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Amazing Bottle of Ketchup

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The Amazing Bottle of Ketchup
Dawn A. Rairigh
American InterContinental University
January 25, 2015

Abstract Ketchup is an everyday item with very important job to do. On a daily basis moms use this product with their kids to get them to eat there breakfast, lunch or dinner. Marketing this product has to be clever and on point. Moms and companies with budgets to think about, the needs of this product are very basic.

The Amazing Bottle of Ketchup
The picking of tangible item to do this project was difficult for me choice for me to do. When searching the data base I found ketchup, so here it is. The Ketchup Paper, my kids are laughing as I write this paper for class.
I personally do not like ketchup not even on my french fries. As a mom ketchup has been a life saver with my cooking. My kids eat ketchup on just about everything, so I never thought about where did it came from until this project. My Caleb literally eats it on everything including mash potatoes. Needless to say, ketchup is a very important staple in my refrigerator and pantry. Ketchup has reasonable ingredients in it so moms don’t have to worry about it.
How do you make ketchup exciting? In 2005, Heinz, did a study on organic ketchup verse conventional ketchup. Not claiming that it was any healthier than the original ketchup. Marketing this product towards a particular lifestyle, as well healthier eating habits and environmental benefits. The image of traditionally grown tomatoes, wholesome ingredients and organic spices. The appearance is noticeably different from original ketchup, its draws the attention as being higher quality and a finer tastes. People who live this particular lifestyle are willing to pay the extra costs. There are other health benefits to eating organic ketchup but Heinz Company has not exploited instead staying with the marketing based on quality and taste of their product. Organic Ketchup is available in specialty stores although its position in the grocery store aisle is it most important location.
The ketchup bottle was another marketing tool that changed. It got the attention of moms because the bottle fit on the refrigerator door and used less space. The bottle was made of plastic and easier to handle by all, including children. It took 40 years for the Heinz Company to make change to their packaging. Making it fresh and more appealing to the customer with its natural ingredients.
Ketchup is not one of items that breaks the grocery budget. With that said if the company’s leadership do not run a tight ship with their finances. It can get out of hand and then the price would go up and sales would possibility go down. Moms on a budget would have to find another product with lesser price. A lesser price item would not meet the standards of the pass but mom have a budget keep.
Promotions for ketchup I feel would be seasonal. Marketing would pick up during the spring and summer, i.e. cookouts. Ketchup goes well with grilled items such as hotdogs and hamburgers. Product packaging and promotion during these warm months. Promotions could be in advertising as television commercial, coupons in the Sunday newspaper, social media. Other ideas to get their product in front of the public’s eye in movies.
Ketchup may not be the most important in item in the refrigerator to some. Moms around the world including this mom we have kids that think it’s the most important ingredient at the dinner table. Marketing this product towards a kids, teenagers and mom with the price is smart.

References
Heinz Organic Ketchup case study. Heinz Organic Ketchup Case Study: Moving Into the Organics Sector. 1-15, May 2005.

Heinz overhauls Tomoto Ketchup. Marketing (00253650) 8, Apr. 16, 2008. ISSN: 00253650.
PRESSMEN, A. Who's Really Shaking Up Heinz. BusinessWeek. 405, 64, Mar. 12, 2007. ISSN: 00077135.

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