Heinz Yellow Mustard Project
Research for Marketing Communications - Winter 2022
Brand/Market Analysis
Project Objective
Our team was instructed to convince Heinz that our "consulting group" would be the best fit for Heinz to partner with. We did so by compiling and breaking down an entire market analysis and research report that may be of interest to Heinz.
Skills Utilized
Market research methods (primary and secondary), Mintel Reports, Data Interpreation, Market/Brand Segmentation, Basic Algebra and Calc Skills
Team Collaborators
Hallie DeVore, Grace Reininga
Process
We used both several types of research methodologies including both primary and secondary research. We began by doing an in depth analysis of various secondary research and then moved on to conduct our own primary research. From this project we learned how to use syndicated sources as secondary research, various data reduction techniques and conduct primary research methods of our own.
Secondary Research
To begin, our secondary research consisted of three different research methodologies: Analyzing market size through the Mintel Research Platform, comparing online grocers/market visits and understanding previous media efforts and brand positioning.
1. Market Size Using Mintel
Using Mintel research we were able to analyze and break down the market size in regards to brand and segment. For our brand section we compared the 2018 and 2019 market share of several brands within the condiment industry. For the segment analysis we looked at the retail sales between 2018 and 2019 of the key players in the condiment industry and compared market shares. Most notably, we found that Heinz held the leadership position amongst other market players in both 2018 and 2019. We found it encouraging that mustard had positive growth in retail sales of 0.4% between 2018 and 2019 but we also saw that mustard had the least market share in 2019 at just 6%.
2. Market Visits/Online Grocer Presence
We then looked at three separate online grocers to compare the mustard, specifically Heinz yellow mustard presence and competitors amongst price, shelf-set, merchandising, package and size options, and brands. We looked at Target, Jewel and Walmart. If you would like more information on this section please reach out to see the breakdown of our market visits.
3. Media Efforts and Brand Positioning
Heinz media efforts revealed to our team that Kraft-Heinz has a greater budget for marketing than their two biggest competitors French's and McCormick & Co. In 2021, Kraft-Heinz,
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showed a total media spending of $195,674,081 throughout Quarters 1-3 of 2021
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majority of their spending was spent via broadcast in commercials and other television based advertising and campaigns
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sponsored a lot of print advertisements to hold an approximate 35% of their marketing mix
As for brand positioning, Heinz brand positioning and messaging has been consistent over time as they typically take a comedic approach to their advertising campaigns. For example, Heinz has used hot dog races, kiss cams, SNL skits, and comedian features as their advertising themes. Examples of their comedic approach may be understood through specific commercial episodes such as “The Breakup” and “The Pop-In.” Adversely, their competitors, like French's, have had strong focus on visual and aesthetic appeal to their commercials. Their competition has also focused on content specifically to ensure that their audience understands the "versatility" of their product as seen in Frenchs "Flavor On" commercials.
Primary Research
To conduct our own primary research, we issued a survey to 16 respondents that largely consisted of our friends and family. We asked several questions regarding future and past purchasing behavior, attitudes towards Heinz mustard, branding and brand presence, pricing, profiling variables, NPS and concept trial and forecast. Below are slides that capture and explain the results from our primary research for Kraft-Heinz purposes.
