Heterogeneous Features of the Frozen Food Market in China : A Case Study of Heinz Guided by Integrated Marketing Philosophy

Abstract: Guided by integrated marketing theory, the foundation of integrated marketing is the understanding of market and customers. The first step is the utilization of marketing tools. This study analyzed the sales data from 2009 to 2011 and focused on the salience of four main marketing tools used by Heinz. Primary information and data come from inside of the company. Our analysis has shown Heinz’s profit structure, regional characteristics of the Chinese market, and the effectiveness of promotional activities. The main finding of this study is that regional factors significantly influence the company’s marketing strategy in the Chinese business environment. Also, cultural divergences do have an impact on the company’s business operations. The limitation of our study is that this data set spanning three years cannot represent the situation in the long run or holistically.