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Summary QuestionH&H specializes in making tomato ketchup. It aims to have their ketchup on every t
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H&H specializes in making tomato ketchupQuestionH&H specializes in making tomato ketchup. It aims to have their ketchup on every table. During the 1800s, the use of tomato ketchup came to the attention of British consumers as a result of its popularity with American servicemen. H&H launched its ...

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  • October 6, 2024
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  • 2024/2025
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H&H specializes in making tomato ketchup. It aims to have their ketchup on

every table. During the 1800s, the use of tomato ketchup came to the attention

of British consumers as a result of its popularity with American servicemen.


H&H launched its tomato ketchup in 1995 in the UK and became the country's

most popular sauce. Today the UK market is more than 50 million and H&H has

a 50% share. You can search in many food cupboards in this country and you

will find a bottle of H&H ketchup. The main ingredients include tomatoes,

sweeteners, vinegar, salt, spices, flavorings, onion, and/or garlic. The types of

sweetener used are usually granulated cane sugar or beet sugar. The spices

commonly used to enhance the flavor of the tomatoes are allspice, cassia,

cinnamon, cayenne, cloves, pepper, ginger, mustard, and paprika. The white

vinegar, commonly known as 100-grain distilled, helps to preserve the ketchup.

H&H uses premixed or encapsulated spices, which are easier to use but more

expensive.


Whatever the form, spices must be of a high quality. Thicker consistencies

require a greater ratio of sugar and spices relative to the tomato juice. Due to its

, major success in the UK, H&H now wants to expand its operations and enter

different Asian markets.


H&H currently adopts a single global marketing strategy to promote their

products. However, the company believes that while consumers across the globe

share many similarities, they have their own unique set of values and culture.


H&H uses the business strategy of 'gain the lion's share of the market and the

profits will follow'. H&H is concentrating on four things. First, the ability to

produce in bulk using sophisticated technology; second, being able to use the

marketing strategy, best practices and lessons learnt from the UK market; third,

the ability to bargain when dealing with suppliers; and fourth the advantage of

producing a brand that has a global presence. H&H believes that if they have

51% of the market their next nearest rival can only gain 49%. By winning the

largest share of the market they are best placed to benefit from economies of

scale - the advantages of being big - enabling them to lower the unit cost of

producing items.


Entering new markets, especially markets like India, Pakistan, and Afghanistan,

can bring different challenges which translate into extensive research work. You

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