Page 1: Introduction
It is easy to think of global products and brand names: Coca-Cola, Mars, and Nestlé are obvious examples in the food and drink line, along with Heinz Tomato Ketchup.
These household brands are not new, they have a long heritage, but the way in which they are marketed has developed in recent years as they have become more focused on the global arena - through global marketing strategies.
This case study concentrates on a good example of a global product. Heinz Tomato Ketchup aims to be the world’s favourite Ketchup on every table. The study highlights the logic of operating globally and examines the 1999 Heinz Tomato Ketchup re-launch.
Tomato ketchup did not become an important Heinz product until the 1880s when the HJ Heinz Company patented the now famous combination of keystone label, neck band, screw cap and octagonal bottle. It was during the Second World War that the use of tomato ketchup really came to the attention of British consumers as a result of its popularity with American servicemen.
Heinz Tomato Ketchup was first manufactured in the UK in 1946 and gradually became this country’s most popular sauce. Today the UK market is worth more than £105 million and Heinz share is 58%. Search in most food cupboards in this country and you will not have to go very far to find a bottle of Heinz Tomato Ketchup.