Presentation Heinz Ketchup

Ubaid Hassan

Brand LaunchHeinz Tomato Ketchup

Product Launch Of Heinz Tomato Product Launch Of Heinz Tomato Ketchup Ketchup

Brand Objective & IntroductionBrand Objective & Introduction

A World of Good FoodA World of Good Food The H.J. Heinz Company, headquartered in The H.J. Heinz Company, headquartered in

Pittsburgh, Pennsylvania, is the most global of Pittsburgh, Pennsylvania, is the most global of all U.S.-based food companies. Famous for our all U.S.-based food companies. Famous for our iconic brands on five continents, Heinz provides iconic brands on five continents, Heinz provides delicious, nutritious and convenient foods for delicious, nutritious and convenient foods for families in 200 countries around the world. In families in 200 countries around the world. In more than 50 of those countries, we enjoy the more than 50 of those countries, we enjoy the number-one or number-two market position.number-one or number-two market position.

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-serve packets of ketchup for every man, woman and child on the planet. For millions of families the world over, “if it isn’t Heinz, it isn’t ketchup.”

Satisfying Tastes and Appetites Satisfying Tastes and Appetites Around the World Around the World

At any given moment, on any given At any given moment, on any given continent, the 32,500 employees of Heinz continent, the 32,500 employees of Heinz are hard at work...creating new products, are hard at work...creating new products, perfecting fresh ideas, and developing perfecting fresh ideas, and developing nutritious and innovative foods for today's nutritious and innovative foods for today's families. Heinz is a trusted name for families. Heinz is a trusted name for consumers, a valued partner in the consumers, a valued partner in the community, and a great investment with community, and a great investment with tremendous growth potential.tremendous growth potential.

Brand Elements Brand Elements

Brand name:Brand name: Heinz Tomato Ketchup Heinz Tomato Ketchup

Brand Logos & Symbols:Brand Logos & Symbols:

Brand Personality:Brand Personality: Heinz Ketchup is sober confident yet tantalizing.Heinz Ketchup is sober confident yet tantalizing.

Brand ElementsBrand Elements

Product Range /Description:Product Range /Description: Heinz ketchup made with world finest tomatoes Heinz ketchup made with world finest tomatoes

especially Harvested for our Heinz customers.especially Harvested for our Heinz customers. Major Competitors:Major Competitors: National, Mitchell’s, Knor & English Ketchup.National, Mitchell’s, Knor & English Ketchup. Brand Slogan:Brand Slogan: ““A good meal deserves great ketchup. Insist on Heinz." A good meal deserves great ketchup. Insist on Heinz." . . URL:URL: Heinz Ketchup as a core brand uses its blanket family Heinz Ketchup as a core brand uses its blanket family

name in its domain name i.e.name in its domain name i.e. Heinz.com Heinz.com

Brand PackagingBrand Packaging

Role Of Packaging in RTE division.Role Of Packaging in RTE division. In the world cost sensitive and image In the world cost sensitive and image

driven driven Heinz Ketchup Available in packages as: Heinz Ketchup Available in packages as: Glass Bottle Of 375 gms: Glass Bottle Of 375 gms:

For home and in restaurants For home and in restaurants


Stick 11 Gms: Stick 11 Gms: For used in parcel one person servings, For used in parcel one person servings,

tear off packaging easy to handle tear off packaging easy to handle Squeeze Plastic Bottle 375 Gms: Squeeze Plastic Bottle 375 Gms: As Heinz As Heinz

ketchup is much ketchup is much thicker than ordinary ketchup thicker than ordinary ketchup

Dip Pot 25 Gms:Dip Pot 25 Gms: This packaging is for used in restaurants This packaging is for used in restaurants

with larger meal with larger meal


Brand EquityBrand Equity

Henry John Heinz said “to do a common Henry John Heinz said “to do a common thing uncommonly well brings success,” thing uncommonly well brings success,” and and Heinz KetchupHeinz Ketchup is apparent proof of is apparent proof of that maxim, ranking consistently among that maxim, ranking consistently among top brands in Harris Interactive’s top brands in Harris Interactive’s EquiTrend brand-equity study - and EquiTrend brand-equity study - and claimingclaiming the No. 1 equity score in 2008 the No. 1 equity score in 2008

Brand Positioning StrategyBrand Positioning Strategy

Product CharacteristicsProduct Characteristics Delicious mouth watering tantalizingDelicious mouth watering tantalizing Functional HabitFunctional Habit Sensational, mouth wateringSensational, mouth watering Emotional HabitEmotional Habit Give more taste to your foodGive more taste to your food PositioningPositioning Only the very best can be called a Heinz tomato. Only the very best can be called a Heinz tomato.

Heinz produces its own hybrid tomato seeds Heinz produces its own hybrid tomato seeds through traditional breeding techniques, through traditional breeding techniques, ensuring superior quality taste and nutrition. ensuring superior quality taste and nutrition.

Brand PositioningBrand Positioning

Brand PersonalityBrand Personality Sober ,Confident ,Trust worthy Sober ,Confident ,Trust worthy Competitors Competitors Every other sauce and ketchup manufacturerEvery other sauce and ketchup manufacturer Target ConsumerTarget Consumer Every house hold member from children to Every house hold member from children to

elderselders AttributesAttributes Classy ,Home centricClassy ,Home centric

Brand Launch PlanBrand Launch Plan “ “Coming Soon To Store Near You”Coming Soon To Store Near You”

Heinz Ketchup Will be launch on June 2009Heinz Ketchup Will be launch on June 2009

At the first phase media planning is based on making brand awareness and availability throughAt the first phase media planning is based on making brand awareness and availability through ATL ActivitiesATL Activities

Urban Street FurnitureUrban Street Furniture The internationally established concept of urban The internationally established concept of urban

street furniture is gradually making its presence street furniture is gradually making its presence felt on our streets.felt on our streets.

Foot bridges Foot bridges Bill boardsBill boards

Bus SheltersBus Shelters

Fleet BrandingFleet Branding

These are small convoys of minivans /trucks These are small convoys of minivans /trucks cruising busy roads ,particularly in the evening cruising busy roads ,particularly in the evening

Carrying large sized backlit advertising boxes Carrying large sized backlit advertising boxes hoisted o themhoisted o them..

TV CommercialTV Commercial

The new campaign is designed to do that by The new campaign is designed to do that by putting Heinz ketchup on the minds of putting Heinz ketchup on the minds of consumers and food servers. The ads will consumers and food servers. The ads will feature diners in situations where they are feature diners in situations where they are dissatisfied by dining experiences that don't dissatisfied by dining experiences that don't include Heinz ketchup, confused by a mutilated include Heinz ketchup, confused by a mutilated bottle of competing ketchup or throwing a bottle bottle of competing ketchup or throwing a bottle of non-Heinz ketchup in a display of disgust. All of non-Heinz ketchup in a display of disgust. All of the ads will incorporate the tagline, "A good of the ads will incorporate the tagline, "A good meal deserves great ketchup. Insist on Heinz." meal deserves great ketchup. Insist on Heinz."

In Store Display or Point of In Store Display or Point of Purchase (POP)Purchase (POP)

Smart Marketers say it is the store environment Smart Marketers say it is the store environment that closes the deal .that closes the deal .

Retail advertising is important .Because the Retail advertising is important .Because the 50% of buying decision is made in the store of 50% of buying decision is made in the store of which 30% are impulse buys.which 30% are impulse buys.

At Heinz we focus Point of Purchase display For At Heinz we focus Point of Purchase display For which we use more shelf space by providing which we use more shelf space by providing trade promotions .By using wobble ,Gondolas trade promotions .By using wobble ,Gondolas OCD out of category display. point of sales OCD out of category display. point of sales material.material.

POP DisplaysPOP Displays

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Presentation Heinz Ketchup