Heinz Tomato Ketchup

decision making process. Hence, it is the basis for differentiation, licensing, brand recognition, and - extension. Aaker (1996) states the example of ‘Heinz’, being imme-diately associated with tomato-ketchup and therefor delivers an advantage in competi-tion. In order to exploit the brand name and advantage, an extension of the brand to ‘Heinz Backed Beans’ will create direct perception with the product benefits and quality (Aaker,…

Tuesday in 1976, executives from the Sugar Association went to the podium to accept the Silver Anvil award, a prestigious award for excellence in the forging of public opinion. The trade group had recently pulled off one of the greatest turnarounds in the history of Public Relations. For the past decade, the sugar industry faced crisis after crisis as the media and the public criticized their product (sugar) and scientists began to view it as a possible cause of obesity, diabetes, and heart…

Benefits of direct marketing: Buyers • Home shopping- fun, convenient and hassle free, time saving, larger variety. • Comparative shopping possible- browsing through online catalogues. • Somebody else other than buyer can order goods. • Business customers- learn about new products & services- time saved in meeting sales people. Sellers • Buy mailing lists- any group : left handed, overweight, millionaires • Personalize and customize the messages- build continuous relationship with…