Market Segmentation Heinz Ketchup

MARKET SEGMENTATION OF HEINZ TOMATO KETCHUP

SEGMENTATION The process of dividing a market into distinct groups of buyers who might require separate products i.e. goods or services.

BASIS OF MARKET SEGMENTATION Geographic segmentation (geographic units). Demographic segmentation (demographic characteristics).  Psychographic segmentation (social class, life-style, or personality characteristics). Behavior segmentation (knowledge, attitude, use, or responses to a product).

ABOUT HEINZ Heinz is a 134-year leading global food brand with over 3,000 branded products available in over 200 countries across the world. In India, Heinz is part of a family of powerful brands like Complan, Glucon-D, Nycil, Farex and Complan Crunch Timers. It is currently manufactured and marketed in the form of Pure & Natural Heinz Tomato Ketchup.

GEOGRAPHIC SEGMENTATION Heinz tomato ketchup is a world famous brand with high popularity in countries like Australia, U.S.A., Phillipines, India etc. The brand is popular in over 200 countries. In India the penetration of the product in the market is 13% in urban areas & 3.7% nationally.  Heinz is synonymous with ketchup. It sits atop restaurant tables from

DEMOGRAPHIC SEGMENTATION  It has caught the attention of teens, the world over, with imaginative new colours, new ‘bottoms-up’ easysqueeze bottles and organic varieties.  People now buy Heinz ketchup more because it changes the taste of the food it is eaten with. It is appealing to both males & females. The brand is expensive as compared

PSYCHOGRAPHIC SEGMENTATION Heinz ketchup is preferred in institutional clients like Air India, Jet Airways, Indian Airlines, The Oberoi, The Taj, CafÈ Coffee Day and Barista Offers in special social festival allow a large number of consumers to experience and enjoy the Heinz Tomato Ketchup taste. The brand portfolio in India consists of Heinz Tomato Ketchup from the international condiments range.

BEHAVIOURAL SEGMENTATION Heinz provides special offers during festivals to attract more people towards their product. The ketchup is made of special tomatoes those are rich in Lycopene, a substance that inhibits cancer. Tomato Ketchup in India is perceived to be an aspirational and expensive brand with a very loyal select set of consumers who value its product

CONCLUSION Undoubtedly Heinz is a brand icon with a heritage familiar to consumers across the world. Heinz will always offer superior product quality and will be portrayed as a genuine, ‘heart in the right place’ brand. Heinz stands apart in the way it comes across to consumers and always radiates originality, purity and quality.

resented From- :

 Ayush Agnihotri  P.G.D.M.-1B  17/069

 Khushal Karamchandani  P.G.D.M.-1B  17/083