Tomato Ketchup Spring 2014

Christopher WahrmanDr. Stassen MKTG 4443Tomato Ketchup Spring 2014About the CategoryTomato Ketchup can be found in nearly every household in America. It is a staple in the condiment universe and known by many as the quintessential topping for hotdogs, hamburgers and french fries. It is because of this widespread popularity and notoriety as one of the most most popular condiments that I have chosen to analyze it for this audit. While regular tomato ketchup still dominates the category, I have found that specialty ketchups have begun penetrating the market and creating unique competition.

Product SnapshotTomato KetchupTOTAL CATSUP (COND/GRAV/SAUC) OZ. Total Consumption BehaviorScape FrameworkLifeStyleBehaviorStageCosmopolitan CentersAffluent Suburban SpreadsComfortable CountryStruggling Urban CoresModest Working TownsPlain Rural LivingTotalStart-Up FamiliesHHs with Young Children Only < 69194135105123135115Small Scale FamiliesSmall HHs with Older Children 6+11892118112116143117Younger Bustling FamiliesLarge HHs with Children (6+), HOH