Brand Building of Heinz Tomato Ketchup in organized sector of India

Title of the Project: Brand Building of Heinz Tomato Ketchup in organized sector of India

Statement of the problem:

Heinz ketchup brand couldn’t be established in Indian ketchup market. After being in segment for last 16 year it covers very small portion of market size. Customers are less aware of the brand as a result customer base is also very small; Brand positioning is not effective, availability is limited which are the hinders to develop the brand

Objectives of the study:

This project is to find the market limitations of HTK, market opportunity, consumer base expansion & way to establish the goodwill among the customers.

  • This Project is to find the market limitations of HTK,

  • Market opportunities, consumer based expansions and the way to establish the goodwill among the customers.

  • To identify the consumer needs.

  • To know the brand image HTK

  • To measure the brand image towards HTK

  • To know the consumer attitude and demand towards the brand HTK

Explanation of the Method:

Basic methodology of primary data. Sample survey on consumers. Sample size will be minimum 50

Questionnaire (10 to 15 questions)

1. Name
2. Age
3. Contact No
4. Gender
5. Which part of India you belongs to
6. What kind of ketchup user you are
7. How the following factors influence your purchase decision making
8. Which Brand do you use
9. How familier you are with Heinz Kethcup Brand
10. Do you use Heinz Ketchup
11. Rate your overall satisfaction with Heinz Tomato Ketchup
12. How much you are aware of Heinz 100% natural feature
13. Have you ever noticed Heinz Ketchup Advertisement campaign
14. How effective the Advertisement campaign on the following parameter
15. Please specify your level of satisfaction of Heinz Ketchup on following parameters
16. Do you believe Heinz offers 100% Natural Ketchup
17. Are you ready to pay premium for 100% natural Ketchup
18. Would you try Heinz Ketchup

Chaptalization Scheme:

1. Heinz Tomato Ketchup overview
2. Ketchup market overview- Market size 1000 Cr
3. Major Brands in Product category
4. Market segmentation
5. HTK market share & opportunities
6. Marketing &Trade marketing
7. Distribution Expansion
8. Brand Positioning
9. Consumer Development
10. SWOT analysis
11. Brand Building
12. Data Analysis & Interpretation
13. Findings, Suggestions & Conclusion

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This Brand Building of Heinz Tomato Ketchup in organized sector of India comes under MBA Marketing Projects, MBA Projects Categories.