The marketing mix in the food industry A McCain Foods case study
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 may secure key positions for its products in stores. By paying for end-of-shelf positions for its products, customers are more likely to see and buy them.
McCain does not use its own vehicles to distribute products to its customers. Transportation is outsourced, which means another organisation carries out the deliveries. Products are delivered directly to retailers' central depots for onward distribution to their stores. Alternatively, they may go to wholesalers, who sell them on to other businesses such as restaurants.
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.
McCain Foods | The marketing mix in the food industry