Can you please answer question number 1. Not needed but if you can answer all that would be great.

Marketing Lesson also produced Indonesia's top brand of sambal la hot chili sauce), kecap asin la salty say soul, ABC tomato ketchup, and fruit drink concentrates. Under PT Heinz ABC, the condiments and sauces are sold under their original nome, ABC Say sauce, the main product line in the company, is commonplace in Indonesian cuisine and appears in most local dishes In Indonesia, soy sauce is usually made with fermented soybeans and an assortment of various spices and sugar. More importantly, different Indonesian cities and towns have their own local recipes for soy souce. Hence, one of the biggest challenges in the soy souce industry is understanding local behavior. Here are the two key issues PT HEINZ ABC 1. Culture-Different regions of Indonesia have different lastes and preferences with regard to their Sauces, and local recipes for souces have been passed down for centuries ever since soy sauce was introduced to Indonesia by the Chinese Unlike Chinese soy sauce, which is thin and salty, Indonesian soy sauce is thick and can be salty, sweet, or a blend of the two 2. Social - Indonesians and to prefer sauces that originale in their own region. This may be a result of them having consumed local flavors for a prolonged period of time. This means that within one region, preferences will gravitate towards one predominant taste. For instance, Indonesians living closer to central Java prefer sweeter tastes than those living further away In 1869, Henry John Heinz founded H.J. Heinz Company to sel food sauces. Ils flagship product, Heinz Ketchup, has since evolved into one of the world's most valuable brands today, and its products also include Classico posta sauce and Lao & Perrins cooking sauce The company has expanded across 200 countries and has an extensive range that focuses on kekhup and soucos, frozen food, and infant nutrition In 2015, Heinz merged with Kralt to become Kralt Heinz, making it the third largest food and beverage company in North America. Prior to the merger, Heinz knew that growth in developed countries was slowing and to expand, it needed to venture more actively outside Westem countries. It sow the potential of Indonesia, on emerging market, and was eager to tap into it though the country was then just recovering from the Asion financial crisis Indonesia has a population of over 250 million, and with a population growth rate of 1.49 percent, Indonesia's population is expected to surpass that of the United States by 2043, making the world's most populous country after China and India. In 1999. Heinz announced it had made its first Investment in Indonesia by acquiring a majority slaka in a joint venture with the country's largest producer of souces and condiments, the ABC Group. The rest, as they say, is history The success of Heinz in Indonesia awed in part to its recognition that it is not possible to have one global product, it needed to assimilate into Indonesia's culture. To do this, Heinz hod to thoroughly understand the likes and dislikes of Indonesian consumers. The stralegy behind Heinz's global expansion programs is simple; it does so by buying a local company that has done well. All Heinz needed was to continue with the local compony's practices rather than reinvent the wheel And that's how PT Heinz ABC was born. The acquired company, ABC Group, was a large but low profile company was Indonesia's morket leader in kecap manis a thick, sweet say sauce consumed with virtually every meal as a condiment or ingredient). It PT Heinz ABC was successful in identifying the personal characteristics of Indonesians that played a key role in their food consumption. It studied their demographic and lifestyle characteristics. I understood that most Indonesians were not as wello-do as Westerners and did not have refrigerators to store huge bottles of soy sauce Adaplolion was thus necessary. Instead of the typical huge glass bottle Heinz Ketchup or ABC sauce is served in it adapted and repackaged them into lower-priced plastic boltles and in small, single use sachets to reach a wider market, including rural working class Indonesians. PT Heinz ABC conducted studies with Indonesian housewives to improve the formula of their soy sauce. When studies showed that their sauces were too salty, the recipe was tweaked to reduce the salt levels and increase the levels of other spices. These studies help PT Heinz ABC to keep in touch with the tastes and preferences of their consumers and ensure that they were always able to sonisty consumer needs PT Heinz ABC also took into account the geographic nature of Indonesia - spreading 5,120 kilometers from east to west and 1,760 kilometers from north to south, mountainous in terrain with a string of volcanoes, and, with 6,000 of the 17,SOB islands inhabitable. The distribution of food products across the country in a cost effective manner can be daunting. PT Heinz ABC took the initiative to use ABC's existing motorbike distribution Reet By keeping distribution costs low through such innovative distribution methods, PT Heinz ABC was able to meet the offordabilty needs of Indonesians. PT Heinz ABC has also been using social marketing It hosts a variety of cooking and recipe competitions, each involving their sauces. These include the ABC Culinary Academy, where chefs come up with new recipes involving ABC's products. ABC also has a video series on YouTube titled "Heinz ABC Culinary Challenge" in which guest chefs from various hotels and restaurants are invited to showcase their recipes using ABC products, This helps them to set up a group of opinion leaders to promote their sauces, which in turn encourages the audience following these competitions and videos to use their suces when cooking; by doing so, it helps them get used to the lasle of their sauce. However, the road to success is not always smooth sailing. The Indonesian soy sauce market consists of 15 major producers, each with a market share of at least 1 percent. This means that competition is stiff within this market. PT Heinz ABC foces strong competition from Unilever. As an Anak-Dutch food company former since 1933. Hence, it is a popular and well recognized company among Indonesians To battle PT Heinz ABC in the sauce market, Unilever bought Bongo, Indonesia's number two soy sauce maker, in 2001. This purchase started to make inroads into PT Heinz ABC's strong hold on the sauce market. At one point, ABC's sweet sauce market share shrank from 40 percent to 33 percent, while in that same period, Bango's market share tripled to 32 percent. A reason for this was that Indonesian housewives found ABC's souce too salty compared with Bango's Indonesian taste had shifted towards sauces that are more blended and not too salty or sweet In response to rising competition, PT Heinz ABC took on a more socialal approach with its annual ABC Care Kichen Program, which provides food to the needy. This helps with their brand image as a socially responsible company and at the same time helps to get their sauces out to a wider market through free samples. In 2014, PT Heinz ABC distribuled over 100,000 meals. Together with ils single use sachets that costa mare few cents, PT Heinz ABC was able to optly demonstrate how its products can be easily used when cooking without having to pay a hafty price tag. Through these initiatives, PT Heinz ABC grew its market share to 22.44 percent by 2014-almost twice They say The success of Heinz in Indonesia owed in part to its recognition that it is not possible to have one global product, a needed to assimilate into Indonesia's culture. To do this, Heinz had to thoroughly understand the likes and dislikes of Indonesian consumers. The stralegy behind Heinz's global expansion programs is simple; it does so by buying a local company that has done well. All Heinz needed was to continue with the local company's practices rather than reinvent the wheel And that's how PT Heinz ABC was born. The acquired company, ABC Group, wos a large but low- pratila company. It was Indonesia's market leader in kecap manis la thick, sweet soy sauce consumed with virtually every meal os a condiment or ingredient. It odopled and repackaged them into lower priced plastic bones and in smal, single-use sachets to reach a wider market, including rural working class Indonesians. PT Heinz ABC conducted studies with Indonesian housewives to improve the formula of their soy sauce. When studies showed that their souces were too salty, the recipe was tweaked to reduce the soll levels and increase the levels of other spices. These studies help PT Heinz ABC to keep in touch with the tastes and preferences of their consumers and ensure that they were always able to solisty consumer needs. PT Heinz ABC also look into account the geographic nature of Indonesia - spreading 5.120 kilometers from east to west and 1,760 kilomelers from north to south, mountainaus in terroin with a string of volcances, and, with 6,000 of the 17.508 islands inhabitable. The distribution of food products across the country in a cost. effective manner can be counting, PT Heinz ABC took the initiative to use ABC's existing motorbike distribution fleet By keeping distribution costs low through such innovative distribution methods, PT Heinz ABC was able to meet the affordability needs of Indonesians PT Heinz ABC has also been using social marketing It hosts a variety of cooking and recipe competitions, each involving their souces. These include the ABC Culinary Academy, where chels come up with new recipes involving ABC's products ABC also has a video series on YouTube led "Heinz ABC Culinary Challenge" in which guestchefs from various hotels and restaurants are invited to showcase their recipes using ABC products. This helps them to set up a group of opinion leaders to pramole their sauces, which in turn encourages the audience following these competitions and videos to use their saucas when cooking; by doing so, it helps them get used to the taste of their sovce However, the road to success is not always smooth sailing. The Indonesian soy sauce market consists of 15 major producers, each with a market share of at least percent This means that competition is stiff within this market. PT Heinz ABC faces strong competition from Unilever. As an Anglo-Dutch food company in a former Dulch colony, Unilever Indonesia has been in the country since 1933. Hence, it is a popular and well recognized company among Indonesians. To bottle PT Heinz ABC in the sauce market, Unilever bought Bongo, Indonesia's number two soy sauce maker, in 2001. This purchase started to make inroads into PT Heinz ABC's strong hold on the sauce market. At one point, ABC's sweel sauce market share shrank from 40 percent to 33 percent, while in that same period, Bango's market share tripled to 32 percent. A reason for this was that indonesian housewives found ABC'S SCUB too salty compared with Banga's. Indonesian taste had shifted towards souces that are more blended and not too salty or sweet In response to rising competition, PT Heinz ABC took on a more societal approach with its annual ABC Care Kitchen Program, which provides food to the needy. This helps with their brand image as a socially responsible company and at the same time helps to get their souces out to a wider market through free samples. In 2014, PT Heinz ABC distributed over 100,000 meals. Together with its single use suchets that cost a mere few cents, PT Heinz ABC was able to aptly demonstrate how its products can be easily used when cooking without having to pay o hefty price tog Through these initiatives. PT Heinz ABC grew ils market share to 22.44 percent by 2014-almost twice cas much of ils nearest competitor Masoko, which has a 1203 percent market share. Questions 1. What market segmentation strategies do you think FT Heinz ABC should adopt in Indonesia 2. What is PT Heinz ABC's positioning in Indonesia 3. Do you think it is likely that PT Heinz ABC would cannibalize the various versions of its soy sauce? Do you think it should have introduced these versions? 4. How do you think ils social marketing helps in reinforcing its positioning Sources: How Hotel Seiceg Lo Schiebordberg de 27 Agt 2009 crord Borud Have Enjoy with don AC Grup bay 90 deres become Sewing Karhup. Avews 10 Mg 2007 Wells Veste Bionas Fortes Deober 2014 Car Gleie and H. David Fernsey Gobo Noong Evomon September 2015 www.cnn.com/hatron windonesia./eport Steven Grov, "hdonesia, afir or Soy Sauce Crown or Sreerumal 20 Apr 2007 Hier Correu Epal x, www.ljom CEO Heategeling Water Power 2011 Sidang Ting Verged Cone 15/2015 www.obes.com ABC Cory Osclorga www.ovi.com/channel/UC4200rhus Zepw/vido "Sauces Dresings and Conditions Eurony www schoot.com, 10 March 2015: Decimo Soice when he jo fos Bobory 2011, A5 ABC Dopie bu,wwwcbc.co.id Fulla has a fairly extensive wardrobe with a modest outdoor fashion sense. She can be dressed in a black abaya with a matching headscarf. She also has a tiny pink prayer rug Girls who want to dress like their dolls Martina