McCain Foods Essay

1. Which four Ps make up the marketing mix?Answer Product charge Place progressance Product this has to look and taste good and be made from wholesome ingredients. Price the price has to be attractive to master enough sales to generate a profit. Place the place and situation of the product in the market is important to compete for market sh argon. Promotion this has to fit the companys objectives for the product.2. Explain the different product categories in the capital of Massachusetts Matrix. Why is this a useful tool for businesses?AnswerThe Boston Matrix identifies four types in a companys product portfolio Stars. These products choose a high market share in markets that are growing quickly. For physical exertion, the Playstation was a star when it was first introduced into the games market. Question Marks. These products turn out a piteous market share in a growing market. be are more than returns as the company tries to increase market share. An example of a Q uestion Mark could be a newly launched dependion item or a new car model. Cash Cows. These products have high market share in established markets, for example, cornflakes in the eat cereals market. Dogs. These products have low market share in a low growth market. A company may look to get loose of these products or invest in marketing to improve sales. For example, DVD recorders have replaced video recorders3. Analyse how McCain intellectual nourishments forward motional strategies tie in with its message Its All Good.AnswerPromotionA further expression 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 alike ensures that the retail labeling on its products carries clear information on levels of fat, saturated fat, flavour and sugar to help shoppers choose healthier options. Its labeling is in line with the Food Standards Agency (FSA) traffic light scheme and the food industry s Guideline Daily Amounts (GDA).McCain excessively takes part in different types of sponsorship, such as TV show Family Fortunes. This brings the McCain brand to a wide auditory sense through a popular family programme. McCain Athletics Networks which encourage young raft to get involved in the sport through local clubs. This further supports the companys approach to balancing calories in with calories out.4. Consider new(prenominal) promotional strategies McCain could use and say whether they are above- or below-the-line.AnswerAbove-the-line promotion is paid 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 cake 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.Belo w-the-line promotion can take many forms and is commonly 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 leaflet drops or books of vouchers which give customers discounts oer a period of time. These help to attract consumers and establish brand subjection so the consumer buys the product again. email newsletter for consumers. This creates a relationship with consumers, which is strange 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, research and promotions.