The marketing mix in the food industry
A McCain Foods case study

Page 1: Introduction

McCain Foods was founded in 1957 in Canada by the McCain brothers Harrison, Wallace, Robert and Andrew. McCain Foods is now the largest chip producer in the world with a market share of almost 33% and more than 20,000 employees working in 57 locations worldwide. Since 1968 McCain GB has been operating from its UK base in Scarborough, North Yorkshire. McCain prides itself on the quality and...
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Page 2: Product

McCain Foods is the world's leading manufacturer of frozen potato products. Although McCain is perhaps best known for producing Oven Chips, its product lines are much wider. In the UK they include various other potato products such as McCain Wedges and McCain Home Roasts, as well as McCain Sweet Potato and McCain Micro Pizza. In other countries McCain sells a variety of foods including frozen...
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Page 3: Price

In pricing its products, a business must consider four things: 1. Business objectives. The business may set its pricing to achieve a number of different objectives. These may be to: maximise profits achieve a target return on investment achieve a target sales figure achieve a target market share match the competition. 2. Costs. In order to make a profit a business must make sure...
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Page 4: Place

Place describes the channels McCain uses to position its products in the marketplace. As a business-to-business (B2B) organisation, McCain does not sell directly to its consumers. Instead it places its products with wholesalers and retailers, such as major supermarket chains. McCain may then be able to influence how its products reach the consumer at the point-of-sale. For example, it...
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Page 5: Promotion

A further demonstration of the 'It's All Good' ethos is McCain Foods' ethical stance on promotion. McCain makes a commitment not to advertise to children under 12 years old. It also 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...
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Page 6: Conclusion

'It's All Good' is a message that is embedded in all aspects of McCain Foods' marketing mix. Not only are the products designed to look and taste good, they are produced from 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. McCain also takes great care to...
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