市場學Essay范文：Product Analysis of Heinz Beans

本文是市場學專業的Essay范例，題目是“Product Analysis of Heinz Beans（亨氏豆產品分析）”，隨著人們生活水平的提高，很多人都想要有一個高質量，健康和更均衡的早餐。亨氏烘豆是由亨氏公司推出的。它有很多口味，不貴，因此每個人都可以買到它，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.

亨氏烘豆是由亨氏公司生產的一種食品，人們幾乎可以在每個超市買到。它被包裝在一個罐頭，以保持食品的新鮮和標簽是非常引人注目的。在標簽旁邊，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，良好的膳食纖維來源，高蛋白，鐵來源和豐富的葉酸。在罐頭的背面，可以看到亨氏烘豆是新西蘭制造的，有一個奶酪豆Fajitas的食譜，在食譜下面，有一個營養信息和配料表。根據配料表可以看出，亨氏烘豆是由50%的海軍豆和50%的醬料制成的。此外，醬汁的種類取決于Beanz的味道。打開罐頭，可以看到豆子看起來很新鮮和美味，因為醬汁，讓人忍不住品嘗。

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.

亨氏烘豆也有許多口味出售，如番茄醬，火腿醬，奶酪番茄，甜辣椒，額外的奶酪醬，減少鹽，不添加鹽和燒烤醬。在澳大利亞，亨氏烘豆非常受歡迎，很多人喜歡把它和面包一起作為早餐。因此，亨氏烘豆現在應該已經進入產品生命周期(PLC)的成熟期晚期。銷售量應呈直線下降，利潤應開始下降。然而，事實并非如此;亨氏烘豆一直處于銷售高峰期，努力增加利潤。為了做到這一點，營銷人員應該找到一種方法來維持市場狀況和增加他們的客戶。

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420克烤豆為1.63美元/顆，競爭對手Coles id豆為1.20美元/顆(420克)，競爭對手Watties豆為1.36美元/顆(420克)，Coles smart buy豆為0.69美元/顆。由此可見，亨氏烘豆之所以沒有參與價格競爭，是因為它一直是所有烘豆中最貴的一種。

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.

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.

價格關系到企業的生命、利潤和產品的質量。眾所周知，產品生命周期(Product Life Cycle, PLC)包括新產品開發、產品引進、成長、成熟和衰退。因此，在PLC的第一階段，公司應該考慮定價的根本目的，關注產品或公司的生命，也稱為生存。需要知道多少資金足夠支付員工的工資和總成本。其次，當公司有足夠的顧客時，他們可能會調整價格來獲得更高的利潤或吸引更多的顧客。營銷者定價的目的是利潤最大化。因為公司進入生命周期的成熟期，價格可能是根據產品的質量來定的，這意味著質量越高，價格越高，但是，客戶可能會愿意為質量越高的產品支付更多的錢。當他們定價的時候，也許他們也會用到一些心理學知識。例如，$1.69等于$1.70，但是顧客經常認為$1.69比$1.70便宜，雖然它們是一樣的。

Place地區

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.

產品的營銷渠道有四種。第一種方式是客戶直接從生產商處得到產品。第二種方式是生產者向零售商銷售產品，消費者從零售商那里購買產品。第三種方式是生產者將產品運輸到批發商，再運輸到零售商，然后零售商再將產品銷售給客戶。最后一種方法是在第三種方法的基礎上添加代理或代理。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.

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.

促銷的目的是與目標市場建立并保持溝通。亨氏烘豆的促銷方式之一就是做廣告。廣告可以定義為通過媒體宣傳產品。例如，廣告可以放在電視，廣播，互聯網，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，電視，報紙，超市的宣傳冊。這些都是產品的廣告。產品廣告可分為先鋒廣告和競爭廣告兩部分。先鋒廣告的目的是關于客戶教育，通常廣告活動是昂貴和持續的。競爭廣告是推銷其產品的優勢，并與競爭對手的產品進行比較。H.J. Company顯然專注于競爭廣告。強調更高的質量和獨特的風味，以滿足越來越多的顧客的需求，他們購買亨氏烘豆，因為特定的品牌。

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,海因茨烘豆發布促銷包是大價值3包,價格是4.30美元每個供應市場的需求和客戶因為現在亨氏烤豆子應該已經進入了產品生命周期的成熟階段末(PLC),H.J.公司應設法維持或增加亨氏烤豆的銷量，否則亨氏烤豆可能退出市場，H.J.公司可能受到影響。同時，廣告可以刺激亨氏烘豆的需求和銷量。

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