International Marketing Study Program 2000
Heinz, London
12 January 2000
The group arrived in London at 5am a bit weary after the thirteen hour flight from Hong Kong, but excited as to what lay ahead.
After settling into the Forte Posthouse Hotel in South Kensington, the group were taken on a half hour bus trip to Heinz head office, located near Heathrow airport. Upon arrival we were greeted by Mr Eric Salmon, Director of European Marketing, where we were given a three hour insight into the Heinz organisation.
The presentation enabled the group to understand globalisation and in particular, the strategies and processes Heinz have used to develop and market its tomato ketchup on a global basis.
Interestingly, Heinz's main tactic in maintaining a global organisation is to implement one strategy that can be adapted around the world. This was demonstrated to the group by the use of a series of television commercials, which formed part of an advertisement campaign in 1999. The advertisements conveyed consistency and universal appeal.
In keeping with the consistent strategy Heinz was looking to achieve, the packaging of tomato ketchup was also changed. This change reflected a packaging strategy, which is now universal around the world.
In summary, the hospitality and graciousness of Eric Salmon were greatly appreciated by all the group. The insight we received into the marketing strategies of Heinz will contribute greatly to our future careers and studies.
To all the folks back home and to all at Monash, the crew would like to say a big hello.
Prepared by Alan Heenan
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