PORTLAND, Ore. — For decades there was only one way to use the humble ketchup packet, and it was messy. Now, thanks to a redesign by Heinz, fast-food lovers have a choice: the traditional squeeze play — or the option to dunk.
You want fries with that, in the minivan? No problem.
The redesigned ketchup pack, unveiled Thursday by H.J. Heinz Co., is shaped like a shallow cup. The top can be peeled back for dipping, or the end can be torn off for squeezing. It holds three times as much ketchup as a traditional packet.
"The packet has long been the bane of our consumers," said Dave Ciesinski, vice president of Heinz Ketchup. "The biggest complaint is there is no way to dip and eat it on-the-go."
Heinz struggled for years to develop a container that lets diners dip or squeeze, and to produce it at a cost that is acceptable to its restaurant customers.
Designers found that what worked at a table didn't work where many people use ketchup packets: in the car. So two years ago, Heinz bought the design team a used minivan to give their ideas real road tests.
The team studied what each passenger needed. The driver wanted something could sit on the armrest. Passengers wanted the choice of squeezing or dunking. Moms everywhere wanted a packet that held enough ketchup for the meal and didn't squirt onto clothes so easily.
Heinz is rolling out the new packs this fall at select fast-food restaurants nationwide. It will continue to sell the traditional packets.
The company said it is still working out prices with customers. But the new packet should cost only a little more, even though it holds much more ketchup.
Heinz is by far the biggest ketchup maker. About half of its ketchup is sold in stores and the other half is sold to the food service industry through its exclusive contracts with chains like Burger King and Wendy's.
McDonald's, the nation's largest burger chain, does only limited business with Heinz.
Heinz sells more than 11 billion ketchup packets every year. But neither the ketchup maker nor the major chains would say who plans to carry the new design.
Customers may force the issue.
Rants about the messy packs have helped spawn hundreds of anti-ketchup-packet groups on Facebook.
Matt Kurtz, a 22-year-old student in New York, has drawn 269 members to the group he started after he ripped open a packet too quickly and spilled it on his jeans while on a road trip two years ago.
"That's when I said 'There has to be a better way.'"
At a McDonald's in Covington, Ky., customers said a redesign was overdue.
"You use up a lot of ketchup now with the packets, I always get extra ones," said Skyler McDermott, 29. "Maybe now you won't have to use your teeth to open them."
These issues come as no surprise to Heinz's Ciesinski. "We created the packet in 1968," he said. "Consumer complaints started around 1969
1. This article is an illustration of a company meeting it customer's ________ and __________?
2. Explain two types of utility that Heinz is adding to this product to meet customers needs. Justify your answer.
3. Which of the seven functions of marketing would have been responsible for developing the new package
4. What do you think would have been a good way to test the package?
48 comments:
1) Needs and wants
2)The ability to squeeze the packets or to peel back the top to dunk. This will help end messy eating while trying to open the packets.
3) Pricing, Product Service Management, Selling, and Distribution.
4)I would give the packets out to consumers and tell them to drive and eat as they would normally do and see if the hassle of doing so in a car was eliminated.
1. Wants/Needs
2. Form utility because of them designing the product and puting it all together. Place utility because it will always be where you need ketchup.
3.product/service managment
4.Using it anywhere on the go, in a car, walking, ect.
1. Wants and needs
2. Form Utility because of taking all the goods and making it one product. Also Time Utililty because it is now better and more available/convient for customers.
3. Product Service management
4. By having customers test out the product by going on road trips and just using it whenever they need ketchup.
1. This article is an illustration of a company meeting it customer's ________ and __________?
needs and wants
2. Explain two types of utility that Heinz is adding to this product to meet customers needs. Justify your answer.
Form utility- they are changing the form of the katchup packets to make it easy on the consumer to use them.
Information utility- they are updated the consumers/customers on the new ketchup packets and how they will work and be used so that customers are aware and look forward to the change
3. Which of the seven functions of marketing would have been responsible for developing the new package
Product/Service management because they took consumers complaints to heart and developed a new packet that pleases the customers better.
4. What do you think would have been a good way to test the package?
Give it to a family in the car
1. needs and wants
2. easy to use and more mobile. Easier to use because its not as messy and theres different ways to use it. Its more moible because people can now have ketchup in their car with out the mess.
3. Marketing Information Management
4. Test the package in a couple restuarants or at the mall. Then get a survey of what people think about it.
1. Needs and Wants
2. Form utility and Time Utility. Form utility because they changed the product and added to it to make it better for customers and Time Utility because it was made to be convenient for customers on-the-go and use it in places like a car, saving them time.
3.Product/ service Management because they worked to improve the product.
4.Give it to customers and get reviews on the pros and cons of the product.
1.Wants and Needs
2.Product utility because he changed his product to meet consumer needs and want. Price utility because the new packages are more expensive.
3)Marketing information managment
4)Giving it to children to test in the car.
1. Wants, Demands
2. Heinz has changed the product utility by making the ketchup packet bigger and easier to use. It has also had to change the price utility but it has not gone up substantialy.
3. Marketing Information Management
4. A good way to test the package is to put in a store as a trial and ask the customers how they liked it and how it worked for them.
1. Needs and wants
2. form utility because he is changing things to meet the customers wants and needs.
Place utility he has the packages where customers can use them
3. financing, marketing information managemen, promotion,product service management,distribution
4.hand it out to about 100 different people of different variety and then have them take a short survey
1. wants/ needs
2. form- they made a need packet
place- where they are providing
it.
3.product/service management
4. giving it to someone to test their foods with. like fries, burgers and others.
1. Wants/needs
2.Form Utility because their making the product and putting it together and place utility because they make it availavle for the public to buy it.
3. product/service management
4.They could let some people try it and see how they like it.
1. Wants and needs
2. they are using form utility and place utility because now you can get alot more ketchup from one ketchup packet and the container doesnt explode like the other ones do
3. marketing information management was a big factor of this because they used surveys to see what the customer wanted and product service management
4. A good way to test it would have probably using a little kid to open it and see if he spills it everywhere
1. Needs and wants
2. Form utility, changes the way the packet is made so it’s easier for customers to use.
Place Utility, made available to the public so they can use it.
3. Product and Service Management
4. Give it to a few people to try, and have the come back to tell you if it was useful or not.
1.Needs and Wants
2.Form Utility, they are changing the form of the ketchup packet to make it easier for consumers to use
Place Utility was used by puting the packets in fast food resturants were people are most likely to need them.
3.Product service management
4.They could have given it to real families to try in their everyday lives and asked for their feedback.
1. needs and wants
2. Heinz used form utility by taking the parts of ketchup packs that customers liked and disliked, and made one product that would be liked by all customers. Heinz also used place utility by distributing their product to select fast food places for use.
3. product service management would be responsible for designing the new package.
4. A good way to test the new product would have been to use the packet while eating in a car to test its usefulness.
1. This is an illustration of a company meeting a customer's wants and needs.
2. Heinz is meeting the time utility; how fast and easy it is to open a packet. It also is meeting the place utility by showing that it is at all fast food joints.
3. The people responsible for coming up with the idea for the package would be the Market Information management team.
4. They should have went to a fast food place and given it to some random people and let them use it and see how much they liked it.
1. Needs and wants
2.Heinz used form utility and economic utility.The company changed the way they packaged the ketchup which means that they changed the way they combined all the seperate materials to create the new package.Putting together the different types of plastcs and adhesive to create the package is form utility. Heinz also used economic utility because they met the needs and want of the customers which are the fast food franchises. The fast food franchises wanted a ketchup packet they would better meet the needs of their customers. Heinz made the new package and informed the fast food companies how it would be better for their customers.
3.Marketing information management would have gotten feedback from customers and then used that information and given it to the product and service management so that they could come up with a new idea to meet the needs and wants of the customers.
4.Another way that heinz could have tested the package would be to simply have test groups use them when they went to eat out and then taken their feedback to change the design. Only using the car as the single testing option would be biased because cars are not the only place that people eat their food.
1. Wants and needs
2. The original squeeze design and the new stand-alone dunking design.You can either tear off the top and use it the traditional way to squeeze or you can use the pull tab to open it and dip it without having to use an outside source.
3. Distribtution, Financing, Marketing-Information Management, Pricing, Product/Service Management, Promotion, and Selling.
4. They could ahve tested it by going on a picnic or taking the packets home. This would have doubled the feedback they had gotten and possibly have made a better product than the one they came out with.
1. Needs and Wants
2.Place- where they are selling the new packets.
Form- the new packets.
3. Product management
4. You could have normal people try the ketchup then vote on which way they like better.
1. Wants and Needs
2. Product utility, they changed the packet's shape, look, and size. Price utility they raised the price.
3. Financing, Pricing, Marketing Information Management, Pricing, Product/Service Management, and selling.
4. To give it to random people at random fast food restraunts and see what they think.
1.) THis articles is an illustration of a company meeting it customer's needs and wants.
2.)Heinz uses both a place utility and the time utility. These packets hold more ketchup so people won't have to get as many packets and they will be much more portable and less messy.
3.)Marketing information managment would be used because they have listened to their customers about messy packets and changed something.
4.)I think that a good way to test the product would have been to give it to employees of Heinz and let thier families test them and fill out some type of survey to tell the company what they thought.
1.) This article is an illustration of a company meeting customer's _____ and _____?
- Needs, wants
2.) Explain two types of utility that Heinz is adding to this product to meet customers needs. Justify your answer.
Form Utility- Heinz is taking all their ideas and parts and forming one product
Place utility- Heinz is allowing easier availability for fastfood restaurants like Wendys and Burger King and allowing easier availability for customers driving cars.
3. Which of the seven functions of marketing would have been responsible for developing the new package
-Marketing Information Management
4. What do you think would have been a good way to test the package?
- The best way to test the package is first try how it works in a restaurant and then test it while driving in a car.
1. This article is an illustration of a company meeting it customer's needs and wants.
2. Heinz is making a simpler ketchup packet easy to open,and suppling more ketchup for customers.
3. Products and Service Management is responsible for the new package.
4. A survey from customers and big foods chains on their opinions of the new ketchup packet.
1) This article is an illustration of a company meeting it customer's ________ and __________?
Needs and wants
2) Explain two types of utility that Heinz is adding to this product to meet customers needs. Justify your answer.
Form utility, because it makes the ketchup easier to use because they changed the packaging. And place utility, because the ketchup packets are always where you need them.
3) Which of the seven functions of marketing would have been responsible for developing the new package
Market- info management
4) What do you think would have been a good way to test the package?
Give it to people that would use it every day, and ask them for feed back
1. this is an illustration of a company meetin gits customers wants and needs.
2. Hein is showing place utility, with the new packet being sold at fast food stores and it being easier to use in different places, and time utility making the paked faster and easier to use.
3.Marketing/Information Management would be the thing responcible for developing the new packet because with all the customer feedback, comments and ideas with out it they would have kept the old packet.
4.A good way to test the package i think would have different people of different ages use the packet in different places, and see what they think about it and how it works.
1.This article is an illustration of company meeting it's customer's product/service management.
2. Time and Place utility because they put the ketchup packets in fast food reseraunts where they are convenient to buy.
3.The section titled product/service management would have handeled this project because they are in charge of customer satisfaction.
4.A good way to test the pacage is to see if it can be used in many different enviornments. (driving, talking on the phone, kids using it)
1. wants and needs
2. information and form
3. product/service management
4. at any food chains
1.wants and needs
2.economic and information because they're redesigning the product to make it more profitable
3.product/service management
4.I would have the product samples distributed to major food chains
1. This article is an illustration of a company meeting it customer's WANTS and NEEDS?
2. Form and Time utility. The form is different completly, it's a lot easier package and because it easier to use the time of use is decreased majorly.
3. Promotion, Product Service Management, Marketing Information Management, Selling, Distribution.
4. By isolating a select region of the country to test it and see how the people respond before releasing it to the whole country and world.
1. needs and wants
2. place and time utility because it is in the place a customer will be able to use and it is there when they need it.
3. Product becuase that is part of designing the package.
4. Have people try to use them in there car to see if any spills out.
1. Wants, and Needs
2. They are making a form utility and also place utility.
3. Product/service management
4. Going on a road trip with these packages and testing them out.
1. This article is an illustration of a company meeting its customers wants and needs.
2. Heinz is adding form utility because they changed the actual design to hold more katchup and they are adding information utility because the customer will be more willing to use the product once they know the new fetures.
3. Product/service management would have been responsible for developing the new package.
4. A good way to test the package would be to give it to a group of customers and have them use the new package and write a review.
1. Wants and needs
2. Form utility because Heinz makes the packages and puts the ketchup in them and time utility because people want to have them ready to use when their about to go somewhere or sitting down and eating
3. Product/Service Management
4. Put people in each seat of a car and give each of them a package of ketchup and ask if it was more convenient to them than the packets
1.needs and wants
2.They are using place utility and information utility to show the people what they might want or need.
3.The promotion is the function of marketing they used.
4.By seeing how long the product will last or taste.
1.needs and wants.
2. There having th product have two different ways to use the ketchup by having a tear part where you can squeeze the ketchup out and if you want to dip you food into the ketchup you pull the whole top off.
3.Product service managment.
4. A good way to test out the packet is to place them around in different fast food places and see if people enjoy using them better than the original packages.
1. Needs and wants
2. Heinz is improving the form utility of the product by combining the standard packet and the dipping container into one. This makes it easier for consumers to use the product and reduce the ammount of mess that they create in situations such as riding in a car.
Also Heinz is improving possesion utility of their product by providing much more ketchup for a smaller price with the redesigned package.
3. Product service mangagement
4. The best way for Heinz to test this package is to ride in vechicle and see if the ketchup spills while riding.
1. needs and wants
2. they added the option to peel it back and dip, and they put more katchup in to the packet.
3. product/service management
4. hand it out to customers and see how they like it.
1.wants and needs
2.The two types of product utiliy that heinz uses to meet customers needs are form like what they put the product in and place
3. Product service/managment, helps improve the product, by developing the new pakage
4.A good way to test the product is buy letting people try the product to see if they like it
1.wants and needs
2. time because you dont have to stop your car to open the packet now form because you can now either dip or squeeze the packet
3.product service management and marketing info management because they are changing their product and finding out what people want
4.opening the packet on a bumpy road or having the packet open on a bumpy road.
1.)needs and wants
2.)you can either peel it back for dipping or you can rip off the end for squeezing.
3.) product/service managment
4.)They could have let a lot of people test it and give them feedback
1. needs and wants
2. redesigned ketchup pack that you can use in a van or car with and it has more
3.target marketing
4. giving it to people and for them to start using them wile ther in a car and eating alot of fries
1. The Article is an illustration of a company meeting it customer's WANTS and NEEDS.
2.PLACE UTILITY by keeping it avabiable at most fast foods restraunts and now in stores so you purchase to have avaiable at any time. FORM utility by redesigning the package they made it more portable with more ketchup and eaiser to use.
3. PRODUCT/SERVICE MANAGEMENT because they redeisned the product and made it know to satisfy more customers.
4.A good way to test the package would be to out and ask people what they like and what they do not, then go into a car and test it to see what the real problems are and what some soultions could be. they have to test it to see what works for the right price.
1)Needs and wants
2)They added it to allow people to squeeze or dunk.
3)Product service management would be responsible for making the new ketchup packets. I think this because they tested the product and adjusted it to make it work over a couple years.
4)I think you could hand out the packets to people at fast food restuarants and after they finish eating get their opinion on it.
1 needs and wants
2 The two utilities that were added to the product were place and form because they changed the form of the packet and the places they could use it.
3 Product service management helped develop the product by collecting the information to meet the needs and wants of the consumers.
4 A better way to test the product may have been using real consumers to give them feed back
1.) Needs and wants
2.) Heinz added a way to squeeze the ketchup out or dunk something in the ketchup.
3.) Out of the 7 functions of marketing product service management would be responsible for developing the new package.
4. The best way to test a packet would be to go for a drive and
1. Needs and Wants
2.Form Utlitity by creating a different form of packet, and possesion by charging a little extra for the packet but putting more ketchup in it to serve for a whole meal
3.Product/Serving Managment
4.Have them put in resturaunts and tested by the people
1. Wants and needs
2.Form Utility because Heinz is changing the look of the product according to customers needs and wants.Time Utility because the customers want the ketchup to made where it will be conveniant for them to use it on the go.
3.Distribution
4.They should have tested the product by putting a small camera on the testing person's head and followed him wherever he goes and see if the product works or not while in different enviorments.
1) Wants and needs
2) Place Utility: Because they will be provided at multiple fast food restaurants, the new ketchup pack will be conveniently accessible. Time Utility: Fast food restaurants, the place these will most often be used, are open almost 24/7, this leads to the availability of the new pack almost anytime. Also, with their availability online, purchase of the pack can be done whenever.
3) Product/Service Management would have been responsible for the creation of the new packs.
4)To test the product, Heinz could have introduced the new idea to the same ranters on Facebook and other online sites that have been protesting the old ketchup packet. This way, the test subjects would have an interest in the study, and would be very willing to participate.
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