Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
On
Heinz Ketchup
(2015-2016)
Submitted By:
Wendell Godinho
(Professor, UBS)
Student ID 20095341
Module No. MBA 7003
Table of Content
Sr.
Topic
Page No.
01
Abstract
01
02
Introduction
01
03
01
04
03
05
05
06
06
07
Competitor Analysis
07
08
10
09
12
10
12
11
Conclusion
13
12
Bibliography
13
1.Abstract
Tomatoes ketchup are now days selling at a very fast pace into industries, institution, and not forgetting the
house hold use which is also a major contributor. One uses ketchup in all most every product of what is
consumed directly or in a way indirectly today (Chinese Foods). Mostly ketchup is served as an accompanist
with French fries, burger, hotdogs etc.
Globally now the ketchup has moved from USA and France to the Middle East and now is available all
round the world. The ketchup industry holds USD 3.3 million in 2015 (CNBC, 2013). The reason for this
is because of the growing trend which is moving to a fast food model, Do It Your Self and because of the
change in the eating habits.
2. Introduction
Heinz headquartered is located in Pittsburgh, which is in Pennsylvania, USA. The headquarter is known as
the largest and is father of all the factories located all round the world. Due to its organic and healthy
ingredients which are used in preparing the ketchup it is present in more than 96 countries all round the
world and when speaking about the position, and in more than 70 countries they have been awarded first or
the second when it comes to market position.
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On 14 February 2013, they accepted Berkshire Hathaway & 3G Capital for the price amount of $23 billion.
On the 25 March, 2015, Kraft merged with Heinz and is now the fifth largest food party in the world. This
resulted in a obtaining 46,195,652 shares of standard stock at an cumulative cost of $461,956.52, the result
was the expansion of stake to 52.5%. On 2 July, 2015 the organization completed merged.
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doing this it has raised to 47.32% aggregate income account in the state of USA("H.J. Heinz Organization
Deals by Geology," 2015).
3) Psychographics
Ketchup is a sauce loved by individuals by all ages, civilizations, and social classes. The Heinz qualities
are superiority, honesty, consumer first state of mind, and growth. The organization's yearly report states
that behind ketchup deals make up 35.43% of the aggregate income ("H.J. Heinz Organization Fragments,"
2015). From this we come to know that the buyers are investing less energy in cooking. Recommending
individuals with common employments, or a huge family, or even single moms who filt in too might benefit
from this.
4) Behavioral Division
Heinz aims at the potential clients in Market in a way that are saying their main target are young people 2034 years who are known as "super fan" in the fast food era. (Anon, 2016,68) Heinz is seen as, natural and
quality elements of the Ketchup and are loyal to the purchasers. Additionally, Heinz Ketchup also states
the dependable for 20-34 years of age buyers also symbolizes readiness and fun feeling for changed people
because of disposition toward item variable.
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Monetary Variables:
For finding raw materials, the agricultural sector may cause some crisis to Heinz Company. And so Heinz
co-operates with superstores. Due to some external factor the prices of the external product drops and so
this in turn makes the vendor pay low price to Heinz since they need to compete in the race of completion.
Apart from these, increasing fuel prices has an effect Heinz since Heinz not only distribute their product to
the supermarket but also to hotels and restaurants.
Social Components:
For Heinz, shifting taste and conduct of buyer and new forms can be measured by social elements. Nutrition
and taste conduct can transform as shown by societies and years. Consequently, Heinz can modify its item
by seeing these evolutions.
Mechanical Elements:
Directly or indirectly the technological segment affects the Heinz. While speaking of E-commerce and
blogs Heinz need to send some information on the to the customers. In view of reducing cost of raw material
they need to improve the technology in the fields.
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7. Competitor Analysis
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Price
Price Sector is fairly High priced Rs.125 (1kg) in relation to other players in the market.
Place
There are 4 channels of advertising for this single items.
Promotion
The Advancement techniques for Heinz is ad. Heinz ads placed in the TV, radio, Web, daily paper,
magazine etc.
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SWOT
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perceive
it
as
very
high
ended
product.
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10. Conclusion
The six modules of the re-dispatch of Heinz Tomato Ketchup will convey more esteem and zeal to the
Sauces classification than it has found in quite a while. As more consumers all through the globe hope to
marked sauces and other manifest items to liven up their intake designs then organizations like Heinz
must snatch the open doors exhibited by international marketing practices keeping in noticing the end goal
to idea upper hand and to protected extended international business division area.
11. Bibliography
Reference to an article in a journal
1. Coane, J., Monahan, K. and Termonen, M. (2015). Hunts, Heinz, and Fries Priming Ketchup: The
Effects of Lexicality on Brand Name-Product Associations and Brand Memory. Applied Cognitive
Psychology, 29(3), pp.455-470.
2. Hecht, J. (2008). That's not blood it's just ketchup, honest. New Scientist, 200(2681), p.10.
3. Herro, E. and Jacob, S. (2012). Systemic Contact Dermatitis - Kids and Ketchup. Pediatric
Dermatology, 30(3), pp.e32-e33.
4. Heinz Kraft, K. (2004). SPICE-Models of coupled transmission lines. Frequenz, 58(11-12).
5. Jamison, J. (2000). Healthier ketchup?. Nat Biotechnol, 18(6), pp.587-587.
6. Kraft, K. (2015). Prof. Dr. Dr. h.c. mult. Heinz Schilcher der Vater einer reproduzierbaren
Phytopharmaka-Qualitt ist verstorben. Z Phytother, 36(03), p.119.
7. Morpeth, J. (1948). The composition of concentrated tomato pure and the estimation of the tomato
content of tomato ketchup. The Analyst, 73(869), p.449.
8. McDonald, R. (1993). Book Reviews : Heinz Leymann and Hy Hornbluh (eds) (1989) Socialization
and Learning at Work: A new approach to the learning process in the work place and society
Avebury: Gower Publishing Company Limited, 306 pp. Asia Pacific Journal of Human Resources,
30(3), pp.82-83.
9. M. Temesgen, (2011). Effect of tomato cultivars, honey finisher and processing methods on quality
of tomato ketchup. Afr. J. Biotechnol., 10(80).
10. Miltenburg, J. (2015). Changing a multidomestic production network to a global function network:
North America Heinz ketchup from 1960 to 2015. International Journal of Production Economics,
168, pp.267-278.
11. O'Neill, P. (2001). Funding for ketchup research. Trends in Molecular Medicine, 7(6), p.244.
12. Tomato Ketchup. (1848). Sci Am, 3(51), pp.408-408.
13. Vilgis, T. (2008). Ketchup frisch gestrichen. Physik in unserer Zeit, 39(2), pp.102-102.
14. White, N. (2014). Lessons from the Ketchup Bottle. Science Translational Medicine, 6(260),
pp.260ec188-260ec188.
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15. Zandberg, E. (2014). Ketchup Is the Auschwitz of Tomatoes : Humor and the Collective
Memory of Traumatic Events. Communication, Culture & Critique, 8(1), pp.108-123.
Reference to e-Journals
1. Boyle, M. (2008,). How Heinz is spicing up sales. Bloomberg Business (Online)23(12). Available
from: http://www.businessweek.com/magazine/content/08_36/b4098028900467.html [Accessed
7December]
2. Cordiero, A., & Stynes, T. (2010). Heinz profit rises 13% on emerging-market strength. The Wall
Street Journal(Online)3(07). Retrieved from
http://online.wsj.com/article/SB10001424052748703882304575465284048043478.html[Accesse
d 1December]
3. Heinz Completes Acquisition of Foodstar. (2010,). The H.J. Heinz Company.
(Online)13(16).Retrieved from: http://www.heinz.com/our-company/press-room/pressreleases/press-release.aspx?ndmConfigId=1012072&newsId=20101104006220[Accessed
23December]
4. H.J. Heinz Company to Participate in the 2010 Credit Suisse Holiday Conference. (2010) The
Wall Street Journal Market Watch. (Online)21(1). Available from:
http://www.marketwatch.com/story/hj-heinz-company-to-participate-in-the-2010-credit- suisseholiday-conference-2010-11-30?reflink=MW_news_stmp[Accessed 4 November]
5. Heinz Reports EPS of $0.78, Reaffirms Full-Year Fiscal 2011 Outlook for Sales, Operating
Income and EPS, Raises Operating Free Cash Flow Target 15% to $1.15 Billion. (2010)
MarketWatch - Stock Market Quotes, Business News, Financial News. (Online)3(11). Available
from: http://www.marketwatch.com/story/heinz-reports-eps-of-078-reaffirms- full-year-fiscal2011-outlook-for-sales-operating-income-and-eps-raises-operating-free- cash-flow-target-15-to115-billion-2010-11-19?reflink=MW_news_stmp>.[Accessed 2 October]
6. Rawsthorn, A. (2009,). An icon, despite itself. The New York Times. (Online)23(12). Available
from http://www.nytimes.com/2009/04/13/fashion/13iht- design13.html?ref=h_j_heinz_company
[Accessed 4 September]
7. The World's Favorite Ketchup: HJ Heinz Company Annual Report and 10-K.(2010). The H. J.
Heinz Company. (Online)23(12). Available from
:<http://www.heinz.com/AR_2010/Heinz_Annual_Report_2010.pdf>.[Accessed 27 November]
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Reference to a book
1. Smith, A. (2001). Pure ketchup. Washington, DC: Smithsonian Institution Press.
2. Verhaaf, M. (2011). The Heinz ketchup bottle. Amsterdam: BIS Publishers.
3. Creswell, Julie (2000). "Bottled Up Profits aren't flowing like they used to at packaged-goods
companies. Can green ketchup and Tuna in a Pouch save Heinz?. Oxford University Press.
4. Javier E. David (2013). "The Ketchup War that Never Was: Burger Giants' Link to Heinz". CNBC.
Pittsburgh-based Heinz commands a 60% market share in the U.S. Central Publishing.
5. McGrath, Molly Wade (1983). Top Sellers, U.S.A.: Success Stories behind America's Best-selling
Products from Alka-Seltzer to Zippo. New York: Morrow,. Press.
6. Green, Joey(2007). Joey Green's Mealtime Magic: More than 250 Offbeat Recipes Using Beloved
Brand-name Products. New York: Rodale,. Press.
7. Cooper, D.R. and Schindler, P.S. (2011) Business research methods, 9th edition, Newdelhi: Tata
McGraw Hill Education Private Limited.
8. Gupta, S.L. and Gupta, H. (2011) Research methodology (text and cases with SPSS applications),
2nd edition, Newdelhi: International book house pvt. Ltd.
9. Kothari, C.R. (2013) Research methodology- methods and techniques, Newdelhi: New age
international (p) Ltd.
10. Kotler, P. (2013) Marketing Management, 14th edition, Newdelhi: Dorling Kindersly(india) Privat
limited.
11. Nargundkar, R. (2011) Marketing research text and cases, 3rd edition, Newdelhi: Tata McGraw
Hill Education private limited.
12. Porter, M.E. (2008) 'The Five Competitive Forces That Shape Strategy', Harvard Business Review,
January.
13. Saunders, M., Lewis , P. and Thornhill, A. (2011) Research methods for business students, 5th
edition, Noida: Dorling Kindersley(India) pvt. ltd.
14. Senker, C. (n.d.). Heinz.
15. Herrington, L. (2013). Tomatoes to ketchup. New York: Children's Press.
16. Socha, N. (2005). Ketchup. Poznan: Zysk i S-ka Wydawn.
17. Landau, E. (1999). Tomatoes. New York: Children's Press.
18. Lanz, H. (2012). Tomatoes. Mankato, Minn.: Sea-to-Sea Publications.
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