gluten free product campaign. market potential in the usa
TRANSCRIPT
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Gluten FreeProduct Campaign
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MARKET POTENTIALIN THE USA
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What is Gluten Free?
• Less than 20 mg/kg of Gluten or less in products1
•Gluten = Wheat
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Health Impaired v. Conscious
Health Impaired• Celiac Disease• Physical Illness• Hypoglycemia• Allergic Reactions
Health Conscious• Weight control• Energizing factor• Longevity• Toxin reduction
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Advertising Gluten Free
•Customers more likely to:•Buy Heinz• Trust brand•Recommend to friend
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WORKING WITH SUPPLY CHAINS AND STORES
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Positive Purchasing Cycle
Purchase
EnjoyRecommend
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Support Pyramid
Consumers
Grocery Stores
Supply Management
Marketing
Heinz
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Working with Grocers
New Product
Heinz Marketing
Grocery Space
Mutual Profits
• Grocers worry less• Increased Sales• Mutually Beneficial Relationships
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SALES TACTICS
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Coupons
• Increased chance of:•Repeat customers•Product testing•Benefits•Cheap production• Testing Factor
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Displays
• Increase Chance of:•Visibility• Impulse purchases•Benefits• Eye catching• Inexpensive
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In Store Sampling
• Increased Chance of:•Potential Customers•Repeat Purchasing•Benefits:• Shows Company Integrity• Encourages Spending
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POSITIONING PRODUCTSHeinz History
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New: Gluten Free Products
• Tomato Ketchup•Mayonnaise•Ore-Ida•Vinegar•Pasta
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Company Rewards
•Accommodation •Brand trustworthiness
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STATISTICS
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Increase in DemandWould you be interested in purchasing
Heinz products if they were gluten free?
2013
YesNo
2014
YesNo
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Customer Need
2008 2009 2010 2011 2012 2013 2014
Customers Identifying withNeed for Gluten Free Products
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Implementation Comparison
Cost of Implementation
$50,000 over 3 years
$10,000 marketing
$25,000 development
$15,000 Advertisement
Cost to Not Implement
$75,000 over 3 years
$10,000 Lost sales
Opportunity
$15,000 Marketing
Loss
$25,000 Turning Away
Sales
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Questions?
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Sources
1. http://www.heinz.com/glutenfree/products.html
2. http://www.heinz.com/health-wellness/focus-foods/pure-ingredients.aspx
3. http://www.heinz.com/our-food.aspx