Heinz's Product Innovation Strategies*

Details

Mini Case Code : CLIM014
Publication date : 2005
Subject : International Marketing
Industry : FMCG
Length : 04 Pages
Price : Rs. 100

To download this case click on the button below, and select the case from the list of available cases:

» International Marketing
Short Case Studies
» Marketing Case Studies **
» ICMR Case Study Collection
» ICMR Courseware
» View Detailed Pricing Info

Key words:

H. J. Heinz Company (Heinz), food company, convenience food segment, youth segment, consumer segment, organic products, packaging, new products, consumer research, new product development process, product innovations, innovations, global market

Note

* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

 

Abstract:

The caselet discusses how Heinz's efforts to constantly innovate its product range proved to be a major ingredient in its success. It explains the activities taken up by different functional departments of the company and their role in the product development process. It also explains how enhancing coordination between various departments proved to be a major reason for Heinz's success.

Issues: » The company's focus on constant product innovation » How the company benefited from consumer research » How the collaborative efforts of different departments of the company paid off Introduction H. J. Heinz Company (Heinz), a US-based food company was founded in 1869 by Henry John Heinz (Henry) in Sharpsburg, Pennsylvania. The company was originally named Anchor Pickle and Vinegar Works, when it was run by Henry and his partner L. C. Noble...

Questions for Discussion:

1. Heinz's products were recognized across the globe for their quality and taste. Discuss the key factor for the successful run of Heinz.
2. Discuss how the coordination between the various departments of Heinz has helped the company in successful development and launch of the product.

Cases on related topics

1. Changing Trends in Retailing and FMCG Industry in India
2. Germany's Henkel in the Indian FMCG Industry
3. FMCG Case Studies