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A Critical Evaluation of H.J.Heinz Marketing Strategy

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Heinz pricing strategies are also largely affected by their geographical proximities. Fr instance, te largest pickle manufacturing Heinz factory is located in its headquarters within the United States. Cnsequently, sme countries that may be in need of this product but are far from the United States will have to include the additional costs that come along with shipment and the like. Hinz usually incorporates a lot of in-store discounting in its product offering. Mst of the time, tis is done through a range of grocery stores or it with a series of hyper stores too.

Te company realises that in order to boost their sales at the last point of contact with the consumer, tere is a need for one to establish a mechanism that will encourage this kind of initiative. (alakrishnana & Coyne, 1995)Perhaps the most important aspect in Heinz’s marketing strategy is the strength of its products. Frst of all, Hinz is largely known for its “fifty-seven-varieties” advertisement and logos. Te company has invested thoroughly in offering a range of food items such as pickles, tmato sauce and many other varieties.

Te number fifty seven does not signify the exact number of products available under the Heinz name because these products are much more than this. Hwever, te number is meant to indicate just how diverse the company’s product offerings are and also, t capture consumer’s attention. (c Gahan, 2004)The major strategy behind Heinz’s product strategy over the past three years has been to streamline their product offering. Te company realized that in order to offer better quality products, i would be more for if they categorised their items.

Tis was the reason why the company decided to offer all their products under three major brands that included; Te company was determined to grow this category by buying out other companies that had specialised in some of their weak categories such as the baby food sector. Aditionally, te company has opted to let go of some of their brands that do not fall in any of the latter mentioned categories. Cnsequently, te company’s product offerings have been designed to boost their in line this idea.

Te company’s product marketing strategies also centre on current concerns about various people with regard to their weight. Fr instance, i the United Kingdom and in the United States as well, mny food companies consider their. ..

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preview essay on A Critical Evaluation of H.J.Heinz Marketing Strategy
  • Pages: 10 (2500 words)
  • Document Type: Essay
  • Subject: Unsorted
  • Level: Ph.D.
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