Will the gambles pay off for Heinz?

Article Abstract:

Anthony J.F. O'Reilly, head of HJ Heinz Co, has changed the marketing strategy of the food company. He favors trade promotion over advertising, which he cut by 42% in 1991. O'Reilly is also giving marketing attention to Weight Watchers, the company's only brand positioned to grow. The company will support the brand by blitzing weight-loss centers with coupons. Further, the company will promote Weight Watchers' Personal Cuisine, which is distributed by company-owned weight-loss centers.

Canned fruits and vegetables, H.J. Heinz Co., O'Reilly, Anthony J.F.

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Kraft General Foods moves to mend its floundering marriage

Article Abstract:

Kraft General Foods Inc (KGF) experienced serious marketing problems in 1991. Sales of some of Kraft's core products, such as cheese, were in decline, and KGF had only an anemic 1% growth in North American revenues. CEO Michael Mills, of KGF's corporate parent Philip Morris Companies Inc, said he plans to lower prices, examine advertising and promotion expenses, and sharpen the image of particular brands. Kraft has had marketing success with its Kraft Free and Lunchables products.

Food industry, Cover Story, Miles, Michael A.

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Kraft puts brand building to the test

Article Abstract:

Kraft General Foods Inc has launched advertising to increase sales of its brand-name merchandise. Kraft is attempting to regain customers that it has lost because of comparison shopping and increased health consciousness. Oscar Mayer, one of Kraft's struggling brands, has undertaken a new advertising campaign. The campaign will attempt to build brand loyalty and let customers know that Oscar Mayer's product line has something for the diverse tastes and needs of each person.

Advertising, Brand name products, Brand names, Oscar Mayer and Company Inc.

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