RESEARCH REPORT | HEINZ KETCHUP

Introduction
o1
CONTENTS

Agenda

Brand Identity
History
Characteristics
o2
Timeline
Products
Brand Strategy o5
o7
Ads and Campaigns
SWOT Analysis

My Campaign
Ideology
Strategy
Packaging
10
Media

Conclusion 12
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INTRODUCTION
We’ve all heard of Heinz Ketchup even
though we grew up around Maggi and
Kissan. There’s a reason that Heinz,
although originated in USA, somehow
managed to reach us and made an im-
pact so engraving that we choose Heinz
ketchup when we face the option of
picking up a ketchup bottle at a grocery
“To improve the quality of a food product on the shelf, store. It’s all based on how well Heinz, as
you must first improve the quality of the produce in the a brand, managed to create its presence
ground.” around the people. This report consists
- Henry J. Heinz of information regarding the brand
identity and strategy Heinz adopts in or-
der to create brand awareness and what
I intend to create in my ad campaign to
further enhance brand image.

AGENDA
The purpose of this report is to study and
understand the brand image and awareness.
This research report aims to highlight the brand
identity and current position of Heinz Ketch-
up in the market and to generate a personal
proposition of ad campaign to enhance brand
image.
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BRAND IDENTITY
Heinz Ketchup, initially Catsup, was invented
in 1876 in Pittsburgh, Pennsylvania, Heinz
H I STORY

Tomato Ketchup remains the bestselling

brand of ketchup to this day.

Henry J. Heinz Company, now called Heinz,

is a division and brand created by the parent
company Kraft Heinz. Kraft Heinz is a renown
processed foods and beverages manufactur-
er formed by the 2015 merger of H.J. Heinz
Holding Corporation and Kraft Foods Group.
Known for its “57 Varieties” slogan, Heinz
was ready-to-launch in 1896. Heinz’s head-
quarters are in Pittsburgh. Heinz’s core prod-
ucts include ketchup, sauces, meals, snacks,
and baby food.

CHARACTERISTICS
Parent Company Kraft Heinz

Category Food Products

Sector Food & Beverages

Tagline/ Slogan 57 Varieties

Redder Thicker Tastier
Good food everyday

Target Market All age groups, middle and upper class

Positioning Rich and tasty ketchup for everyone

Geography India, Australia, Israel, South America, Japan,

Indonesia, New Zealand, South Africa and
the United Kingdom.

Distribution Supermarket/Hypermarkets
Channel Convenience Stores
Online Stores
Other Distribution Channels
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Vintage Heinz Tomato Ketchup Bottles

Fresh, Natural and Hand-Grown Tomatoes

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TIMELINE
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P R O D U C T S

BRAND STRATEGY
Heinz recently spent a rough estimate of $40 • Along with introduction to new products it
million for advertising. Since 2012, more than 650 emphasizes on the outcome of its advertising
million bottles of Heinz Tomato Ketchup are sold campaigns and promotional programs, distribu-
all over the world. tion, packaging, merchandising, and price.

Heinz dominates in a highly competitive • Heinz products are distributed through sales
marketplace. Competitors include large national organizations and through autonomous deal-
and international food and beverage companies ers, agents, and distributors to chain, wholesale,
and numerous local and regional companies. co-operative and independent grocery ac-
Heinz has a high consumer output in America; in counts, convenience stores, bakeries, pharma-
India, it still has long road ahead when it comes to cies, clubs, foodservice distributors, and insti-
sales. Due to competitors like Kissan, Maggi, Tops; tutions, including hotels, restaurants, hospitals,
Heinz stands at an above average placement in health care facilities, and certain government
market sales. agencies.

• Heinz focuses on enhancing and developing-

product innovations, renovations, and new
technologies to meet changing consumer
needs and drive growth.

• It assures food safety, quality, and consistency,

hence, maintaining customer loyalty.

• The strategy to success for the brand is ever-

lasting process of improvement and product
optimization in pursuit of cost reductions and
promotional campaigns.

• Heinz highlights product quality, invention,

brand awareness and service. It focuses on
targeting consumer preferences.
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CONSUMER USAGE
The chart shows the per-
11.5% 5-24 Years 6.5% 24-39 Years centage of seperate gener-
Millennials ations that consume Heinz
Generation Z
Ketchups. It is observed
that Generation Z(5-24
years old) use Heinz most.
RESEARCH AND DEVELOPMENT

7.1% 24-29 Years 8.5% 56-74 Years

Generation Y Baby Boomers

SEGMENTATION OF CONSUMER MARKET

The chart shows the
segmentation of Heinz
Ketchups used on the basis
of geography, taste and
eating habits of the
population of India. Heinz
holds a tough competition
in India with Maggi
Ketchup and Kissan Ketch-
up.

INSTITUTIONS THAT CONSTITUTE TO KECTHUP MARKET

The chart shows sectors
that contribute to the
ketchup market. Following
are the distribution sectors
where Ketchup is used in
bulk.
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PREVIOUS AD CAMPAIGNS

Heinz wants to create awareness that

their ketchup is as pure and freshly
processed as a pure tomato and is
dissimilar to any other ketchup brand.
The concept that doesn’t directly
mention tomatoes but are illustrated
in a creative manner to showcase the
freshness of the ketchup through its
structure is what sends an impactful
message. Message: Heinz Ketchup is
healthy, fresh and natural.

Heinz Ketchup collaboration

with Ed Sheeran. Promoting
through celebrity appeal.
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Vintage Adverts

Heinz 150 Years Celebration Campaign ad

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SWOT ANALYSIS

STRENGTH WEAKNESS
• Food products have a limited shelf
• Good brand name
life.
• Good advertising
• Always room for new technologies.
• Good distribution in big cities
• Not easily compatible with other
• Highly skilled workforce through
business sectors.
successful training due to high
investment.
• Customer satisfaction and highly
reliable suppliers.

OPPORTUNITIES THREATS
• Threat from existing brands and
• More advertising. local competitors
• Reach out to a bigger audience • Liability laws in different countries
• New environment and govern- • Counterfeit products and local
ment policies leaves room for distributers may affect sales.
Heinz to emerge and create
a meaningful promotion and
expansion of brand in countries
like India.
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MY CAMPAIGN
IDEOLOGY

Heinz has already made a huge impact around Out of all the available topics I picked Heinz even
the world due to its prolonged pre-existence in though it currently has 100+ advertisements-
the industry as well as the good quality products published/digital, and many creative ad campaigns
they offer in wide variety. The fact that Heinz has that took millions of dollars to create.
been a succeeding business for so many years is
due to successful campaigning and brand pres- I wanted to challenge myself as to what I can bring
tige that has been created around it. to the table. What can I offer that highly experi-
enced advertisers failed to observe in the brand?
The main idea of my Heinz ad campaign would It’s not easy to find something that many have al-
focus solely on what has been missing till now. ready scraped through thousands of time, so I was
Heinz has always been easy to attract attention eager to try it out. If I could target an audience of
with its exceptional ads and diverse range of a wider range, if I could pick a quality of the ketch-
products. Not to forget the undefeatable thick- up no one else has before. I wanted to understand
ness and freshness their ketchup offers. the story behind Heinz ever since I tasted it myself
when I was a kid and that’s when I realized what I’d
be focusing on in my campaign.
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STRATEGY
Customer loyalty. In my personal opinion, addiction. Something you can’t, won’t, will never live
without. I will be focusing on how Heinz Tomato Ketchup hooks you to its inexplicable unbeatable
taste. Something you can’t get anywhere else so you’ll have to buy it again and again. I want to take
the term addiction and eradicate the negative perspective it has. I plan to build a campaign that
shows addictions can be good. Obsession to Ketchup can be good and healthy. Focused on the
undeniability of the freshness and yum-instinct of the ketchup everyone gets whipped to it.

Target audience
Kids, Generation X, Generation Z, Millennials, Baby Boomers, Boomers. I will be focusing on every-
one that knows a thing or two about obsession and the “Have to Have” concept. Which basically
includes everyone. I do not wish to keep constraints of a paticular age group but depending on the
layouts and ideas that will follow, I will decide accordingly.

Psychographic strategy
Targetting people that love fast food and ketchup friendly food items and to try and imprint Heinz
image and taste essence in the minds of the consumers so that they never forget about it.

Packaging
New ideas for packaging and carrying the Heinz Tomato Ketchup will be introduced
depending on the requirements.

Advertising media
Ad Campaign will be based on print media.
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CONCLUSION
“Brand image refers to the perception of a certain brand in the mind of the consumer when a brand name is mentioned.”
(Keller, 1993)
“Brand awareness measures the customer’s ability to recognize the brand when seeing the brand name, logo, symbol etc.”
(Aaker, 1991)
“Building up a strong brand is not easy but if a brand could build a better image than its competitors’, then it would enjoy a
degree of protection.” (Cheverton, 2002).
“With high brand image, a business can gain greater perception of the brand among customers, customer loyalty, high profit
margins, less negative attitude to price fluctuations and less vulnerability compared to competitors.” (F. Arslan, Altuna, 2010).

• A brand represents everything that a product or service means to consumer. Brands are the
key to earning a respectable position in the marketplace as they bring exclusive benefits to the
consumers.

• It is without a doubt that Heinz Tomato Ketchup, sub-brand of Kraft Heinz, is one of the biggestv
multinational business company. It has a glorious brand image and almost everyone recognizes the
logo, meaning, it’s a brand people are well aware of. But taking the popularity of Kissan and Maggi
Ketchups into consideration it is safe to say that Heinz could do more to endorse itself in India.

• To create an ad campaign unlike any other using the concept of consumer loyalty itself would be
the main goal. It’s something I’ve never witnessed before. Brands often fail to acknowledge the
consumer loyalty and usually go around it when promoting their products and services. Let’s take
some time to focus exactly on that and how Heinz Ketchup holds the secret to so many healthy
obsessions that we don’t wish to let go of.

After studying in detail about Heinz Ketchup and their sales, branding strategy and campaigning style,
generating an ad campaign that will focus more on the undeniability of the product and the faithful-
ness of the customers will be the prior focus. Accurate representation would be considered a success-
ful campaign.
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