The Four P'S
The 4Ps are the ideas to consider when marketing a product. They form the basis of the marketing mix. Getting this mix right is critical in order to successfully market a product. The 4Ps are
- Product
- Price
- Promotion
- Place
If market research is carried out effectively, a company can plan a promotion for the right product, at the right price, and to get it to their chosen market, in the right place.
Now look at the 4Ps in more detail.
Price
No matter how good the product is, it is unlikely to succeed unless the price is right. This does not just mean being cheaper than competitors. Most people associate a higher price with quality, so you would expect to pay more for a Rolls Royce than say a Toyota. Heinz baked beans has to be the right price or else now one will buy it.
The Product
The product I am writing about will be Heinz Baked beans.
(Post picture of Heinz baked beans here)
Heinz Baked beans does not contain any animal products, and never has in the more than 125 years since it was introduced. "Natural flavoring" refers to herbs and spices that are derived solely from plant sources.
Promotion
Heinz uses promotion in the following ways:
- To make customers aware of new products.
- To remind customers about existing products.
- To persuade customers to switch from rival products.
- To improve the image of the business.
- The ultimate aim of these points is to sell more products.
The places Heinz will advertise from depend on three things, their target audience, the size of their market and the size of their advertising budget.
Marketing is a range of activities that makes sure consumers get what they want in the right amounts, at the right time, and at the right price. It can also let a consumer know what goods or services are available on the market to decide which one they might want to buy.
General proposals
I believe that Heinz Company is achieving many of their aims because they lead the market. However I believe Heinz should in return reward their employees for good performance by building them a leisure centre or giving them extra pay for a job well done. Heinz should also attempt to attract the young customers.
Quality Proposals
The quality of Heinz’s products is very good however Heinz should respect the wishes of the people when they want something changed. Heinz is a very old company and still uses the same ingredients as it did back then. Heinz hesitates to change products and this will dent their reputations as a respected food producer. Heinz should welcome changes especially for their Salad cream products. I believe Heinz shouldn’t be to frightened of trying something new.
Image proposals
Heinz has a very good image in the eyes of the public as a good company which produces quality products at a reasonable price. Heinz ketchup is the most popular brand. Heinz is a closed company and doesn’t advertise regularly, I propose that Heinz advertises more in order to engage with the younger generation. In the early 90’s or even late 80’s Heinz was very well published because they advertised on a major scale and in return today there are a lot of older people who know Heinz baked beans, even the middle aged generation grew up with Heinz adverts as norm on TV, however Heinz doesn’t really publicize it on adverts. There is a younger generation who are growing up with very little knowledge of Heinz baked beans. I believe Heinz has to advertise more in order to attract the younger generation as they did with previous generations. It may not affect the company quickly however will effect them in the long term.
Price proposals
The price of Heinz’s products is relatively cheap. This is done to keep a monopoly which Heinz has in the market. I believe it is right that Heinz keep their product priced lower then the rest because it gives the company an advantage. On my price proposals I believe Heinz should keep following their price policy because its beneficial for the company and for the consumer.
Promotional proposals
The generation of the 60’s and 70’s grew up on the BEANZ MEANZ HEINZ adverts however my generation isn’t as well informed about the Heinz brand name or their products. Heinz should produce the same promotional adverts which are fit for the 21’st century.
Information generated by my analysis my proposals
C3
Independently identify and collect a range of information relevant to marketing strategy and apply appropriate methods for checking its validity
A collection of a range of information about Heinz relevant with the marketing strategy
Heinz: a premier global food company
Heinz is the most global U.S.-based food company, with a world-class portfolio of powerful brands holding number-one and number-two market positions in more than 50 countries. The Heinz brand is a $2.5 billion global icon and Heinz's top-15 power brands account for two-thirds of annual sales.
Newspaper articles referring to Heinz baked beans
(Article 1)
Salt content slashed in baked beans - 16/06/2004 - Leading food manufacturer Heinz is to cut the salt content of its celebrated baked beans as consumer health concerns continue over the levels of salt used in processed foods.
High levels of salt intake are believed to be linked to high blood pressure, that can in turn lead to cardiovascular difficulties. Food makers in the UK have been under some pressure to adapt the formulation of food products to slash the content of the mineral.
Heinz said it will launch a 'Reduced Sugar & Salt' version of Heinz Baked Beans next month.It will be 50 per cent lower in salt than standard Heinz Baked Beans. Moving its products to below the government’s 0.875 per cent target salt content has been reduced by 20 per cent in standard Heinz Baked Beans between 1999 and 2003, and are undergoing a further 15 per cent reduction.
The initiative is part of a long-term progressive programme of salt reduction that first started in 1986.
"To make it easy to see at a glance just how much salt a serving of any Heinz variety provides without having to do any sums, Heinz is also introducing 'salt equivalent' labelling on pack. This will improve consumer awareness about salt content in addition to the full nutrition information panel," a Heinz spokesperson told FoodNavigator.com.
This latest move forms part of a general shake-up in the food industry to cut the salt content. In May last year the UK’s food industry body, the Food and Drink Federation (FDF), launched an industry-wide programme to reduce salt - or more precisely sodium - in breakfast cereals, soups and sauces.
The industry committed itself to meeting a target of a 10 per cent reduction in sodium levels in ambient soups and sauces by the end of 2003. "Furthermore, and subject to consumer acceptance, it will push for further, similar reductions in this sector in 2004 and 2005,’ the FDF said last year, stressing that the UK food and drink industry has already worked hard to cut sodium levels in these products over the last few years – salt levels in breakfast cereals have been cut by 16 per cent since 1998.
The UK’s Food Standards Agency has also backed calls for a reduction in salt intake. In May 2003 a report from the UK Scientific Advisory Committee on Nutrition (SACN) advocated a reduction in salt use.
"Consumers...cannot change the amount (of salt) in processed foods...which is the highest proportion of our salt intake. This is the clear responsibility of the (food) industry," Sir John Krebs, chairman of the UK’s food safety body commented.
Consumer organisations in the UK who will have welcomed the Heinz move include (Consensus Action on Salt and Health) a group concerned with salt and its effects on health, currently working to reach a consensus with the food industry and government over the 'harmful effects of a high salt diet'. and the Consumers' Association.
UK-based food research organisation Leatherhead Food International (LFI) announced in November 2003 that it had set up a research project with a number of food industry partners to develop methods to reduce the level of salt in processed foods.
"The project kicks off later this month and will deliver a programme of work leading to practical steps to reduce salt intake, without destroying the sensory perception of our favourite foods," said the organisation.
According to Leatherhead, companies already on board for the project include Heinz, Northern Foods, Walkers, Scottish Food and Drink and Asda.
(Article 2)
HEINZ TO CUT SALT IN BEANZ
(Article 3)
Baked beans 'count as vegetables'
Heinz will label more than 70 different canned products
Government health advisors say tinned products can now count towards your recommended daily intake of five portions fruit and vegetables.
The British Dietetic Association (BDA) has given Heinz the go-ahead to label more than 70 different canned products as counting towards the recommended portions.
The products include soup, spaghetti hoops and baked beans.
The move has astounded leading specialists in heart disease, who say they are appalled at the official endorsement of products which are often high in salt, sugar and fat.
On average people in Britain eat only three portions of fruit and vegetables a day and that is not enough for good health, according to the BDA.
Heart disease
It wants to get across the message that fresh, as well as frozen, dried, juiced and canned products can all count.
It is backing a marketing initiative by Heinz that enables the company to put new labels on more than 70 of its tinned brands.
The logos will show, for example, that half a can of baked beans or half a tin of spaghetti shapes count as portions of your recommended five fruit and vegetables a day.
This may relieve parents whose children will not eat their greens, but critics in the medical profession say they are appalled.
Children who fail to eat enough of the basics for a healthy diet are more at risk of heart disease and diabetes - two conditions prevalent among poor families.
A Department of Health spokesperson said: "We support initiatives which enable consumers to increase their consumption of fruit or vegetables.
"However, if people want to ensure they are eating a healthy diet it is important to remember that includes a variety of foods.
"For most people that means eating more fruit and vegetables, more bread, cereals and potatoes and less fat, sugar and salt."
Checking its validity
Article 1
The article starts by saying “High levels of salt intake are believed to be linked to high blood pressure, that can in turn lead to cardiovascular difficulties. Food makers in the UK have been under some pressure to adapt the formulation of food products to slash the content of the mineral”
It is true that the intake of high salt are believed to increase blood pressure because both the British Heart Foundation and the British Diabetic Association agree that salt in baked beans is harmful and it has effects on diabetics and people with heart problems.
“Food makers in the UK have been under some pressure to adapt the formulation of food products to slash the content of the minerals”
I also believe this is correct because the government has been engaged in anti obesity projects and initiatives. I believe this article shows the a portion of the truth and it identifies the harmful ingredients added in baked beans it also shows some of the government objectives in tackling some of the problems.
Article 2
HEINZ TO CUT SALT IN BEANZ
This article is saying the same as article 1, however it is actually congratulating Heinz for cutting the amount of salt and saying their product is over all most healthy out of all the baked beans products.
Article 3
This article is by the BBC and goes into depth about the situation and it also does something with neither the other articles do, it actually clarifies the position of the major health organizations such as the British Heart Foundation and the British Diabetic Association
Heinz a premier global foods company
Heinz’s is an American company and it generates the most turnover. Heinz has a brand holdings of being number 1 or number 2 in 50 countries. The Heinz brand generates $2.5 billion and is a global company. Heinz products are a cultural icons to consumers everywhere, symbolizing quality, convenience and great taste. The above report is a valid article and it shows that Heinz is an American company and it generates the most income in its market. However the statement of ‘ Heinz being number one or number two in fifty countries’ seems accurate but Un provable.
Ketchup, Condiments and Sauces
Heinz produces the number one Ketchup in the world because it is the most purchased. This known by many people without doing research. Heinz also produces sauces which sell a lot as well however in Italy they are in the top five for Sauces because of that countries history of special sauces.
Meals and Snacks Frozen Foods
Heinz produces ready quick meals and other frozen foods that are popular here in the UK. I think the article is valid because in the UK many people don’t cook and depend on ready made meals.
