"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.