its all about McCain produst and market strategies

1. MCCAIN
MARKETING STRATERGIES AND ANLYSIS
1
It’s all good
PRESENTED BY :
SHIVASAI.NEELI
1401132
PGDM-C

2. 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.
• The McCain brothers had a simple philosophy – ‘Good
ethics is good business’. This lies behind the McCain brand
message ‘It’s All Good’.
2

3. 3
THE MARKETING MIX
PRODUCT :
McCain’s products were bought to satisfy an individual’s personal wants so that
McCain’ products were classified as Consumer product.
PRICE :
McCain’s product price is low enough for sales and high enough for profits.
PLACE :
McCain’s channel of marketing is B2B ( business to business)
PROMOTION :
McCain’s promotions are ethical and they promote their products in Above-the-line
promotion and Below-the-line promotion.

4. 4
BOSTON MATRIX

5. 5
CONTINUE…
• McCain enjoying stars position according to
the BCG matrix because McCain is having
more than 33% market share in Frozen food
market and the market growth of this market is
high.

6. IT’S ALL GOOD…
• ‘It’s All Good’ means not just the food that is good. The
philosophy also refers to the way McCain works with its
suppliers and builds its relationship with its customers
• McCain is reducing its impact on the environment is the
installation of three 125m high wind turbines to generate
electricity for its Whittlesey factory near Peterborough
• McCain supports a wide range of local charities and good
causes. Nationally, McCain has a five-year agreement with
UK Athletics to promote track and field sport in the UK.
6

7. IT’S ALL GOOD
• McCain makes a commitment not to advertise to children
under 12 years old.
• Its labeling is in line with the Food Standards Agency (FSA)
traffic light scheme and the food industry’s Guideline Daily
Amounts (GDA).
7

8. 8
PROMOTIONAL STRATEGIES OF
MCCAIN
• McCain follows Above-the-line
promotion, which
includes traditional
advertising routes such as
television, radio and the
press
• Public relations (PR) is a form
of promotion that is
concerned with developing
goodwill and understanding
between organizations and
the public.

9. CONTINUE..
• McCain also takes part in different types of sponsorship
• McCain also aims to promote better understanding of
where food comes from through initiatives such as The
Potato Story
• door-to-door leaflet drops or books of vouchers which give
customers discounts over a period of time.
• email newsletter for consumers, This is used for feedback,
research and promotions.
9

10. 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.
10

11. 11
THANKYOU