Question

Findout what McCain Food marketing initiatives are today. All ‘participants’ of the Integrated Marketing Communication must be on message. How has the message changed over the years?

Answer 1

Marketing strategies in today's world is very critical for any company. Without a strong marketing strategy its difficult for a company to succeed in the global market. McCain Food have succeeded in the global market through the marketing mix strategies.

The main motive of the company is to provide the best food for the consumers. customers, employees and the society in which they work. The tool marketing mix which is used by the company helps it to define different kinds of ways by which they can increase their production scale, or create awareness of their product in the society, or be the best among the industry.

The marketing mix of McCain Food includes product, price, place and promotion.

Product : McCain have a wide range of products that also include option like oven chips that are quite healthy. For the quality assurance, McCain uses its own potato seed development. After selecting the best seeds, it works with more than 200 farmers, to ensure that the potato is growing with high standard and also harvested at their peaks.

Price : McCain Food employs a huge variety of pricing strategies, that are related in adding value for money. Along with this, they have a good customer care approach, which is quite effective. They have strategies which also attract the consumers like the extra fill packs that give the consumers 30% extra food.

Place : In marketing mix place refers to the channels where the company positions its products in the market. McCains products are placed and positioned to the retailers and wholesalers in the supermarkets. The point of sale is these markets and not the consumers directly. It is a B2B type of organisation, where the business customers are small shops and retail companies and not the end consumers.

Promotion : Advertising is the main type of promotion activity, which McCain focuses on, to reach out to the end consumers. Promotion not only includes advertising but also labelling which should be done very clearly mentioning all kinds of ingredients that are not harmful for the health of the consumers. Its clear and attractive labelling has also played a good role in remembering the product quite well.

Integrated marketing communication is nothing but communicating the message to a large group of people. The message to the consumers is that the products they manufacture are very healthy. Based on their values and beliefs, they operate in a substantial way for generations.

The food plays a big role in getting people together, their motive is to bring enjoyment to people's life. They achieve this by offering the great food to consumers which reflect their values.