Heinz PRiSMag Finals

8/9/2019 Heinz PRiSMag Finals

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©PRiSM: The Marketing Cell of IIM Lucknow 2015

PR iSM

Presents

PRiSMAG

Heinz: Final Placements Article


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Company Info:

The H. J. Heinz Company, also known as the Heinz Company and commonly known as Heinz and famous

for its "57 Varieties" slogan and its ketchup, is an American food processing company with world

headquarters in Pittsburgh, Pennsylvania.

The H. J. Heinz Company manufactures thousands of food products in plants on six continents, and markets

these products in more than 200 countries and territories. The company claims to have 150 number-one or

number two-brands worldwide.

Founded by: H. J. Heinz

Type: Private

Heinz India MD: Seema Modi

Vision: To be the best food company, growing a better world

Values: Customer first, Quality, integrity and innovation

Major Brands:

http://en.wikipedia.org/wiki/Heinz_57http://en.wikipedia.org/wiki/Heinz_Tomato_Ketchuphttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Food_processinghttp://en.wikipedia.org/wiki/Pittsburghhttp://en.wikipedia.org/wiki/Pennsylvaniahttp://en.wikipedia.org/wiki/Pennsylvaniahttp://en.wikipedia.org/wiki/Pittsburghhttp://en.wikipedia.org/wiki/Food_processinghttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Heinz_Tomato_Ketchuphttp://en.wikipedia.org/wiki/Heinz_57


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Major Brands Description

Complan Product Range: variety of flavours like

Natural, Kesar Badam, Strawbeery Flavour

et al.

Positioning: “More Protein, Faster Growth”

TG: children in the age group 6-16 years

Glucon-D Product Range: Glucon-D which was

available in 3 delicious flavours – Original,

Tangy Orange & Nimbu Pani, Cool Aam

Panna (in 2013 in West Bengal) Cool Aam

Panna is made from real raw mango powder

and cooling herbs of khus and pudina known

to cool the body.

Positioning: Glucon-D contains 99.4%

glucose. It is easily absorbed by body, thus

giving instant energy & rejuvenation. It

restores energy 2 times faster compared to

ordinary sugar based drinks.As part of the

Brand Equity Survey in 2013, Glucon-D was

adjudged the 27th most trusted brand and 7th

amongst all beverages including all

powdered, ready to drink, tea and coffee

brands.

Nycil Product Range:

Classic, Sandal, Cool Herbal, Cool Gulabjal

Positioning:

As a caring, protecting powder against

prickly heat

Market share/Position:

Leader in the prickly heat powder category.


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Tomato Ketchup Product Range:

Tomato Ketchup

Positioning:

100% natural, thick healthy ketchup that is

grown not made.

Market share/position:

World’s largest selling Ketchup Brand.

CSR:

1. HNFI : Heinz Nutrition Foundation India was founded in 1997 as a non-profitable, non-commercial

registered Trust with a mission

"Advance the knowledge and practice of Nutrition with the goal of ensuring the nutritional well being

of the emerging generation"

The Heinz Nutrition Foundation India (HNFI) is dedicated to conducting and funding nutrition

research and imparting nutrition education so as to impact society andthe well being of the emerging generation. Be it a health camp or a seminar, HNFI’s nutrition

programs are aimed at enhancing lives through health and nutrition awareness

Its initiatives include the various health clinics called “Nutri Life Clinic “ at Bengaluru, Chennai and

Delhi.

For more Information on HNFI, visit http://www.hnfi.org/

Heinz in News:

1. Allegheny County and Heinz History Center partner on preservation.

Allegheny County will partner with the Sen. John Heinz History Center to preserve and maintain

some of the county's historical records and document books. The ordinance will authorize the transfer of

custody, but not ownership, of 160 minutes books of the County Commissioners. The first book dates to Jan.

23, 1868.

http://www.hnfi.org/research-funding.aspxhttp://www.hnfi.org/research-funding.aspxhttp://www.hnfi.org/nutrition-education.aspxhttp://www.hnfi.org/nutrition-clinic-camp-sponsorship.aspxhttp://www.hnfi.org/nutrition-education.aspxhttp://www.hnfi.org/nutrition-education.aspxhttp://www.hnfi.org/media-in-touch.aspxhttp://www.hnfi.org/http://www.hnfi.org/http://www.hnfi.org/http://www.hnfi.org/http://www.hnfi.org/media-in-touch.aspxhttp://www.hnfi.org/nutrition-education.aspxhttp://www.hnfi.org/nutrition-education.aspxhttp://www.hnfi.org/nutrition-clinic-camp-sponsorship.aspxhttp://www.hnfi.org/nutrition-education.aspxhttp://www.hnfi.org/research-funding.aspxhttp://www.hnfi.org/research-funding.aspx


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The History Center will maintain and preserve the county records under preservation guidelines

established by the Society of American Archivists at no cost to the county and also provide public

access.

Source: http://www.bizjournals.com/pittsburgh/blog/morning-edition/2015/01/allegheny-county

and-heinz-history-center-partner.html

2.

Ketchup Maker Heinz Plans $2B Bond Issue To Repay LoansPrivate equity-backed ketchup maker H.J. Heinz Co. said Monday it is planning to sell $2 billion in

10-year bonds to repay existing term loans, marking the latest company to tap friendly lending markets

to restructure debt.

Heinz last sold $3.1 billion in second-lien notes, which rank lower than higher-lien debt in terms of

rights to collect if a borrower defaults, in 2013 to partly finance the buyout that took the company

private.

Source: http://www.law360.com/articles/614912/ketchup-maker-heinz-plans-2b-bond-issue-to

repay-loans

Ad Analysis:

1. Complan Ad:

Description: The ad portrays a group of children wondering what does their friend eats that makes

him win basketball matches, and grow taller faster than them.

Target Group: Children of the age 6-16 years as end consumers, their mothers as the customers.

Positioning: #khataKyaHai. Emotional value connect to the mothers, who are the customers

Emphasis on the POD of Complan, that is, taller stronger and sharper.

Market Share of Product: Complan has a market share of 13.9 % in its category of drinks . Bournvita

leads with a market share of 16.2 % as per the latest market share survey.

Ad Link: https://www.youtube.com/watch?v=zRmvw1ry8IY

http://www.bizjournals.com/pittsburgh/blog/morning-edition/2015/01/allegheny-county-and-heinz-history-center-partner.htmlhttp://www.bizjournals.com/pittsburgh/blog/morning-edition/2015/01/allegheny-county-and-heinz-history-center-partner.htmlhttp://www.bizjournals.com/pittsburgh/blog/morning-edition/2015/01/allegheny-county-and-heinz-history-center-partner.htmlhttp://www.law360.com/companies/h-j-heinz-companyhttp://www.law360.com/companies/h-j-heinz-companyhttp://www.law360.com/companies/h-j-heinz-companyhttp://www.law360.com/articles/614912/ketchup-maker-heinz-plans-2b-bond-issue-to-repay-loanshttp://www.law360.com/articles/614912/ketchup-maker-heinz-plans-2b-bond-issue-to-repay-loanshttp://www.law360.com/articles/614912/ketchup-maker-heinz-plans-2b-bond-issue-to-repay-loanshttps://www.youtube.com/watch?v=zRmvw1ry8IYhttps://www.youtube.com/watch?v=zRmvw1ry8IYhttps://www.youtube.com/watch?v=zRmvw1ry8IYhttps://www.youtube.com/watch?v=zRmvw1ry8IYhttp://www.law360.com/articles/614912/ketchup-maker-heinz-plans-2b-bond-issue-to-repay-loanshttp://www.law360.com/articles/614912/ketchup-maker-heinz-plans-2b-bond-issue-to-repay-loanshttp://www.law360.com/companies/h-j-heinz-companyhttp://www.bizjournals.com/pittsburgh/blog/morning-edition/2015/01/allegheny-county-and-heinz-history-center-partner.htmlhttp://www.bizjournals.com/pittsburgh/blog/morning-edition/2015/01/allegheny-county-and-heinz-history-center-partner.html


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Competition Analysis:

1) Tomato Ketchup (#3)Major Competitors: Kissan (HUL), Maggi (Nestle)


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2) Glucon-D (#1):Major Competitors: Dabur (Glucose-D), Rasna, GSKMarket Share:

With the competiton getting intense with the entry of new players like Rasna (Rasna Glucose-D)and GSK (Boost Glucose and Glaxose D), Heinz is planning to fight back by expanding its portfolioby introducing new flavours like Lemon etc.

3) Complan (#3):Major Competitors: Cadbury (Bournvita), GSK (Horlicks & Boost),

Market Share:

Heinz PRiSMag Finals

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