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 ...
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 : | Etude de cas |
|---|---|
| Date : | le 01/02/2011 |
| Pôle de recherche | Marketing |
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