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Supplement
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Reference no. 9-586-036
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: 18 September 1985
Length: 7 pages
Data source: Field research
Topics: Consumer marketing; Distribution; Marketing management; Packaging; Product lines; Product management
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Abstract

The Heinz Ketchup product manager discovers she does not have sufficient finished inventory and production capacity to meet trade demand for a new plastic bottle ketchup. Alternatives include cancelling promotion events and putting the trade on allocation.
Location:
United States
Industry:
Food
Size:
Fortune 500, USD3.7 billion sales
Other setting(s):
1984
Teaching note
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Reference no. 5-595-023
Subject category: Marketing
Authors: John A Quelch (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1995
Version: 2 September 1994
Length: 7 pages
View full details

About

Abstract

The Heinz Ketchup product manager discovers she does not have sufficient finished inventory and production capacity to meet trade demand for a new plastic bottle ketchup. Alternatives include cancelling promotion events and putting the trade on allocation.

Settings

Location:
United States
Industry:
Food
Size:
Fortune 500, USD3.7 billion sales
Other setting(s):
1984

Related

Teaching note
-
Reference no. 5-595-023
Subject category: Marketing
Authors: John A Quelch (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1995
Version: 2 September 1994
Length: 7 pages
View full details