Heinz

1Copyright © 2013 Comviva Technologies Limited. All rights reserved. 1

July 2015

Project Title: “Market Research and Analysis for the Institutional Food Service Division”

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AGENDAAGENDA

The Product Portfolio

Difference between Tomato

sauce and Ketchup

Data collection & Analysis

Feedback

Our Vision Our History/About

Heinz

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VISSION: TO BE THE BEST FOOD COMPANY;GROWING A BETTER WORLD

VALUES: CONSUMER FIRST, QUALITY, INTEGRITY, OWNERSHIP AND INNOVATION

4Heinz claims to have 150 number-one or number two-brands worldwide

Founded by Henry John Heinz in 1869

Slogan: 57 varieties introduced

headquarters in Pittsburgh, Pennsylvania

1906. Heinz was a pioneer in both scientific and "technological innovations

Heinz India started operations in the year 1994

Acquired the Family Products Division of Glaxo with powerful brands such as Complan, Glucon-D, Nycil and Sampriti

Heinz 51% and Kraft 49% stake

Customers in over 200 countries

Over 10,001+ employees

merger of Kraft Foods with Heinz : Kraft Heinz Company 

merger is backed by 3G

Capital and Berkshire

History of Heinz

19th century

19th century

19th century

20th century

20th century

20th century

21st century

21st century 21st century

21st century

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World fifth largest FMCG company After the

merger between Heinz and Kraft

Over 200 countries The merger is backed by 3G Capital and Berkshire Hathaway

Kraft Heinz Worth -US$36 billion

Kraft Heinz Total Worth -US$46 billion

+US$10 billion

Jorge Paulo Lemann

Warren Buffett

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Products

Innovation @ Heinz India

 Maplan-P for pregnant women and Maplan-L for lactating women. 

Heinz India focused on manufacturing two specialized nutrient beverages.

 These nutritious drinks provide women with important nutrients such as vitamin D, bio available calcium, DHA, omega 3 and chorine.

7Copyright © 2013 Comviva Technologies Limited. All rights reserved. 7

Products

Adding value –to grow a better world

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Heinz Tomato Ketchup

Glucon-DComplan Sampriti GheeNycil

Products

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Tomato Sauce is more or less a synonym for Tomato Ketchup.

Survey Report

Volume Analysis

Global ServicesFindingsAnalysis Feedback

Difference

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Difference Volume Analysis

Global ServicesFindingsAnalysis Feedback

Survey Report

Total number of outlets covered by me

The number of outlets for which I have at least one contact name and number

Total number of outlets for which you have cuisine information

Total number of groups you have found

440 439 440 51

Please click here to see the hyperlinkPlease click here to see the hyperlink

Overall Information

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Objective /Limitations Adding value –to grow a better world

Analysis LearningFinding FeedbackSurvey ReportDifference

• Difficult to cover and find each and every outlet listed in Zomato.

• Security issue

• proprietors and managers don’t express their original perception and views because of biasness

• Difficult to know the price of the products , used in HORECA

Limitation

Objective

GROWTH OPPURTUNITIES

APPROACH

PRODUCT AVAILABILITY/CON

SUMPTION AND BRANDS

ENTRY BARRIER

UNPROPER DATA/ PERCEPTION

PRICE

Cons

umer

s

Volume Analysis

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•Population:- Finite (North Kolkata City)•Sampling Unit:- Areas of North Kolkata CityHORECA (Areas):•Salt Lake City, Sector1•Salt Lake City, Sector2•Salt Lake City, Sector3•Salt Lake City, Sector4•Salt Lake City, Sector5•Maniktala•Kankurgachi•Tangra•Beliaghata•Rajarhat•Dum Dum•Barasat•Shobhabazar

•Sample size: - A total of 440 HORECA and Population of 30 consumers.

Research Methodology

The Research study entailed two major phases:

•Pre- field Study

•Field Study

-Questionnaire

Tools and techniques of Analysis:

Simple statistical tools and techniques like average, ratios, pie charts, and tables are used to analyze the data.

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Difference Volume Analysis

Global ServicesFindingsAnalysis Feedback

Survey Report

Product Brand Quantity Price Pack size Supplier

Tomato ketchup

57 51 6 51 40

Tomato sauce 302 296 31 295 133

Tomato sachet 96 94 0 94 4

Peeled tomatoes

1 1 0 1 0

Tomato paste 74 68 0 68 27

Tomato puree 93 80 0 80 30

Information GatheredInformation Gathered

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Difference Volume Analysis

Global ServicesFindings

Survey Report Feedback

Analysis

Product Product Availability

Tomato ketchup 12.95Tomato Sauce 68.64Tomato Sachet 21.82

Peeled tomatoes 0Tomato Paste 16.82Tomato puree 21.14Mayonnaise 20.68

Mustard sauce 58.86Pizza sauce 5.91H.P. sauce 2.27

Baked Beans 9.09Apple cider Vinegar 0

Oyster sauce 35.68Soya sauce(dark) 44.32Soya sauce(light) 30.45

Milk creamer 0

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Difference Volume Analysis

Global ServicesFindings

Survey Report Feedback

Analysis

Tomato Ketchup Tomato Sauce

Sachets

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Difference Survey Report

Global ServicesFindingsAnalysis Feedback

Volume Analysis

Pack size

Volume of Ketchup consumed

Volume of Sauce consumed

Volume of Ketchup sachets consumed

<10g 73200 sachets

15g

200g 200kg

500g 100 kg

1kg 963 kg 9240 kg

1.5 kg

2 kg

2.5 kg

3 kg

5 kg 300kg

>5kg

Price range (INR)

Volume of Ketchup consumed

Volume of Sauce consumed

Volume of Ketchup sachets consumed

<20 10kg 73200 sachets

21-40 230kg approx

41-60 545kg approx

3990 kg approx

61-80

81-100

680kg approx

5430 kg approx

101-120

121-140

Volume Analysis

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Difference Survey Report

Global Services

Volume AnalysisAnalysis Feedback

Findings

Ketchup Sauce Ketchup sachets

Mayonnaise

Total volume being consumed

3163kg 9650kg 18400 sachets 485kg

Ideal Price range to penetrate the market

110 68 2 96

Ideal pack size for maximum market share

1000gm 1000gm 8gm 1000gm

Important suppliers Metro cash and carry

Pouchong brothers pvt ltd/metro cash and carry/ Shincheung / New Market

Sincheung(near cit road/ Tangra)

Current most used brand

kissan Pouchong,sincheung and kissan

Delmonte,cremica and kissan

me fresh

FINDINGS

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Difference Volume Analysis

Survey Report FindingsAnalysis Learning

Feedback

Website(as similar as Zomato)

pouch packets

Tie-ups

Sachets

Suggestions

Schemes

Distribution

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Difference Volume Analysis

Survey Report FindingsAnalysis Feedback

Learning

Learning:

Learnt to interact and handle diversified sets of customers

Learnt about the customer preference and their demand

Learnt about the Distribution channel and the process adopted by Heinz India

Understood the Market Potential for Heinz Tomato ketchup

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Thank youVisit us at heinzindia.com