Analyze of an Ad from Heinz

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• Marketing offer :

The product being advertised is a bottle of Ketchup and the brand name for the product is “Heinz”. The company wants to show with this offer that this Ketchup is better than the others due to the quality of the ingredients used (real tomatoes). The advert is designed to show you how using this product can help you satisfy the want to eat healthier and good products. The aim is indeed to give a less industrial image of the Heinz Ketchup with the bottle looking like real tomato slices.

• The value consumers may perceive from this product and why :

With this ad, consumers may perceive that this Ketchup brand is less industrial that the others and uses real tomatoes in the receipt. This is a real added value because nowadays, a lot of consumers want to eat better and healthier by knowing what they really eat, and they choose rather products which seem more “natural”. Moreover, the sentence “No one grows Ketchup like Heinz” may make the consumer think that this is also Heinz that grows tomatoes and uses it in the sauce.

• The potential market segments :

Geographically, Heinz is a worldwide known company and Ketchup is consumed almost everywhere but especially in North America and in Western Europe.

Demographically, the potential market segments are kids/teenagers (the bigger consumers of Ketchup) and families.

At the behavioral level, it may be people who look at a sauce to eat with junk food (heavy product users) but also people who want to eat healthier, with good products, even people who are on a diet.

• The target market :

Even if Heinz is one of the bigger companies for this product, there is still a lot of competition so it has to be a differentiated market strategy in order to target several market segments and create separate offers for each.

• What might be a positioning strategy for this brand?

The competitive advantage of this brand, on this product, is the fact that consumers see this Ketchup as less industrial as the others so healthier and more qualitative. So the differentiation is based on the superior quality of the product due to the products used and the real tomatoes content.

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