Building brand equity at Heinz

Organisations should learn from the past but not live in the past. This case study focuses on the way in which Heinz decided to alter the way in which it promoted its brands in order to be most effective in the market place in which it operates. In particular, it focuses on the way in which Heinz has set out to develop a close relationship with its millions of consumers through the development of a direct marketing database. This enables Heinz to communicate with individual…