MCCAIN FOODS

INTRODUCTION
• It was founded in 1957 in Canada by the McCain Brothers -
Harrison, Wallace, Robert, & Andrew.
•Since 1968 McCain GB has been operating from its UK base in
Scarborough, North Yorkshire.
•The McCain Brothers had simple Philosophy ‘Good Ethics is
Good Business’.
•McCain prides itself on the Quality & Convenience for its
products range.
•McCain is now the largest Chips Producer in the world.
 MARKETING MIX
Product:

• Leading manufacturer of Frozen products.

• Best known for producing oven Chips.
• Various Other potato products like sweet potato and
Home roasts as well as Micro pizzas.
• Other food products like frozen vegetables, ready
Meals and Desserts.
PRICE:
• It gives Value for money.
• Special Price for Regular Customers.
• McCain also offers some of its products at
promotional prices.

Place:

• It is B2B Organization.
• It secures key positions for its products in the super
markets.
• Transportation is outsourced.
Promotion:

• They have promoted their products through product

punch line “Its all good”.
• It sponsors Family TV Shows & Athletics Network
• Through Radios & Press.
• Door to Door leaflets.
• Email Letters.
• Promotion through initiatives such as Potato story.
SWOT ANALYSIS
STRENGTHS:

• Global Operations.
• Quality of Products.
• Market leadership.
• Consumer Relationship.
• It manages its own Potato seed development.

WEAKNESS:

• Limited Presence in organic foods.

• Ownership Status.
OPPORTUNITIES:

• Rising trend of ready to eat foods.

• Private label products are in the US are witnessing a
strong growth.

THREATS:

• Growing competitive market.

• Major competitors – Shamrock Foods & Conagra.
• Extensive Govt. Laws.
• Increasing price of Raw Materials.
Source: www.yahoo.com
STP
 SEGMENTATION
Demographic:
• Age: All age groups
• Income: Middle & Higher segments.
• Education: Educated people.

Geographical:
• Their products are available for urban markets.

Psychographic:
• Lifestyle: people having god lifestyle.
 TARGETING
• They targeted kids Section.
• Health conscious people.
• Corporate Women.
• Busy people who prefer grab & go food
items.
• Families
 POSITIONING
• Healthy Food.
• They have positioned their products
through
their punch line “Its all Good”.
• Commercial Advertisements.
• Quick Food.
• Eco Friendly Brand.
• Advertising on Supermarket Trolleys.
THANKS……