The Heinz Ketchup Case Study
JUNE 2, 2013
My midterm exam in Marketing Management at Harvard B-School was the Heinz Ketchup Case. The case included the demographics of buyers, the geographic spread of the market, and all manner of information about packaging options. The case asked the classic question, “What would you do?” The brand managers and UI designers at Google, Yahoo, Facebook, and other consumer web services need to learn this lesson.