SINGAPORE: H J Heinz has made Singapore its regional marketing
headquarters and bolstered its presence in the market with its
acquisition of Sinsin Food Industries, a local sauce company.
The American food giant wanted to better co-ordinate its efforts through
the region and chose Singapore because it has a highly skilled work
force, efficient transportation and government bureaucracy, according to
John Johnson, Heinz South-east Asian area director.
Sinsin's brand equity is believed to have played a key role as Heinz is
looking to expand beyond ketchup and into Asian sauces.
An Asia Market Intelligence (AMI) survey placed Sinsin as one of
Singapore's top brands.
Sinsin - previously owned by the Tan family - makes chili, soy and
oyster sauces.
The product range will be expanded and Heinz will be aggressively
marketing Sinsin in Western markets where the company has strong
distribution networks.
In certain markets, Johnson said some products could be dual-branded,
with Heinz operating as the umbrella brand and Sinsin as the sub-
brand.
However, there will be no Heinz branding in Singapore and most Asian
markets, where Sinsin is better known.
The impact of the takeover on advertising agencies remains unclear at
this stage, said Johnson. He said the marketing team will remain
unchanged because Heinz intends to retain Sinsin's staff and
expertise.
Despite the fact Heinz is internationally aligned to Leo Burnett, local
independent AdGrand has the Heinz account in Singapore because of its
relationship with Heinz distributor Harper's.
Sinsin has no ad agency at present, but Heinz is looking to appoint one,
added Alison Nightingale, Heinz category director.
