MARKETING AND BRAND MANAGEMENT

Member:

Chung Nguyen Phuong Uyen (Project manager)

Dang Pham Kim Ngan (Brand Strategist)

Ella Lacambra Christensen (Brand Strategist)

Nguyen Cam Tuong My (Project manager)

Nguyen Hoang Minh Phuong (Art director)

Nguyen Nhat Linh (Art director)

Nguyen Nhu Quynh (Film manager)

Tran Le Bao Ngoc (Film manager)

Tran Vinh Thuan (Producer)

Truong Xuan Hao (Copywriter)

Topic: H. J. Heinz Company

Lecturer: Ms. Natasha Koziy

Date: 13th June, 2018

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1 EXECUTIVE SUMMARY
Heinz is considered the leader of ketchup industry in in particular and Condiments & Sauce

market in general. However, for Vietnamese consumers, Heinz is not familiar like other competitors

such as Cholimex, Masan Group (owning Chinsu brand – one of famous sauces brands in Vietnam).

Moreover, the critical disadvantage of Heinz is not meet the taste of Vietnamese which leads to failure

of Heinz chili sauce in Vietnam.

To overcome these issue as well as make the brand of Heinz become stronger even the biggest

player in the Vietnam market, Heinz launches new products called “Friendly chili” – green chili sauce

for consumers. The reason to bring this products entering market is follow the eating habit of

Vietnamese, they like eating seafood, grill… but in the market at present, there is only one competitor

that sell green chili sauce is DASAVI so Heinz takes this opportunity to become the winner and gain

more consumers.

Targeting at middle to high income consumes, “Friendly chilli” with the meaning of together

having fun, sharing memories and enjoying life in a healthy way, it is the bridge connect everyone. With

the slogan “All for Heinz and Heinz for all”, Heinz want to convey to a message that Heinz will try the

best efforts to bring the best quality product for consumers and create the sauce that everyone can eat

(Heinz for all) and vice versa all consumers are inspirations that boost Heinz stronger (All for Heinz).

Moreover, to raise awareness of consumers, Heinz also makes YouTube commercial video for

the products as well as use marketing mix in order to reach more consumers by available at many

supermarket, grocery stores, and affordable price of 25.000 VND as well as organize event, campaigns

which are useful and give unforgettable experiences to consumers, capture the loyalty of them.

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2 TABLE OF CONTENTS
1 Executive summary 1
2 Table of contents 2
3 Table of figures 3
4 Introduction 4
5 About Heinz 4
6 Target Audience Profiling with Pictogram 5
7 Positioning 6
7.1 Value Proposition 6
7.2 Brand positioning 6
7.3 Slogan 8
8 Brand strategy 9
9 Creative development 13
9.1 Brand logo 13
9.2 Packaging 14
9.3 Web design 15
9.4 Poster 17
9.5 YouTube commercial video 18
10 Conclusion 19
11 References 19

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3 TABLE OF FIGURES
Figure 1: “Friendly”, KWFinder. Assessed on June 10th 2018 from
https://app.kwfinder.com/dashboard?source_id=0&keyword=friendly&location_id=0&language_id=0

Figure 2: “Heinz positioning”

Figure 3: “Heinz logo”, Webpage FX, Assessed on June 10th 2018 from
https://www.webpagefx.com/blog/web-design/successful-logo-design-a-branding-perspective/

Figure 4: “Friendly chili packaging”

Figure 5 + 6: “Heinz’s website”

Figure 7: “Heinz’s poster”

Figure 8 + 9: “Advertising”

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4 INTRODUCTION
Vietnamese families usually have a little bowl of sauce in every daily meal, different food with

different sauces. It shows how much they like to eat with sauce. Furthermore, Vietnamese really like to

eat seafood and barbecue, they usually have parties with these kind of food. So, that’s why we think

Heinz need to help everyone to have a better taste every time they eat these kind of food.

Finally, we came up with the idea of Green Chili sauce based on the taste that Vietnamese

people like and the lack of professional production from local company. Also, green chili market is still

simple which give a very good opportunity for Heinz to enter. That’s why we decided to introduce

“Friendly Chili” to consumers for a better experience of green chili sauce.

5 ABOUT HEINZ
Heinz became one of the world’s most love brands from over 140 years ago. Established in 1869

by two young American businessmen Henry J Heinz and L Clarence Noble with their first launched out

was Henry's 'pure and superior' grated horseradish, bottled in clear glass to show its purity. (“Heinz

Story”, 2012) After merger with Kraft in 2015, we now has the Kraft Heinz Company. Through times,

Hein has convinced people around the world that: “If it’s not Heinz, it’s not ketchup.” (Khánh, 2014)

Heinz first introduced to Vietnam in 2010 with Heinz Chilli Sauce and Heinz Big Red Tomato

Sauce. Vietnam with the population of 90 million, GDP is growing up, the middle class is now more

expanding and consumers seems really fit with what Heinz can offers – Warmoth said; Especially,

Vietnamese like sauces, so there will be higher chance for Heinz to come and try with Vietnamese

market (Dean, 2010).

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6 TARGET AUDIENCE PROFILING WITH PICTOGRAM
“Friendly Chilli” is a name we choose because we want to bring awareness that this new product

is less spicy, taste good and suitable for everyone. Firstly, the word “friendly” making the consumer can

easily relate to their positive personal feeling and understanding. Secondly, the target of Heinz product

is middle to high income people, who is care more about healthy product and the word “friendly” also

can make they think this is a eco-friendly, healthy product and then make them likely to choose our

product. Heinz is a premium brand, therefore, our price is set based on brand equity so that it will

affordable for medium to high income but the middle income still the priority. Moreover, Vietnam is in

top 10 most friendly countries in the world, which mean that Vietnamese love the friendliness and desire

to become a friendly person (Nguyễn, n.d). Therefore, people in Vietnam will really very sympathetic

with the name of the brand. Last but not least, the key word “friendly” is searching around 110 000

times every month in over the world. This will bring the potential to advertise for the product through

online such as social media, website, etc.

Fig 1: “Friendly”, KWFinder

Besides, “Friendly” is a meaningful word that everyone will have each personal experiences,

and they also can remember about that feeling when they see the name of products and they will

curious about the “chilli sauce product” can be named “Friendly” and pay more attention to see and

touch the product.

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7 POSITIONING

7.1 VALUE PROPOSITION

After spending time on doing R&D, Heinz has created a positioning for the new Friendly Chilli

Sauce:

‘For Vietnamese people who enjoy eating together, from middle class to above, Heinz is

an American sauces company that provides a upgraded green chilli sauces which is safer,

better and can be used for everyone. Unlike other local competitors, Heinz promise to deliver

a high-quality sauce with perfect consistence at premium price.’

7.2 BRAND POSITIONING

It is globally acknowledged that positioning plays a crucial role in the success of any products

and businesses in the world. Positioning can be considered as an internal guideline for the company to

make right decisions in marketing and operating department by keeping them on track with a clear

concept (Bueno & Jeffrey, 2017).

In order to create an efficient positioning statement, Heinz needs to look closely through some

aspects. First of all, the most important thing is to locate the appropriate targeted customers. The more

the company understands their targeting; there will be more chance to reach the consumers. Next, the

company must assure that their advertising can deliver the right messages that match the core mantra

of the product. Last but not least, the product positioning will be recognized mostly through pricing. For

instance, the consumers usually assume that higher-price product always goes with higher quality

(Lauren, 2018).

At the present, under the consumer aspects, Heinz is standing as a premium product with nice-

looking packaging. However, the taste that Heinz providing is not suitable to Vietnamese people. On

the other hand, Masan and Cholimex tastes are preferred widely by the local customers but their

packaging are not very eye-catching. Therefore, in order to become successful in this market, Heinz
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need to upgrade and change the texture of the sauce to make it more appropriate to the Vietnamese

taste. Moreover, the company also requires maintaining the nice packaging and even doing it better.

This is the reason why Heinz is launching the new product – Friendly Chilli Sauce.

Fig 2: “Heinz positioning”

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7.3 SLOGAN
In the 19th century, a French author named Alexandre Dumas wrote a legendary quote in The

Three Musketeers which is “All for one and one for all, united we stand divided we fall” to describe all

the members of a group support each members and the individual member pledge to support the

group. It shows with a well- connection, a strong relationships between everybody, everybody treat

each person as a family member, they can create an immortal era. For sauce market in Vietnam,

there are a lot of choices for consumers, but in a family or a group of friend, not every member likes

the same sauce, it accidentally makes them having an argument when choosing sauce for dinner. To

understand this situation, Heinz introduces a new sauce named ‘Friendly Chili’ with the slogan ‘All for

Heinz and Heinz for all’ is described a product which is suitable for everybody, from a little child,

teenagers, adults and the elder. With this friendly sauce, Heinz is doing all the best to serve their

customers because Heinz always wants their customers have a good dinner time individually and

collectively. United people stand for Heinz, the more people have fun with Friendly Chili in the party

and Heinz will never disappoint their consumers.

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8 BRAND STRATEGY
After an analysis of the market and a well-defined target audience, a brand strategy has been

completed. The strategy is elaborated based on the 4 P’s of marketing, product, price, promotion and

place.

 Product

Listed below is the points of parity and difference between Friendly Chili and competitors.

Points of parity

- Flavour profiles such as; sweet, spicy and tangy.

- Green colour.

- The basic ingredients.

- Plastic bottle.

Points of difference

- The sauce will only contain natural ingredients and no artificial flavour or colouring.

- Less spicy.

- Consistency will be thicker, so more product will stick to the food after dipping.

- Price and quality is higher.

- Recycled plastic upside down containers for environmental awareness and functionality.

The goal for Heinz green chili sauce is to be perceived as the healthier and environmentally

friendly option compared to other brands. The value that consumers gain by purchasing Heinz Friendly

Chili is more overall quality in their daily lives. Moreover buyers will in the eyes of others be perceived

as aware of personal health and nature.

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  Price

The price is decided based on Heinz’s current strategy value-for-money and based on brand

equity, therefore it should fit into the price range of the existing products.

Friendly Chili sauce is priced relatively higher than competing brands, as it focuses more on the

quality of the ingredients. The quality and flavour of the sauce aims to satisfy the customers’

expectations based on how much they pay for it. The price for a 300g plastic bottle will be 25.000 VND.

 Place

Heinz Friendly Chilly will be sold through:

1. Indirect Channels:

Such as supermarkets (Vinmart, Giant, Coop Mart, Satra Food) and Imported Grocery Stores

(An Nam Gourmet Market, Nam An Market) because of several reasons:

- Stable number visits of customers every day leading to increase awareness of consumers about

the brand and increase sales potential.

- The supply of qualified goods with authority for products with specific brand name, logos, product

code; labelling with listed ingredients, the best usage an expired date. Consumers are aware of

safety for food consumption into their body which directly affects their health, so they need those

factors to ensure about chosen products.

- Price is more stable than local stores and tradition wet market.

Especially, although Imported Grocery Stores like An Nam Gourmet Market, Nam An Market are

known for imported goods, but its store supplies local products as well to meet the demand in Vietnam,

for Vietnamese people. And, Heinz is an international brand, so when they buy Heinz’s products, they

would look for those stores as the first priority. It may be a surprising and impressive factor for both

local people and foreigners in Vietnam when they see the specialty: Friendly Chilly Sauce – taste of

Vietnam produced under an American-based brand, on the display shelves of the stores.

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 2. Direct Channels:

- Restaurants/F&B services:

Heinz will contact potential partners by phone to introduce the brand, products and arrange an

in-person meeting. Then, discussing in detail and negotiating for the deal.

- Online Purchasing: consumers place order in Heinz’s websites. They can add to cart products

amount, choosing shipping services (Standard or Express) & payment methods (VISA/PayPal/COD)

 Promotion - Communication Platforms – Marketing Campaign

Advertising:

- Heinz makes 30 seconds – 60 seconds Friendly Chilly ads, and presents it on TV, Youtube

and Heinz’s official webpage.

- Posters, Symbols and Logos will be presented on display shelves at supermarkets & stores.

- Display signs- at eye-catching level, easy to get attention from customers.

- POP Purchase – place at indirect distribution channels to encourage customers with full trial

experience to see, touch, smell and taste the flavour of sauce. Heinz provides food tester with our green

chili sauce, and also give trial samples.

Events/Experience:

Product launching event is a chance for guests and potential customers to enjoy warm-

welcoming and excited interaction with products though their senses.

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 Marketing Campaign:

In order to raise awareness of consumers about the brand, Heinz will organize many fair/ contest

to attract them

- Food contest at Food Fair/Festival: to encourage customers to experience the brand:

Requirements: All the contestants need to like Heinz Fan Page, and take pictures with Friendly

Chilly Sauce, then publically post on their wall with hash tag #FriendlyHeinzy #HeinzVietNam

During 1 hour, the contestant eat all grilled meat & vegetables and dipping into Friendly Chili is

a must (or should to get extra points or time extension + 5min)

The winner who has no leftover or less food on the tray than others, will get the prize of 3 million

VND by cash + 2 bottles of green chili sauce.

- Online give away on Facebook + Instagram: to spread out the brand & to raise

awareness.

Requirements: All the participants need to like Heinz Fan Page/follow Heinz Instagram, and

share the Give Away photo public with hash tag #FriendlyHeinzy #HeinzVietNam, then comment a

random number + 3 dearest friends.

The winner, who matches the result from our random choosing system, will get 2 free bottles of

green chili sauce.

The reasons for these activities are bring people together, enjoying happy times together even

there is a competition but still be peaceful and have a lot of joys as well as create more networking for

everyone know each other.

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9 CREATIVE DEVELOPMENT
Because Heinz launches “Friendly Chili” in Vietnam market, it must something special in out – looking,
packaging, slogan, poster, video commercial and website which suitable with Vietnamese behaviour.

9.1 BRAND LOGO

In the past, Heinz logo has a lot of objects to show the brand name of the company, the

number of products that they have, and the quality of the product. It is changing many time until

having the logo like what you see now, it is much simple and minimalist, which is the trend of today.

The symbol of Heinz is concerned with keystone. This similarity is not mere coincidence. It reminds

that the brand is based in Pennsylvania, so-called keystone state. Looking at the Pennsylvania logo,

there may be a clear visual similarity with the Heinz logo. Using the ordinary Sans Serif front and form

an arch style which also follow the concept of “keystone” and also makes people feel sturdy and

steadfast, which is exactly what one would look for in a world-leading holding company (“HEINZ

LOGO”, n.d).

Fig 3: “Heinz logo”, Webpage FX

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9.2 PACKAGING
We launched the friendly green chilli sauce with a weight of 10 Oz for each bottle. We used

plastic bottles as a material to hold green chilli sauce for it is recyclable. That is a good way to protect

the environment. To begin with applying Heinz top down green chilli sauce, this bottle let's gravity do

the hard work thanks to the top being on the bottom of the bottle, and is always waiting to be used.

Avoid sticky lids with this squeeze bottle that's great for the whole family. We choose the transparent

bottle which reflect the green colour of the chilli. It help consumers can see our products, know the

amount and believe that it is safety. Additionally, the word ‘friendly’ in the product is name because the

level of spiciness is suitable for all ages.

Fig 4: “Friendly chili packaging”

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9.3 WEB DESIGN
With the purpose is to be professional and build image in customers’ mind, our website is like

our home, which can be freely accessed by everyone. We hope our consumers from potential users,

new users, current users to ex-users would understand and remember our brand and product lines.

Therefore, we clearly shows our history, development path way, mission & values, and achievements.

We believe that the more customers know the brand, the more the brand will be trusted.

Heinz also provides online shopping service, so we put all needed information into the section.

Customers can look for product easier with the image + name and briefly description of its product.

Then, when they clicked on a specific product, they can see the description in detail, including name,

available size, list of ingredients with amount of each in the recipe, notices about the product like no

artificial colours and flavours, no preservatives or thickeners, gluten-free, vegan-friendly. Additionally,

they can choose size, amount, and add to their shopping cart.

For the purchase section, they can go to their shopping cart to check again to delete or add more

items or change the product’s sizes. Then, obviously they can choose shipping (standard or express)

& payment methods. We accept VISA/MasterCard/PayPal/COD. In addition, we provides exchange &

return policies, and FQA (Frequently Asked Questions).

About the design, we post photos related to brand and products like logo, brand name, name of

products, images forward the main original theme of Heinz: RED. To be familiar to both international &

Vietnamese people, we use the domain .com (www.heinzfreindlychilly.com)

Besides those sections above, we also submit contact information where we are free to receive

customers’ feedbacks, requirements, Q&A, and partnership requirements.

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Fig 5 + 6: “Heinz’s website”

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9.4 POSTER
On this poster, green background which is related to the colour of Friendly Chili. This is the

traditional way of Heinz when they design the poster for their product. We want that Friendly Chili can

be tasted by every generation, from the young people to the elderly, so we choose the cartoon family

with all family members point at our product which can create a good effect because cartoon is

usually seen as a type of film for a big family spends time and has fun together, so with this, we

believe customer see us a real friendly sauce.

Fig 7: “Heinz’s poster”

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9.5 YOUTUBE COMMERCIAL VIDEO
Chili is not a good ingredient to describe sweetness, however, the special point of the sauce is

the “Friendly” element, and that what the advertisement will base on. Within 30 seconds, the message

will be transferred in two different images. Firstly, the excitement and appetite of people using the sauce

will prove the friendliness of the ingredients as well as product’s taste. There a girl holding a green

bottle appears with the surprise of her friend. All of them mix the food with the sauce and everyone

seems more pleasure after the sauce comes. This implies that sauce is a “must-have” item to increase

the flavour of the dish in the party besides main dishes. Secondly, “friendliness” is indirectly delivered

by the actors. The picture of people gathering and become closer together, having a delicious dish with

tasty sauce is the moment of friendliness and “friendly chili” can be viewed as Connection Bridge at

that time.

Fig 8 + 9: “Advertising”

Link: https://www.youtube.com/watch?v=0eYP85eJsZ4&feature=youtu.be

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10 CONCLUSION
In conclusion, Heinz decided to make Green Chilli sauce for Vietnamese market which is suitable

for family and friends. Although our price is quite high as compare to Vietnamese competitor, we will

make it worth the money of customers by providing the best quality green chilli sauce that they cannot

find elsewhere.

11 REFERENCES
Bueno B & Jeffrey S, 2017, ‘How to Create Strong Brand Positioning in Your Market’, The Cult

Branding Company, accessed on 27th May, 2018 from: http://cultbranding.com/ceo/author/scott/

“HEINZ LOGO”, n.d, “Successful Logo Design: A Branding Perspective”, Webpage FX

Assessed on June 10th 2018 from https://www.webpagefx.com/blog/web-design/successful-logo-

design-a-branding-perspective/

Lauren L, 2018, ‘What Is Positioning in a Marketing Plan?’ Chron, accessed on 1st June 2018

from: http://smallbusiness.chron.com/positioning-marketing-plan-22983.html

Nguyễn, n.d, “Vietnam in the top 10 friendliest countries in the world”. Assessed on June 10th

2018 from http://dulich.hcmussh.edu.vn/?ArticleId=5951bf00-92d4-474c-a68b-1444ca6f3bb8

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