Today's practice marketing question is how to wrestle away Heinz's 70% U.S. share of the ketckup market?
There are two ways by which Heinz can be "knocked out" of first place.
The first way is to convince Heinz itself to disappoint its current customers. This would require such actions as product degradation, a failure to remain contemporary, a damaging pricing policy or making buying Heinz ketchup a difficult or unpleasant experience. It is unlikely Heinz has any such plans or could be persuaded to prepare them. But don't laugh at the possibility of this happening until you examine the U.S. automobile industry.
The second way is to create a story about a different product that causes current Heinz customers to switch. The second way is more appealing because it is something you can do immediately and is beyond the control of Heinz.
The product would have to be worthy and one that lived up to customer expectations - that's the easy part.
Creating the story that gets attention and proves itself deserving of that attention - that's the challenge.
Here's a suggestion or two.
Focus on folks that enjoy being trend setters. Introduce a condiment whose story conveys, "I am not ordinary tomato sauce with spices, I am piquant!" In fact lets make Piquant the name. This story implies, "putting tomato sauce on stylish, in vogue, chic food is like driving your BMW wearing mittens."
Begin in very selective groups and in geographically separated areas.
Give it away - but in measured quantities. Remember this product is for a sophisticated audience.
Apply your advertising budget to your introduction program - and fund it adequately! Stay away from public relations and advertising people. At this point you aren't newsworthy so PR won't work and all the advertising you need at this point is coming from the story Piquant users tell each other.
Assuming that Piquant is accepted, move on to additional selected groups and let nature and sound marketing take its course. Be patient! If your story proves it deserves the attention it is getting demand will follow. You won't have to spend a dime on advertising and media journalists will call be calling to discover how you did it.