A Brief Research On Heinz

ACCEPTANCE OF HEINZ
TOMATO KETCHUP IN INDIA
PRESENTED BY:
VEENA MOHANDAS
(Test Engineer – BNP
PARIBAS)

STRUCTURE OF
PRESENTATION
1. Company Background
2. Establishment in India
3. Substitutes of Ketchup
4. Features of Ketchup
5. Research Objective
6. SWOT Analysis
7. Methods of Research
8. Sampling Method
9. Data Analysis & Processing
10. Hypothesis Testing
11. Key Findings &
Recommendations

KETCHUP IN INDIA
Till a few years back the fast food market in INDIA was not a very prominent
industry mostly because there were less of fast food joints and disposable incomes
But with the growth of both these elements the fast food market in India received
a boost
Fast food and ketchup are directly proportional to one another
The sweet and tangy taste provided by ketchup adds to the entire experience of a
delicious or finger licking meal. Thus the rise in the demand for fast food has
resulted in the rise in the demand for ketchup in INDIA
According to a recent survey, it is estimated that Indians spend about Rs.4,449
crore a year in fast-food centres

INTRODUCTION
 The H.J. Heinz Company, headquartered in Pittsburgh, Pennsylvania, is the most global of
all U.S.-based food companies. Famous for their iconic brands on five continents, Heinz
provides delicious, nutritious and convenient foods for families in 200 countries around
the world.

 Heinz came to India in 1994 by taking over the Family Products Division of
Glaxo with powerful brands such as Complan, Glucon-D, Nycil and Sampriti
 Heinz India is fully integrated into the global Heinz operations employing high
standards in quality at its state-of-the-art manufacturing facility at Aligarh in the
State of Uttar Pradesh. This manufacturing facility is HACCP certified and
follows GFMP (Good Food Manufacturing Practices) to deliver nutritious and
safe food products to consumers
 Heinz products synergize the three pillars of the Heinz tradition namely
TRUST, TASTE & NUTRITION
 Heinz is preferred in institutional clients like Air India, Jet airways, The
Oberoi, Café Coffee Day, Dominoz Pizza, Pizza Hut, Barista etc
ESTABLISHMENT IN
INDIA

FEATURES & BENEFITS OF HEINZ
TOMATO KETCHUP

 The ketchup market in India is estimated to be around Rs.220 crore, largely
dominated by Nestle’s Maggi that owns 37% of the market & the Kissan that
owns 29%, and Heinz holds a total market share of around 10%
 According to industry experts there is still abundant scope for improvement as
ketchup penetration is low in the rural areas
MARKET PLAYERS

RESEARCH OBJECTIVE
This research aims to
study the various aspects
related to Acceptance of
Heinz Tomato Ketchup.

ACCEPTANCE OF HEINZ
TOMATO KETCHUP IN INDIA
The following are the findings that
has been made as on the basis of
survey done for “Acceptance of
Heinz Tomato Ketchup in India”
 Heinz Tomato Ketchup is not a
successful brand as the other tomato
ketchups like Kissan and Heinz
 Limited awareness of the product
 Lack of effective advertisement

USP: It is Thicker
Strengths:
 Global Brand Name
 Advertising on global level
 Good Distribution in big cities
Weakness:
 Storage Issues
 Expensive than other brands in India
Opportunities:
 More Advertising required to reach
bigger audiences
Threats:
 Threat from existing brands like
Kissan, Maggi etc
SWOT ANALYSIS

We have established some hypothesis and some inferences on the basis of the
primary data collected.
The steps involved in the research are:
1. SURVEY METHODS:
Customer survey for primary data:
We asked the customers to rank the various attributes on a scale of very
important, important and not very important. To find-out the brand perception of
various brands, paired comparison between them is used.
2. QUESTIONNAIRE DESIGN:
In designing the questionnaire we paid particular attention to the content and
wording of the questions. There were some questions which could be easily
framed. The questionnaire was meticulously prepared by identifying the various
variables i.e. product, price, place, promotion. The same scale of yes/no and
very important, moderately important and least important was used to make the
respondents comfortable.
STEPS INVOLVED IN THE
RESEARCH

3.PILOT INTERVIEW:
The questionnaire development consisted of two stages. After the literature review
and identification of various influential factors, the pretest questionnaires were
conducted in order to observe samples understanding the statement and questions in
the questionnaire.
4. SAMPLING DESIGN:
The sampling frame is defined in terms of who the respondents are, can answer the
questions that need to be addressed. First we defined our target population as the
people who are involved in the purchase of house hold items. Then we used random
sampling in conducting the survey.
5. LOCATION FOR THE SURVEY:
The data collection places were Mira Road (NLDIMSR-MFM Sem II), Andheri
(Angel Broking Ltd-Staff), Ghatkopar (WorleyParsons-Staff), Vasai. The data
collection method was questionnaire, personal interviews & telephonic interview.
RESEARCH (Cont..)

5. SAMPLE SIZE:
While planning the survey we estimated the sample size of 75 respondents. We
have surveyed 60 people who lie within our target population. The survey
consists of 49% of females and 51% male of the total sample size. Most of the
respondents are from the middle and upper middle class.
6. DATA COLLECTION AND ANALYSIS:
The data collected via survey was entered into the excel sheet. The results were
tabulated and analyzed. According to the analysis relevant inferences has been
made related to each question. Based on the question no. 17 of the
questionnaire, a hypothesis was analyzed. The hypothesis is that the color and
the thickness of tomato ketchup are equally important to the respondents of the
survey conducted. Using sign test this null hypothesis has been rejected and the
alternate hypothesis has been accepted.
RESEARCH (Cont..)

Sampling Method:
The sampling method used in stratified sampling (Probability Sampling Method. As Each
group has small variations within itself but there is a significant variation between strata’s
Groups
Sample size:
As 60 people consume Tomato Ketchup in said area subject to selected class. To determine
sample size we have conducted pilot study of 10 respondents. We found that out of 10
Respondents, 8 respondents do not prefer Heinz brand.
Therefore, p (Estimated proportion of success) = 0.2
Q (Estimated proportion of failure) = 0.8
The formula for estimating sample size in case of proportion is,
N = (Z/E)^2 pq
Z (95% confidence level ion standard error units) = 1.96
E (Maximum allowance for error between
True proportion and sample proportion) = 0.07
N = (1.96/0.07)^2*0.2*0.8= 125.44
SAMPLE DESIGN

DATA ANALYSIS AND PROCESSING
1. SOURCE OF INFORMATION ABOUT HEINZ TOMATO KETCHUP
INFERENCE:
This graph reveals that T.V. Advertisements are the major source of information
regarding Heinz Tomato Ketchup and so we can also infer that they have been
successful in their promotion strategies involving electronic media.

2. REMEMBER ANY TV AD
INFERENCE:
This Pie Chart facilitates us in realizing that almost 50% of the people are aware of the
brand Heinz as they remember TV ads so it can be inferred that Heinz’s promotional
team has been satisfactorily successful in positioning its Tomato Ketchup in the mind of
the people.
Response No of Respondents
Yes 32
No 28

3. CELEBRITY ENDORSEMENT PROMOTE BUYING
INFERENCE:
This Pie Chart infers that Celebrity Endorsements does not influence the buying
decision of majority consumers. It also infers that reference group does not make any
impact on consumer mind when we talk about Heinz Tomato Ketchup.
Yes 5
No 55

4. HEINZ TOMATO KETCHUP IS PURCHASED FROM
INFERENCE:
This graph highlights the impact of organized retail on unorganized sector, unorganized still
being the dominant, as around 27% of consumer make purchases of Tomato Ketchup from
retail store and it has been observed 45% of people have never purchased Heinz Tomato
Ketchup .
Near By Store 16
Retail Store 16
Whole Seller 1
NA 27

5. SIZE OF TOMATO KETCHUP USUALLY PURCHASED
INFERENCE:
This graph figures out that the 500 gm sized bottle of Heinz Tomato Ketchup is largely
demanded even in the presence of smaller sized bottles and even the new Squeezy Pack.
200 gm Glass Bottle 18
500 gm Glass Bottle 23
1 Kg Bottle 11
910 gm Squeezy Pack 8

6. FREQUENCY OF BUYING TOMATO KETCHUP
INFERENCE:
This Pie Chart depicts that the frequency of buying occasionally and never of Heinz
Tomato Ketchup is maximum.
Every Week 3
Every Fortnight 2
Every Month 11
Occasionally 21
Never 23

7. MOST LIKED FLAVOUR
INFERENCE:
This graph shows that the original flavour of Tomato Ketchup is still the leader in terms
of popularity and Tomato chili sauce is slowly catching up with it.
Tomato Ketchup 38
Tomato Chilli Sauce 20
Tomato Chutney 0
Coriander Mint Chutney Sauce 2

8. IMPORTANCE OF THE ATTRIBUTES
INFERENCE:
This graph depicts our analysis of the importance of the various product attributes like
taste, color and thickness in the eye of people. We can very well observe in the graph
that Taste, undoubtedly, is the most important attribute that people prefer more over any
other while selecting a brand. Moderate importance is given color attribute and
thickness also derives its importance somewhere between moderate to very important.
Attributes Very Important Moderately Important Least Important
Taste 55 3 2
Color 13 40 7
Thickness 30 23 7

Objective:
To find what is more important between color and thickness of tomato ketchup
among the respondents.
Method:
HYPOTHESIS TESTING
Particulars Level Of Importance
Taste 10 10 20 40
Color 20 10 10 40
Thickness 30 10 30 70
Total 60 30 60 150

Above data is a tabular form of level of importance given to Taste, color &
Thickness.
H0: Taste, color and thickness are equally important.
H1: Taste color and thickness are not equally important.
Sign denoted above statements
H0: P1=P2=P3
H1: P1 = P2= P3
All these are dependent variants
Q. Please find at 5% significance level that the mean levels of importance are
same.
P1 = 40
q1= 110
P2= 40
Q2= 110
P3= 70
Q3= 80
P = n1p1+n2p2+n3p3
n1+n2+n3
=150*40+150*40+150*70
150
=150

=150*110+150*110+150*80
150
=300
Z= (P1-P2-P3) –(P1-P2-P3)

1. SAMPLING ERROR:
The sample of our survey is confined to the respondents from the middle
class and the upper middle class.
The sample size of 130 is not the true representative of our sampling frame
and result in skewed responses.
The locations under taken for the survey is also a constrain because the
result of the survey is limited to some regions and cannot be used for
further analysis and implementation.
2. RESPONSE ERRORS:
These errors arise when the respondents give inaccurate or incomplete
answers. A major problem is faced in the survey involved the comparative
ratings of various attributes for tomato ketchup. Many of the respondents
were not very willing to mark their income group.
LIMITATIONS

3. CLOSED ENDED QUESTIONS:
All the questions in the questionnaire were closed-ended to avoid any confusion
from the respondents end. But a drawback of this approach is that there was
some biasness in capturing the responses of the respondents. The reasons for
such inaccuracy could be because of unfamiliarity, boredom, faulty recall and
the question format.
4. RECORDING ERROR:
This type of error arise dues to errors in hearing, interpreting, and recording the
answers given by the respondents. For example, a respondent indicates a
moderate response for the attributes of the tomato ketchup, but the interviewer
misinterprets that to a positive response.
5. DATAANALYSIS ERROR:
These errors occur while raw data from questionnaire are transformed into
research findings. For example, if the outliers are not filtered from the data
during the statistical procedure, it may result in incorrect interpretation and
findings.
LIMITATIONS (Cont..)

1. PRODUCT
 Ready meals are one of the fastest growing areas of the food market in
developed, as well as developing countries such as India The above results and
discussion also show that there is a tremendous growth opportunity for ready
meal manufacturers.
 The ketchup is thicker as compared to other products available in the market.
According to our inference thickness is one important criteria which affects
buying behavior. Hence company should maintain its thickness factor as it is,
which is definitely a plus point for the company in the long run.
 It was also found that taste, thickness and color contribute to the deciding factor
on purchase of ketchup.
 Company should work on taste also. According to the data collected , people
prefer the taste of Kissan.
 They should immensely work on the fact that the product should be easily
available in local grocery shops, hence it should go for a complete makeover of
its distribution and marketing channels.
KEY FINDINGS &
RECOMMENDATIONS

2. PLACE
 It was found out that almost all consumers use ketchup as it is a ready-to-eat product and
easily available at even a nearby store.
 Most of the people buy Heinz Ketchup from local kirana stores. But organized sector is
booming and according to our survey 38% people buy Heinz Ketchup from Retail Stores.
Hence they should increase the visibility of the product in Retail Stores and hence effective
distribution network.
3. PROMOTION
 According to the data collected it is recorded that the level of discounts offered is low.
Hence company should try to provide more discounts on the product. Buy One Get One
Free is the most preferred promotional offer.
 The frequency of TV advertisements has decreased. They should try to come out with
more innovative advertisement to catch the attention of the customers.
 They should promote their new product Squeezy pack as people are less aware of this new
size. It could increase the market share tremendously as it is very convenient to carry.
4. PRICE
It should be more competitively priced. Customers perceive it to be highly priced.
KEY FINDINGS & RECOMMENDATIONS
(Cont..)

A Brief Research On Heinz

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