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In promoting a product it is important to use their

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In promoting a product, it is important to use their language instead of using the English language. Also, as ketchup being H.J. Heinz’s “flagship”, (Hoovers), product, they continue to dominate the U.S. market for ketchup, they supply to organizational buyers such as food service companies, retailers and the U.S. military. These organizational buyers make up a larger portion
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of the global food market. There are several forms of buyers, there are resellers and wholesalers. These companies have a more complex and sophisticated buying behaviors compare to individual consumers. They buy in large quantities, and they tend to avoid risks of buying new products that has no proven long-term quality level. Many organizational buyers may consist of several tiers of management that may have an influence in the purchasing power. Purchases may have to go through several levels of approvals and processes prior to finalizing a purchase. Producers and manufacturers must maintain a good business relationship with these organizations to keep their business long-term. They must consistently meet their standards in quality and pricing to keep their contracts year after year. Product Positioning and Differentiation In today’s global economy, businesses must continue to find new ways to develop strategic marketing concepts to stay competitive and profitable. Creative research and planning is required to find the right ingredients to a successful market positioning. The most important aspect in market positioning is product differentiation. The goal is to be able to make the Tri-Pac stand out from the rest of the competition. There are various ways to make Tri-Pac different from the competitors. This can be achieved successfully through product pricing, smarter packaging, and emphasis on H.J. Heinz’s commitment to environmental sustainability. Sustainability marketing can be a powerful tool that H.J. Heinz can take full advantage of and use as a part of their advertising campaign. This includes a special “going green” eco- friendly packaging that may appeal to specific target markets. H.J. Heinz mission statement, “As the trusted leader in nutrition and wellness, Heinz – the original Pure Food Company – is dedicated to the sustainable health of people, the planet and our Company”, (H.J. Heinz). H.J. Heinz can utilize this slogan through a delivery of an effective sustainability marketing by
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drawing emphasis on how the importance of keeping a sustainable tomato farming and overall agriculture to the company. They are the leader in tomato processing; in fact they process 2.5 tons of tomatoes annually. H.J. Heinz’s commitment to improving the lives of the farmers as well as ensuring the sustainability of the land that they use for farming makes them different from the competitors.
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  • Spring '12
  • ALL
  • Marketing, Henry John Heinz, H.J. Heinz

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