Gluten Free Product Campaign. MARKET POTENTIAL IN THE USA.

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Presentation transcript:

Gluten Free Product Campaign

MARKET POTENTIAL IN THE USA

What is Gluten Free? Less than 20 mg/kg of Gluten or less in products 1 Gluten = Wheat

Health Impaired v. Conscious Health Impaired Celiac Disease Physical Illness Hypoglycemia Allergic Reactions Health Conscious Weight control Energizing factor Longevity Toxin reduction

Advertising Gluten Free Customers more likely to: Buy Heinz Trust brand Recommend to friend

WORKING WITH SUPPLY CHAINS AND STORES

Positive Purchasing Cycle PurchaseEnjoyRecommend

Support Pyramid Consumers Grocery Stores Supply Management Marketing Heinz

Working with Grocers New Product Heinz Marketing Grocery Space Mutual Profits Grocers worry less Increased Sales Mutually Beneficial Relationships

SALES TACTICS

Coupons Increased chance of: Repeat customers Product testing Benefits Cheap production Testing Factor

Displays Increase Chance of: Visibility Impulse purchases Benefits Eye catching Inexpensive

In Store Sampling Increased Chance of: Potential Customers Repeat Purchasing Benefits: Shows Company Integrity Encourages Spending

POSITIONING PRODUCTS Heinz History

New: Gluten Free Products Tomato Ketchup Mayonnaise Ore-Ida Vinegar Pasta

Company Rewards Accommodation Brand trustworthiness

STATISTICS

Increase in Demand Would you be interested in purchasing Heinz products if they were gluten free?

Customer Need

Implementation Comparison Cost of Implementation $50,000 over 3 years $10,000 marketing $25,000 development $15,000 Advertisement Cost to Not Implement $75,000 over 3 years $10,000 Lost sales Opportunity $15,000 Marketing Loss $25,000 Turning Away Sales

Questions?

Sources 1. roducts.htmlhttp:// roducts.html 2. wellness/focus-foods/pure- ingredients.aspxhttp:// wellness/focus-foods/pure- ingredients.aspx 3. food.aspxhttp:// food.aspx

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