Samenvatting

Based on a survey of 162 respondents, interviews with H.J. Heinz employees and a literature review, this thesis aims to answer the question:
‘How should H.J. Heinz translate the Dutch consumer preferences in their Heinz Tomato Ketchup product format rationalization?’
Following a reorganization and a zero-based budgeting strategy, H.J. Heinz is planning to cut its costs by rationalizing the number of SKUs (Stock Keeping Units) across Europe. In this case, the Dutch product format portfolio is being examined. Although advised within the literature, H.J. Heinz does not take the consumer opinion into account when making decision regarding the Dutch HTK product format portfolio. The decision regarding delisting is based on hurdle rates including profits, volume and rotation of a product. However, risks of a sku-rat include losing customers, changing brand perception, losing shelf space and high write-offs. Especially these first two are key subjects of this research.