KETCH’CO – The Heinz-Amora Duel on the French Ketchup Market

As the uncontested leader in the ketchup market until the mid 80s, Heinz imposed itself naturally on the French market as the American style ketchup without worrying about their marketing strategy ...

Author(s):

Sabine Flambard-Ruaud

EDHEC Business School

Peter Daly

EDHEC Business School

As the uncontested leader in the ketchup market until the mid 80s, Heinz imposed itself naturally on the French market as the American style ketchup without worrying about their marketing strategy and contented themselves with following the marketing and sales policy dictated by the European Headquarters in the UK. But as of the beginning of the 1990s, Heinz was relegated to the challenger position following the innovative arrival of the French brand Amora on the market, which was already in difficulty. Heinz was even threatened by the delisting of many of its brands at the end of the decade. As of 2001, Heinz decided to recapture the French market and restore their leadership position. 10 years later, what position does this brand hold on the French ketchup market?
In the USA, this mythical red sauce continues to have pride of place on all tables in restaurants and in all households. Heinz ketchup is the food, which reminds Americans most of their country. How can this world ketchup icon inject further dynamism into an American market that is almost saturated?

Type: Case Study
Date: le 01/02/2011
Research Cluster : Marketing

See Also

The FIR-PRI Awards “Finance & Sustainability” prize for “best pedagogical innovation”: preparing future generations to fight climate change.
News
- 18-10-2021
At EDHEC, we want to take part in the fight against climate change. Through our...
Stanford Summer Program: one of EDHEC’s opportunities to grab
News
- 14-10-2021
Shantanu Khandelwal, Master 2 student had the opportunity to join the selective...
Immersion at Station F for start-up challenge finalists !
News
- 13-10-2021
Devised for students with start-up projects on the Pre-Master and Master 1 years of the...
Financing your MBA - are you eligible for a scholarship?
News
- 12-10-2021
How to finance your Global MBA abroad is a critical question you need to think about...