SHRI RAMSWAROOP KING

MEMORIAL MAKERS
UNIVERSITY
DEVA ROAD-LUCKNOW
PRESENTATION
PROJECT
ON
HEINZ TOMATO
KETCHUP
Presented by:-
 Priya
 Vardaan Solanki
 Manas Kumar

Submitted to:-Dr. Veena Singh  Avinash Gupta

MEM1001-M.B.A First Year  Divyanshu Kumar Rawat

CONTENTS
• Introduction
• History & Origin
• Establishment In India
• Features & Benefits of Heinz Ketchup
• Company DNA
• Questionnaire design with
Data Analysis
• Swot analysis
• Acceptance In India
• Key Findings and Conclusion
INTRODUCTION
 Heinz was founded in Pittsburgh in 1869.

 The most globally famous of all U.S.-based food companies.

 Provide food for families in 200 countries around the world.

 An established brand name as a mark of the quality.

 HISTORY & ORIGIN
 Henry John Heinz first established the firm.

 They produced and sold bottled pickled food.

 Their first product was horseradish, but the company collapsed.

 Henry Heinz set up the firm of F & J Heinz.

 In 1888 Henry bought out his brother and cousin and was in

sole charge of his destiny.

HISTORY & ORIGIN
 Henry campaigned relentlessly, and finally sealed the deal via the 1906

Pure Food and Drug Act.

 By 1924 Heinz had 150,000 acres of crops, 25 branch factories,

over 100 salting stations, and nearly 800 rail cars.

 In the 1930s, the company entered the baby food market.

 By 1950, Heinz was only making a 2.5% return on sales.

 In 1963 over 80% of company profits came from the UK.

ESTABLISHMENT IN INDIA
 Heinz came to India in 1994.

 Heinz India is fully integrated into the global Heinz operations.

 Heinz products synergize the three pillars of the Heinz tradition namely

TRUST, TASTE & NUTRITION

 Heinz is preferred in institutional clients.

 FEATURES & BENEFITS OF
HEINZ KETCHUP
 Pure and Natural

 Specifically Imported Caps

 Comes with Safety Buttons

 Uses Rich Tomatoes which are produced under

special supervision
COMPANY DNA
Heinz DNA can be boiled down to three simple components:-

 Quality - Heinz is one of the world’s best-known food brands

 Tomatoes – Top Quality every time

 Global Management – No American food companies

can do this as well as Heinz.

 S.W.O.T
Strengths Weakness

• Global Brand Name • Storage Issues

• Advertising on global level • Expensive than other brands in India
• Good Distribution in big cities

USP
Thicker

Opportunity Threats

More Advertising required to reach Threat from existing brands like

bigger audiences Kissan, Maggi etc.
 QUESTIONNAIRE DESIGN WITH
DATA ANALYSIS
Q1. From where do you heard about Heinz Tomato Ketchup?

Source No. of Respondents

Newspaper 03
Radio 00
TV Advertisement 02
Word of Mouth 07
Other Source 03

Inference:- The above table reveals that Word of Mouth are the major source of information
regarding Heinz Tomato Ketchup.
 QUESTIONNAIRE DESIGN WITH
DATA ANALYSIS
Q2. Remember any T.V. Advertisement ?

Response No. of Respondents

Yes 08
No 07

Inference:- The above table facilitates us in realizing that more than 50% of the people are
aware of the brand Heinz as they remember TV ads.
 QUESTIONNAIRE DESIGN WITH
DATA ANALYSIS
Q3. Does Celebrity endorsement promote buying ?

Response No. of Respondents

Yes 01
No 14

Inference:- The above information clearly tells us that celebrity endorsement does not influence
the buying decision .
 QUESTIONNAIRE DESIGN WITH
DATA ANALYSIS
Q4. From where do you purchase Heinz Tomato Ketchup?

Source No. of Respondents

Near by store 02
Online Shop 03
Whole Seller 01
N.A. 09

Inference:- The above table shows that in most of the cases the ketchup is not available.
 QUESTIONNAIRE DESIGN WITH
DATA ANALYSIS
Q5. What Size of Tomato Ketchup you usually purchase ?

Source No. of Respondents

200 gm Glass Bottle 02
500 gm Glass Bottle 08
1 Kg Bottle 02
Squeezy Packs 03

Inference:- This chart figures out that the 500 gm sized bottle of Tomato Ketchup is largely
consumed.
 QUESTIONNAIRE DESIGN WITH
DATA ANALYSIS
Q6. What brand of ketchup do you like the most ?

Source No. of Respondents

Kissan 07
Maggi 04
Heinz 03
Others 01

Inference:- This chart tells us that Kissan Tomato ketchup is still the Leader in terms of
popularity in India.
ACCEPTANCE IN INDIA
Heinz Tomato Ketchup is not a successful brand as the other tomato ketchups like Kissan and Maggi

 Limited awareness of the product

 Lack of effective advertisement

 Taste of the Ketchup is highly distasteful

 Availability Issues
KEY FINDINGS AND
CONCLUSION
 Heinz laid out much more focused strategy in selling more ketchup

and soy sauce in Emerging Markets

 Heinz is getting back to doing what their founder set up to do

BUT

 In Indian Market, Heinz’s still lagging behind

Indian Consumer rates the product on the following basis:-

Taste Availability Price

 Should come out with an innovative way to attract Indian Market

Consumers
THANK YOU ALL
UNTIL WE MEET AGAIN
STAY SAFE