Publications
Publications
- September 1985 (Revised September 1987)
- HBS Case Collection
H.J. Heinz Co.: Plastic Bottle Ketchup (A)
By: John A. Quelch
Abstract
The Heinz Ketchup product manager must decide whether or not to launch a new plastic bottle and, if so, what marketing program and support to place behind it.
Keywords
Citation
Quelch, John A. "H.J. Heinz Co.: Plastic Bottle Ketchup (A)." Harvard Business School Case 586-035, September 1985. (Revised September 1987.)