Heinz's Product Innovation Strategies*



Mini Case Code : CLIM014
Publication date : 2005
Subject : International Marketing
Industry : FMCG
Length : 04 Pages
Price : Rs. 100

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Key words:

H. J. Heinz Company (Heinz), food company, convenience food segment, youth segment, consumer segment, organic products, packaging, new products, consumer research, new product development process, product innovations, innovations, global market


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The caselet discusses how Heinz's efforts to constantly innovate its product range proved to be a major ingredient in its success. It explains the activities taken up by different functional departments of the company and their role in the product development process. It also explains how enhancing coordination between various departments proved to be a major reason for Heinz's success.


The company's focus on constant product innovation
How the company benefited from consumer research
How the collaborative efforts of different departments of the company paid off


H. J. Heinz Company (Heinz), a US-based food company was founded in 1869 by Henry John Heinz (Henry) in Sharpsburg, Pennsylvania. The company was originally named Anchor Pickle and Vinegar Works, when it was run by Henry and his partner L. C. Noble...

Questions for Discussion:

1. Heinz's products were recognized across the globe for their quality and taste. Discuss the key factor for the successful run of Heinz.
2. Discuss how the coordination between the various departments of Heinz has helped the company in successful development and launch of the product.

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