Marketing Project
Product loyalty results when the consumers are satisfied with the product and the product is consistently meeting the demands and needs and wants of the consumer (Matzler, Grabner-Krauter, and Bidmon). Likewise, I am also loyal with the ‘Heinz tomato ketchup’ because it has and is fulfilling my requirements and satisfying my taste buds. Heinz has invented and is responsible for all the advancements that are made in the ketchup industry. The target audience of Heinz Tomato ketchup is housewives and mothers. This is because they do more shopping of grocery items statistically. Heinz tomato ketchup is introduced in order to satisfy the needs and wants of those people who want to remain healthy and who take wise decisions for their family to keep them fit. Heinz has adopted differentiation strategy in order to position itself in world of ketchup. Firstly, transparent glass bottle was used for the ketchup, and then upside down bottle was introduced. However, Heinz has also introduced ketchup packets or sachets. However, Heinz has not stopped there and kept on improving the inventions and has introduced squeezable ketchup bottles and recyclable ketchup bottles for the ease and convenience of consumers.
As far as marketing environment of product is concerned, employees, customers, shareholders, management and the creditors all are included in the stakeholders. Heinz is politically complying with law. Economically, Heinz is playing a very important role by employing people and offering them reasonable wages. Socially, it has changed the attitudes of people, people has become diet and weight conscious and prefer the products that is good for their health. Technologically, the company is very active as it is innovating latest products according to the consumer’s demand, as a company should be innovative if it has to make progress (Sun , Yau, and Suen). Considering the branding and packaging of Heinz Ketchup, the slogan of brand is that ‘A good meal deserves great ketchup. Insist on Heinz’. The ketchup is made from fresh tomatoes and the picture of a fresh tomato with leaves on ketchup bottle is a depiction of this fact. Heinz ketchup is available almost in every size from sachet to the king size or jumbo bottle.
The channel members of Heinz tomato ketchup are AXN, discovery and National geographic. Heinz is directly promoting its product by reaching the consumers at home through magazines. The consumer magazines have given wider promotion to the product. Further, Heinz is also promoting point of purchase display by giving trade promotions and utilizing increased shelf space. Heinz is demanding a reasonable price for its product from the customers and has not adopted odd and premium pricing tricks. It is attracting the customers of basis of truthful marketing and is not using false advertising tactics.In order to ensure integrated marketing communication Heinz is however using promotions to trade on regular basis. The major forms of the trade allowance however include bill-back allowances, which is paid to retail for featuring the advertisement of brand and off-invoice allowance, which is temporary reduction of manufacturer’s price ((Chitty, Barker, Valos, and Shimp ).
References
Chitty, William, Nigel Barker, Michael Valos, and Terence A Shimp. Integrated Marketing Comminications. Lucknow, India: Cengage Learning, 2012. Print.
Matzler, Kurt, Sojna Grabner-Krauter, and Sojna Bidmon. "Risk aversion and brand loyalty: the mediating role of brand trust and brand affect." Journal of Product & Brand Management. 17.3 (2008): 154-162. Print.
Sun , Hongyi, Hon Keung Yau, and Eric Kwok Ming Suen. "The Simultaneous Impact of Supplier and Customer Involvement on New Product Performance." Journal of technology management & innovation. 5.4 (2010): 70-82. Print.
