"From tomatoes to category thought leadership": Developing a compelling cold sauces category vision, leading to recommendations for implementation in all levers of the marketing mix, based on a pilot for full service supermarkets in the Netherlands

"From tomatoes to category thought leadership": Developing a compelling cold sauces category vision, leading to recommendations for implementation in all levers of the marketing mix, based on a pilot for full service supermarkets in the Netherlands

Van Iwaarden, E.B.S.

Hultink, H.J. (mentor)

Industrial Design Engineering

PIM

Master of Science Strategic Product Design

2010-12-10

This report contains the process and outcomes of a graduation project executed for the H.J. Heinz Company. A category vision for cold sauces was developed, amongst others based on a conducted shopper research. A category vision model was created to support the development of vision in the future. Furthermore, recommendations were given on the implementation of the category vision on the marketing mix of Albert Heijn. For AH, new sauces shelves were designed and recommendations on supportive materials were given. For Heinz, recommendations were given on how to incorporate the new category vision in their business. Finally an implementation roadmap was provided, to guide the process of implementing the new category vision in the market.

FMCG
category vision
marketing mix
Heinz
Albert Heijn

http://resolver.tudelft.nl/uuid:ef4f981c-b02e-4d7c-8cbd-9ef4353b041d

2011-12-10

Campus only

Student theses

master thesis

(c) 2010 Van Iwaarden, E.B.S.