1. Gluten Free Product Campaign

2. MARKET POTENTIAL IN THE USA

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

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

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

6. WORKING WITH SUPPLY CHAINS AND STORES

7. Positive Purchasing Cycle PurchaseEnjoyRecommend

8. Support Pyramid Consumers Grocery Stores Supply Management Marketing Heinz

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

10. SALES TACTICS

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

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

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

14. POSITIONING PRODUCTS Heinz History

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

16. Company Rewards Accommodation Brand trustworthiness

17. STATISTICS

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

19. Customer Need

20. 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

21. Questions?

22. Sources 1.http://www.heinz.com/glutenfree/p roducts.htmlhttp://www.heinz.com/glutenfree/p roducts.html 2.http://www.heinz.com/health- wellness/focus-foods/pure- ingredients.aspxhttp://www.heinz.com/health- wellness/focus-foods/pure- ingredients.aspx 3.http://www.heinz.com/our- food.aspxhttp://www.heinz.com/our- food.aspx