Ubaid Hassan

Brand Launch
Heinz Tomato
Ketchup
Product Launch Of Heinz Tomato Ketchup
Brand Objective & Introduction

 A World of Good Food

 The H.J. Heinz Company, headquartered in
Pittsburgh, Pennsylvania, is the most global of
all U.S.-based food companies. Famous for our
iconic brands on five continents, Heinz provides
delicious, nutritious and convenient foods for
families in 200 countries around the world. In
more than 50 of those countries, we enjoy the
number-one or number-two market position.
 The First Name In Ketchup

 Throughout the world, Heinz is

synonymous with ketchup. We sell 650
million bottles of Heinz ketchup every year
and approximately two single-serve
packets of ketchup for every man, woman
and child on the planet. For millions of
families the world over, “if it isn’t Heinz, it
isn’t ketchup.”
Satisfying Tastes and Appetites
Around the World
 At any given moment, on any given
continent, the 32,500 employees of Heinz
are hard at work...creating new products,
perfecting fresh ideas, and developing
nutritious and innovative foods for today's
families. Heinz is a trusted name for
consumers, a valued partner in the
community, and a great investment with
tremendous growth potential.

 Brand name: Heinz Tomato Ketchup

Brand Logos & Symbols:


 Brand Personality:
 Heinz Ketchup is sober confident yet tantalizing.
 Brand Elements
 Product Range /Description:
 Heinz ketchup made with world finest tomatoes
especially Harvested for our Heinz customers.
 Major Competitors:
 National, Mitchell’s, Knor & English Ketchup.
 Brand Slogan:
 “A good meal deserves great ketchup. Insist on Heinz."
 . URL:
 Heinz Ketchup as a core brand uses its blanket family
name in its domain name i.e.
 Heinz.com
 Brand Packaging
Role Of Packaging in RTE division.
 In the world cost sensitive and image
driven
 Heinz Ketchup Available in packages as:
 Glass Bottle Of 375 gms:

 For home and in restaurants

 Brand Packaging
 Stick 11 Gms:
For used in parcel one person servings,
tear off packaging easy to handle
Squeeze Plastic Bottle 375 Gms: As Heinz
ketchup is much
thicker than ordinary ketchup
 Dip Pot 25 Gms:
This packaging is for used in restaurants
with larger meal
Brand Packaging
 Brand Equity
 Henry John Heinz said “to do a common
thing uncommonly well brings success,”
and Heinz Ketchup is apparent proof of
that maxim, ranking consistently among
top brands in Harris Interactive’s
EquiTrend brand-equity study - and
claiming the No. 1 equity score in 2008
 Brand Positioning Strategy

 Product Characteristics
Delicious mouth watering tantalizing
 Functional Habit
Sensational, mouth watering
 Emotional Habit
Give more taste to your food
 Positioning
Only the very best can be called a Heinz tomato.
Heinz produces its own hybrid tomato seeds
through traditional breeding techniques,
ensuring superior quality taste and nutrition.
 Brand Positioning
 Brand Personality
 Sober ,Confident ,Trust worthy
 Competitors
 Every other sauce and ketchup manufacturer
 Target Consumer
 Every house hold member from children to
elders
 Attributes
 Classy ,Home centric
 Brand Launch Plan
“Coming Soon To Store Near You”
 Heinz Ketchup Will be launch on June 2009

 At the first phase media planning is based on making brand awareness and availability through
 ATL Activities

 Urban Street Furniture

 The internationally established concept of urban
street furniture is gradually making its presence
felt on our streets.
 Foot bridges
 Bill boards
Bus Shelters
 Fleet Branding
 These are small convoys of minivans /trucks
cruising busy roads ,particularly in the evening
 Carrying large sized backlit advertising boxes
hoisted o them.
 TV Commercial

 The new campaign is designed to do that by

putting Heinz ketchup on the minds of
consumers and food servers. The ads will
feature diners in situations where they are
dissatisfied by dining experiences that don't
include Heinz ketchup, confused by a mutilated
bottle of competing ketchup or throwing a bottle
of non-Heinz ketchup in a display of disgust. All
of the ads will incorporate the tagline, "A good
meal deserves great ketchup. Insist on Heinz."
 In Store Display or Point of
Purchase (POP)
 Smart Marketers say it is the store environment
that closes the deal .
 Retail advertising is important .Because the
50% of buying decision is made in the store of
which 30% are impulse buys.
 At Heinz we focus Point of Purchase display For
which we use more shelf space by providing
trade promotions .By using wobble ,Gondolas
OCD out of category display. point of sales
material.
POP Displays