Thick, dark red, twisting and turning... it comes out of a bottle... adds a yummy taste to your food... contains tomatoes, sugar and vinegar... also known as catsup.... yes, we are talking about Tomato Ketchup .

Umami - The new taste
For a long time it was believed that there are four defined, basic tastes in the human palate: bitter, salty, sour and sweet. In 1908 Professor Kikunae Ikeda of the Tokyo Imperial University identified Umami taste. In Japanese, “Umami” means “deliciousness” and “savory.” Similar to salt and sugar, this taste rouses taste receptors on the tongue. Tomato Ketchup made from ripe tomatoes is said to appeal to Umami taste sense.
"A world devoid of tomato soup, tomato sauce, tomato ketchup and tomato paste is hard to visualize. Could the tin and processed food industries have got where they have without the benefit of the tomato compounds which colour, flavour, thicken and conceal so many deficiencies? How did the Italians eat spaghetti before the advent of the tomato? Was there such a thing as tomato-less Neapolitan pizza?” - Elizabeth David (1913-1992)
Selling Tomato Ketchup
In 1876, when John Heinz decided to sell tomato ketchup he presented it to the world as simple and good ketchup. Heinz followed a policy of “to do a common thing uncommonly well brings success". After few years, Heinz realised that making good quality product is not enough. Communicationg the product features to the end consumers is also important. To do so they started advertising campaigns. Almost all ketchup advertisements had red colour in them. Red. The colour of passion. The more the redness, the better is the depiction of the quality of the product.
In our daily lives we come across a lot of products like tomato ketchup which are available in many brands. But as a consumer do we really find a difference in their utility? Not much i guess. Its only the perception map that the user has in his or her mind that sells such a product. These perception maps are created by the branding and advertising exercise being carried out by the companies.
This is what makes the task of a marketeer so difficult. The image of the product and the price rule the market. Since there are a lot of local players in this segment, big fishes need to focus a lot on their brand image. Let us take the case of Heinz Ketchup again. All the advertisements try to depict that its thicker than other ketchups available in the market. Though if we check that may not actually be the case. Its just a image that heinz wants to project.
| Let us try to recollect one of the Maggi Tomato ketchup advertisements that had been shown in India. The tag line has always been "MAGGI HOT AND SWEET TOMATO CHILLY SAUCE: It’s Different" . It was a series of advertisements featuring Pankaj Kapoor and Javed Jaffrey. The whole series was based on making the consumer believe that this ketchup was really different from the others. Javed: "Saara shehar mujhe LOIN ke naam se janta hai, aur tum yeh kambakht tamaatar ka saas!!! Pankaj interrups Javed. Pankaj: Saaas nahin BOSS! Yeh hai Maggi Hot and Sweet Tomato Chilli sauce hai, It’s Different!!! |
New ways to build image
Nowadays companies are trying to make consumers think hard about their product. Heinz has iniaitied a few campaigns in this regard. One such sampaign is "Say Something Ketchuppy" contest. The contest was a huge success and has been launched again. The promotional material reads: Sometimes our label gets tired of saying "Tomato Ketchup" all of the time. Heinz is asking people for ideas to label their tomato ketchup. Do check the link http://www.topthistv.com
So no matter what the advertisements say, just remember: A ketchup is a ketchup is a ketchup !!!






