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McCain Foods Marketing Strategy

In today's highly competitive global market, no businesses should ignore marketing. There is certainly a great deal in marketing that just getting attention of the possible customers. Marketing covers a variety of business strategies including advertising, promotions, public relations, and sales. It is the procedure for "introducing and promoting the product or service into the market and promotes sales from the buying open public" (Exforsys Inc. ). Marketing can break or make the success of the business because development and distribution depends largely on it.

All of the business enterprise companies rely on market to get the merchandise and services across to the consumers. However, the amount of competitiveness in marketing is determined by the kind of industries. The most competitive industries in terms of marketing will be the drink and food industry. Perhaps one of the most undeniably successful companies in conditions of marketing is McCain Foods Small, which has removed global and is constantly on the increase its reach. Many business analysts agree that McCain Foods' has an absolute online marketing strategy. McCain Foods' Marketing Mix is the strategy that guaranteed the business success within the meals industry.

This newspaper will verify and examine how McCain Foods Small achieved success through its Marketing Blend. To be able to provide more conclusive discussion about them, this paper will provide brief information of the company in order to provide history on how much the business has grown through it marketing combination marketing strategy and may also provide simple discussion on the basics of marketing blend.

Company Profile of McCain Foods

McCain Foods Limited is world's greatest and leading maker of French fries, freezing potato products and other oven-ready iced food products. It really is quite apparent that McCain Foods is effective in marketing. On the company's established website, a good marketing declaration welcomes guests. It reads:

McCain is focused on creating good food and a much better life for our consumers, customers, employees, and the areas we work in, worldwide. Our goal is to regularly win with customers and consumers by causing them laugh.

From a wide range of innovative foods that are better for you and fun to consume to posting our competence in lasting agricultural techniques with expanding countries to reducing our environmental footprint, McCain is creating smiles about the world (McCain Foods Small).

The company was set up in 1957 and is also privately held by four McCain brothers- Harrison, Wallace, Robert and Andrew, who all are in Florenceville, New Brunswick, Canada. According to Forbes, McCain Foods Small is the second greatest private company in Canada with over 20, 000 employees and 55 production facilities in 12 countries across the world's six continents (Forbes). The business's operation is so considerable that it functions one million pounds of potato products each hour and markets one-third of the world's frozen french fries products in over 110 countries.

Basics of Marketing Mix

'Marketing blend' is an over-all phrase used to spell it out the different varieties of alternatives organizations have to make in the whole process of having a product or service to advertise (Head Tools Ltd). Matching to marketing resource editor Michelle Arevalo, marketing mix refers to the different tools a company uses to effectively promote its business available on the market. These are often separated into what is known as the four P's of marketing: product, price, placement and campaign. The four Ps of marketing that are product, price, location and promotion, is one way - most likely the best-known way, corresponding in your thoughts Tools Ltd, of determining the marketing mix, and was initially portrayed in 1960 by E J McCarthy.

How did McCain Foods' Utilized Marketing Mix

The Times 100 Business Case Study on McCain Foods Limited's marketing combine provide good insight on the strength of McCain Foods in effectively using marketing combination.


In terms of products and product development, the days 100 points out that the company's philosophy facilitates the 'energy in/calories out' rule, which states that to keep a healthy weight, calories consumed should not surpass calories used. This is evidently seen and regarded in McCain Foods' It's All Good' tagline which means that McCain Foods' product will not style good, but also suits with healthy diets.

McCain Foods have a wide range of food products that includes healthier options such as Oven Chips.

As for quality confidence, McCain manages its own potato seed development. Accordingly, "after specially selecting the seeds, McCain works meticulously with around 300 farmers to ensure the potatoes are grown to a high standard and harvested at their peak. Only the best potatoes are chosen to make McCain potato chips and potato products. " (THE CHANGING TIMES 100, The Times Newspaper Small)


In terms of costs, McCain Foods utilizes varied rates strategies that are aimed to adding value for money. This customer-center approached has been working quite effective. One of the strategies employed by the company is providing the consumers with extra perks. An example cited by the changing times 100 is the: 'extra-fill' packs can give the client up to 30% extra free. Accordingly, McCain Foods also "offer its products at a particular promotional price using price-marked packs to encourage people to try the product. " (THE CHANGING TIMES 100, The Times Newspaper Limited)


Place, will not refer to the location of the production facilities, nor will it describe the place of headquarter operations. In marketing context, specifically in marketing mixture, place refers to the channels companies used to put its product on the market.

According to the business case study, McCain Foods does not sell right to its consumers but faithfully strategizes itself as a true business-to-business corporation. McCain Foods' products are positioned to wholesalers and merchants such as supermarkets. The company considers these wholesalers and merchants are their point of sales. By being a B2B business, McCain Foods will not use its own vehicles to deliver its products to the consumers. By heading to wholesalers, McCain Foods' products are also being marketing to other businesses such as restaurants.


In advertising, McCain Foods Small employs good use of rhetoric in product campaign to persuade visitors to patronize their products. Ethos, the use of thoughts, is well employed in MCCain Foods' It's All Good tagline. McCain is highly dedicated in not advertising to children under 12 years old. In terms of the product labeling, the business means that "the retail labeling on its products bears clear information on levels of excessive fat, saturated fat, salt and sugar to help customers choose healthier options. Its labeling is in line with the Food Standards Company (FSA) traffic light plan and the meals industry's Guide Daily Portions" (THE CHANGING TIMES 100, The Times Newspaper Small).

As can be seen in the quick assessment on McCain Foods' effective use of marketing mixture, it can be clearly concluded that indeed the business's success is its reliance to the effective combo of most four elements of the Marketing Combination. McCain's strategic placement which offers personal savings, through major wholesalers and merchants as point-of-sales, benefits the business as complete. In conditions of marketing, when rates, advertising and products are customer-focused, it can be said, as McCain Foods have proven, customers will provide patronage.

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