Ketchup Case Study

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of the highly demanding industry is the tomato ketchup industry. Ketchup is used as a complimentary product with an assortment of food items such as sandwiches, burgers, chips, fries etc. The market for the ketchup is highly growing. However, the recent trend shows that globally the ketchup market is gaining the maximum share from the US and European markets and also growing in the Middle East and Asian markets. The market is expected to reach approximately $3.3 billion by the year 2016. A lot of factors have contributed to the growth of this market. Few of them are as follows: 1. Increasing adoption of Western lifestyle and eating habits 2. Consumer shift towards cooking at home rather than eating in restaurants and demand for semi-prepared …show more content…

The company is further trying to cut down its cost on frozen meals and trying to focus on the frozen snacks business. The low cost strategy was followed by the company due to the weakening economic conditions as customers were reluctant to spend money. The article further goes on to say that keeping the prices low would attract a wider range of customers. Because, of the low cost strategy followed Heinz witnessed a steady growth of close to …show more content…

Major findings pertained to finding out how the advertisement expenditure affected the sales volume. 2. Our findings were based on the Annual reports of Heinz for the financial years 2013, 2014 & 2015. 3. Findings stated that more the expenditure incurred on advertisement, the more the revenue generated. BIBLIOGRAPHY: Higgins, K. T. (2004). competition cant ketchup to heinz. marketing management, 22-25. developing a uniform global marketing presence. (2014). 1-2. Gemma, c. (2009). heinz tomato ketchup. marketing(00253650), 19-19. Vijayraghavan, K. (2010). heinz braces up for aggressive marketing. ET Bureau. http://www.transparencymarketresearch.com/tomato-ketchup-market.html http://www.heinz.com/our-company/about-heinz/vision-and-values.aspx https://archive.ama.org/archive/ResourceLibrary/MarketingManagement/Pages/2004/ 13/1/12123043.aspx http://businesscasestudies.co.uk/heinz/developing-a-uniform-global-marketing- presence/#axzz4331C8FgN http://articles.economictimes.indiatimes.com/2010-01-07/news/28438457_1_glucon- d-heinz-india-heinz-ketchup http://www.forbes.com/sites/greatspeculations/2012/03/07/heinz-adapts-strategy-for-

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