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  • Brand Failure Heinz

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    Shivam Chaurasia
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    Heinz, known for food products like soup and ketchup, launched its first non-food item called Heinz All Natural Cleaning Vinegar but it failed because consumers were unfamiliar with using vinegar for cleaning and thought it was meant for food instead. The failure taught Heinz to stick to products within its brand perception as a food company and to market niche products to their niche audience rather than as mainstream items.

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    Heinz, known for food products like soup and ketchup, launched its first non-food item called Heinz All Natural Cleaning Vinegar but it failed because consumers were unfamiliar with using vinegar for cleaning and thought it was meant for food instead. The failure taught Heinz to stick to products within its brand perception as a food company and to market niche products to their niche audience rather than as mainstream items.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    47 views3 pages

    Brand Failure Heinz

    Uploaded by

    Shivam Chaurasia
    Heinz, known for food products like soup and ketchup, launched its first non-food item called Heinz All Natural Cleaning Vinegar but it failed because consumers were unfamiliar with using vinegar for cleaning and thought it was meant for food instead. The failure taught Heinz to stick to products within its brand perception as a food company and to market niche products to their niche audience rather than as mainstream items.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 3

    Heinz Cleaning Vinegar

    •Heinz is famous for its good valued pre packed food


    products, best known for its soup and ketchup.
    •The company already produced vinegar.
    •Heinz all natural cleaning vinegar was 1st non food
    item.
    •The mass consumers did not know what to make of it.
    Lessons from failure
    • Stick to what you know. But more importantly, stick to what
    your customers know. If you’re a food brand that means one
    thing. If you can’t eat it, you can’t sell it.

    • Expand within the limits of your brand perception. Heinz may


    be most associated with ketchup but it has numerous other
    brand successes, and frequently launches new products. Heinz
    shows that you can extend your line as far as you want,
    providing you remain true to your core identity or brand
    perception.

    • Adopt a niche strategy for a niche product. Heinz All Natural


    Cleaning Vinegar was distributed and marketed as a mainstream
    product, although it only appealed to a niche market.
    Should I use the cleaning vinegar to
    flavor my food?

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