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Case
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Reference no. 9-586-035
Subject category: Marketing
Authors: John A Quelch (Harvard Business School); John L. Teopaco (D'Amore-McKim School of Business, Northeastern University)
Published by: Harvard Business Publishing
Originally published in: 1985
Version: 1 September 1987
Length: 25 pages
Data source: Field research
Topics: Consumer marketing; Market research; Packaging; Product lines; Product management
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Abstract

The Heinz Ketchup product manager must decide whether or not to launch a new plastic bottle and, if so, what marketing program and support to place behind it.
Location:
United States
Industry:
Food
Size:
Fortune 500, USD3.7 billion sales
Other setting(s):
1983
Teaching note
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Reference no. 5-587-132
Subject category: Marketing
Authors: John A Quelch (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1987
Version: 3 March 1987
Length: 10 pages
View full details

About

Abstract

The Heinz Ketchup product manager must decide whether or not to launch a new plastic bottle and, if so, what marketing program and support to place behind it.

Settings

Location:
United States
Industry:
Food
Size:
Fortune 500, USD3.7 billion sales
Other setting(s):
1983

Related

Teaching note
-
Reference no. 5-587-132
Subject category: Marketing
Authors: John A Quelch (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1987
Version: 3 March 1987
Length: 10 pages
View full details