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“To do a common thing uncommonly

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					“To do a common thing uncommonly well brings success”

                                  Henry John Heinz




                                                     1
From the beginning, the driving idea was
quality…
•   Henry Heinz started over in 1875
•   The first product: horseradish in a clear bottle
•   H. J. Heinz Company today is an enterprise involving
    more than 38,600 people in over 200 major locations
    worldwide, with leading brands on six continents.
•   Heinz brand names appear on more than 5,700 different
    products.
•   If it isn’t Heinz, it isn’t ketchup...Throughout the world,
    Heinz is synonymous with ketchup, part of a $2.2 billion
    global category.
•   It’s one of the world’s great brands, growing 8 percent
    around the globe and has caught the imagination of
    teens, its biggest consumer group.
•   Heinz created a unique global single-serve business,
    which sells 11 BILLION packets of ketchup and dressings
    to restaurants — that’s at least two packets for every
    person on earth.

                                                                  2
Vision & Corporate Philosophy
•   Heinz vision is to be "THE WORLD'S PREMIER FOOD COMPANY,
    OFFERING NUTRITIOUS, SUPERIOR TASTING FOODS TO PEOPLE
    EVERYWHERE." Being the premier food company does not mean being
    the biggest but it does mean being the best in terms of consumer value,
    customer service, employee talent, and consistent and predictable
    growth.
•   Heinz is the most global U.S.-based food company, with a world-class
    portfolio of powerful brands holding number-one and number-two market
    positions in more than 50 countries. The Heinz brand is a $2.5 billion
    global icon and Heinz's top-15 power brands account for two-thirds of
    annual sales.
•   Heinz is a global provider of processed food products and nutritional
    services with operating companies on all of the inhabited continents. It
    has grown through innovative marketing; acquisitions; support of its core
    categories; geographic expansion; and scrupulous attention to costs,
    productivity and quality. Today, Heinz offers more than 5,700 products, a
    far cry from the Founder’s original 57 Varieties.




                                                                                3
Portfolio analysis
 Income Statement Summary
                         May.02 May.01 May.00 April 99 April 98
 Revenue                  $9,431 $8,821 $8,939 $9,300 $9,209
 Cost of Sales            $6,094 $5,884 $5,789 $5,945 $5,711

 Gross Profit                           3,337       2,937        3,151       3,355   3,498



                3,6                                                      3,498
                3,5
                3,4   3,337                                 3,355
                3,3
                3,2                         3,151
                3,1
                  3            2,937
                2,9
                2,8
                2,7
                2,6
                      May.02   May.01       May.00          April 99     April 98


                                                                                             4
More of Heinz - SBUs
•   Ketchup, Condiments & Souces
         - 11 billion packets of ketchup & dressings sold every day
•   Frozen Food – over %50 market share
         - Smart Ones, Weight Watchers, The Budget Gourmet...
•   Conveniance Meals – over %60 market share
         - Heinz means soup, beans and pasta meals
•   Tuna – over %50 market share in USA
         - StarKist..the only company to traverse the globe..
•   Infant food – over %60 market share in UK
         -

•   Pet Food – over %26 market share of USA
         - Morris, the cat
•   Organic & Nutritional Foods – over %25 market share of Europe
         - Alliance with the Hain Food Group Inc.
         - Couplon & Glucon-D nutritional drinks


                                                                      5
Heinz Combo Delight
•   Offers ketchup and mayonnaise together
•   The ketchup has the special spicy flavor of Heinz
•   The product formed of two souces like toothpaste
•   Presented in 15 gr. small bags and as 500 bags in boxes
•   The target consumer group is kids & teenagers
•   The target sector is franchising fast food companies
•   Future ideas
          – mayonnaise & mustard
          – light mayonnaise & light ketchup




                                                              6
Entering the Market
Why?
        • Its unusual delicious taste
        • Practical Usage
        • 2-in-1 convenience

When?
        • Since fast food sector is targeted, no specific season
        • All times high demand

How?
         • Presented to the franchising fast food restaurants
         • 1 month testing period – promotions




                                                                   7
Competitive Structure
              M arke t Share (Ke tchup)

                                          UNILEVER
                  4%
                             12%          ASSAN
            8%                            DEMKO
      11%                          11%
                                          HEINZ
                                    0%    ONENTAS
                                          PINAR
      10%
                                   22%    TAMEK
                                          TAT
        12%
                       10%                TUKAS
                                          ULKER


            Market Share (Mayonnaise)
                  3%
                                          UNILEVER
                 2%                       ASSAN
            13%                           HEINZ
                              32%         NESTLE
                                          PINAR
      18%                                 TAMEK
                               0%         TAT
            4%                 0%         TUKAS
                       28%
                               0%         ULKER
                                          OTHER
                                                     8
 Competitive Structure

• Oligopolistic Market
• Entry Barriers
              A. Economies to scale (Firms)
              B. Government licensing
              C. Patents


(A) is important to us, since the lower cost leader sets the price, it will be
 lower than our cost.




                                                                                 9
  TAT
KETCHUP

                  Ürün Adı      Hacim     Net Ağırlık   Raf Ömrü
 9/1 KETÇAP ACI                 9/1 kg      9000 g        12 ay
 9/1 KETÇAP TATLI               9/1 kg      9000 g        12 ay
 5/1 KETÇAP ACI                 5/1 kg      4500 g        24 ay
 5/1 KETÇAP ACI                 5/1 kg      4500 g        24 ay
 50 cl. KETÇAP COEX ACI         50 cl.       510 g        18 ay
 50 cl. KETÇAP COEX TATLI       50 cl.      510 g        18 ay

 50 cl. KETÇAP COEX TAM ACILI   50 cl.      510 g        18 ay
 50 cl. KETÇAP ŞİŞE ACI         50 cl.      495 g        24 ay
 50 cl. KETÇAP ŞİŞE TATLI       50 cl.      495 g        24 ay
 30 cl. KETÇAP COEX ACI         30 cl.      345 g        18 ay
 30 cl. KETÇAP COEX tatlı       30 cl.      345 g        18 ay
 30 cl. KETÇAP TAM ACILI        30 cl.      345 g        18 ay
 20 cl. KETÇAP ŞİŞE ACI         20 cl.      210 g        24 ay
 20   cl. KETÇAP ŞİŞE TATLI     20 cl.      210 g        24 ay
 75   cl. KETÇAP ACI            75 cl.      750 g         6 ay
 75   cl. KETÇAP TATLI          75 cl.      750 g         6 ay
 15   g POŞET KETÇAP            15 g        15 g          9 ay

 290 cl. AYICIK KETÇAP TATLI    290 cl.     280 g        24 ay

                                                                   10
   TAT
MAYONNAISE

                  Ürün Adı    Hacim    Net Ağırlık   Raf Ömrü

  8/1 MAYONEZ                 8/1 kg    8000 g        15 ay

  5/1 MAYONEZ                 5/1 kg    3900 g        15 ay

  75 cl MAYONEZ               75 cl      650 g         9 ay

  560 cc MAYONEZ              560 cc     500 g        18 ay

  285 cc MAYONEZ              285 cc     250 g        18 ay

  560 cc MAYONEZ (Light)      560 cc     500 g        18 ay

  285 cc MAYONEZ (Light)      285 cc     250 g        18 ay

  285 cc MAYONEZ (Hardallı)   285 cc     250 g        18 ay

  500 cc PE. MAYONEZ          500 cc     465 g         9 ay

  300 cc PE. MAYONEZ          300 cc     295 g        18 ay

  290 cc AYICIK MAYONEZ       290 cc     250 g        15 ay
                                                                11
PINAR



  Klasik Mayonez   Yoğurtlu Mayonez   Acılı/Acısız
  Light Mayonez                         Ketçap       Hardal




   Pınar’s newest product is the mayonnaise with yogurt.




                                                              12
UNILEVER CALVE




 Besides all of these new products seen above, Calve also
 has typical products such as Ketchup and Mayonnaise
 in plastic and glass bottles.


                                                            13
Product Life Cycle - Ketchup
  Sales and                                         Tat Klasik
  Profits ($)                                                Pınar Klasik
                                                   Calve Klasik
                                 Calve baharatlı
                                                                        Sales

     Tukaş
                                                                               Tat Ayıcık
    Ülker         Calve çılgın                        Profits



                                                                                  Time
   Product
                  Introduction      Growth            Maturity              Decline
   Development



Losses/
Investments ($)




                                                                                            14
Product Life Cycle - Mayonnaise
 Sales and                                         Pınar Klasik
 Profits ($)
                                      Tat light                  Tat Klasik
                                                  Calve Klasik
                                    Calve light
                                                                        Sales
                  Calve çılgın
     Tukaş
                   Pınar Yoğurtlu                   Profits                       Tat Ayıcık
    Ülker


                                                                                    Time
   Product         Introduction         Growth      Maturity                  Decline
   Development


Losses/
Investments ($)




                                                                                               15
Market Share for Ketchup

                                                       Market Share (%)



                                                                                         23,18
Company




                                                                 16,04
                                                                                                                                   UNILEVER
                                                                                                                                   PINAR
                                                                                                                                   TAT
                                                                                                                                 34,83




          0,00   2,50   5,00   7,50   10,00   12,50   15,00    17,50     20,00   22,50   25,00   27,50   30,00   32,50   35,00
                                                              Percentage




                                                                                                                                              16
Sales Volume for Ketchup

                                                        Sales Volume (KG)



                                                                            122.100,88
Companies




                                                            93.365,74
                                                                                                                                        UNILEVER
                                                                                                                                        PINAR
                                                                                                                                        TAT
                                                                                                                         203.034,82




            0,00   25.000,00   50.000,00   75.000,00   100.000,00    125.000,00   150.000,00   175.000,00   200.000,00     225.000,00
                                                                    Kg




                                                                                                                                                   17
Market Share for Mayonnaise

                                                                     Market Share (%)



                                                                                                                                                    32,31
Company




                                                                                                                                27,81
                                                                                                                                                             UNILEVER
                                                                                                                                                             PINAR
                                                                                                                                                             TAT
                                                                                     18,07




          0,00   2,00   4,00   6,00   8,00   10,00   12,00   14,00   16,00   18,00      20,00   22,00   24,00   26,00   28,00       30,00   32,00    34,00
                                                                       Percentage




                                                                                                                                                                        18
Sales Volume for Mayonnaise
                                                        Sales Volume (KG)



                                                                                                                                    88.773,56
Company




                                                                                                                  76.052,51
                                                                                                                                          UNILEVER
                                                                                                                                          PINAR
                                                                                                                                          TAT
                                                                             49.335,59




          0,00   10.000,00   20.000,00   30.000,00   40.000,00        50.000,00          60.000,00   70.000,00   80.000,00    90.000,00
                                                                 Kg




                                                                                                                                                     19
BCG Growth-Share Matrix
                 KETCHUP– General Consumption
                                                 Question Marks
         Stars                                                                   ?
                                                Calve çılgın ketçap (fışşt)
 Calve baharatlı ketçap




 Cash & Cows
                                                           Dogs
   Calve ketçap (acılı\acısız)
                                                                  Tat Ayıcık ketçap
 Tat ketçap (acılı\acısız)

                             Pınar ketçap (acılı\acısız)


                                                                                      20
BCG Growth-Share Matrix
                  KETCHUP for Franchising
          Stars                 Question Marks
                                                 ?




      Cash & Cows                    Dogs
   Tat Mc Donalds’ 15 gr
   poşet ketçap (Arbys’
   also, Kentucky Fried
   Chicken, Pizza Hut)

   Pınar Burger King poşet
   ketçap (acılı\acısız)


                                                     21
BCG Growth-Share Matrix
 KETCHUP for Turkish Fast Food Restaurants (Büfe)
           Stars                        Question Marks
                                                         ?
    Pınar Büfe Ketçap (Kova + Plastik
  şişe)




      Cash & Cows                           Dogs


     TAT Büfe Ketçap (Kova + Plastik
  şişe)
    Calve Büfe Ketçap (Kova + Plastik
    şişe)



                                                             22
BCG Growth-Share Matrix
      MAYONNAISE for General Consumption
          Stars                           Question Marks
                                                                         ?
                                          Calve çılgın mayonez (fışşt)


                                           Pınar yogurtlu mayonez
              Calve light
              mayonez
  Tat light
  mayonez
  Cash & Cows                                     Dogs


   Calve
   mayonez                                                    Tat Ayıcık mayonez
   Pınar
   mayonez
                            Tat mayonez



                                                                                   23
BCG Growth-Share Matrix
                MAYONNAISE for Franchising
       Stars                   Question Marks
                                                     ?
                             Tat Mc Donalds’ 12 gr
                             poşet mayonez




Cash Cows
 Cash & Cows                           Dogs

 Unilever(Calve) Mc
 Donalds’ 12 gr poşet
 mayonez

  Pınar Burger King poşet
  mayonez


                                                         24
BCG Growth-Share Matrix
MAYONNAISE for Turkish Fast Food Restaurants (Büfe)

           Stars                          Question Marks
                                                           ?

     Pınar Büfe Mayonez (Kova + Plastik
   şişe)


Cash Cows
                                               Dogs
    Cash & Cows

    TAT Büfe Mayonez (Kova +
  Plastik şişe)

  Calve Büfe Mayonez (Kova + Plastik
  şişe)


                                                               25
SWOT Analysis of Combo Delight
• Strengths: Globally well-known brand
                Special spicy ingredients
                Powerful CRM
                High production capacity
• Weaknesses: High costs(export & transportation)
                    Distribution channel & advertising
                    Products’ Shelf life (Becuse of mayonnaise)
• Opportunities: First spicy flavoured product for franchising
                     First product mix as ketchup and mayonnaise
• Threads:     Low cost domestic substitudes
               Brand loyalty to the domestic products



                                                                   26
Demand Structure
Demographic:     Teens & Kids throuh :-
                       * Franchising fast food restaurants
                       * Other Turkish fast food restaurants

Volume:            Kids & Teens :- Heavy Amount
                   Middle Age :- Medium Amount
                   Elderly :- Almost none (resistance to change)
 ALSO ABOUT VOLUME;
               Franchise fast food restautrants -> Heavy amount
               Other Turkish fast food restaurants ->Mid-Amount

Life- Style:    Practical, busy people



                                                                   27
Environmental Analysis
Macro Environment:
            Increase in costs (packing & filling , transportation)
            Global economical crises
            Heinz pre-market share for ketchup & mayonnaise



Micro Environment:
              Economical fluctuations in Turkey
              Merge of TAT+MARET+SEK+PASTAVİLLA
              Acqusition of Calve by UNILEVER

              Brand loyalty in domestic products
              Disadvantage of domestic advertisings



                                                                     28
Marketing Mix
Product
Core Benefit: Easy combo use, different tastes with various spicies
Actual Product: Ketchup & Mayonnaise mixture in one package
Expected product: Entertaining, Practically used package
Potential products:
•Ketchup and mayonnaise in bag-in-boxes for fast food restaurants
like Unilever & TAT does
•Product is totally new for the Turkish market, not the brand & market
Product scope strategy: “Single product strategy”
Brand Positioning: “Single brand” positioning



                                                                         29
Marketing Mix
Pricing
• Value-based pricing, where the first acceptable price level
between current bag-in-boxes (mayonnaise & ketchup)
• Special price for franchise fast food restaurants  these kind of
packing and mixing need special studies
• One price strategy for all customers.
• Pricing less elastic because of high costs  less discount in high
demands.
• Non-profitable sales (to the cost price)




                                                                       30
Marketing Mix
Pricing
                                                        Selling Price for Ketchup (TL/Gr)



                                                    2.559,23
   Companies




                                                                                                                                                       TAT
                                                                                                                          2.752,74                     PINAR
                                                                                                                                                       UNILEVER
                                                                                               2.675,33



               2.450,00        2.500,00      2.550,00        2.600,00           2.650,00        2.700,00          2.750,00        2.800,00
                                                                        Price


                                                             Selling Price for Mayonnaise (TL/Gr)



                                                             4.839,06
                                                                                                                                                         TAT
Company




                                                                                                           5.140,93                                      PINAR
                                                                                                                                                         UNILEVER
                                                                                                                                     5.320,16



          4.500,00        4.600,00    4.700,00    4.800,00       4.900,00           5.000,00    5.100,00       5.200,00      5.300,00       5.400,00
                                                                            Price


                                                                                                                                                                    31
Marketing Mix
Promotions
• Free cash promotions in fixed quatity will be given to restaurants for try

• Television,billboard,radio,magazine advertisings, using fastfood
franchise restaurants’ advertising channels
• Menu based promotions in fastfood restaurants
•Kid menu promotions
• Web banners on various web pages, especially entertainment sites
• Advertising in Heinz home site
• Advertising in “Food News” and such common sites




                                                                               32
Thank you for listening... 


                               33

				
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