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Innovation strategy: Heinz

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Describe and evaluate an organization's innovation strategy- for instance, the colored ketchup produced by Heinz. Analyze different factors that contributed to the strategy's success and factors that limited its longevity. Suggest steps that Heinz could have taken in order to ensure that this product would be profitable over a longer period of time. Use publicly available information, including Securities and Exchanges Commission filings.

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Solution Summary

This solution discusses the innovation strategy of Heinz to produce colored ketchup, including an analysis of successes the company achieved with this strategy and factors that adversely impacted the strategy's success.

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The colored ketchup named 'EZ Squirt' and introduced by Heinz was a great example of innovation as company tried to differentiate its offering by adding a completely new dimension or characteristic to ketchup. The company introduced green colored ketchup to attract kids and timed the launch with the Shrek movie as the "green color" used in the movie was received well among kids. The ...

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Sandeep Bardia, MBA
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  • BCom, SGTB Khalsa College, University of Delhi
  • MBA, Rochester Institute of Technology
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