市场学Essay结构：Product Analysis of Heinz Beans

本文是市场学专业的Essay范例，题目是“Product Analysis of Heinz Beans（亨氏豆产品分析）”，随着人们生活水平的提高，很多人都想拥有高质量、更健康、更平衡的早餐。针对这个市场，亨氏烘豆由亨氏公司推出。它有很多口味，而且不贵，因此每个人都可以买它，做一个更好的早餐。

By the development of people’s living standard, many people would like to have a high quality, healthier and more balanced breakfast. For this market, Heinz Baked Beans was released by H.J. Heinz Company. It has many flavors and not expensive, thus every people can buy it and make a better breakfast.

In1886, Heinz Baked Beans was first sold in UK with a high price. Also, Heinz Baked Beans is famous for the unique design of label and the delicious taste.

H.J. Heinz Company is an American company which established by Henry John Heinz in 1869. The main products of Heinz are ketchup, condiments, Frozen food, soups, infant food, beans and pasta meals. Furthermore, there are 32,500 employees in H.J. Company in 2008.

Product产品

Heinz Baked Beans is a kind of food which is produced by H.J. Heinz Company and people can buy it in almost every supermarket. It is packed in a can to keep food fresh and the label is very striking. Beside the label, there is a bar code and ‘Health Benefits’ to tell people the benefits of eating beans. For instance, 99% fat free, good source of Dietary Fibre, high in protein, source of iron and rich in Folate. At the back of the can, as can be seen that Heinz Baked Beans is made in New Zealand and there is a recipe of Cheesy Bean Fajitas, and below the recipe, there is a nutrition information and ingredients list. According to the ingredients list, it is can be seen that Heinz Baked Beans is made by 50% Navy Beans and 50% sauce. Furthermore, the kind of sauce is depends on the flavor of Beanz. To open the can, as can be seen that the bean looks very fresh and delicious because of the sauce and make people cannot help having a taste.

亨氏烘豆是亨氏公司生产的一种食品，几乎在每家超市都能买到。它被包装在一个罐头里，以保持食品新鲜和标签非常引人注目。在标签旁边，有一个条形码和“健康益处”告诉人们吃豆类的好处。例如，99%的脂肪，膳食纤维的良好来源，高蛋白质，铁的来源和丰富的叶酸。在罐头的背面，可以看到亨氏烘豆是在新西兰制作的，有芝士豆法士塔的食谱，在食谱下面，有营养信息和配料表。从配料表上可以看出，亨氏烘豆是由50%的菜豆和50%的酱料制成的。此外，酱汁的种类取决于豆豉的味道。打开罐头，可以看到，由于酱汁的缘故，豆子看起来很新鲜，很美味，让人忍不住尝一尝。

Heinz Baked Beans also have many flavors for sale such as tomato sauce, ham sauce, cheesy tomato, sweet chili, extra cheese sauce, salt reduced, no added salt and BBQ sauce. In Australia, Heinz Baked Beans is very popular and many people like to eat it with bread as breakfast. Thus now Heinz Baked Beans should has entered the late stage of maturity of Product Life Cycle (PLC). The sales volume should be linear decrease and the profits should begin to fall. However, that is not the fact; Heinz Baked Beans stay in the peak of selling and trying to increase the profit. In order to do this, the marketers should find a way to maintain the market situation and increase their customers.

To compare with Heinz Baked Beans, other competitors’ products are not as many flavors as Heinz. However, they have their own advantages such as lower price, lower cost of product, and lower cost of development.

Price价格

It is obvious that the price of Heinz Baked Beans is higher than other competitors. In the Coles, Heinz Baked Beans 420g is $1.63 per one, the bean of competitor which name is Coles id $1.20 per one (420g), the price of competitor which name is Watties is 1.36 per one (420g) and the price of Coles smart buy is $0.69 per one. Thus it can be seen that Heinz Baked Beans does not join in the price competition because it is always the most expensive one of all the baked beans.

很明显，亨氏烘豆的价格高于其他竞争对手。在Coles中，亨氏烘豆420克每只$1.63，竞争对手Coles id每只$1.20(420克)，竞争对手Watties的价格是1.36 /只(420克)，Coles smart buy的价格是$0.69 /只。由此可见，亨氏烘豆并没有参与价格竞争，因为它始终是所有烘豆中最昂贵的一种。

The price of Heinz Baked Beans is not for price competition. Even though Heinz Baked Beans is obviously more expensive than other competitors, the number of customers is their solid foundation because Heinz Baked Beans has much more flavors than competitors. Moreover, the higher price also means a higher quality, thus the price can make customers trust the product and do not care about price too much.

亨氏烘豆的价格不是为了价格竞争。尽管亨氏烘豆的价格明显高于其他竞争对手，但顾客的数量是其坚实的基础，因为亨氏烘豆的口味比竞争对手多得多。此外，更高的价格也意味着更高的质量，因此价格可以让客户信任产品，不太在乎价格。

The price concerns life of company, profit and the quality of product. As can be known, the Product Life Cycle (PLC) contains new product development, introduction of product, growth, maturity and decline. Thus in the first stage of PLC, company should consider the fundamental aim of pricing concerns the life of product or company, also called survive. The need to know how much capital is enough to pay the salaries of staffs and the total cost. Next, they may adjust the price to gain a higher profit or attract more customers when the company has enough customers. To maximum the profit is the aim of marketers set the price. Because the company enters the maturity stage of life cycle, the price might be set according to the quality of product, it means that the higher quality, the higher price, nevertheless, customers may be would like to pay more for a higher quality product. When they set the price, maybe they also use some psychological knowledge. For example, $1.69 is equal to $1.70, but customers often think that $1.69 is cheaper than $1.70, although they are the same.

Place区域

There are four kinds of marketing channels for products. The first way is customer by products from the producer directly. The second way is producer sell products to retailers, and customer buy products from retailers. The third way is producer transport products to wholesalers and transport to retailers, and then retailers sell products to customers. The last way is add agents or brokers based on the third way. Heinz Baked Beans belongs to the third way.

产品有四种销售渠道。第一种方式是客户通过产品直接从生产者。第二种方式是生产者将产品卖给零售商，消费者从零售商那里购买产品。第三种方式是生产者将产品运输到批发商，再运输到零售商，然后零售商再将产品销售给消费者。最后一种方法是在第三种方法的基础上添加代理或代理。亨氏烘豆属于第三种方式。

There are two advantages about the place of Heinz Baked Beans. The first advantage is Heinz Baked Beans can be eaten as soon as open the can. The second advantage is that it occupies almost every supermarket; customers can buy it very easily. In the Coles, Heinz Baked Beans is put into the food section and the Baked Beans shelf, and occupies side of shelf which is near the aisle, thus it is very easy to see. The Heinz Baked Beans family occupies about four shelves and in the middle of the total. Although the shelf is only occupy a small place, but it is the only way which must be passed to look around the supermarket. The channel of Heinz Baked Beans is not intensive, almost can buy it in supermarket, but it is not very important, because Heinz Baked Beans is produced for home more than for business.

亨氏烘豆的位置有两个优势。第一个优点是亨氏烘豆一打开罐头就可以吃。第二个优势是它几乎占据了所有超市;顾客很容易就能买到。在Coles，亨氏烘豆被放在食品区和烘豆货架上，占据了靠近过道的一侧货架，因此很容易看到。亨氏烤豆家族占据了大约四个货架，在所有货架中占据了中间位置。货架虽然只占一个小的地方，但它是环顾超市的必经之路。亨氏烘豆的渠道不是很密集，几乎可以在超市买到，但这不是很重要，因为亨氏烘豆更多的是为家庭生产，而不是为企业。

Promotion促销活动

The purpose of promotion is to create and maintain communication with target market. One of the promotion methods of Heinz Baked Beans is advertisement. Advertisement can be defined as to promote the products through media. For example, advertisement can be put in the television, radio, Internet, newspaper, magazine and so on, even the brochure of supermarkets. In people’s daily life, the advertisements of Heinz Baked Beans can be seen almost everywhere such as television, newspaper and brochure of supermarkets. There all are the advertisement of product. Product advertisement can be divided into two parts which are Pioneer Advertising and Competitive Advertising. The purpose of Pioneer Advertising is about customer education and usually the advertising campaign is expensive and sustained. Competitive Advertising is to promote the advantages of their product and compare with the competitor’s product. H.J. Company is obviously focused on Competitive Advertising. To emphasize the higher quality and the unique flavor to supple the demand of a growing number of customers who purchase Heinz Baked Beans because of the specific brand.

促销的目的是建立并保持与目标市场的沟通。广告是亨氏烘豆的促销手段之一。广告可以定义为通过媒体宣传产品。例如，广告可以放在电视，广播，互联网，报纸，杂志等，甚至超市的小册子。在人们的日常生活中，亨氏烘豆的广告随处可见，如电视、报纸、超市的宣传册等。这些都是产品广告。产品广告可以分为先锋广告和竞争广告两部分。先锋广告的目的是关于客户教育，通常广告活动是昂贵的和持续的。竞争性广告是为了宣传自己产品的优势，并与竞争对手的产品进行比较。H.J.公司显然专注于竞争性广告。为满足越来越多因特定品牌而购买亨氏烘豆的顾客的需求，强调其高品质和独特风味。

As what has been listed above, Heinz Baked Beans released a promotion pack which is Big Value 3 Pack and the price is $4.30 each to supply the demand of the market and customers because now Heinz Baked Beans should has entered the late stage of maturity of Product Life Cycle (PLC), H.J. Company should find a way to maintain or increase the sales volume of Heinz Baked Beans, otherwise Heinz Baked Beans may quit the market and H.J. Company may be affected by this situation. Also, the advertisement can help to stimulate the demand and the sales volume of Heinz Baked Beans.

以上列出,海因茨烘豆发布促销包是大价值3包,价格是4.30美元每个供应市场的需求和客户因为现在亨氏烤豆子应该已经进入了产品生命周期的成熟阶段末(PLC),H.J.公司应该想办法保持或者增加亨氏烘豆的销量，否则亨氏烘豆可能退出市场，H.J.公司可能会因此受到影响。同时，该广告也有助于刺激亨氏烘豆的需求和销量。

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