McCain Foods was founded in 1957 in Canada and is now the largest chip producer in the world. The McCain brothers had a philosophy of "good ethics is good business". McCain has responded to changing consumer tastes by reducing saturated fats and salt in their products. They offer a range of product varieties to appeal to different customers and support government initiatives like traffic light labeling. McCain focuses on quality throughout their supply chain and uses various pricing strategies to provide value to customers.

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

3. • The McCain brothers
had a simple
philosophy
'Good ethics is good
business'.

5. SLEPT analysis and social factors

6. Social Factors
 Consumer buying patterns are determined by trends.
 McCain has responded to changing customer tastes in
the following ways:
 McCain's potato products are now pre-cooked in
sunflower oil instead of regular vegetable oil to reduce
saturated fats.
 There is no added salt in oven chips and added salt has
been reduced by up to 50% in other potato products.
 Consumer buying patterns are determined by trends.

7. Legal factors
• The government's Food Standards Agency has
recommended that firms put 'traffic light' labels
on food to help people understand what they are
buying and to help them make the right choices:
 Red represents high levels
of ingredients such as fats
and salts.
 Green represents low
levels.

8. Economic and political factors
• Economic factors include changes in
buying patterns as people's incomes rise.
• McCain has risen to this challenge by
creating a range of varieties e.g. McCain's
Straight Cut Oven Chips, Home Fries,
roast potatoes and wedges, to appeal to a
variety of customers. • On political factors McCain supports the
government's initiative.
• It believes that the foods that it
provides, including potato based
products, are nutritious provided that they
are prepared in a healthy and simple way.

9. Technological changes
• McCain is continually being faced by new challenges
from technological factors.

10. Rising trend for Ready-to-Eat
foods.
Expanding demand for private
label products
•Limited presence in a fast growing
product segment may have an adverse
affect on the company's market share.
•The company does not have the kind
of access to financial resources that
public companies have.
•Strong focus on quality.
•McCain is the leading producer.
•Company's leadership position in
multiple geographic markets gives
it a competitive edge.
• ConAgra Foods, Inc.
• J.R. Simplot Company
• Blaine Larsen Farms, Inc.

11. The Marketing Mix
• Product - this has to look and taste good are
made from wholesome ingredients
• Price - the price is low enough for sales but
high enough for profit
• Place – the place describes McCain’s
business-to-business (B2B) channels through
which products get to market..
• Promotion – it fits with McCain’s ethical
position.

12. Product

13. External Influence
• The company's philosophy
supports the 'calories in/calories
out' principle.
• McCain now only uses sunflower
oil in the preparation of its chips.
• Having a wide range including
healthier options, the company
can meet different consumer
needs for different meal
occasions.

14. Managing Quality
• To protect quality throughout the
whole supply chain, McCain
manages its own potato seed
development.
• Only the best potatoes are
chosen to make McCain chips
and potato products.
• This provides products specially
designed for use in restaurants
and canteens.

15. Pricing Strategy
 McCain uses a range of pricing
strategies associated with adding value
for money.
• 'extra-fill' packs can give the customer
up to 30% extra free.
• Rewarding Regular Buyers for a
particular product.
• To offer product at a special
promotional price

16. Place

17. Promotion
 Promotion falls into two main
categories:
• Above-the-line – paid for
advertising such as TV, print and
• Below-the-line – all other forms
of promotion i.e. leaflets or email
newsletters.

18. Conclusion
• 'It's All Good' is a message that is embedded in
all aspects of McCain Foods' marketing mix.
• McCain remains a trusted brand.
• McCain also takes great care to minimise its
impact on the environment.
• Promotion of the products focuses on the
positive relationship between McCain food and
a healthy diet