Heinz's Marketing Initiatives Boost its Sales

Date: 12-3-2007

Owing to a 23% increase in consumer marketing spending, H. J. Heinz Company's sales shot up by 13% in the second quarter ended Oct. 31 to $2.52 billion, from $2.23 billion at the same time last year. The Pittsburgh-based ketchup maker introduced 200 new products last year and marketed its top 15 brands, which contributed nearly 80% to its sales. The company focused its portfolio on several key areas, such as infant nutrition, meals and snacks, and ketchup and sauces. Heinz's advertising department spent $20 million in 2006 and $25 million from January to September in 2007.

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