Case Study Of Mccain Foods

There are several ways through which McCain can reach success, one of the most strong way is marketing mix. McCain Foods’ marketing mix is the strategy that ensured the company success within the food industry.
STRATEGY OF MARKETING MIX
‘Marketing mix’ is a general expression used to describe the different kinds of choices organizations have to make in the whole procedure of bringing a product or service to market. Marketing mix refers to the different tools a company uses to effectively promote its business in the marketplace. These are often divided into what is known as the four P's of marketing: product, price, placement and promotion.
McCain strives to be a company making good, simple food in an gradually sustainable way, while meeting
This can be clearly seen and recognized in McCain Foods’ It’s All Good’ tagline which implies that McCain Foods’ product does not taste good, but also fits with healthy diets.

McCain Foods have a wide range of food products that contain healthier options such as Oven Chips.
As for quality assurance, McCain manages its own potato seed development. Accordingly, “after particularly selecting the seeds, McCain works closely with around 300 farmers to ensure the potatoes are grown to a high standard and harvested at their peak. Only the best potatoes are chosen to make McCain chips and potato products.
EXTERNAL INFLUENCE:

Changes in the range are driven by different factors. For example, microwaveable snacks take account of changing lifestyles, where people are looking for food that does not take long to prepare. McCain has also been receptive to market needs for healthier options and its products support the government’s Change4life campaign. This encourages people to: Eat Well, Move More, Live
For example:

i) Where possible local farmers are used to reduce food miles. ii) Double-decker trucks are used saving around 2,000 annual lorry journeys iii) The lorries have built-in solar panels which helps to provide additional power, for example, to help with the internal lifting mechanism.

PROMOTION
In advertising, McCain Foods Limited utilize good use of language in product promotion to persuade people to support their products. Ethos, the utilize of emotions, is well employed in McCain Foods’ Its All Good tagline. McCain is strongly committed in not advertising to children under 12 years old. In terms of the product labeling, the company ensures that “the retail labeling on its products carries clear information on levels of fat, saturated fat, salt and sugar to help shoppers choose healthier options. Its labeling is in line with the Food Standards Agency (FSA) traffic light scheme and the food industry’s Guideline Daily Amounts(GDA)
McCains promotion falls into two main