Question

Beyond price promotions, how would you promote Heinz ketchup new larger sizes to retailers and to consumers?

Answer 1

Besides price promotion,we can promote Heinz Ketchup through many other ways as well:

The first and foremost thing that catches the eye of consumers is the packaging of the product .In this case ,we can create the packaging of the ketchup better than the other brands in terms of its size,so that it is not too heavy to hold it,not only this ,we should ensure that there will not be any possibility of any leakage ,it should be held tightly .The packaging should be done in such a way that it clearly depicts the price of the ketchup,its ingredients and most importantly how much extra quantity is there for example 20% EXTRA OR MUCH BIGGER SIZE AT SAME PRICE etc

In case of retailers,while selling a whole lot to them which consist of 30 to 40 packets of Heinz ketchup ,5 packets of Heinz ketchup should be provided at free of cost ,so that overall it increases their profit margin and free return policy should be there if they were not able to sell to their customers They should persuade the retailers that there is much profit margin in this as compared to other brands.

In case of consumers ,sales promotion techniques should be applied ,for example free gift vouchers should be provided or a lucky draw should be there,or consumers can scratch the numbers on their ketchup pack and give it a missed call and they could win a trip .

Personal selling can also be used to promote the Heinz ketchup ,they can aware consumers about much bigger size of the ketchup and how much can they save through much more quantity at much lower price as compared to other brands.

Advertisement will help in promoting at much larger scale such as in television,magazines,newspaper which can create a larger difference in short span of period.