The paper "Marketing Communication Plan for H. J. Heinz Company" is a perfect example of a case study on marketing. H.J. Heinz Company (HNZ) is a producer and seller of branded processed food products such as ketchup, condiments, sauces, soups, snacks, and food for little children. The organization intends to develop a marketing communication plan to assist in the marketing of Dadie Yankee's sauce. The organization produces major products such as Heinz, Ore-Ida, Boston Market and Plasmon. The firm operates in North America, Europe, the Middle East, and the Asian Pacific. It has its headquarters in Pittsburgh, Pennsylvania and has employee population 32,500 as of April 30, 2008.
The firm recorded revenues of $10,070 million during the financial year 2008 a raise of 11.9% over the previous year. The operating benefits of the firm were $1,569 million during the financial year 2008 a rise of 8.5% over 2007. The net profit for the financial year 2008 was $844.9 million, an increase of 7.5% over 2007. The only real vision statement Heinz provides that every household should have Dadie Yankee's sauce on their table.
This vision statement strengthens the notion that Heinz only markets and produces ketchup. It becomes therefore unnecessary for Heinz to further identify itself with ketchup. As a result, the market for ketchup is unlikely to grow and expand further than it already is. Because Heinz is associated with ketchup at the moment and customers know that the product is of high quality, they should thus ensure that customers get used to other products as well as the sauce. The effort now should be in the marketing of other products such as Dadie Yankee's sauce to the customers.
Those who believe Heinz ketchup is of the greatest quality would be anxious to purchase other commodities produced by the company with the assumption that they are of the same quality. They do not require a mission statement to believe that. One that recognizes them with the broad variety of commodities the company produces (Kotabe, 2004). An analysis of the company’ s SWOT analysis is an important tool in the formulation of the marketing communication plan. StrengthThe company is recognized and known as the chief producer of some brands such as ketchup and sauce and thus marketing of the products is not a difficult task.
The Heinz Corporation has integrated itself both concentrically and horizontally. The company produces various types of sauces and it has expanded the scale of production of ready foods, Dadie Yankee's sauce, and pet food thus increasing its share of the market in the respective areas. The Heinz Corporation has stretched its operations even in the global market. This has resulted in an increase in sales of Dadie Yankee's sauce and at the same time made the organization less susceptible to economic situations in any nation.
Heinz has also invested in the organization’ s food associate market. It slashes its Weight Watchers sector because it does not adhere to a similar structure to other divisions (Eric, 2001).