Heinz Ketchup: Pricing the Product Line
Publication date: 6 July 2009
Abstract
An iconic American brand must determine how to maximize net profit by increasing the sales of its highest-margin items in the face of constant retailer pushback including reduced shelf space and promotional support of those same products. This case is suitable for required MBA marketing courses as well as pricing and brand management electives at both the undergraduate and MBA levels. The analytics of the case assume that students can calculate both dollar and percentage margins.
Citation
Goldberg, R. and Wilcox, R. (2009), "Heinz Ketchup: Pricing the Product Line", . https://doi.org/10.1108/case.darden.2021.000004
Publisher
:University of Virginia Darden School Foundation
Copyright © 2009 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved.