case study : Heinz

1. Nur Suhaili Ramli
University of York, UK

2.  Heinz was founded by Henry John Heinz in 1869 in
Sharpsburg, Pennsylvania.
 The founder was child of immigrants of German descent.
 The company was bankrupted in 1875 but founded another
company on the following year.
 The company continue to grow in 1888.
 First product was tomato ketchup.
 Existing brand for three centuries, 19th Century, 20th
Century, and 21st Century
 Brands that survive during important world events e.g.
Long Depression, World War, Industrial Revolution, etc.

3. Heinz advertisement in the 19th century

4. Henry John Heinz and L. Clarence Noble launch Heinz & Noble; Mr. Heinz serves as CEO.
Their first product is horseradish. Mr. Heinz (H.J. Heinz Co.)

5. Introduces the first commercial-grade ketchup in U.S.

6. H.J. Heinz Company is incorporated in Pennsylvania. Capping and packaging in the
Heinz factory around 1901. (Fotosearch/Getty Images)

7. Howard Heinz, the founder’s son, adds ready-to-eat soups and baby foods during
the Depression.

8. Jack Heinz II, founder’s grandson, takes company public on New York Stock Exchange.
Heinz's Pittsburgh plant in 1937. (Associated Press)

9. Buys tuna producer StarKist Foods.

10. Buys frozen-potato company Ore-Idea Foods.

11. First non-family member named CEO.

12. Heinz introduces the first individual foil ketchup packet. Heinz ketchup packets at a fast-f
restaurant in Omaha, Neb., 2006. (Nati Harnik/Associated Press)

13. Annual sales reach $1 billion.

14. Buys Weight Watchers.

15. Anthony O’Reilly is named CEO and pushes global growth.

16. Heinz introduces the first squeezable plastic bottle for ketchup.

17. Current CEO William Johnson takes over for O’Reilly, as the company’s sixth CEO.

18. Sells Weight Watchers classroom business but keeps the frozen-food line.

19. Brief merger talks with Bestfoods go nowhere.

20. Sells its tuna, pet food and baby-food businesses to Del Monte, reducing revenue by 20%

21. After a six-month proxy battle, investor Nelson Peltz wins two seats on Heinz’s board.
The former Heinz factory -- now loft apartments -- in Pittsburgh's North Side in
February 2013. (Jason Cohn/Reuters)

22. Heinz agrees to $28 billion takeover by Berkshire Hathaway and 3G Capital.

23.  The Wall Street Journal
 Heinz
 http://online.wsj.com/article/SB10001424127887324162
304578304400698917858.html