MARKETING MIX OF MCCAIN FOODS

Marketing mix of McCain foods

Introduction

McCain Foods Limited, founded in January 1957 in Florence vile, New Brunswick, is a leader in terms of agronomy, technology, innovation and new product development. Its success is attributed to the ongoing introduction of new products, boosting sales through aggressive marketing in the development of a diverse range of high quality products and assistance offered to clients of all levels. (John 2007) While the products remain frozen potatoes at the base of the success of McCain Foods Limited McCain Foods Products (Canada) Grand Falls now include a full line of French fries and potato specialties, pizza and juice. (John 2005)

McCain goes back to work and continues its policy of innovation. If the true revolution should be announced in the coming weeks, the specialist French fries and pizza was delivered to work. (Edward 2006) Pizza side, and while the competition is intensifying costs, McCain rides the trend anti-ox. Tender crisp, became "American Pizza Family Size", enriched with new proposals: Chicken Deluxe (chicken and cheese) and Extra Montana (cheese and vegetables). The opportunity to go back in to the movie Twister, signed BDDP. As for sales, they will be supported in mid-February to mid-April by a vast promotional campaign on the theme of "Saturday Night Fever".(Searle 2007)

If the pizza market depressed, the potato has not frozen fish. The manufacturer's sales have obviously benefited from the promotion operation "Universal Survey", but the turnover radius trademark signs of weakness. (Vera 2006) Meanwhile an event scheduled for September produced, McCain launches Legend, a fry size house. Alongside Golden Tradition and Long, it should constitute the third pillar of development. (Douglas 2007)In addition to a relay pub in May, the brand will receive promotional support. Finally enjoying the movement launched by McDonalds, the brand re launches Country Potatoes. The boundaries between the circuits are increasingly held. (Sanford 2008)

Four areas of expertise

For this, a new organization was established, the board, to help businesses through relationship marketing issues, to the implementation of strategies. The first is the establishment, led by Jacques-Olivier Prevot, a former creative director of Ogilvy One. (John 2007) The second area of expertise is the multimedia contact center, led by Francis Henry, the former CEO in the Europe Assistance Group. MRM has established a call center in its premises, including 45 positions at the moment and is intended to increase to 100 in the future. The third area of expertise is the customer intelligence, headed by Olivier Mazuel, from Ogilvy One Data Services. The fourth division, devoted to new media, is led by Marc Salomone. (John 2005)

If the segment is the bearer of new specialties in terms of image and growth, offers the new McCain could not forget the so-called traditional products segment, namely the hash browns and hazelnuts, the core market with 71% of sales volumes. (Edward 2006) To be credible and consistent, we must be present with an offer which, without revolutionize the segment, brings a plus to consumers and ...