1. McCain is the largest frozen food manufacturer globally and has been operating since 1957 in Canada. It entered the Indian market in 1998 and has since established a manufacturing plant and launched several Indian-specific products. 2. McCain has a 26% global market share and focuses on frozen potato and vegetable products. In India, their most popular products are Aloo Tikki and fries. 3. The document analyzes McCain's market performance in India by examining customer preferences, distributor sales data, and retailer insights. It finds that McCain has high customer satisfaction but opportunities for market share growth.

1. 1
McCain Market Analysis
By- Deepa, Gurpreet, Jeewesh, Manvi,
Mukul, Kiran

2. FOUNDATION OF McCain’s
• McCain’s came in existence
in 1957 in Florence Ville,
New Brunswick, Canada.
• It is the largest
manufacturer of frozen
foods in world.
• It’s entrance in India marked
in 1998.
• It has almost 26% market
share globally.
2

3. 1998 Enters India
2007 Sets up a manufacturing plant in Gujarat with an
investment of Rs 100 crore(US$16.65 million)
2008 Launches its product ‘Aloo Tikki’ in India
2012 Launches a new product for the Indian market –
Mccain Idli Sambhar Combo pack
2012 Announces Karishma Kapoor as its first ever brand
ambassador in India
Evolution

4. McCain products range
4

5. Marketing mix
• Product- frozen food products.
• Price- Almost similar to its competitors, but for
premium product category customers are
ready to pay extra cost.
• Place- the place describes McCain’s business to
business channels through which product get
to market.
• Promotion- clear nutritional levels
5

6. STRENGTH
• Brand value
• Strong free
cash flow
• Strong supply
chain
• High level of
customer
satisfaction
• Strong
distribution
network
WEAKNESS
• Limited assets
outside core
business
• Inappropriate
marketing
• Gaps in the
product range
OPPORTUNITIES
• Increase in the
market share
• New trends and
customer
behaviour
• More investment
in online
ordering
THREATS
• Shortage of
skilled workforce
• Change in
customer buying
behaviour
• Growing strengths
of local
distributers

7. 7
Threat of New
Entrants (Low)
• High capital required
• Rigid Government
policies
• Strong product
differentiation
Bargaining power of
buyer (low)
1. Suppliers are more but
less production firms.
2. High product
differentiation and less
number of alternative firms.
Bargaining power of
supply (low)
1. Suppliers
Threat of substitute
products (low)
Rivalry among existing firms
(low)
Porters 5 factor

8. Market Analysis
SEGMENTATION TARGETING POSITIONING
• Middle to upper
class
• Geography and
Demography
• Age – 12 and
above
• Families
• Cheap price
• Good quality

9. Retailer analysis
• Out of the 5 retailer surveyed for frozen food 4 sold
McCain products
• Sales varied 5000- 10000 packets monthly
• Mostly families buy the product in bulk
• Retailer margin – 16% on MRP (additionally under
sales promotion scheme – 3% visibility and sales)

10. Distributer analysis
> Main distributer for ****** and ****, india
> Covers 80 retailers
> 4.5 Lakhs units sold per month
> Stock fill on 10th, 20th and 30th of the month

11. 0%
27%
20%
53%
Frequency of purchase
Daily
Twice a week
Weekly
Occasionally

12. 16%
28%
34%
10%
12%
McCain preferred products
Aloo Tikki
Smiles
Fries
Potato bites

13. 21%
71%
8%
0…
Taste: Customer satisfaction
Highly
satisfied
Satisfied
Good
Unsatisfied

14. 50%
12%
38%
For whom do the customers
buy
Kids
Adults
Guests

15. 15
THANK YOU
Any questions?