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The Marketing Mix

The Marketing Mix. Kellsie Block. Product. 1) What does McCain’s product food range include? Fruit and vegetables, Frozen food, chips, pizza, dinners 2)What factors have driven changes in the product range? Changing Lifestyles (ex. Microwaveable meals are fast to make)

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The Marketing Mix

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  1. The Marketing Mix Kellsie Block

  2. Product 1) What does McCain’s product food range include? Fruit and vegetables, Frozen food, chips, pizza, dinners 2)What factors have driven changes in the product range? Changing Lifestyles (ex. Microwaveable meals are fast to make) Healthier living (ex. Government’s Change4life campaign “Eat well, Move more, Live longer) “Calories In/Calories out” principle, calories consumed should not exceed calories used “It’s all good”. McCain uses sunflower oil, which is healthier and does not compromise on the taste

  3. Price 3. Why do you think consumers will pay more for Oven Chips than it would cost them less to buy the potatoes and oil to prepare chips themselves? Consumers will pay more for oven chips because it takes less preparation and its more convenient. Although it costs more they know they’ll get the great McCain taste with less hassle of buying potatoes and oil to make oven chips themselves.

  4. Place 4. McCain sells its products to both wholesalers and retailers. Supplier (McCain) Wholesaler Retailer Supermarket Consumer

  5. Place 5. How does McCain reduce the environmental impact of transporting its products? McCain doesn’t use their own vehicles to distribute products to customers. Other organizations transportation is outsourced Where possible local farmers are used to reduce food miles. Double-decker trucks are used, saving in the region of 2,000 lorry journeys a year. The lorries have built-in solar panels which helps to provide additional power, for example, to help with the internal lifting mechanism.

  6. Promotion Are the following promotional methods used by McCain above-the-line or below-the-line? • TV advertisements: Above-the-line • Discount vouchers: Below-the-line • Advertisements on supermarket trolleys: Above-the-line • E-mail newsletter: Below-the-line • Leaflet drops: Below-the-line

  7. Picture Slide

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