The Heinz-Kraft corporation (hereafter H-K) is working to introduce Amazing Salsa (AS), a combination mayonnaise and salsa sauce that is expected to take the United States by storm. The concept has been in development – originally by Heinz alone – since 2015 and is predicted to make a huge impact, especially among Millennials and their children. “AS” can be used as a salad dressing, sandwich spread, or recipe ingredient. It is guaranteed to add zing in any application, and can fit well into the present barbecue/picnic season, as well as for the upcoming back-to-school period.
Complete a mini-SWOT analysis for AS, isolating two factors for each of the four areas. Be sure to consider both macro- and micro-environmental factors.
1) Describe two ways in which H-K might estimate potential demand for AS.
2) Draft two specific questions that might be incorporated into a survey to measure the OVERALL appeal of AS as a concept (pre-trial).
3) (a) Which level of Maslow’s Hierarchy might the new product satisfy? Explain.
(b) Choose any cultural, social, or personal factor, relating it to AS.
5. (a) Review the major segmentation variables and provide a more specific discussion of the young market to which AS is predicted to appeal.
(b) Recommend a second specific segment which AS might capture, and explain.
6. Discuss two aspects of branding strategy relevant to the new offering.
7. Choose a competitive strategy that you would consider appropriate for AS, explaining your rationale.