McCain Food Case Study

McCain Food Case StudyThe Marketing Mix In The Food Industry

IntroductionFounded in 1957 in Canada the McCain brothers Harrison, Wallace, Robert and Andrew.

More Than 20,000 employee working in 57 location and produced almost 33% in world market.

The Scope of Marketing Goods Is the world's leading manufacturer of frozen potato products and largest potato chip produced company. Its include Oven Chips, McCain Wedges, Home Roasts, Sweet potato and Micro Pizza. Addition, frozen vegetables, ready meals and desserts

CORE MARKETING CONCEPTSNeed, wants, and demands Need - one of basic need according Masclow Hierarchy(Food)Wants - more satisfy from the product. Demands - McCain prides itself on the quality and convenience of its product range and for over three decades has been making healthier versions of favorites staple foods.

Target markets, positioning, and segmentationMcCain uses segmentation to reach customer in different market :wind turbines to generate electricity for its factory near o use alternative energy to help power a large factorycommunity by committing resources to both local and national projects and supports a wide range of local charities and good causes.McCain believes it is important to take care of the environment, the community and its people.

CORE MARKETING CONCEPTS

Offerings and BrandsMcCain supports a wide range of local charities and good causes. Value and satisfactionsupport the governments Change4life campaign.Marketing channelsMcCain used traditional supplier channel to market their productCompetition There are some competitors for McCain like ConAgra Foods, Inc., J.R. Simplot Company and Blaine Larsen Farms, Inc.

CORE MARKETING CONCEPTS

The Marketing Mix

The Marketing Mix - ProductOven Chips, McCain Wedges, Home Roasts, Sweet potato and Micro Pizza. Addition, frozen vegetables, ready meals and dessertsIts products support the government's Change4life campaignOnly uses sunflower oil in the preparation of its chips.McCain manages its own potato seed development.

The Marketing Mix - PriceIts Must Consider 4 things1. Business Objective2. Costs3. Competitors4. Customers

The Marketing Mix - PriceBusiness ObjectiveTo achieve a number of different objectives. :Maximise profitsAchieve a target return on investmentAchieve a target sales figureAchieve a target market shareMatch the competition

The Marketing Mix - PriceCostsa business must make sure that its products are priced above their cost.The total cost of a product includes overheads such as research and development, investment in equipment, people and technology, as well as direct costs, such as raw materials and ingredients.

The Marketing Mix - Price3. CompetitorsThere are some competitors for McCain like ConAgra Foods, Inc., J.R. Simplot Company and Blaine Larsen Farms, Inc.In the case, the business must accept the market price for its products. In most cases the reality is somewhere in the middle.

The Marketing Mix - Price4. Customerscustomers may be prepared to pay more for a product that is unique or produced in an ethical and sustainable manner.This would place it as a premium brand above its competitors.

The Marketing Mix - PriceStrategicMcCain use strategic as adding value for money.For example:'extra-fill' packs can give the customer up to 30% extra free. This rewards regular buyers of a particular product. Also offer its products at a special promotional price using price-marked packs to encourage people to try the product.

The Marketing Mix - PlaceThe channels McCain uses to position its products in the marketplace

The Marketing Mix - PlaceBusiness-to-business (B2B) organisation.Does not sell directly to its consumers.places its products with wholesalers, retailers and major supermarket.does not use its own vehicles to distribute products to its customers

Products are delivered directly to retailers' central depots for onward distribution to their stores.

McCain takes the need for sustainability and reducing its impact on the environment into consideration in transporting its products.

For Example:Where possible local farmers are used to reduce food miles.Double-decker trucks are used, saving in the region of 2,000 lorry journeys a year.The lorries have built-in solar panels which helps to provide additional power, for example, to help with the internal lifting mechanism

The Marketing Mix - PromotionPromotion falls into two main categories:Above-the-line promotionBelow-the-line promotion.

The Marketing Mix - PromotionAbove-the-line promotionTraditional advertising - television, radio and the pressSpecial displays or positioning in stores or advertising on supermarket trolleys

The Marketing Mix - PromotionBelow-the-line promotion.Take many forms and is usually more under the control of the business. Below-the-line activities including:door-to-door leaflet drops or books of vouchers.Email newsletter for consumers

Conclusion'It's All Good' is a message that is embedded in all aspects of McCain Foods' marketing mix.Good quality crops in a way that addresses people's concerns about issues such as health and the origins of their food. This helps to ensure that McCain remains a trusted brand.Takes great care to minimise its impact on the environment.Promotion of the products focuses on the positive relationship between McCain food and a healthy diet and reinforces the importance of food and exercise in a healthy lifestyle.

Recommendationscan invest in agriculture and also in food industries by directly other than appointed an agents.McCain can distribute their own product by them direct to customercan joint business with McDonald