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

EDHEC official partner of VIVATECHNOLOGY 2022: 400 tickets offered!
News
- 20-05-2022
EDHEC is once again a partner of the unmissable tech event of the year, Viva Technology...
EDHEC partners with VIVATECH 2022 and offers 400 tickets to EDHEC students
News
- 20-05-2022
EDHEC is once again a partner of the unmissable tech event of the year, Viva Technology...
(Invitation) Inauguration of the Management in Innovative Health Chair - May 30, 2022 in Paris
News
- 17-05-2022
Emmanuel Métais, Dean of EDHEC Business School and Christophe Durand, General Manager...
News
- 10-05-2022
Live on YouTube !