KETCHUP’S

Marcelle Pujol e Nicole Kuhn - RINT5A

International Brands Management - Valesca Reichelt
Hellmann’s – Products Mix
• Mayonnaise: “A verdadeira maionese”;
• Mayonnaise “Deleite”;
• Low fat Mayonnaise dressing;
• Light Mayonnaise;
• Mayonesa con jugo de limón;
• Mayonnaise Dressing with Olive Oil;
• Tuna Mayonnaise;
• Tartar Sauce Mayonnaise.

• Italian Sauce;
• Parmesan Sauce;
• Home-Made Sauce;
• Rosé Sauce.
Hellmann’s – Products Mix
• Traditional Ketchup;
• Spicy ketchup;

• Mustard sauce;
• PIC 3: mustard + mayonnaise + ketchup
Hellmann’s – Brand Portfolio
Hellmann’s - Positioning

• Part of a balanced diet;

• Simple, uncomplicated and

with natural ingredients;
Hellmann’s - Positioning
• Ecological responsibility;

• Convenient products, simple use,

to add a great taste and pleasure
to the meals.
Hellmann’s - Communication
• Advertising;
• Selling points promotions;
• Publicity;
Heinz – Products Mix
• Heinz Picnic Pack®: Heinz® Ketchup
Heinz® Yellow Mustard and Heinz® Sweet Relish;

• Heinz® Vinegars: Salad Vinegar, Red Wine

Vinegar, Malt Vinegar, Balsamic Vinegar;

• Pepper Sauce;

• Heinz® Cocktail Sauces: tomato, shrimp;

• Heinz® Salad Cream:

• Heinz® Gravy: classic chicken, pork,

mushrooms;
 Heinz – Products Mix
• Heinz® Ketchup:
• Heinz® Ketchup: traditional;

• Heinz® Ketchup Blended

With Balsamic Vinegar;

• Heinz® Hot & Spicy Ketchup;

• Heinz® Reduced Sugar Ketchup;

• Heinz® Ketchup Blended With Real Jalapeño;

• Simply Heinz™ Ketchup;

• Heinz® Organic Ketchup;

• Heinz® No Salt Tomato Ketchup;

• Heinz® Reduced Sugar Ketchup;

Heinz – Brand Portfolio
 Heinz - Positioning
• It’s positioning is adapted to each brand in each country;

• In Brasil, Heinz has a Premium positioning;

• Huge package diversity;

 Heinz - Positioning
• Concern with consumer’s healthy care;
• Products made from a higher quality
ingredients, providing an excepcional taste,
with nutrition and convinience;

•Identity: quality, tradition and family;

“Home is where the food is (...) We’re
passionate about serving up food, and
we know you are too.”
 Heinz - Communication
• Sustainability; • “Creativity Contest”;
• Heinz Micronutrient Campaign : • Heinz Top This Challenge;
Oderich – Product Mix
• More than 200 products.
• FOOD:
• Meat
• Spices
• Standard Catchup
• Hot Catchup
• Standard Mustard
• Hot Mustard
• Spice with Pepper
• Spice Without Pepper
• Spice for Poultry
• Spice Garlic and Salt
Oderich – Product Mix
• Vegetables
• Mayonaise
• Preserves
• Tomato Products
• ODERICH KITS:
• Bolsa Esporte
• Kit Cachorro Quente
• Kit Doce
• Kit Boas Festas
• Kit Gourmet
• Estojo Boas Festas
• STEEL CANS
Oderich – Positioning
•“Conserva Qualidade” – “Preserves Quality”
•Opperational Excelence
•Same For Less

Communication
“100 Recipes with Cans” is the new book by José
Antônio Pinheiro Machado, radio and TV
professional who presents the program “Anonimus
Gourmet” through RBS Radio and TV organization.
The book was edited in honor of the hundredth
anniversary of the first factory of canned food in
Brazil, Conservas Oderich S.A. One hundred
recipes were carefully selected by that charismatic
presenter who teaches with the book how to
prepare easy-to-be-made food recipes with the
different lines of Oderich products.
(2008)
Oderich – International
47 Countries in 5 continents
Oderich – International

Sales Participation – Internal and External

Markets
Mutti – Product Mix
Puree
oTomato Puree with Basil
oTomato Puree
Concentrates
oTriple Concentrate
oDouble Concentrate
oTriple Concentrate
Pulp
oDiced Tomato Pulp
oFinely Diced Tomato Pulp
The Rest Of the Line
oClassic Flavored Pizza Sauce
oHillside Cherry Tomatoes
oPeeled Tomatoes
oTomato Vinegar
oLe Verduine – Tomato Sauce With Fresh Vegetables
oTomato Ketchup
New Products
oInventa Sugo (Invent-a-Sauce)
Mutti – Positioning
• More For More
• Produt Leadership
Mutti – Communication
http://www.youtube.com/watch?v=js4orRo2A7k
http://www.youtube.com/watch?v=AM80_IYK384
Brands Comparison
Positioning Strategy

Costumer Intimacy Product Leadership Operational Excellence

Heinz X
Oderich X
Mutti X
Hellmans X

Brand Strategy
Multi Brands Line Extension Brand Extension New Brand

Heinz X
Oderich X
Mutti X
Hellmans X
Blind Test - Results
Hábitos de Consumo: Compra Ketchup?
Brand Awarness - Conhece o Ketchup da Marca?

7%
HELLMANS 97%

MUTTI 7%
COMPRA
NAO COMPRA ODERICH 93%

93%
HEINZ 97%

0% 20% 40% 60% 80% 100% 120%

Hábitos de Consumo

3%
30%
Café da Manha
Janta
17%
47% Eventos
37% Lanche
73%
Almoço
Madruga
Blind Test - Results
Nota Antes do Teste

12
10 10
10
8
8 7
6
4
2
0
HEINZ ODERICH MUTTI HELLMANS

Nota Depois do Teste

9.0
7.8 7.8
8.0
6.7
7.0
5.8
6.0
5.0
4.0
3.0
2.0
1.0
0.0
HEINZ ODERICH MUTTI HELLMANS
Blind Test - Results
Nota Antes x Nota Depois

12

10

8
Nota Antes
6
Nota Depois
4

0
ODERI HELLM
HEINZ MUTTI
CH ANS
Nota Antes 10 7 10 8
Nota Depois 7.8 6.7 5.8 7.8
Blind Test - Results
Adivinhação 1 - HEINZ

28%
34%
HEINZ
ODERICH
MUTTI
HELLMANS
14%

24%
Blind Test - Results
Adivinhação 2 - ODERICH

28%
HEINZ
38%
ODERICH
MUTTI
10% HELLMANS
24%
Blind Test - Results
Adivinhação 3 - MUTTI

14% 10%

HEINZ
ODERICH
34% MUTTI
HELLMANS
41%
Blind Test - Results
Adivinhação 4 - Hellmans

17%
31%
HEINZ
ODERICH
17%
MUTTI

34% HELLMANS
Blind Test - Results
Ketchup Preferido (Depois do Teste)

33% 27% 13% 33%

100%

80%

60%

40%

20%

0%
HEINZ ODERICH MUTTI HELLMANS
Blind Test - Results
Atributos Valorizados (Antes e Depois)

50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

Atributos - Antes
Atributos - Depois