MKT 201 Buyer Behavior Chapter 2 Supplementary Examples

MKT 201 – Buyer Behavior Chapter 2 Supplementary Examples 1

Heinz Ketchup 2

Heinz Ketchup Gets Funky With New Purple EZ Squirt "The tremendous success of Heinz EZ Squirt Blastin' Green showed us that kids love decorating their food with colors that are bright, wild, even a little. . . funky, " said Casey Keller, Managing Director for Ketchup, Condiments and Sauces at Heinz North America. "Literally thousands of people called, wrote or e-mailed us demanding a new Heinz EZ Squirt color, and the vast majority of kids asked for purple. " 3

Heinz Ketchup Gets Funky With New Purple EZ Squirt • The Heinz EZ Squirt color team turned to the experts for help -- kids. After all, children are the No. 1 consumers of ketchup, devouring more than half of all ketchup in the United States -- roughly 5 billion ounces annually. Kids and the Heinz EZ Squirt color team developed new prototypes that would give kids a bold new color they can use to personalize everything from hot dogs and french fries to macaroni and cheese. • "Boys and girls alike love the cool purple color, " said Brian Hansberry, Vice President of Marketing for Ketchup, Condiments and Sauces at Heinz North America. "Just look at kids' entertainment, and you'll find everything from purple computers to Harry Potter purple lightning bolts. Purple is a bold, fun color that brings a hint of mystery and magic to kids' condiment creations. " 4

Heinz Ketchup Gets Funky With New Purple EZ Squirt • Funky Purple Makes Meals More Fun "Purple is one of the hottest colors for kids right now. In an era when kids can't get enough monsters and wizards, the bold, powerful color purple has reached new heights of popularity. It's consistently a kid favorite, " said Jay de Sibour, President of the Color Marketing Group, a not-for-profit international association of 1, 700 color designers involved in the use of colors as they apply to marketing of goods and services. • "Purple is a color with attitude that appeals to kids of all ages and is equally liked by both boys and girls. " 5

Heinz Ketchup Gets Funky With New Purple EZ Squirt • Nearly a year ago, Heinz EZ Squirt Blastin' Green captured the imagination of consumers -- kids and grownups alike. More than 10 million bottles were sold in the first seven months, with Heinz factories working 24 hours a day, seven days a week to keep up with demand. • Desperate consumers eager to get their hands on Heinz EZ Squirt Blastin' Green tried everything from impersonating Heinz executives' relatives to bidding for bottles posted on e. Bay. The product launch made headlines around the world, even though its distribution is only now expanding outside the U. S. 6

Heinz EZ Squirt Blastin’ Green 7

Sensory Thresholds Many studies have shown that our sensory detection abilities decline as we grow older • Discuss the implications of the absolute threshold for marketers attempting to appeal to the elderly. 8

Sensory Thresholds - Print advertisement aimed at an older audience could use larger type; - Radio & television ads would decrease the pace of information presented and slightly increase the volume to allow older recipients to more fully process the information; - Retail stores and restaurants could increase lighting 9

Subliminal Messages in Ads http: //www. metacafe. com/watch/yt. Yv 1 Bi. Rk. Z_Tg/creepy_subliminal_messages/ What is your opinion on subliminal message? - I have heard that movie theatres would put pics of popcorn and soda that would appear for a few seconds during movie previews. And many people would get up and buy more stuff. - I think subliminal messaging is a bad way to make money. George Bush used subliminal messaging in his campaign. The Exorcist uses subliminal messaging to scare you. In the end its just a really bad idea to scare, arouse, or get them mad just to make money. - In fact, subliminal advertising has never been proven to do much of anything (although it's fun to look for dirty pictures in ads using ice cubes!). 10