Research has shown that young people below the age of 15 do not use the familiar red ketchup as much as older individuals. In 2000, Heinz developed, blue-, purple- and green-coloured ketchup to capture this market. It is not really a new product-just an attempt to reach a new target market. Which type of strategy does this example illustrate?

Question

Quizplus · Accepted Answer

This example illustrates a market development strategy, where Heinz is trying to capture a new target market (young people below the age of 15) by offering the same product (ketchup) in different colors (blue, purple, and green) rather than changing the product itself or creating a completely new product.

Research Has Shown That Young People Below the Age of 15