Presentation Heinz Ketchup

Ubaid Hassan

Brand Launch Heinz Tomato Ketchup

Product Launch Of Heinz Tomato Ketchup Brand Objective & Introduction

 A World of Good Food  The H.J. Heinz Company, headquartered in Pittsburgh, Pennsylvania, is the most global of all U.S.-based food 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 50 of those countries, we enjoy the 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 Around the World  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 developing nutritious and innovative foods for today's families. Heinz is a trusted name for consumers, a valued partner in the community, and a great investment with tremendous growth potential.

  Brand name: Heinz Tomato Ketchup  Brand Logos & Symbols:

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

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

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

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

Brand Packaging  Stick 11 Gms: For used in parcel one person servings, tear off packaging easy to handle Squeeze Plastic Bottle 375 Gms: As Heinz ketchup is much thicker than ordinary ketchup  Dip Pot 25 Gms: This packaging is for used in restaurants with larger meal

Brand Packaging

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 among top brands in Harris Interactive’s EquiTrend brand-equity study - and claiming the No. 1 equity score in 2008

Brand Positioning 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 seeds through traditional breeding techniques, ensuring superior quality taste and nutrition.

Brand Positioning      

Brand Personality Sober ,Confident ,Trust worthy Competitors Every other sauce and ketchup manufacturer Target Consumer Every house hold member from children to elders  Attributes  Classy ,Home centric

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

Bus Shelters

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.

TV Commercial  The new campaign is designed to do that by

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

In Store Display or Point of Purchase (POP)  Smart Marketers say it is the store environment

that closes the deal .  Retail advertising is important .Because the 50% of buying decision is made in the store of which 30% are impulse buys.  At Heinz we focus Point of Purchase display For which we use more shelf space by providing trade promotions .By using wobble ,Gondolas OCD out of category display. point of sales material.

POP Displays