As of today nestle is the top competitor for heinz co

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As of today, Nestle` is the top competitor for Heinz Co. The Nestle` company was able to bring in about ten times the amount of annual sales as Heinz or any other company in this market. This new product that Team A has to offer does not have many similar products to resemble it, but when it comes to picnic products there is a brand of peanut butter and jelly in one container called Goober made by Smucker’s that has the same idea as Team A’s product. It comes in different flavors and variety of mixtures, which makes this a great base comparison product to follow, since both food items are in one container for convenience. It would seem that we are not so much focusing on the food products as much as how we want to sell the container in which the condiments will be served in. Segmentation Criteria Segmentation-Target Market The target marketing will be for a single product to the entire market with contrasts to mass marketing, considering attractiveness and fit between segment based on resources, objectives, and capabilities. The considerations being taken into consideration will be size of the segment, growth rate, competition, brand loyalty, attainable market, sales potential, and expected
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profit. The target market strategies that will be used for our product will be divided into several categories such as single segment, selective specialization, product specialization, market specialization, and full market coverage. Heinz will adjust their marketing mix for this product to ensure each segment is satisfied for superior production. According to the Hoovers review, the demands of the target market for condiments are dictated by the demographic shifts of the consumers. Consumers of condiments are the public, people with families, everyday folks that enjoy adding condiments to their food. As part of the marketing research, the overall population trends are reviewed based on the consumer’s age, disposable income, and family size, women in the workforce, race, and their ethnicity. These are factors that may influence the consumer’s buying behaviors and has a direct impact on sales. For instance, women in the work force who makes up about “47% of the U.S. workforce”, (U.S. Census) are the main person who makes the decisions when it comes to purchasing groceries. Working women with higher disposable income have the buying power and can make a huge impact on food sales due to their stronger presence at the grocery stores. To attract this market, it is crucial to emphasize quality, pricing and how much their family will enjoy the product. Also, people in certain ethnic backgrounds such as Asians tend to have loyalty with certain brands that they have been accustomed to consuming while growing up. They tend to use these products that they have proven to be in good quality over several years.
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  • Spring '12
  • ALL
  • Marketing, Henry John Heinz, H.J. Heinz

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