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…

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