McCain Foods Essay

1. Which cardinal Ps make up the merchandising mix?Answer Product set Place publicity Product this has to confront and taste good and be do from wholesome ingredients. Price the price has to be attractive to ensure enough gross sales to generate a profit. Place the congeal and position of the crossroad in the trade is important to compete for foodstuff sh atomic number 18. Promotion this has to fit the high societys objectives for the crossing.2. pardon the different product categories in the capital of Massachusetts Matrix. Why is this a useful spear for businesses?AnswerThe Boston Matrix identifies quartet types in a companys product portfolio Stars. These products have a mettlesome market share in markets that are growing quickly. For example, the Playstation was a star when it was graduation exercise introduced into the games market. Question scrapes. These products have a depressed-spirited 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 could be a unsandedly launched forge item or a new car model. Cash Cows. These products have steep market share in accomplished markets, for example, cornflakes in the breakfast cereals market. Dogs. These products have low market share in a low growth market. A company may look to get dislodge of these products or invest in market to improve sales. For example, DVD recorders have replaced tv recorders3. Analyse how McCain Foods promotional strategies tie in with its message Its All right-hand(a).AnswerPromotionA make headway demonstration of the Its All obedient ethos is McCain Foods ethical stance on promotion. McCain makes a Commitment not to hang upise to children at a lower place 12 years old. It in addition ensures that the retail labeling on its products carries clear information on levels of fat, saturated fat, salt and sugar to serve well shoppers choose healthier options. Its labelin g is in rakehell with the Food Standards Agency (FSA) traffic airy scheme and the food industrys Guideline Daily Amounts (GDA).McCain also takes weaken in different types of sponsorship, such as TV show Family Fortunes. This brings the McCain brand to a wide audience through a popular family programme. McCain Athletics Networks which encourage childlike people to get involved in the sport through local clubs. This advance supports the companys approach to equilibrate 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 paid for and includes handed-down advertising routes such as television, radio set and the press. These are good for carrying marketing messages to a large audience. However,it is less easy to neb the impact of these channels, for example, whether a TV advert has increased sales. Special displays or pose in stores or advertising on supermark et trolleys are also examples of McCains above-the-line promotional activity.Below-the-line promotion can take numerous forms and is usually more under the gibe of the business. Typical examples include events or straightaway mail. McCain uses a combination of below-theline activities including door-to-door brochure drops or books of vouchers which give customers discounts over a period of time. These help to attract consumers and instal brand loyalty so the consumer buys the product again. email newsletter for consumers. This creates a kind with consumers, which is unusual for a B2B organisation. It not lone(prenominal) 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.