1. THE STORY OF A GROUP OF STUDENTS
CREATING A CONCEPT FOR THE
BRAZILIAN MARKET
FROM
Final presentation Research and Metrics
Group 2

2. Content
Setting the scene: from desk findings to hypothesis
Explaining the concept board
Interpretation of the consumers feedback
Our final concept board
Take aways and key learnings
GROUP
2

3. Setting the scene: from desk findings to hypothesis
Once upon a time we were sitting at a desk …
GROUP
2

4. Setting the scene: …research pointed out that…
ü Brazil is pro-western
ü Brazilians demand Brazilian flavors and lifestyles
ü Brazilians want to be healthy and sexy
ü Brazilians are family oriented and optimistic
ü Brazil has a young and wealthy emerging C-class
GROUP
2

5. Setting the scene: from desk findings to hypothesis
… but we want more insights in the Brazilian market …
… so we asked Elizangela Ce
Marketing Director at Projepar.
(Sao Jose Dos Pinhais, Parana, Brazil)
GROUP
2

6. Setting the scene: from desk findings to hypothesis
1. When you go to a shop, what are the three most important
decision criteria to buy a product or brand?
“Others don’t have it, so I want it. The attendant is very kind.
The price is good.”
2. Describe your daily lifestyle in five keywords.
“Routine, hobbies, health, family and friends.”
3. If you had the same product made by a local or global brand,
which product would you choose and why?
“I prefer a global brand because it’s usually better. I like Brazilian
brands as well. But when you compare, I like the products abroad
much better. There is abroad also more choice and variety .”
GROUP
2

7. Setting the scene: … our hypothesis…
‘Global Brands that want to be
successful in Brazil have to
target the huge, emerging
class C by a brand idea based
on Brazilian flavors & lifestyle’
GROUP
2

8. The concept board
… based on our insights …
“Heinz’s Laje Light”
The Ketchup that parties slimmer.
A GLOBAL BRAND
A BRAZILIAN LIFESTYLE
A BRAZILIAN FLAVOUR
GROUP
2

9. Explaining the concept board
… we were pretty sure Heinz Ketchup Laje Light was a good concept …
GROUP
2

10. Explaining the concept board
… because our proposition was:
• real Brazilian jalapeño peppers
• between low cost and premium ketchups
GROUP
2

11. Explaining the concept board
… but we had also other reasons to believe in our concept:
• the peppers speed the metabolism and burns calories.
• it is a ketchup without added sugars.
• global brand with a local twist:
Laje refers to a barbecue on the roof in the favela’s.
GROUP
2

12. Explaining the concept board
…. Therefore our headline was:
The ketchup should inspire the social urbans
to stay slim, without stopping their busy party lifestyle.
GROUP
2

13. Interpretation of the consumers feedback
… online flight to Brazil and discussion about Heinz
Ketchup Laje Light with real Brazilian consumers …
GROUP
2

14. Interpretation of the consumers feedback
… we wanted to know three things of the Brazilian consumers…
…
……………………………………………………………………………….
1. What do brands in your country do to convince and attract
consumers who prefer a healthy lifestyle?
………………………………………………………………………………….
2. If you buy ketchup, what are the three most important decision
criteria to choose for a specific brand?
………………………………………………………………………………….
3. What would you change on our Heinz Ketchup Laje Light to
make it better for Brazilian people?
………………………………………………………………………………….
GROUP
2

15. Interpretation of the consumers feedback
… thanks to this questions, new insights were gathered …
“Now add the ketchup, to taste a
spice popular in Brazil, oh yes”
“Heinz is top” William
Samira “Today we find many options for
light products”
Guilherme
“Yes, much improvement.
Heinz with a different flavor ...” “[I am] not thinking about losing weight,
Raphael but the taste for the pleasure
it gives accompanied by a heaping
of potatoes frits and snacks”
Carlos
“Do not buy it because it is light”
Mark
“I do not think [it is] nice to focus on losing
“Heinz has quality in
weight, you should focus on flavor, [it] ends
product and packaging”
up being misleading” Mark
Samira
GROUP
2

16. Interpretation of the consumers feedback
… in general …
ü Heinz is seen as a global brand
ü It is perceived as a qualityful brand because of the taste & the package
ü Brazilian taste (jalapeño) of our Heinz Ketchup Laje Light was evaluated
very positive
ü Light is seen as misleading because ketchup is associated with
unhealthy food
GROUP
2

17. Final concept board
… so we start thinking again …
and integrated the consumers feedback
into a new concept
GROUP
2

18. Final concept board
… based on the consumers feedback…
“Heinz’s Laje” PROPOSITION
Spicy Ketchup. Tasteful Laje. Ketchup with traditional Brazilian
jalapeño peppers
Same quality, different taste
REASONS TO
A GLOBAL BRAND BELIEVE
It is a global brand. The name refers
A BRAZILIAN LIFESTYLE
to a typical Brazilian barbecue party
on a roof, among friends and family
A BRAZILIAN FLAVOUR HEADLINE
Spicy ketchup for a tasteful Laje.
GROUP
2

19. Conclusion
… so what did we do? …
We integrated the feedback into a new concept: “Heinz Laje”
Spicy ketchup. Tasteful Laje.
Next step : lets travel online and ask Brazilians
Our first concept was… “Heinz Ketchup Laje Light”
The Ketchup that parties slimmer.
.
Let’s get started…desk Research
about Brazil.
GROUP
2

20. Take aways and key learnings
.. And what did we learn …
1
Research as much you can.
2
Be real. 3
Be local.
4
Be authentic. 5
Listen to
and engage
with the
consumer.
Be Heinz.
GROUP
2

21. and last but not least…
GROUP
2