Developing a uniform global marketing presence
A Heinz case study

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...
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Page 2: Global marketing

A global marketing strategy involves the creation of a single strategy for a product, service or company for the entire global market, embracing many markets or countries simultaneously and aiming to level differences between them. Consumers across the globe share many common characteristics. In the 21st century we will increasingly see the development of a global consumer whether they live in...
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Page 3: Retaining competitive edge

When 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...
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Page 4: Relaunching the product

Before Heinz can get Heinz Tomato Ketchup onto everyone’s plate, it has to get it onto everyone’s lips. This is why Heinz is engaging in a £32 million re-launch of the product which is designed to: make the brand stand for one thing the world over reach new users and motivate them in different ways make Heinz Tomato Ketchup famous. The re-launch is designed to give Heinz...
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Page 5: Elements of the relaunch

June 1999 saw the start of the re-launch of Heinz Ketchup which included six key elements. 1. PositioningIn the past Heinz Ketchup has been positioned to appeal to different consumer groups in different parts of the world. However, as a world brand, Heinz Ketchup will benefit most from a unified positioning and a single set of values. The brand will speak loudest if it speaks with one voice, and...
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Page 6: Conclusion

The six elements of the re-launch of Heinz Tomato Ketchup will bring more value and excitement to the Sauces category than it has seen in a very long time. As more and more consumers throughout the globe look to branded sauces and other branded products to liven up their eating patterns – then companies like Heinz must seize the opportunities presented by global marketing strategies in order...
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