MARKETING 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. What types of promotional campaign and packaging French may use to gain a competitive edge over Heinz or President's choice.