H&H specializes in making tomato ketchupQuestionH&H specializes in making tomato ketchup. It aims to have their ketchup on every table. During the 1800s, the use of tomato ketchup came to the attention of British consumers as a result of its popularity with American servicemen. H&H launched its ...
H&H specializes in making tomato ketchup. It aims to have their ketchup on
every table. During the 1800s, the use of tomato ketchup came to the attention
of British consumers as a result of its popularity with American servicemen.
H&H launched its tomato ketchup in 1995 in the UK and became the country's
most popular sauce. Today the UK market is more than 50 million and H&H has
a 50% share. You can search in many food cupboards in this country and you
will find a bottle of H&H ketchup. The main ingredients include tomatoes,
sweeteners, vinegar, salt, spices, flavorings, onion, and/or garlic. The types of
sweetener used are usually granulated cane sugar or beet sugar. The spices
commonly used to enhance the flavor of the tomatoes are allspice, cassia,
cinnamon, cayenne, cloves, pepper, ginger, mustard, and paprika. The white
vinegar, commonly known as 100-grain distilled, helps to preserve the ketchup.
H&H uses premixed or encapsulated spices, which are easier to use but more
expensive.
Whatever the form, spices must be of a high quality. Thicker consistencies
require a greater ratio of sugar and spices relative to the tomato juice. Due to its
, major success in the UK, H&H now wants to expand its operations and enter
different Asian markets.
H&H currently adopts a single global marketing strategy to promote their
products. However, the company believes that while consumers across the globe
share many similarities, they have their own unique set of values and culture.
H&H uses the business strategy of 'gain the lion's share of the market and the
profits will follow'. H&H is concentrating on four things. First, the ability to
produce in bulk using sophisticated technology; second, being able to use the
marketing strategy, best practices and lessons learnt from the UK market; third,
the ability to bargain when dealing with suppliers; and fourth the advantage of
producing a brand that has a global presence. H&H believes that if they have
51% of the market their next nearest rival can only gain 49%. By winning the
largest share of the market they are best placed to benefit from economies of
scale - the advantages of being big - enabling them to lower the unit cost of
producing items.
Entering new markets, especially markets like India, Pakistan, and Afghanistan,
can bring different challenges which translate into extensive research work. You
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