McCain Food Case Study

The Marketing Mix

In The Food
Industry
Introduction
Founded 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
1. 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 CONCEPTS
Need, 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 segmentation
McCain 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 factory
community 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 Brands
McCain supports a wide range of local charities and good
causes.
Value and satisfaction
support the governments Change4life campaign.
Marketing channels
McCain used traditional supplier channel to market their
product
Competition
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 - Product
Oven Chips, McCain Wedges, Home Roasts,
Sweet potato and Micro Pizza. Addition, frozen
vegetables, ready meals and desserts
Its products support the government's
Change4life campaign
Only uses sunflower oil in the preparation of its
chips.
McCain manages its own potato seed
development.



The Marketing Mix - Price
Its Must Consider 4 things
1. Business Objective
2. Costs
3. Competitors
4. Customers
The Marketing Mix - Price
1. Business Objective
To achieve a number of different objectives. :
Maximise profits
Achieve a target return on investment
Achieve a target sales figure
Achieve a target market share
Match the competition



The Marketing Mix - Price
2. Costs
a 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 - Price
3. Competitors
There 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 - Price
4. Customers
customers 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 - Price
Strategic
McCain 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 - Place
The channels McCain uses to position its
products in the marketplace

The Marketing Mix - Place
Business-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 - Promotion
Promotion falls into two main categories:
Above-the-line promotion
Below-the-line promotion.
The Marketing Mix - Promotion
Above-the-line promotion
Traditional advertising - television, radio and
the press
Special displays or positioning in stores or
advertising on supermarket trolleys


The Marketing Mix - Promotion
Below-the-line promotion.
Take many forms and is usually more under the
control of the business.
Below-the-line activities including:
1. door-to-door leaflet drops or books of
vouchers.
2. 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.



Recommendations
can 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 customer
can joint business with McDonald