National Ketchup Brand Strategy

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LIFE CYCLE & BRAND STRATEGY: National Ketchup it at the Growth stage of its life cycle. That is because it holds a 51% share in the market and its market penetration is 70%. Since the introduction of pouches the sales have grown as now those people who could not afford bottles can now buy the lower priced pouches. This clearly show that there is room for further development and market penetration. There is a promise of more market expansion as well. The advertising has shifted from 100% pure tomatoes to “ketchup zaroori”. The brand strategy now is to improve product, promotion and distribution efforts. Product: product extension should be offered and better quality Price: It should be lowered slightly to appeal to consumers Distribution: Intensive…show more content…
As National was the market leader, the onus was on National to start advertising and the commercial ‘National Ketchup zaroori’ started. We can enjoy Ketchup with a lot of food as it is shown in the TV commercial: Samosas, burgers, pasta, pizza, nuggets, fried chicken, French fries, paratha rolls and sandwiches. For all the fast foods and snacks, National Ketchup is an important part and the tag line ‘National Ketchup zaroori’ communicated this. The intention exactly was to show ketchup’s use in everyday life. National Ketchup is ‘the real tomato experience’ because of 100% fresh and real tomatoes. It is a perfect combination of sweet and tart that turns the traditional snacks into healthy and delicious meals. Main competitors of National Ketchup are Shangrila, Shezan, Knorr and Mitchells. Shangrila Ketchup is leading in Faisalabad and Knorr is mainly used in restaurants. National is going to introduce Ketchup sachets for restaurants in the near future and also has now focused on making regular use of Ketchup instead of just Ramadan. Their differentiation point is that they are focusing on the same recipe and not altering it, that is, giving the consumers the same tangy flavor. PECEPTUAL…show more content…
The main focus is on the major cities and towns consisting of urban & semi urban areas. Rural areas were not targeted before as many villagers did not even know the exact use of ketchup in daily life: lack of awareness being the main issue. There is little difference between the taste for ketchup or its demand in the northern and southern region; unlike the case with the national recipe masalas and mixes where the northern region prefers Nationals milder spices whereas the southern region is dominated by Shans’ stronger

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