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    College of Accountancy, Business, Economics and International Hospitality Management Bachelor of Science in Business Administration

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    Heinz uses various marketing strategies to gain attention for its ketchup products, including unusual bottle designs and colors, unique in-store displays, and new product flavors tailored to local tastes. It also sponsors contests for homemade commercials and ketchup packet designs to engage consumers and promote the brand across media. While these efforts help expose the Heinz name, maintaining attention long-term requires constant innovation and reinforcement of brand image through multiple communication channels.

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    College of Accountancy, Business, Economics and International Hospitality Management Bachelor of Science in Business Administration

    Uploaded by

    anne
    108 views2 pages
    Heinz uses various marketing strategies to gain attention for its ketchup products, including unusual bottle designs and colors, unique in-store displays, and new product flavors tailored to local tastes. It also sponsors contests for homemade commercials and ketchup packet designs to engage consumers and promote the brand across media. While these efforts help expose the Heinz name, maintaining attention long-term requires constant innovation and reinforcement of brand image through multiple communication channels.

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    CASE #3

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    Heinz uses various marketing strategies to gain attention for its ketchup products, including unusual bottle designs and colors, unique in-store displays, and new product flavors tailored to local tastes. It also sponsors contests for homemade commercials and ketchup packet designs to engage consumers and promote the brand across media. While these efforts help expose the Heinz name, maintaining attention long-term requires constant innovation and reinforcement of brand image through multiple communication channels.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    108 views2 pages

    College of Accountancy, Business, Economics and International Hospitality Management Bachelor of Science in Business Administration

    Uploaded by

    anne
    Heinz uses various marketing strategies to gain attention for its ketchup products, including unusual bottle designs and colors, unique in-store displays, and new product flavors tailored to local tastes. It also sponsors contests for homemade commercials and ketchup packet designs to engage consumers and promote the brand across media. While these efforts help expose the Heinz name, maintaining attention long-term requires constant innovation and reinforcement of brand image through multiple communication channels.

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    of 2

    Republic of the Philippines

    BATANGAS STATE UNIVERSITY ROSARIO


    Brgy. Namunga, Rosario,Batangas

    COLLEGE OF ACCOUNTANCY, BUSINESS, ECONOMICS AND


    INTERNATIONAL HOSPITALITY MANAGEMENT
    Bachelor of Science in Business Administration

    MKT 102- CONSUMER BEHAVIOR


    CASE ANALYSIS

    Chapter 3 – From Exposure to Comprehension

    HEINZ IS LOOKING FOR ATTENTION

    From upside-down bottles and wacky-colored ketchups to unusual store displays and customer-
    created television commercials, H. J. Heinz is definitely looking for attention. Although Heinz
    sells 650 million bottles of ketchup each year, the company is anything but complacent about
    keeping its brands and products in the public eye. One way it does this is by using special in-
    store displays. To catch the eye of tailgaters browsing in Sam’s Club and other warehouse stores,
    the company has created cardboard displays shaped like the back of a pickup truck and filled
    them with grab-and-go picnic packs of Heinz ketchup, mustard, and relish.

    When Heinz introduces new products and packaging, it gains more shelf space, attracts attention,
    and highlights each item’s appeal to the senses. Its E-Z-Squirt Ketchup, in vivid, child-friendly
    colors like green, purple, and blue, was a standout on store shelves. Its organic ketchup comes in
    an upside-down squeeze bottle with a green lid that sets the product apart while linking it to the
    category of natural and organic foods. Heinz is also developing a sweeter variety of tomato for
    future ketchup products.

    However, what appeals to consumers’ taste buds in one country may not appeal in those in
    another country. “Consumer tastes are still very local,” observes a Heinz executive, “[which is
    the reason why] we still like our recipes to be very locally tweaked, even in ketchup.” Chefs,
    scientists, designers, engineers, and marketers work together to create and taste-test new
    ketchups and other food products at the Heinz Global Innovation and Quality Center outside
    Pittsburgh, Pennsylvania. The result is untraditional new flavors keyed to specific markets, such
    as the chili ketchup and sweet onion ketchup recently launched in U.K. stores. The center also
    hosts a “supermarket” where marketers can observe how consumers behave as they walk down
    aisles filled with products by Heinz and competing fi rms.

    With so many food products vying for attention in advertising media and on supermarket
    shelves, getting consumers to notice a ketchup ad—let alone act on it—is another key challenge.
    Heinz communicates through numerous messages running in print and broadcast media as well
    as online; it also uses in-store and in-restaurant communications to reinforce brand image and
    loyalty. Heinz has also sponsored Top This TV
    contests in which consumers submit homemade 30second commercials featuring Heinz ketchup,
    which are then posted on YouTube for viewing and voting. The top prize is $57,000 (a play on
    “Heinz 57 varieties”) and a spot on national TV for the winning commercial.

    To encourage participation and wave the brand banner, Heinz promotes these contests on its
    ketchup labels, on TV, in print, and online. Hundreds of consumers uploaded entries to the fi rst
    two contests; many of these commercials, including those created by the finalists, are still
    available on YouTube and on Heinz’s topthistv.com website. Media coverage and word- of-
    mouth buzz spread the contest message quickly and kept people talking about the homemade
    commercials even after the voting was over and the winners had been announced.

    Heinz also mounted a contest to gain community attention and involve U.S. students and
    teachers with the brand and its communications. The Ketchup Creativity contest invited students
    in grades 1 through 12 to submit artwork for Heinz single-serve packets. From more than 15,000
    entries, the judges chose 12 winners to have their artwork displayed on millions of Heinz
    ketchup packets. Each winner received a $750 scholarship; each winner’s school received $750
    worth of Heinz ketchup and $750 worth of art supplies. Student- created artwork made the
    winning ketchup packets stand out and added to the visual appeal of a product that rarely gets the
    spotlight to itself.

    Case Questions
    1. Using the concepts discussed in this chapter, explain how Heinz has been successful in
    generating exposure and capturing attention. What other ideas would you suggest Heinz try to
    foster exposure, attention, and perception?

    2. In terms of exposure, attention, and perception, what are some of the potential disadvantages
    of Heinz’s Top This TV contests?

    3. Do you think that Heinz will gain long-term benefits from holding a contest for students that
    focused on the visual appeal of designing single-serve ketchup packets? Explain your answer.

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