Mccain Original Oven Chips and the Marketing Mix Essay

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The marketing mix is factors used to identify the strategies required to meet customer needs and influence demand. The collaborated elements achieve marketing objectives and gain customer satisfaction. This paper will explore the use of this theory within McCain Foods (GB) Ltd, in relation to McCain Original Oven Chips. It will do this by reviewing each element of the marketing mix, evaluating the contribution of the theory and finally providing recommendations. McCain Foods Ltd was founded by the McCain brothers in 1957 and began operating in Great Britain in 1968. Now they’re the largest chip producer in the world, holding a third of the market share. McCain strive to sustainably make quality food, while meeting objectives (McCain Foods Ltd 2011). To accomplish this McCain need the correct balance of the marketing mix because a successful mix meets customer needs, contributes to a competitive advantage through differentiation and matches the resources available to the business (Jobber and Fahy 2006).

The 4P’s (product, place, promotion and price) describe the marketing mix (McCarthy 1960 as cited in Blythe 2008). Product is possibly the most important as it represents the company and essentially makes profit. Product decisions involve choices including brand name, guarantees, packaging and services (Jobber and Fahy 2006). The product must be what consumers want and meet expectations. The core benefit of McCain Original Oven Chips is to satisfy hunger, which meets basic consumer needs. The actual product offers features to satisfy consumer wants including: a healthy option, quality, brand and packaging. The packaging contains the brand name, slogan, traffic light scheme, GDA and ingredients, which are important in communicating the benefits to consumers such as quality and healthiness. The brand and slogan are also important because when overloaded with information on health, consumers make decisions on characteristics such as brand (Chrysochou 2010). McCain...

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