Question

French’s going up against the ketchup giant, Heinz, and another well entrenched brand in the President’s Choice ketchup. As such, French’s is facing some significant challenges as it expands into and attempts to gain significant share of the Canadian market. Suggest a revised pricing and communications strategy that will help them to succeed in this expansion. Consider how French’s can move forward to present its ketchup, which may stimulate greater demand pull from the Canadian population.

Answer 1

The World is full of Competition. Each Firms tries to implement and adopt its own method of capturing market in the long-run. Among all types of products, The Food items plays a vital role in Market as it quenches the basic necessity of all the human beings. Let us discuss and suggest one strategy for France Ketch-up Company to expand its business in Canada.

Nevertheless all companies are competing to capture the markets, But the firm who adopts the indifferent method of capturing the Good will of the Customers will always stand in the prominent position in the market. The ways of pricing and communication strategy in relation to ketch-up marketing are as follows:- 1) The Candian Ketch-up company should try to level of mixing of chemical ingredients in the products. The company may prefer to add the blend of Organic Tomatos in the products. This will help to fix the Price optimally which will not make feel as heavy price to buy the their own product. As we are aware that Heinz company are using too much chemical ingredients which will cause cancer. The description of added organic products and its uses for health should be cleanely labeled in the front cover of the Products. 2) Though adding the Organic Vegetables as the ingredient may cost more, but the firm should try to reduce the price as the mark of introductory offer in the expansionary project in the Rival Country. 3) Branding of the product is very important in capturing the market. As we aware that consequences of OTTAWA - Ketchup Market War. Heinz is the American Company earned huge profits by its proper branding Structure. The company also expanded its market operations in France. But due to Trumph's Governments decision of increasing the Import Duty in Canada. Gradually Heinz company was not able to run the business in order to meet the excess burden of Import Duty relating to Tax of regulation in France, So It winded up the company. Using this opporunity, The Canadian company started ketch-up ventures in the France. Many employees in Heinz company have lost ther job. This situation will be a Advantageous one for French Ketch-up companies to create the Strong Branding which should be accompanied with the Mass Advertisements as well as taking a pulse-rate of the Customers Willingness to buy the products of French.

The French Company should use those above mentioned Strategies in the Optimal Productive Technique in their own Ketch-up products. The pulse rate of Reputation and the Goodwill of the Canadian Customers need to be considered while adopting promotion strategy of capturing the markets in the Canada. Stimulating Demand in Canada needs a lot of Research Data regarding the Consumption pattern of Canadian people towards Ketch-up products. And also Health Consciousness is an imporant task of implementing in the process of producing Ketch-up goods without compromising of inclusion of any chemical ingredients in the products. So Consumers health will taken as the fine consideration in producing the products. Thus French can capture the Market by stimulating Demand by adopting above mentioned Strategies in the long-run.