Business Capstone Project Essay 2022

Running head: BUSINESS CAPSTONE PROJECT
BUSINESS CAPSTONE PROJECT
Name of the Student
Name of the University
Author Note

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Introduction
The main of this essay would be to identify the products sold by the organization of
Kraft Heinz and to analyze the marketing strategies of them. The products along with the
product mix and product strategies will also be discussed, apart from the sales method
employed in creation of revenue. It will help to differentiate the products sold by this
organization with the similar products sold by its rivals.
About the Organization
The Kraft Heinz is a food organization formed by the merger of two separate
organizations, namely Kraft Foods and Heinz. The organization is based in Chicago, and is
the third-largest food and beverage organization in North America and fifth-largest globally.
The company has its presence throughout the world. The merger of the two organizations was
happened in the year of 2015. More than 20 global brands are included under the kitty of this
organization as of 2019 (Zhu, Boyaci & Ray, 2016).
Product Mix
The main products of this organization are listed as below, which includes the 20 global
brands of this organization (Malhotra, 2014):
1. Oscar Meyer
2. Ore Ida
3. O, That's Good!
4. Classico
5. Velveeta
6. Smart Ones
7. ABC

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8. Capri Sun
9. Wattie's
10. Kool-Aid
11. Weight Watchers
12. Jell-O
13. Philadelphia Cream Cheese
14. Golden Circle
15. Lunchables
16. Planters
17. Primal Kitchen
18. Pudliszki
19. Grey Poupon
20. Master Soy Sauce
21. Honig
22. Plasmon
23. Quero
Marketing Mix
Products
The products of this organization are identified above. Apart from all these, the
organization also sales ketchups of Heinz and processed cheese products of Kraft. These
products are also globally known and used by a number of customers around the world.
Though the two organizations have been merged in the year 2015, they are present as
separate entities in some parts of the world. For example, the product of the organization
includes Canned-baked beans and Spaghetti prepared in tomato sauces, in Canada, the

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portfolio of the organization includes mustard, ketchup, vinegar, baby food and many more,
in India, the ketchup is usuable in two different variants, namely Heinz Tomato Ketchup and
Heinz Tomato Chili Sauce. The products of the organization are available in different sizes to
meet the individual customer needs of the people around the world.
Place
Kraft Heinz can be termed as one of the most established brands in the segment of
food and beverage sector, and has existence in a number of countries around the world. The
different products of the organization are manufactured in different facilities or
manufacturing units located on six continents. The manufactured products are marketed and
sold in more than two hundred countries throughout the whole world. The organization has
its factories in Echuca and Mill Park in Australia, South Carolina, Florida, Oregon, California
and Idaho and in United States, Montreal and Ontario in Canada, Netherlands, Indonesia,
China, the United Kingdom and India. They also have strong Research
& Development facilities that are present in a number of places around the world. The
organization also has an extensive distribution network that helps them in efficient and quick
business operations. The distribution channel includes the transfer of the products from the
manufacturing plants to the wholesalers and from wholesalers to the retailers. The consumers
of the organization are able to purchase the products from local markets, convenient stores,
grocery stores, discount stores, supermarkets and hypermarkets (Matović, Knežević & Papić-
Brankov, 2015).
Price
In the context of the prices of the products, the organization has to face tough
competition from its competitors. In order to compete with them in the globally competitive
marketing places, Kraft Heinz has adopted competitive pricing by keeping the extent of the

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prices of its products in same brackets as that of the rivals of the company. The prices are set
up by evaluation of different factors like demand of the customers towards a particular
product and the prices which they are willing to pay to avail that product. Apart from the
competitive pricing policy, the organization of Kraft Heinz are also following the penetration
strategy, in order to increase the share in the market of the organization globally. The
globally renowned organization also follows a reasonable pricing policy and has guaranteed
the customers of them of a value-based strategy, as they are offering quality products at
affordable prices. The customers are satisfied with the rates of the products, which are within
their reach, and this is helping the organization to maintain the brand loyalty, which is very
much essential in order to sustain in this highly competitive global market places (Huang &
Sarigöllü, 2014).
Promotions
Kraft Heinz has followed and maintained various marketing policies with the
intention of creation of brand awareness among the customers who are globally present. The
positive brand awareness would help the organization to gain and enjoy a competitive edge
over others. The organization has performed a detailed research on the promotional
campaigns of them, which are aimed on reaching fresh customer bases by following
aggressive promotional strategies. They have launched a number of sampling campaigns in
order to aware the customers about the various products of the organization. Apart from this
they have also taken the advantages of providing advertisements in different modes like
social, electronic and print media. This has helped to reach the news of the new product
launch or about the different features of them to the customers via all these advertisement
channels. Hoardings are also used in various crowded and strategic areas to attract more
people or to gain maximum exposure. Advertisements are displayed by the help of posters,
magazines, pamphlets and newspapers. Kraft Heinz also has a strong presence in different

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social media platforms like Twitter, Facebook and YouTube (Sinapuelas, Wang &
Bohlmann, 2015).
Sales Methods
The collection of the brands of the products of Kraft Heinz are present in order to
match the fast-paced lives of the customers present around the world. They also possess
unique opportunities to expand their business globally. They have engage themselves to build
better communities through their corporate social responsibilities, which are linked with the
retail activities. The organization is successful in creation of meaningful connection between
the brands of the products and the societies where the organization perform their business. A
number of sales method techniques are used by the organization, like participating in
exhibitions or trade fairs. As the people has become more tech-savvy, the organization has
also focused their market expansion strategies in the platform of e-commerce. Customers
from different parts of the world are able to get different products of Kraft Heinz from the
different e-commerce platforms. Online sales promotional techniques like providing
advertisements in various social media platforms are used by them. More infrastructure and
capital are invested in the online sales in order to reach to more number of people around the
world. Free samples are also distributed when a new products launched by the organization,
or to push up the sales of a particular brand of product. Promotional campaigns are also
organized by them (Bressoud, 2013).
Conclusion
From the above discussion, it can be concluded that the organization of Kraft Heinz
has a global brand value and brad loyalty, and the customers are satisfied enough by
consumption of their products. The company enjoys a competitive advantage over its rivals
though there a number of companies present in the market places that are present globally.

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The organization enjoys the brand name of the two organizations who merged in order to
form Kraft Heinz. Using different promotional techniques helps the brand to enjoy brand
loyalty globally, and to attract fresh customer base apart from sustaining the old customer
base of the company, which is essential in order to earn revenue and maintain the top position
in the market places.

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References
Bressoud, E. (2013). Testing FMCG innovations: experimental real store versus
virtual. Journal of Product & Brand Management, 22(4), 286-292.
Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp.
113-132). Springer, New York, NY.
Malhotra, S. (2014). A study on marketing fast moving consumer goods
(FMCG). Intenational Journal of Innovative Research and Development Vol 3 (1), 1-
2.
Matović, V., Knežević, M., & Papić-Brankov, T. (2015). The necessity to adjust traditional
integrated marketing communications tools and techniques to new global
trends. Ekonomika, 61(4), 141-154.
Sinapuelas, I. C. S., Wang, H. M. D., & Bohlmann, J. D. (2015). The interplay of innovation,
brand, and marketing mix variables in line extensions. Journal of the Academy of
Marketing Science, 43(5), 558-573.
Zhu, J., Boyaci, T., & Ray, S. (2016). Effects of upstream and downstream mergers on supply
chain profitability. European Journal of Operational Research, 249(1), 131-143.