Introduction Heinz Ketchup brand was founded by H. J Heinz Company in 1876 (Heinz 9). Heinz Tomato Ketchup is made from fresh and juicy tomatoes. Therefore, it is a brand that stands out on its own. As a matter of fact, it is the company’s fastest and bestselling brand. In addition, it is the top brand that it has ever marketed and distributed in various markets across the world (Heinz 23). Since its introduction, it has remained the company’s best brand of Ketchup. Heinz Tomato Ketchup is exported to various countries all over the world. Discussion The maker of Heinz Tomato Ketchup, H. J Heinz Company, uses the total market approach. This is because the brand is used by almost all market segments. Heinz Tomato Ketchup is used as a condiment for various foods (Summerskill 13). These foods include; hot dogs, chips, French fries and others that are used by all age groups. Therefore, the company uses total market approach to reach this wide market. As a matter of fact, it has curved out its own niche market because of good quality, undisputable texture and taste (Heinz 11). Total market approach enables the company to reach many customers instead of focusing on a given market segment that might not be sustainable. This is why Heinz Tomato Ketchup can go well with other Ketchup friendly foods. In addition, it is served in many restaurants and can also be bought in all retail outlets in countries that it operates in like USA and Canada. There are various forces that make up Heinz Ketchups’ marketing environment. For instance, political factors define the way the company markets itself. These factors include; various regulations and legislations. Different laws are also a force that makes up its marketing environment (Summerskill 15). Such laws differ in relation to a given state or countries code of conduct. Economic forces like the labor market and economy dictate how the company approach’s the market. The state of the economy has a direct impact on the company’s sales volume. Social factors have an impact on the company’s marketing environment. This is because lifestyle variations and population keep on changing and the company adjusts itself as time goes by (Poulter 21). There are various health conscious consumers with different attitudes. The company cannot ignore such people as they have an impact on its marketing activities. Information technology is a technological factor that makes up the company’s marketing environment. Competitors are always increasing and the company knows this as a force that needs to be attended to. Increased competition dictates that the company should increase its marketing activities. There are many substitute products and brands in the market that play a critical role in the company’s marketing environment (Poulter 28). Current consumers pay more attention to health and convenience. These consumers buy Heinz tomato ketchup because it offers them delicious and nutritional value. In this case, more attention and focus is paid on pharmaceutical value. Therefore, these are the most important factors that influence the consumer buying behavior for Heinz tomato ketchup (Heinz 32). As a matter of fact, consumers put the company on pressure to cont