McCain Foods marketing: Societal marketing concept

McCain foods use the societal marketing concept, which is represented in the following:

Core concept of McCain Foods

Market offerings:

McCain Foods was founded in 1957 and with the existence of more than 50 years. McCain Foods has achieved a market share of almost 33% on the production of chips worldwide, and the possibility to develop their range, with the original, but healthier versions of favourite staple foods thereby creating new variations of their foods. The quality is in line with the Food Standards Agency (FSA) traffic light scheme and the food industry's Guideline Daily Amounts (GDA).(McCain’s main products are frozen potato foods, though they have a much wider range, consisting of McCain Wedges, Home Roasts, Sweet Potato and frozen pizza. McCain also offers frozen vegetables, ready-to-eat meals and desserts’ in selected countries.)

Value and satisfaction:

The value and satisfaction of McCain lies within their brand message “It’s all good”, caused by McCain’s focus on good ethics within the cooperation with suppliers and their customer relationship. The environment, the community and its people are highly weighted at McCain foods, as 300 farmers in the UK are chosen as supplier for the quality of McCain’s potato crop. To underline the quality of McCain’s, every product is clearly equipped with a retail labeling to inform the consumers about the content of fat, saturated fat, salt and sugar in the product to help shoppers choose healthier options. McCain also prefer working with the four C’s rather than the 4 P’s to focus on the buyers’ point of view and the relationship to consumers.