市場學(xué)Essay結(jié)構(gòu)：Product Analysis of Heinz Beans

本文是市場學(xué)專業(yè)的Essay范例，題目是“Product Analysis of Heinz Beans（亨氏豆產(chǎn)品分析）”，隨著人們生活水平的提高，很多人都想擁有高質(zhì)量、更健康、更平衡的早餐。針對這個市場，亨氏烘豆由亨氏公司推出。它有很多口味，而且不貴，因此每個人都可以買它，做一個更好的早餐。

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產(chǎn)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產(chǎn)的一種食品，幾乎在每家超市都能買到。它被包裝在一個罐頭里，以保持食品新鮮和標(biāo)簽非常引人注目。在標(biāo)簽旁邊，有一個條形碼和“健康益處”告訴人們吃豆類的好處。例如，99%的脂肪，膳食纖維的良好來源，高蛋白質(zhì)，鐵的來源和豐富的葉酸。在罐頭的背面，可以看到亨氏烘豆是在新西蘭制作的，有芝士豆法士塔的食譜，在食譜下面，有營養(yǎng)信息和配料表。從配料表上可以看出，亨氏烘豆是由50%的菜豆和50%的醬料制成的。此外，醬汁的種類取決于豆豉的味道。打開罐頭，可以看到，由于醬汁的緣故，豆子看起來很新鮮，很美味，讓人忍不住嘗一嘗。

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價格

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.

很明顯，亨氏烘豆的價格高于其他競爭對手。在Coles中，亨氏烘豆420克每只$1.63，競爭對手Coles id每只$1.20(420克)，競爭對手Watties的價格是1.36 /只(420克)，Coles smart buy的價格是$0.69 /只。由此可見，亨氏烘豆并沒有參與價格競爭，因為它始終是所有烘豆中最昂貴的一種。

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.

亨氏烘豆的價格不是為了價格競爭。盡管亨氏烘豆的價格明顯高于其他競爭對手，但顧客的數(shù)量是其堅實的基礎(chǔ)，因為亨氏烘豆的口味比競爭對手多得多。此外，更高的價格也意味著更高的質(zhì)量，因此價格可以讓客戶信任產(chǎn)品，不太在乎價格。

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區(qū)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.

產(chǎn)品有四種銷售渠道。第一種方式是客戶通過產(chǎn)品直接從生產(chǎn)者。第二種方式是生產(chǎn)者將產(chǎn)品賣給零售商，消費者從零售商那里購買產(chǎn)品。第三種方式是生產(chǎn)者將產(chǎn)品運輸?shù)脚l(fā)商，再運輸?shù)搅闶凵蹋缓罅闶凵淘賹a(chǎn)品銷售給消費者。最后一種方法是在第三種方法的基礎(chǔ)上添加代理或代理。亨氏烘豆屬于第三種方式。

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.

亨氏烘豆的位置有兩個優(yōu)勢。第一個優(yōu)點是亨氏烘豆一打開罐頭就可以吃。第二個優(yōu)勢是它幾乎占據(jù)了所有超市;顧客很容易就能買到。在Coles，亨氏烘豆被放在食品區(qū)和烘豆貨架上，占據(jù)了靠近過道的一側(cè)貨架，因此很容易看到。亨氏烤豆家族占據(jù)了大約四個貨架，在所有貨架中占據(jù)了中間位置。貨架雖然只占一個小的地方，但它是環(huán)顧超市的必經(jīng)之路。亨氏烘豆的渠道不是很密集，幾乎可以在超市買到，但這不是很重要，因為亨氏烘豆更多的是為家庭生產(chǎn)，而不是為企業(yè)。

Promotion促銷活動

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.

促銷的目的是建立并保持與目標(biāo)市場的溝通。廣告是亨氏烘豆的促銷手段之一。廣告可以定義為通過媒體宣傳產(chǎn)品。例如，廣告可以放在電視，廣播，互聯(lián)網(wǎng)，報紙，雜志等，甚至超市的小冊子。在人們的日常生活中，亨氏烘豆的廣告隨處可見，如電視、報紙、超市的宣傳冊等。這些都是產(chǎn)品廣告。產(chǎn)品廣告可以分為先鋒廣告和競爭廣告兩部分。先鋒廣告的目的是關(guān)于客戶教育，通常廣告活動是昂貴的和持續(xù)的。競爭性廣告是為了宣傳自己產(chǎn)品的優(yōu)勢，并與競爭對手的產(chǎn)品進行比較。H.J.公司顯然專注于競爭性廣告。為滿足越來越多因特定品牌而購買亨氏烘豆的顧客的需求，強調(diào)其高品質(zhì)和獨特風(fēng)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,海因茨烘豆發(fā)布促銷包是大價值3包,價格是4.30美元每個供應(yīng)市場的需求和客戶因為現(xiàn)在亨氏烤豆子應(yīng)該已經(jīng)進入了產(chǎn)品生命周期的成熟階段末(PLC),H.J.公司應(yīng)該想辦法保持或者增加亨氏烘豆的銷量，否則亨氏烘豆可能退出市場，H.J.公司可能會因此受到影響。同時，該廣告也有助于刺激亨氏烘豆的需求和銷量。

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