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Assignment:
Why doesn't segmentation work in the ketchup market?
Example from others: First of all, the sauce of spaghetti can be segmented because it divides the sauce into three flavors according to most people's preferences: original, spicy and extra thick. However, ketchup is different. The ketchup market is dominated by Heinz ketchup and it is growing its market share every year. Heinz Ketchup's flavors include both sweet, sour, bitter, umami and salty. The Sensory Analysis Center, operated by Kansas State University, also said that Heinz ketchup is high in amplitude, with all its constituent elements converging into a single gestalt, which is a perfect ratio so people don't need variety of flavors to meet their needs.
On the other hand, World's Best Ketchup adjusted its ratios to a higher solid to liquid ratio and chose maple syrup to provide a special sweetness. The Sensory Analysis Center also stated that this ketchup has an unbalanced variety of flavors and is more of a sauce than a seasoning.
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