Research Papers /
Marketing Assignment of The Heinz U.S.A Company [24]
Christopher,
Nice work on this essay; you did a really great job providing relevant, detailed information! I understand your concerns about trimming the essay up; sometimes this is just as hard as creating it in the first place-I mean, if it wasn't important you wouldn't have found a place for it in the text, would you?
OK, as far as trimming it up, I would start with this in mind. How can you answer the question concisely yet prove your knowledge about the topic you took so much time researching?
As far as the first question goes, I would cut out the introduction to the essay and instead begin it with this paragraph:
"Consumers want products that are not only delicious and nutritious but also of high pharmaceutical value and they have shown a growing demand for healthier food alternatives. Clearly, exactly, how has Heinz satisfied this want? Customer demands put pressure on companies to seek for new innovative products in order to remain competitive. Heinz ketchup makes important predictions and recommendations regarding the future of U.S. market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. As healthy eating starts with getting the right balance of food in our diet, riding this wave of consumer sentiment, Heinz introduced certified organic ketchup, called "Heinz Organic Ketchup" and "Heinz Light", which is low sugar ketchup."
I suggest cutting out the beginning because your instructor is going to want the raw information pertaining to the question, and the beginning really is more of an introduction to someone (like me) who is unfamiliar with the topic. Your instructor probably already knows this information, so go ahead and chuck it. I believe this takes of 121 words; it's a start! I would also specify which consumer you are referring to: parents or children. It would help clarify for your instructor.
Next, I would cut out the paragraph "Consumer needs and wants are part of the marketing orientation. Needs are unsatisfactory conditions that prompt the consumer to an action that will make the condition better; wants are desires to obtain more satisfaction than is absolutely necessary to improve an unsatisfactory condition. (Hoffman, 2005) Within the food products marketing area, marketers have centered their attention on market and consumers." and instead show how Heinz has utilized this. For instance, cut directly to "Heinz Company targeted its market by understanding consumer behavior, how consumers perceived, learn, and make decisions to satisfy their needs and wants. Parents and kids are two segmented portions of a larger market." This takes off another 60 words. Further, I would suggest removing this paragraph "The Heinz Company took the needs and wants of children and parents into careful consideration when creating its products. They launched a series of marketing research techniques and strategies to understand the needs and wants of kids in relation to food consumption that they believed can tap into the growing market of their tomato ketchup line. While their "Blast"-derived descriptors are becoming all the rage on the consumer landscape, especially for products aimed at kids and young adults with the collaboration of Dream Works Productions, which is a popular animation company in U.S. Successfully, they willing to be creative and take chances especially if the outcomes are appalling to their parents." And reword it to concisely show WHY the "Blast" product line was what kids wanted. This explanation seems more in line with the question your instructor provided.
How about cutting out "Marketing communications play an essential role in creating positive brand equity and building strong brand loyalty. By the unique and positive images via advertising, Heinz established trust of brand gradually in their market segment. Consumers don't purchase "tomato ketchup" merely for its taste; they instead purchase a lifestyle and an image when selecting Heinz over other available brands as the significant attributes of Heinz had lodge in consumers' memories." Unless you are planning on specifically showing how brand loyalty is something a parent or a child wants; again, trying to stay within the confines of the instructor's question.
Cut out "Heinz's practice of CSR in their industry and will earn the respect and confidence of their customers." This is redundant because you have already talked about this earlier in the paragraph. Easy to trim out.
Try clarifying why the bright colors have been a BIG hit (instead of BIT). How about, "Because children are exposed to more colors at an early age, Heinz's green and purple ketchups, packaged in see-through containers with colorful labels, have been big hits". I would then cut out "Children's influence increases with age. They influenced household buying and often influence their parents' choice of products. Packaging technology continues to improve as consumers demand safer, more convenient, and recyclable containers. The classic narrow-neck design of the Heinz ketchup bottle established the norm for the industry.
Cut out "For example would be Kellogg's has teamed up with Disney to produce Mickey's Magix which is an 'enhancing' mix of colorful Mickey Marshmallows and oat stars that are sprinkled with ŇpixieÓ dust that turns the milk blue." because we want to make sure you are sticking to the original subject matter, which is Heinz, and not stray off onto other avenues (even though it's very tempting!)
Cut out "To prosper in a world of abrupt changes, newly emerging forces and dangers, and unforeseen influences from abroad, firms need to prepare themselves and develop active responses. (Hoffman, 2005, p. 99) Heinz continues to improve the quality of ketchup by developing tomato strains that are superior in colour, flavour, and firmness. Subsequent to the success of its Heinz Blastin' Green (HBG), the company continues to manufacture other lively colours in its product range and further research found that purple was the next favourite colours among the kids due to the "Harry Potter" phenomenon. Perhaps their robust quality assurance principles, procedures, standards, and technology help maintain Heinz's reputation as one of the most trusted brands in the world." As it does not directly pertain to the question asked, but mostly because you have covered a lot of this already. So far we've eliminated about 628 words, bringing you down to about 1,380. So we still need to trim off about 680 more words. Moving on.
Going back, how about revamping "The launching of Heinz Ketchup new marketing strategy is greatly supported by the success of green ketchup. Its taste exactly the same as red ketchup but fundamentally green ketchup gives children more control and creativity with their food. Mixing the red and green ketchup in designs also adds to the creativity. The colour green can connote naturalness, as it is found in nature in plants or trees, or disgust and repulsion as it is found in fungus and slime. Children however, are likely to look beyond these connotations of colour and use it because it is fun and shocking to their parents" to read, "Green ketchup gives children what they want: more control and creativity with their food, while still implicating wholesomeness by its green color.
How about rewording "Consumers want products that are not ..." To something like, "Consumers want products not only delicious but nutritious and show this by demanding healthier food. Heinz answered that demand by introducing certified organic ketchup, called "Heinz Organic Ketchup"; they also introduced "Heinz Light", a low sugar option."
How about reworking this, "Within the food products marketing area, marketers have centered their attention on market and consumers. The Heinz Company took the needs and wants of children and parents into careful consideration when creating its products. They launched a series of marketing research techniques and strategies to understand the needs and wants of kids in relation to food consumption that they believed can tap into the growing market of their tomato ketchup line. While their "Blast"-derived descriptors are becoming all the rage on the consumer landscape, especially for products aimed at kids and young adults with the collaboration of Dream Works Productions, which is a popular animation company in U.S. Successfully, they willing to be creative and take chances especially if the outcomes are appalling to their parents." To something like "The Heinz Company took the needs and wants of children and parents into careful consideration when creating a line of "Blast" ketchups: (I'm not sure what they are, so you could insert a short description here)".
How about rewording this, "According to Gerber (2007), parents are focusing on the family's influence on children's consumption of these foods as lifelong eating patterns are established early in life. It is in childhood that the family provides the first and perhaps most fundamental context in which children's relationship with food is formed. With respect to alternative evaluation, Heinz Company provides information about their products, promotions, meal planner, red zone recipes, etc to their customers with a more detailed information about the nutrition facts of the food products that their kids ingest. It enables the entire family to eat healthier, and save time and money." To something like "According to Gerber (2007), parents are focusing on the family's influence on children's consumption of these foods as lifelong eating patterns are established early in life. Heinz has responded by providing information about their products, including meal planners and red zone recipes with more detailed nutrition information." This cleans up your paragraph by eliminating redundancy and arriving quickly at your main focal point.
I think I would eliminate "The new Heinz bottle which was ergonomically designed with softer plastic material features custom fit curves and a nozzle. The fact that it can easily be handled by kids has contributed to the success of Blastin' Green concept. In addition, the main character SHREK, which created the 'green' world movie, will appear on the green bottles, while the fairy-tale heroine "Princess Fiona" will appear on the red bottles. For example would be Kellogg's has teamed up with Disney to produce Mickey's Magix which is an 'enhancing' mix of colorful Mickey Marshmallows and oat stars that are sprinkled with ŇpixieÓ dust that turns the milk blue.
To prosper in a world of abrupt changes, newly emerging forces and dangers, and unforeseen influences from abroad, firms need to prepare themselves and develop active responses. (Hoffman, 2005, p. 99) Heinz continues to improve the quality of ketchup by developing tomato strains that are superior in colour, flavour, and firmness. Subsequent to the success of its Heinz Blastin' Green (HBG), the company continues to manufacture other lively colours in its product range and further research found that purple was the next favourite colours among the kids due to the "Harry Potter" phenomenon. Perhaps their robust quality assurance principles, procedures, standards, and technology help maintain Heinz's reputation as one of the most trusted brands in the world."
Because you have already talked about a lot of this in your earlier paragraphs, and some of it does not pertain to the question your instructor presented. This brings you down to only needing to get rid of about 110 words. At this point I would look at any remaining long paragraphs you have and try to see if every sentence in them relates directly to what the question asks. You've done a lot of work here, and I'm sure your instructor will appreciate your effort.
I'm going to post the second section in another post, so there is more to come.
Regards,
Gloria
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