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Heinz Ketchup: Brand Strategies

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Consider Heinz Ketchup

1. What types of strategies has the brand undertaken over the years to maintain and extend its appeal to the consumer? Please respond with an explanation of the types of strategies in a timeline format. 2. As a conclusion, explain how the company research may or may not have helped you better understand why you are loyal to the brand.

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Solution Summary

The solution discusses the strategies that the brand Heinz Ketchup has used to keep customer loyalty.

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Hi,

I think I can help you with this. Its good that you picked a major brand like Heinz, so information will be available online if you need it.

OK with question #1 we first need to decide what types of strategies in general we would use as the basis for discussion. What I mean is that there are several different approaches to discussing business strategy - the most common in marketing being Undifferentiated vs. Differentiated vs. Concentrated.

Let me define these for you:

Undifferentiated - the company produces one product/line to appeal to the entire ...

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