Answered: Critical Thinking Questions 1. How are…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Transcribed Image Text:Responding to Business Challenges Kraft Heinz Plays Ketchup The world of condiments has become increasingly competitive over the past decade. This holds especially true for mayonnaise. Companies like Hellmann's and Kraft Heinz are struggling to hold their market share on mayonnaise as health food trends grow and smaller companies try to fill that niche. However, Kraft Heinz has a plan to adapt to trends and grow its market share. With growing health trends, consumers are more conscious of what they are eating. This has led to a decline in mayonnaise because of its high fat content. As consumers move away from traditional mayo, new brands have popped up offering healthier versions of mayo that substitute traditional oil with healthier ingredients like avocado oil. In response, Kraft Heinz has expanded its product selection to include healthier options and new flavors like roasted garlic and spicy chipotle flavors. Kraft Heinz has also invested in advertisement campaigns designed to market its new flavors like Mayochup, which is a combination of mayonnaise and ketchup. The campaign asked consumers to vote for whether they wanted Mayochup in stores. Once Heinz made the decision to launch, it advertised in a variety of media targeting different consumer demographics, including foodie, "top-tier lifestyle," social, and major media outlets. Heinz has been hard at work to compete by refining its product, offering substitutes, and creating ad campaigns. In the very competitive condiment space where tastes can change overnight, Heinz has a tough task to stay a nationally recognized brand.c Critical Thinking Questions 1. How are evolving consumer perceptions changing Heinz mayonnaise products? 2. Describe how Heinz used consumer interaction as a form of marketing research. What type of data did it collect, primary or secondary? 3. What type of segmentation variables is Heinz using for its Mayochup advertising?

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