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Heinz Ketchup: Pricing the Product Line (SPANISH)
Wilcox, Ronald T.; Goldberg, Rebecca
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Heinz Ketchup: Pricing the Product Line (SPANISH)
Wilcox, Ronald T.; Goldberg, Rebecca Case M-0954 / Published June 14, 2016 / 13 pages. Collection: Darden School of Business
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Product Overview

This is a Spanish translation of the June 27, 2011 version of UVA-M-0777. 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.



Learning Objectives

Students consider how a large brand must (1) manage distribution channels, (2) think about profits, and (3) apply customer-level profitability metrics to traditional CPG marketing.


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  • Overview

    This is a Spanish translation of the June 27, 2011 version of UVA-M-0777. 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.

  • Learning Objectives

    Learning Objectives

    Students consider how a large brand must (1) manage distribution channels, (2) think about profits, and (3) apply customer-level profitability metrics to traditional CPG marketing.

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