McCain Foods Essay Example for Free

McCain Foods Essay1. Which four Ps make up the securities industrying mix?Answer Product Price ordain Promotion Product this has to look and taste good and be made from wholesome ingredients. Price the price has to be attractive to ensure enough sales to generate a profit. Place the place and position of the product in the market is important to compete for market share. Promotion this has to fit the companys objectives for the product.2. Explain the different product categories in the Boston Matrix. Why is this a useful tool for businesses?AnswerThe Boston Matrix identifies four types in a companys product portfolio Stars. These products excite a high market share in markets that are growing quickly. For example, the Playstation was a star when it was first introduced into the games market. move Marks. These products have a low market share in a growing market. Costs are more than returns as the company tries to increase market share. An example of a Question Mark c ould be a newly launched fashion item or a new car model. Cash Cows. These products have high market share in established markets, for example, cornflakes in the breakfast cereals market. Dogs. These products have low market share in a low addition market. A company may look to get rid of these products or invest in marketing to improve sales. For example, DVD recorders have replaced video recorders3. break up how McCain Foods progressional strategies tie in with its message Its All darling.AnswerPromotionA win demonstration of the Its All Good ethos is McCain Foods ethical stance on promotion. McCain makes a Commitment not to advertise to children under 12 years old. It also ensures that the retail labeling on its products carries clear learning on levels of fat, saturated fat, salt and sugar to help shoppers choose healthier options. Its labeling is in line with the Food Standards Agency (FSA) traffic light scheme and the nutriment industrys Guideline Daily Amounts (GDA).Mc Cain also takes part in different types of sponsorship, such as TV show Family Fortunes. This brings the McCain brand to a considerable audience through a popular family programme. McCain Athletics Networks which encourage young people to get involved in the sport through local clubs. This further supports the companys approach to balancing calories in with calories out.4. Consider other promotional strategies McCain could use and say whether they are above- or below-the-line.AnswerAbove-the-line promotion is paying(a) for and includes traditional advertising routes such as television, radio and the press. These are good for carrying marketing messages to a large audience. However,it is less easy to measure the impact of these channels, for example, whether a TV advert has increased sales. Special displays or positioning in stores or advertising on supermarket trolleys are also examples of McCains above-the-line promotional activity.Below-the-line promotion can take many forms and is usually more under the control of the business. Typical examples include events or direct mail. McCain uses a combination of below-theline activities including door-to-door tract drops or books of vouchers which give customers discounts over a period of time. These help to attract consumers and establish brand loyalty so the consumer buys the product again. email newsletter for consumers. This creates a relationship with consumers, which is unusual for a B2B organisation. It not only allows McCain to communicate directly with and listen to consumers, it also enables the business to collect information, for example, about their lifestyles and product choices. This is used for feedback, look and promotions.