Developing a uniform global marketing presence
A Heinz case study

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Page 3: Retaining competitive edge

Heinz 5 Image 3When an organisation produces a highly visible product it is easy to lose the competitive edge by focusing on the present and past rather than looking to the future.

Organisations like Heinz therefore have set themselves a challenge for the next millennium - to identify and succeed in winning sectors of the market which they have previously not dominated. It has set out to achieve ongoing growth because the only way to survive and flourish is to grow.

Heinz has set out to bring together its past, present and future:
Present: Heinz Tomato Ketchup is the world’s number one sauce brand.
Past and history: It’s been around for more than 120 years, it’s sold in over 150 countries and it generates more than $1.2 billion in sales. But for all that success it has yet to fulfil its true destiny...
Future: ...’to be the World’s Favourite Ketchup...On EVERY Table!’

The mission now is for Heinz to extend this popularity throughout the globe. Ketchup brings flavour and excitement to so many dishes; from chips and burgers to fish, eggs, steak and chicken. It’s a versatile cooking ingredient and a delicious dip too. The ambitious goal of Heinz is that every time a host food is eaten anywhere in the world, Heinz Tomato Ketchup is no more than 57 centimetres away.

Heinz | Developing a uniform global marketing presence