinz Company has also sponsored Top This TV contests in which consumers submit homemade 30-second commercials featuring Heinz ketchup, which are then posted
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