Professional Documents
Culture Documents
For
“Development of marketing
campaign for Heinz ketchup”
Prepared by:
Fatima Zehra
Tahreem Naveed
Shafaq Anwar
Saad Maqbool
Moazzam Ali Tarar
Shaffia Mansur
1. Overview:
1.1 Project Purpose, Objectives, and Success Criteria
Purpose:
The campaign would feature developing advertisements (for electronic and print media)
and point of purchase displays. Other deliverables would be to induce all the ketchup
consumers to try the product (through free trials and sample distributions) and get
customer’s feedback through questionnaire surveys to modify the marketing advertising.
The success of the marketing campaign is dependent on the effectiveness of the ad
developed by the advertising agency hired by Heinz, customers, and the brand
management team who would be responsible to coordinate their activities. The
accomplishments of these stakeholders would define the future success of the Heinz in
Pakistan.
Objectives:
In order for the marketing campaign to be successful the project must achieve the
following objectives:
Basic objectives:
• On the basis of the feasibility study conducted through questionnaire survey to
understand the target market in order to develop an effective marketing campaign.
• Induce the target market to try the product by conducting hall tests and distributing free
samples.
• Ensure Heinz convenient availability to the target market.
• Convey Heinz positioning through all elements of marketing communication which
would include television and print ads.
Strategic Objectives:
• Create a vivid brand image of Heinz being the world’s thickest ketchup.
• Create brand loyal customers through effective mass advertising.
• Gain a significant market share that would lead to profitability.
• Ensure that customer’s feedback is taken into consideration.
Operational Business Need:
• To create awareness among the target market through promotion in mass media
(electronic & print ads).
• To generate product trials through hall tests, free sample distributions and street
promotion.
Satisfaction of these needs would be found out by carrying out a research in the target
market through questionnaires, interviews and focus groups to get customers feedback
which would help define the level of success achieved by Heinz. Other methods would
be used to find out sales figures and frequency of purchases which will give a clear
picture of market trends to the key stakeholders.
Heinz is at its very initial stage in the product life cycle in Pakistan hence its launch
would be a project that would lead to many other projects in future. If Heinz is
successful in launching ketchup in Pakistan then it would introduce many of its other
products too in this region which are available around the globe today.
Success criteria:
The success of the project depends upon the effectiveness of the activities of all the key
stakeholders. The success of the campaign is dependent:
• Upon the workings of the hired Integrated Marketing Communication agency as
the development of the integrated marketing campaign had been outsourced to
them.
• Upon the workings of the hired media buying house because the campaign
execution would be in the hands of the agency.
• Upon the customer response to the research surveys.
• Upon the customer response to the Heinz sales force efforts of trail generation.
• Upon the availability of Heinz ketchup to its target market which is the hands of
the distributors. Healthy relations with retailers would facilitate smooth operations.
1.2 Project Deliverables
• Sales force would get permission to conduct hall tests in hotels & in malls
Dependencies:
• Ongoing political upheavals
• Hired IMC agency operations
• Hired media buying house operations
• Customer response to the research & sales force team efforts
• Effectiveness of distribution list of the distributors of Heinz
• Relationship with the retailers
Constraints:
Schedule: Marketing Campaign of Heinz is a project having duration of 6 months.
Cost: Marketing Campaign is to be designed within the budget allocated by the Heinz
headquarter.
Staff: The availability of properly trained employees who have the experience in the
marketing of ketchup.
Success Drivers:
Quality: The effectiveness of the project deliverable which is an Integrated Marketing
Communication Plan would determine the success of the marketing campaign of Heinz
Staff: A well trained staff with all the required knowledge and expertise would be a
valuable asset for the project
Degree of freedom:
Features: The marketing campaign team has the freedom as to which tools of the
integrated marketing communication to use as well as in the selection of research & trial
generation methods.
1.4 Definitions and Acronyms
• Marketing campaign
• Market share
Percentage of total sales volume in a market captured by a brand, product, or firm.
• Brand loyalty
Brand loyalty, in marketing, consists of a consumer's commitment to repurchase
the brand and can be demonstrated by repeated buying of a product or service or other
positive behaviors such as word of mouth advocacy.
• Retailer
A business which sells goods to the consumer.
• Distributor
Entity that buys non-competing products or product-lines, warehouses them, and resells
them to retailers or direct to the end users or customers.
• Distribution list
List of names to whom a communication should be sent.
• Focus group
Small number of people (usually between 4 and 15, but typically 8) brought together
with a moderator to focus on a specific product or topic. Focus groups aim at a
discussion instead of on individual responses to formal questions,
and produce qualitative data (preferences and beliefs) that may or may not be
representative of the general population.
• Positioning of Heinz can change as a result of research about the target markets
needs.
• Modify the scope of the Marketing Campaign as a result of change in the
positioning of Heinz
• Identification of other constraints as the project proceeded
• Assumptions might not hold true during the course of the project
• An essential member of the project team leaves in the middle of the project
The project management plan would hence evolve as the project proceeds till the time it
is completed.
2. Project Organization
The external entities for the marketing campaign of Heinz are the following:
Communication with the target market is through the elements of the integrated
marketing campaign that we aim to develop. This includes promoting a Heinz image
through mass advertising, direct selling, sales promotion, personal selling and public
relations. It is essential to build and maintain healthy relationships with the distributors
and retailers in order to ensure that Heinz reaches the target market effectively. Since
Point of purchase displays are important part of Heinz marketing campaign, it must be
used extensively. Only a good relation with retailers would allow Heinz to do so as
retailers have the authority of giving permission for it. Such a relation can be established
by offering the retailers and distributors some reasonable profit margins and incentives
that would keep them motivated.
Developing a marketing campaign for Heinz is a tedious job that requires expertise that
is required to be externally hired for the project. An integrated Marketing Campaign
Agency would be hired by the Human Resource Department.
Heinz Headquarter
Finance Manufacturing
Account
Manager
Human Marketing &
Resource Sales Account
Planner
Marketing
Creative
Campaign Team
Department
Internal External
Campaign Manager
IMC Agency
Account Planner
Sales Manager MR Head
Creative Department
Media planner
Media buyer
2.3 Roles and Responsibilities
Campaign Manager:
Responsible for team coordination and managing the development of the IMC, ensures
alignment with Heinz global strategy; removes roadblocks during the execution of the
marketing campaign. Owner of the IMC process and author of the final IMC document.
Financial Analyst:
Responsible for developing the campaign budget, management reserves and handling
all the cash release process, payments and preparation of the financial report during the
closure phase of the project.
Brand manager:
Responsible for developing Heinz business problem and analyzing the customers’
relationship with the Heinz brand.
HR consultant:
Ensures that the campaign team had the personnel with required skill set available
when the need arises.
Country manager:
Responsible for providing an interface between the campaign manager and Heinz
headquarter.
Heinz Headquarter:
Responsible for approving and prioritizing the campaign plans and resolving escalated
issues that impact the successful execution of the campaign
IMC agency:
Account Manager:
Responsible for keeping contact with the Campaign Manager and keeps a check on the
campaign execution so that it is according to the given requirements.
Account Planner:
Keeps a check on the creative department and ensures that market research that has
been conducted is used in the campaign development. Devises a strategy for the
implementation of the core plan given to him.
Visualizer:
Decides where and how the visuals should be placed along with the text.
Designer:
Designs the layout of the advertisement.
Copywriter:
Writes the text for the advertisement.
• Campaign manager
• Brand manager
• Research team
• Sales force team
• IMC agency
• Media buying house
Confidence level of estimation for each of the activity in the WBS would be determined
which would reflect the probability of its deviation from the estimations established. A
high confidence level for an activity would mean that the estimations are thought to be
accurate and are not expected to change. A low confidence level on the other hand
would represent that estimation for the respective activity would change over the course
of the project due to the nature of the activity. The confidence level for the cost
estimations for the IMC agency and Media Buying House is low since the activities
associated are outsourced they are not in control of Heinz. It would be hard to keep
track of the cash outflows hence the cost estimations are bound to change resulting in a
low confidence level.
Confidence level for the activities that are comparatively in greater control of Heinz is
high. This includes all MR activities. Budget estimations are thought to be accurate as
the MR team is trained enough to complete their activities in the assigned budget.
• Campaign manager
• Brand manager
• Financial analyst
• Research team (12 field researchers)
• Sales force team ( 12 Heinz salesperson)
• IMC agency
• Account manager
• Account planner
• Creative department
• Designer
• Visualizer
• Copy writer
• Media buying house
• Media planner
• Media buyer
Internal sources of project team members from the marketing department of Heinz:
• Campaign manager
• Brand manager
• Research team (12 field researchers)
• Sales force team ( 12 Heinz salesperson)
Internal sources of project team from the finance & accounting department of Heinz:
• Financial analyst
External sources of project team from the finance & accounting department of Heinz:
1. IMC agency
• Account manager
• Account planner
• Creative department
• Designer
• Visualizer
• Copy writer
2. Media buying house
• Media planner
• Media buyer
The campaign manager who is the head of the marketing department of Heinz Pakistan
would have the necessary skills required to conduct the marketing campaign project. It
would be his responsibility to ensure that the project team members have the right skills
set required to achieve their designated responsibilities.
Since the research and sales force team would be responsible to gather response from
the market, hence they would be the focus of Heinz training program for the marketing
campaign.
Training needs:
Sales force would be trained on the following grounds:
• Communication skills ( speaking in the language of the target market)
• Selling models ( AIDA, information processing model, hierarchy of effects model)
• Emotional intelligence ( instantly acknowledge the customer emotions to increase
the chances of closing the sale)
Following is the list of documents to be prepared over the course of the campaign:
• Business problem documented by the brand manager.
• Marketing campaign objectives documented by the campaign manager.
• IMC objectives & strategy developed by the CM.
• Creative brief developed by the CM.
• IMC agency objectives defined by the account manager.
• Marketing research reports compiled by the research team.
• Sales report compiled by the sales team.
Also approved changes in the campaign plan would be properly documented according
to the agreed format and communicated through project status meetings.
The agreement made with the IMC agency & media buying house would contain a
clause that would ensure complete secrecy of all the documents prepared or handed
over to them. Research report compiled by the research team would be copy write to
protect it from imitation. Same would be the case with internal project team members.
Severe penalties would be given if any member of the campaign team would disclose
campaign information outside the company.
All the documents prepared would be submitted to the campaign manager in the
respective project status meetings. The same process would be followed for distributing
the required documents to the other team members.
3.3.2 Requirements Control Plan
The campaign manager would be responsible to tackle with any changes that would
come along the course of the project.
Prospective changes:
The human resource required for a campaign would increase if the research scope is
amplified in order to complete the campaign on time. The campaign manager would
have to confer with with the HR consultant to hire more research team members. The
MR Head would have to report campaign manager that more people are required and
thus he would then hire them.
The objectives of the IMC campaign would change if a competitor launches his
campaign during the development of Heinz campaign. Likewise if there is a major shift
in customer preferences then it would also lead to a change in the IMC objectives.
Campaign manager would have to report this change to the IMC agency to make the
required modifications.
The campaign manager would have to update the campaign plan as change is
approved. Likewise the campaign budget & schedule plan would also be updated.
• Campaign manager held meeting with all the project members to hold
brainstorming sessions for the purpose of risk identification.
• A SWOT analysis carried out by the research & sales team.
• IMC agency & media buying house were asked to carry out their risks
assessment to be submitted along with their proposal.
Locations for conducting hall tests & Sales manager after consulting the MR
distributing samples head
Increase/limit the training of research & Campaign manager after consulting the
sales force team assigned mentors
After the execution of the campaign, payments would be made to the IMC agency &
Media buying house by the financial analyst. This would automatically lead to the
completion of the contract with the IMC agency & media buying house thereby releasing
the agency & media house of their duties to the Heinz marketing campaign team.
Campaign manager would then oversee the reassignment of the internal project team
members.
1. Primary research:
• Questionnaire survey
• Focus groups
• Interviews
2. Secondary research
• Customer surveys in advertising magazines
• Reports from research agencies
3. Marketing intelligence
• Competitor published & unpublished data
• Heinz spy agents
Process:
Baseline campaign schedule and budget would be communicated to the project team in
the project kick off meeting. Any changes in the baseline proposed by the team would
be discussed and analyzed in the project status review meetings held after the
accomplishment of each deliverable.
Team members with proposed changes would be first brought into the attention of the
campaign manager. Campaign manager would then decide the agenda and the timing
of the project status meeting. The approved changes would finally be incorporated in
the campaign plan by the concerned team members.
The development and the execution of the campaign would be in the hands of the IMC
agency and the media buying house respectively. Therefore the quality of the marketing
campaign would be dependent on the performance of hired IMC agency and media
buying house.
Responsibilities:
Account manager would keep the campaign manager updated about the campaign
development status. He would also communicate any changes in the Heinz campaign
requirements to the account planner.
Account planner would have to ensure that the creative team develops the campaign
according to the Heinz requirements. He would make sure that the creative team uses
the marketing research done by the Heinz MR team in the message development.
Testing:
The campaign would be tested before its execution. The final components of the
campaign would be:
• TV & radio ads
• Billboard designs
• Point of purchase displays designs
All these components would be tested to gauge whether the customer perceived the
message as intended by Heinz. This would be done by:
• Organizing focus groups. Participant would be chosen from the target market.
• Using projective techniques.
www.heinz.com/our-food/products/ketchup
www.ketchupcreativity.com
www.entrepreneur.com/encyclopedia/checklists/article81950.html - 34k
www.businessdictionary.com
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