PRiSM: The Marketing Cell of IIM Lucknow

2015

PRiSM
Presents

PRiSMAG
Heinz: Final Placements Article

PRiSM: The Marketing Cell of IIM Lucknow

2015

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:

PRiSM: The Marketing Cell of IIM Lucknow

2015

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.

PRiSM: The Marketing Cell of IIM Lucknow

Tomato Ketchup

2015

Product Range:
Tomato Ketchup
Positioning:
100% natural, thick healthy ketchup that is
grown not made.
Market share/position:
Worlds 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

and

the well being of the emerging generation. Be it a health camp or a seminar, HNFIs 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.

PRiSM: The Marketing Cell of IIM Lucknow

2015

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 Loans
Private 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

PRiSM: The Marketing Cell of IIM Lucknow

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

2015

PRiSM: The Marketing Cell of IIM Lucknow

2015

2) Glucon-D (#1):
Major Competitors: Dabur (Glucose-D), Rasna, GSK
Market 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 portfolio
by introducing new flavours like Lemon etc.
3) Complan (#3):
Major Competitors: Cadbury (Bournvita), GSK (Horlicks & Boost),
Market Share: