I chose to analyse the situation of the company in the
United Kingdom (UK), France and China compared to the USA. I will focus on the
components of the two most relevant "Ps" from the Marketing Mix
concerning Heinz: Product and Promotion. Which of these did the company
transfer, adapt and create on the British, French and Chinese markets?
Product
Heinz
first reminds people of ketchup all around the world. Through the years the
company developped new ranges of products: the ranges of canned prepared meals
and snacks, baby food products and other sauces and condiments are available on
the American market.
Transfer:
The name of the brand his a transferred to all the countries Heinz is
operating in. This is a short word, easy to remember and to pronounce in every
language.
The
range of baby food as been transferred to the British market as well.
Adaptation:
In France the tomato-based sauces ranges are adapted to the local tastes and
image of fine cuisine (ie. balsamic vinegar ketchup, culinary ketchup range,
blue cheese sauce, tomato purée suitable for cooking...)
Creation:
on the UK market Heinz created other ranges of prepared meals with pasta, soups
and baked beans ranges responding to the needs of the British market.
In
china, a range of western-sauces is available appealing to local people
identiying more and more to the western way of life.
Promotion
(Click on the pictures to enlarge them)
The
ways Heinz communicates about its products varies from a country to another.
On www.heinz.com the
visitors can find webites for each region of the world where Heinz is
operating.
Concerning
its websites, Heinz adapts them to each country by highlighting specific
sections or range of products appealing to the target market.
This
is an example with the French website highlighting the range of culinary
products available for cooking. This is the first image the customer sees when
visiting the website. The brand decided to emphazise this range because it
reflects a good quality cooking France is known for.
The
language is also adpated to each country, but the design can change as well.
The main contents remain the same (ranges of products, history of the company)
but are customised for the targeted segments in each region of the world.
Heinz
also uses different media in the different countries such as Facebook pages,
for example in France or the UK. The French website of the brand is therefore
directly linked to this page on the social network.
In
another way, on its American website, Heinz chose to highlight its commitment
to some causes related to nutrition in the world. A way to show a good
corporate image worldwide.
Furthermore,
Heinz uses also other communication tools such as setting up contests or
cooking events. This is a very important way to build the awareness around its
products. People are also more reactive to new and innovative communication
tools and being involved in an action for the brand is creating customer
loyalty as well.Implantation in China:
In February 2013, Heinz signed a contract with a frozen food company in China. With this agreement Heinz wants to focus on infant food and sauces in the Chinese market among other emerging markets in this region of the world. In
my opinion, Heinz would conquer the Chinese market by implanting ranges of
condiments and seasoning for the rice. This would be a challenge for the brand
as several companies have already settled in the market. However, with its
already famous reputation in the sauces market, Heinz could become a leader in
the rice seasoning.
Concerning
the communication means, Heinz could gain new customers by setting up tastings
in the shops where Chinese people buy rice. This kind of communication would be
a very efficient way to bring the new product to the consumers and persuade
them to adopt it.
Sources
- Heinz USA: www.heinz.com
- Heinz UK: www.heinz.co.uk
- Heinz France: www.heinz.fr
- Heinz Global websites: http://www.heinz.com/heinz-global-websites.aspx
Sources
- Heinz USA: www.heinz.com
- Heinz UK: www.heinz.co.uk
- Heinz France: www.heinz.fr
- Heinz Global websites: http://www.heinz.com/heinz-global-websites.aspx
