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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The company’s focus on constant product innovation
• How the company benefited from consumer research
• and How the collaborative efforts of different departments of the company paid off.

Keywords

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