Overhaul of the "wet babyfood" range in UK: An analysis

Résumé du document

The H. J. Heinz Company, also called Heinz, is an American food company, founded in 1869 by Henry John Heinz in Pittsburgh, Pennsylvania. Heinz is the most global of all U.S.-based food companies. Famous for our iconic brands on five continents, we provide delicious, nutritious and convenient food for families. Through numerous acquisitions throughout its history, Heinz is now established worldwide. In more than 50 of those countries, we enjoy the number-one or number-two market position. Our company makes ketchup, canned legumes, condiments, canned fish, ready meals, and since 1931, baby food. Our commitment to providing a variety of wholesome foods, with an unwavering emphasis on health and wellness, makes us like no other company on earth.

Heinz is a trusted name for consumers, a valued partner in the community, and a great investment with tremendous growth potential. Heinz employs 41,000 people worldwide and has a turnover of over $8 billion with $380 million for the baby food. Our main competitors on the baby food market are Cow and Gate, Hipp, Oragnix, Plum Baby Ella's Kitchen and Boots.

Extraits

[...] Babyfood market Analisys 3 III. Competitors Analysis 5 IV. Analysis of Heinz' baby food market 9 Heinz' Mix marketing in UK 10 Porter's Five Forces scheme 11 SWOT 12 V. Our proposal 14 Product 14 Packaging 15 Summary 15 Budget : OPERATING ACCOUNT 16 BIBLIOGRAPHY 17 Introduction The H. J. Heinz Company, usually called Heinz, is an American food company, founded in 1869 by Henry John Heinz in Pittsburgh, Pennsylvania. Heinz is the most global of all U.S.-based food companies. [...]

[...] Besides, the organic brands have the wind in their sails. Ella's and Plum, recently arrived are last. Heinz, Cow and Gate are differentiated by their prices more affordable. All competitors try to extend their recipes to conserve the mums. General Conclusion: We can learn from the above information: (General Market & Competitors), that consumer's expectations are: New taste Homemade (“variety and nutrition”: 55% of mothers (16-44 years) prepare their own meals our goal is to attract these moms there, and the 24% who do not like do baby food themselves too.) Simple Ingredients : Product certifying healthy growth of mothers) Bio: 28% buy organic are very "healthy." Plastic Packaging: (glass - plastic + Major consumer trends + convenience Safety and Nutrition: Pediatric recommendation, compliance, nature, quality labels, from certified, no allergens, additives, salt, sugar, RDA. [...]

[...] We distribute our products in various countries, so you can find them England: in Italy (www.plasmon.it) under Plasmon name, New Zealand (www.forbaby.co.nz and www.nurturebaby. co.nz) under the name of Watts and Nurture Baby, Canada (www.heinzbaby.com) under our own name of Heinz and Autralia (www.heinzforbaby.com.au and www.heinznurture.com.au) under our name also. Our range segmentation varies between countries, products are still the same. [...]

[...] All products are developed with a smooth texture ideal fo r babies and their early stage of weaning. Tasty meals and cereals contain added iron to support the baby's natural defenses. This is especially important when their iron stores start to run out after 6 months of age. Stage 3 : 76 products available. All products are developed with a textured puree ideal, for babies who have begun weaning, to promote the language flexibility, develop new flavors. Stage 54 products available. All products are developed to help the baby move forward and be more independent. [...]

[...] There are also more flavors to develop the baby's taste buds. Toddler: 65 products available. All products are developed to help your little one to grow and become increasingly independent. Meals with a more compact texture and new combinations of flavors help children develop their ability to chew. The food is developed for small hands. Products of different ranges may overlap between segments. All Heinz baby food products are subject to a three-step test to ensure their quality, safety and nutrition, according to our insurance program for purity. [...]