Heinz And Heinz: Relationship Marketing

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Relationship Marketing

Relationship marketing means marketing activities that are aimed at developing and managing trusting and long term relationships with larger customers.

Heinz company does not restrict itself to a particular region or country or to a particular age group the whole world is a customer. The purpose of this is so it will appeal to all customers and not just some individuals.

Brand Building

Brand building is enhancing a brand directly through advertising campaigns and indirectly through promotions such as supporting causes or event sponsorship.

Heinz has planned to add new additions to the Gluten Free range to provide more choices. This shows that they are supporting the people with coeliac disease. The purpose of this
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For example, Coca Cola and Heinz advertise their old products in different seasons. However, due to private label brands have taken advantage they would either by the company of them or they would advertise. E.g. Christmas advert to help boost sales during the festive period. The purpose of this is to meet their customers requirements.

Product Development

Moreover, one of the similarities in product development in both of the organisations Heinz and Coca Cola have both advertised to meet the customers’ requirements and through the brand. This would be a unique selling point, which would capture the customers’ attention. Coca cola have developed new ideas such as subtracting calories to create brand extension and added flavours, lime, lemon and vanilla. Heinz has planned to add new additions to the Gluten Free range to provide more choices. Both companies are developing new ideas and products to meet their customers satisfaction. The purpose of this is to appeal to their
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With different age groups and there products are all different and therefore, they would appeal to their customers in different ways. Above all, they would ensure they satisfy their customers’ requirements. Both organisations would ensure the product has the right features, the price is right and the goods are in the right place at the right time. However, they would advertise with different slogans, hard sell, softsell, demonstrative action or iconic representation. The purpose of this is so they appeal to their customers differently and capture their interest - loyal customers consumable

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