"My goal

for the project was to teach students how an idea for a brand extension

is formulated, and the type of marketing research that is needed to help

determine the validity of the idea," said Casey. "What I like

most about this type of exercise is the students get to see and be involved

from the beginning of the marketing research process for a possible brand

extension. Hopefully, we will hear something from Heinz so the students

can be recognized for their contribution.

"The students

from my class really worked hard on this. They made the ketchups pink/blue

etc., created ketchup bottle designs and helped to plan out this whole

process. I am proud of them."

The teachers

at Mt. Zion also felt this project was worthy of their students' time

as well.

"This

was perfect timing, I just went over with my third graders some beginning

economics and we are calculating survey results for math, so this project

fits right in," explained Lindeman.