1.

Abstract
Marketing is the process of communicating the value of a product or service to customers. It is a critical business function
[1][2][3]
for attracting customers. Advertising or advertizing
is a form of communication formarketing and used to
encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to continue or
take some new action. Commercial advertisers often seek to generate increased consumption of
their products or services through "branding," which involves associating a product name or image with certain qualities in
the minds of consumers. This project also has a casestudy on McCain foods which strives to be a company making good,
simple food in an increasingly sustainable way, while meeting business objectives. To achieve this, the business ensures
that it balances the four elements (the four Ps) of the marketing mix.
2.Introduction
Write the meaning of market, marketing , marketing mix , advertising and sales promotion from the book marketing in
administration the company chosen by me as a case study is McCain Foods Ltd., the world's largest producer of French
Fries and Potato Specialities. Located in Florenceville, New Brunswick, Canada, McCain has grown to become a global
leader in the frozen food industry. From Canada, across the world to Japan, from the tip of Argentina to suburbs in
Australia, our tasty and convenient food products are served in restaurants and sold in retail stores; adding nutrition and
flavour to family meals time after time.
At McCain, it's our constant endeavour to create good food that is delightfully fresh. In order to maintain an impeccable
standard of quality, we strive to use the highest quality ingredients. Our products are prepared simply with wholesome
ingredients made by good people who care about delivering quality in every box, every bag and every bite.
McCain focuses on providing great variety to customers and consumers. A delectable range of products is available, world
favourites like McCain French Fries, McCain Smiles and local delights such as McCain Aloo Tikki, Idli Sambar Combo and real
cheese appetizers like McCain Cheese & Jalapeno Nuggets and Potato Cheese Shotz.

3.MEANING OF MARKET AND MARKETING

A market is one of many varieties of systems, institutions, procedures, social relations and infrastructures whereby parties
engage in exchange. While parties may exchange goods and services by barter, most markets rely on sellers offering their
goods or services (including labor) in exchange for money from buyers. It can be said that a market is the process by which
the prices of goods and services are established.
For a market to be competitive, there must be more than a single buyer or seller. It has been suggested that two people
may trade, but it takes at least three persons to have a market, so that there is competition in at least one of its two
[1]
sides. However, competitive markets, as understood in formal economic theory, rely on much larger numbers of both
buyers and sellers. A market with single seller and multiple buyers is a monopoly. A market with a single buyer and
[citation needed]
multiple sellers is a monopsony. These are the extremes ofimperfect competition.
Markets vary in form, scale (volume and geographic reach), location, and types of participants, as well as the types of
goods and services traded. Examples include:

Physical retail markets, such as local farmers' markets (which are usually held in town squares or parking lots on an
ongoing or occasional basis), shopping centers and shopping malls

(Non-physical) internet markets (see electronic commerce)

Illegal markets such as the market for illicit drugs, arms or pirated products

Ad hoc auction markets

Markets for intermediate goods used in production of other goods and services
Labor markets
International currency and commodity markets
Stock markets, for the exchange of shares in corporations
Artificial markets created by regulation to exchange rights for derivatives that have been designed to ameliorate
externalities, such as pollution permits (see carbon trading)

In mainstream economics, the concept of a market is any structure that allows buyers and sellers to exchange any type of
[citation needed]
goods, services andinformation. The exchange of goods or services for money is atransaction.
Market
participants consist of all the buyers and sellers of a good who influence its price. This influence is a major study
ofeconomics and has given rise to several theories and models concerning the basic market forces of supply and demand.

There are two roles in markets, buyers and sellers. The market facilitates trade and enables the distribution and allocation
of resources in a society. Markets allow any tradable item to be evaluated and priced. A market emerges more or
lessspontaneously or may be constructed deliberately by human interaction in order to enable the exchange of rights
(cf. ownership) of services and goods

Marketing is the process of communicating the value of a product or service to customers. It is a critical business function
for attracting customers.
From a societal point of view, marketing is the link between a societys material requirements and its economic patterns of
response. Marketing satisfies these needs and wants through exchange processes and building long term relationships. The
process of communicating the value of a product or service through positioning to customers. Marketing can be looked at
as an organizational function and a set of processes for creating, delivering and communicating value to customers, and
managing customer relationships in ways that benefit the organisation and its shareholders. Marketing is the science of
choosing target markets through market analysis and market segmentation, as well as understanding consumer buying
behavior and providing superior customer value. There are five competing concepts under which organizations can choose
to operate their business; the production concept, the product concept, the selling concept, the marketing concept, and
the holistic marketing concept. The four components of holistic marketing are relationship marketing, internal marketing,
integrated marketing, and socially responsive marketing. The set of engagements necessary for successful marketing
management includes, capturing marketing insights, connecting with customers, building strong brands, shaping the
market offerings, delivering and communicating value, creating long-term growth, and developing marketing strategies and
plans
4.Basic Functions of Marketing
The marketing process performs certain activities as the goods or services move from producer to consumer. Every firm
does not perform all these activities or jobs. However, any company that wants to operate its marketing system
successfully must carry them out. The following marketing tasks have been recognized for a long time.
1. Selling
It is core of marketing. It is concerned with the persuasion of prospective buyers to actually complete the purchase of an
article. Setting pays an important part in realizing the ultimate aim of earning profit. Selling is enhanced by means of
personal selling, advertising, publicity and sales promotion.
2. Buying
It involves what to buy, what quality, how much, from whom, when and at, what price. People in business buy to increase
sales or to decrease costs. Purchasing agents are much influenced by quality, service and price. The products that the
retailers buy for resale are determined by the need and preferences of their customers.
3. Transportation
Transport is the physical means whereby goods are moved from the places where they are produced to those they are
needed for consumption. Transportation is essential from the procurement of raw materials to the delivery of finished
products to the customers places. Marketing relies mainly on railroads, tracks, waterways, pipelines and air transport. The
type of transportation is chosen on several consideration such as suitability, speed and cost.
4. Storage
It involves the holding of goods in proper condition from the time they are produced until they are needed by consumers
(in case of finished products) or by the production department (in case of raw materials and stores). Storing protects the
goods from deterioration and helps in carrying over surplus for feature consumption or use in production. Goods may be
stored in various warehouses situated at different places. Storing assumes greater importance when production is seasonal
or consumption may be seasonal. Retail firms are called stores.
5. Standardization and Grading
The other activities that facilitate marketing are standardization and grading. Standardization means establishment of
certain standards or specifications for products based on intrinsic physical qualities of any commodity. This may involved
quantity (weight or size) or it may involve quality (colour, shape, appearance, material, taste, sweetness etc). Government
may also set some standards e.g., in case of agricultural products. A standard conveys a uniformity of the products.
Grading means classification of standardized products into certain well-defined classes or groups. It involves the division
of products into clauses made up of unit processing similar characteristics of size and quality. Grading is very important for
raw material (such as fruits and cerials), mining products (such as coal, iron-ore and mangenese) and forest products
(such as timber). Branded consumer products may bear grade levels, A B C.

6. Financing
It involves the use of capital to meet financial requirements of the agencies dealing with various activities of marketing.
The services of providing the credit and money needed to meet the cost of getting merchandise into the hands of the final
user is commonly referred to as finance, function in marketing. In marketing, finances are needed for working capital and
fixed capital, which may be secured from three sources onward capital, bank loans and advances, and trade credit
(provided by the manufactures to wholesaler and by the wholesaler to the retailers).
7. Risk Taking
Risk means lose due to some unforeseen circumstances in future. Risk-bearing in marketing refers to the financial risk
inherent in the ownership of goods held for an anticipated demand, including the possible losses due to a fall in price and
the losses from spoilage, depreciation, obsolescence, fire and floods or any other loss that may occur with the passage of
time. From production of goods to its selling stage, many risks are involved due to changes in marker conditions, natural
causes and human factors. Changes in fashions or interventions also cause risks. Legislative measures of the government
may also cause risks.
8. Market Information
The only sound foundation, on which marketing decisions may be based, is correct and timely market information. Right
facts and information reduce the aforesaid risks and thereby result in cost reduction. Business firms collect, analyze and
interpret facts and information from internal sources, such as records, sales people and findings of the market research
department. They also seek facts and information from external sources, such as business publications, government
reports and commercial research firms. Retailers need to know about sources of supply and also about customers buying
motives and buying habits. Manufacturers need to know about retailers and about advertising media. Firms in both these
groups need information about competitors activities and about their markets. Even ultimate consumers need market
information about availability of products, their quality standards, their prices, and also about the after-sale service facility
Common sources for consumers are sales people, media advertisements, colleagues etc.
It may be noted that in addition to the mentioned jobs, the marketing manager is also involved in product planning, pricing
of products, selection of distribution channels, framing of marketing objectives, environmental scanning, target market
selection, market programming and developing marketing strategy.
5.Advertising meaning and objectives
Advertising is nothing but a paid form of non-personal presentation or promotion of ideas, goods or services by an
identified sponsor with a view to disseminate information concerning an idea, product or service. The message which is
presented or disseminated is called advertisement. In the present day marketing activities hardly is there any business in
the modern world which does not advertise. However, the form of advertisement differs from business to business.
Advertisement has been defined differently by different persons. A few definitions are being reproduced below:
According to Wood, "Advertising is causing to know to remember, to do."
According to Wheeler, "Advertising is any form of paid non-personal presentation of ideas, goods or services for the
purpose of inducting people to buy."
According to Richard Buskirk, "Advertising is a paid form of non-personal presentation of ideas, goods or services by an
identified sponsor."
According to William J. Stanton, "Advertising consists of all the activities involves in presenting to a group, a non-personal,
oral or visual, openly sponsored message regarding disseminated through one or more media and is paid for by an
identified sponsor."
The above definitions clearly reveal the nature of advertisement. This is a powerful element of the promotion mix.
Essentially advertising means spreading of information about the characteristics of the product to the prospective
customers with a view to sell the product or increase the sale volume.

The main features of advertise are as under:

It is directed towards increasing the sales of business.

Advertising is a paid form of publicity

It is non-personal. They are directed at a mass audience and nor at the individual as is in the case of personal selling.

Advertisement are identifiable with their sponsor of originator which is not always the case with publicity or propaganda.
Objective / Functions of advertising

The purpose of advertising is nothing but to sell something -a product, a service or an idea. The real objective of advertising
is effective communication between producers and consumers. The following are the main objectives of advertising:
Preparing Ground for New Product
New product needs introduction because potential customers have never used such product earlier and the advertisement
prepare a ground for that new product.
Creation of Demand
The main objective of the advertisement is to create a favorable climate for maintaining of improving sales. Customers are
to be reminded about the product and the brand. It may induce new customers to buy the product by informing them its
qualities since it is possible that some of the customers may change their brands.
Facing the Competition
Another important objective of the advertisement is to face to competition. Under competitive conditions, advertisement
helps to build up brand image and brand loyalty and when customers have developed brand loyalty, becomes difficult for
the middlemen to change it.
Creating or Enhancing Goodwill: Large scale advertising is often undertaken with the objective of creating or enhancing
the goodwill of the advertising company. This, in turn, increases the market receptiveness of the company's product and
helps the salesmen to win customers easily.
Informing the Changes to the Customers
Whenever changes are made in the prices, channels of distribution or in the product by way of any improvement in quality,
size, weight, brand, packing, etc., they must be informed to the public by the producer through advertisement.
Neutralizing Competitor's Advertising
Advertising is unavoidable to complete with or neutralize competitor's advertising. When competitors are adopting
intensive advertising as their promotional strategy, it is reasonable to follow similar practices to neutralize their effects. In
such cases, it is essential for the manufacturer to create a different image of his product.
Barring New Entrants
From the advertiser's point of view, a strongly built image through long advertising helps to keep new entrants away. The
advertisement builds up a certain monopoly are for the product in which new entrants find it difficult to enter.
In short, advertising aims at benefiting the producer, educating the consumer and supplementing the salesmen. Above all
it is a link between the producer and the consumer.
6.TYPES OF ADVERTISING

Classification of Advertising
1.

Print Advertising - The print media has been used for advertising since long. The newspapers and magazines are
quite popular modes of advertising for different companies all over the world. Using the print media, the
companies can also promote their products through brochures and fliers. The newspaper and magazines sell the
advertising space and the cost depends on several factors. The quantity of space, the page of the publication, and
the type of paper decide the cost of the advertisement. So an ad on the front page would be costlier than on

2.

3.

4.

5.

inside pages. Similarly an ad in the glossy supplement of the paper would be more expensive than in a mediocre
quality paper.
Broadcast Advertising - This type of advertising is very popular all around the world. It consists of television,
radio, or Internet advertising. The ads on the television have a large audience and are very popular. The cost of
the advertisement depends on the length of the ad and the time at which the ad would be appearing. For
example, the prime time ads would be more costly than the regular ones. Radio advertising is not what it used to
be after the advent of television and Internet, but still there is specific audience for the radio ads too. The radio
jingles are quite popular in sections of society and help to sell the products.
Outdoor Advertising - Outdoor advertising makes use of different tools to gain customers attention. The
billboards, kiosks, and events and tradeshows are an effective way to convey the message of the company. The
billboards are present all around the city but the content should be such that it attracts the attention of the
customer. The kiosks are an easy outlet of the products and serve as information outlets for the people too.
Organizing events such as trade fairs and exhibitions for promotion of the product or service also in a way
advertises the product. Therefore, outdoor advertising is an effective advertising tool.
Covert Advertising - This is a unique way of advertising in which the product or the message is subtly included in
a movie or TV serial. There is no actual ad, just the mention of the product in the movie. For example, Tom Cruise
used the Nokia phone in the movie Minority Report.
Public Service Advertising - As evident from the title itself, such advertising is for the public causes. There are a
host of important matters such as AIDS, political integrity, energy conservation, illiteracy, poverty and so on all of
which need more awareness as far as general public is concerned. This type of advertising has gained much
importance in recent times and is an effective tool to convey the message.

The advertising objectives largely determine which of two basic types of advertising to use; product or institutional.

Institutional advertising tries to develop goodwill for a company rather than to sell a specific product. Its objective is to improve the advertiser'
image, reputation, and relations with the various groups the company deals with. This includes not only end-users and distributors, but also sup
shareholders, employees, and the general public. Institutional advertising focuses on the name and prestige of a company. Institutional advertis
sometimes used by large companies with several divisions to link the divisions in customers' minds. It is also used to link a companys other prod
to the reputation of a market-leading product.
Product advertising tries to sell a product. It may be aimed at the end user or at potential representatives and distributors. Product advertising
further classified as pioneering, competitive, and reminder advertising.

Pioneering advertising tries to develop primary demand, that is demand for a product category rather than a specific brand. It's needed in the e
stages of the adoption process to inform potential customers about a new product. The first company to introduce a new technology to its indu
doesn't have to worry about a competitive product since they alone have the technology. They have to sell the industry on the advantages of th
technology itself. Pioneering advertising is usually done in the early stage of the product life cycle by the company which introduces an innovati

Competitive advertising tries to develop selective demand; demand for a specific manufacturers product rather than a product category. An
innovating company is usually forced into competitive advertising as the product life cycle moves along. After pioneering technology is accepted
most manufacturers are supplying competing products, the innovator is forced to sell the advantages of his specific design over that of the
competition. This is usually the situation in a mature market.

Reminder advertising tries to keep the product's name before the public. It is useful when the product has achieved market domination. Here, t
advertiser may use "soft-sell" ads that just mention or show the name as a reminder. Reminder advertising may be thought of as maintenance f
product with the leadership position in the market.

Of course none of the above classifications are exclusive. Some companies combine elements of the institutional ad with product advertising. Th
classifications are merely aids in developing the objectives which the company sets for their ads.

7.CASE STUDY : McCain Foods

McCain Foods Ltd. is the world's largest producer of French Fries and Potato Specialities. Located in Florenceville, New
Brunswick, Canada, McCain has grown to become a global leader in the frozen food industry. From Canada, across the
world to Japan, from the tip of Argentina to suburbs in Australia, our tasty and convenient food products are served in
restaurants and sold in retail stores; adding nutrition and flavour to family meals time after time.

McCain Foods (India) is a wholly-owned subsidiary of McCain Foods Limited in Canada. Since 1998, McCain has been
engaged in agriculture R&D and in development of frozen food market in India and subcontinent countries. McCain
products are used by leading fast food chains, hotels, restaurants, catering companies and are popular for in-home
consumption.
At McCain, it's our constant endeavour to create good food that is delightfully fresh. In order to maintain an impeccable
standard of quality, we strive to use the highest quality ingredients. Our products are prepared simply with wholesome
ingredients made by good people who care about delivering quality in every box, every bag and every bite.

McCain focuses on providing great variety to customers and consumers. A delectable range of products is available, world
favourites like McCain French Fries, McCain Smiles and local delights such as McCain Aloo Tikki, Idli Sambar Combo and real
cheese appetizers like McCain Cheese & Jalapeno Nuggets and Potato Cheese Shotz.
Global sales of over $6 billion.
Products marketed in 160 countries world over.
One in every three French fries around the world is a McCain fry.
50 manufacturing facilities around the world.
World class potato processing plant in Mehsana district of Gujarat.
McCain Foods was founded in 1957 in Canada by the McCain brothers Harrison, Wallace, Robert and Andrew. McCain
Foods is now the largest chip producer in the world with a market share of almost 33% and more than 20,000 employees
working in 57 locations worldwide. Since 1968 McCain GB has been operating from its UK base in Scarborough, North
Yorkshire.
McCain prides itself on the quality and convenience of its product range and for over three decades has been making
healthier versions of favourite staple foods. The McCain brothers had a simple philosophy 'Good ethics is good business'.
This lies behind the McCain brand message 'It's All Good'.
It is not just the food that is good. The philosophy also refers to the way McCain works with its suppliers and builds its
relationship with its customers. McCain believes it is important to take care of the environment, the community and its
people. It works with around 300 farmers in the UK , chosen for the quality of their potato crop. McCain factories are
located in key potato growing areas, which helps to reduce food miles.
Corporate responsibility
A further example of the way McCain is reducing its impact on the environment is the installation of three 125m high wind
turbines to generate electricity for its Whittlesey factory near Peterborough. McCain is the first major UK food
manufacturer to use alternative energy to help power a large factory.
McCain also gives back to the community by committing resources to both local and national projects. McCain supports a
wide range of local charities and good causes. Nationally, McCain has a five-year agreement with UK Athletics to promote
track and field sport in the UK.
The marketing mix

McCain strives to be a company making good, simple food in an increasingly sustainable way, while meeting business
objectives. To achieve this, the business ensures that it balances the four elements (the four Ps) of the marketing mix.
A product or service will have its own different mix of the four Ps. The right mix will achieve marketing objectives and
result in customer satisfaction:
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.
This case study shows how McCain combines all four parts of the marketing mix to develop its marketing strategy
Product
McCain Foods is the world's leading manufacturer of frozen potato products. Although McCain is perhaps best known for
producing Oven Chips, its product lines are much wider. In the UK they include various other potato products such as
McCain Wedges and McCain Home Roasts, as well as McCain Sweet Potato and McCain Micro Pizza. In other countries
McCain sells a variety of foods including frozen vegetables, ready meals and desserts.
Some products, for example, McCain Oven Chips, captured the public imagination immediately and continue to sell well
without needing to be changed. Other products change through time or are adapted to create new variations, e.g. curly
fries or thin and crispy fries.

External influences
Changes in the range are driven by a number of different factors. For example, microwaveable snacks take account of
changing lifestyles, where people are looking for food that does not take long to prepare. McCain has also been responsive
to market needs for healthier options and its products support the governments Change4life campaign. This encourages
people to 'Eat Well, Move More, Live Longer'.
The company's philosophy supports the 'calories in/calories out' principle. This states that to maintain a healthy weight,
calories consumed should not exceed calories used. This also forms part of the 'It's All Good' message - not only does
McCain food taste good, but it fits in with current thinking on healthy diets.
McCain now only uses sunflower oil in the preparation of its chips. It knows that customers want to eat healthily without
compromising on taste and it is careful to use wholesome ingredients in its products. Having a wide range including
healthier options, such as Oven Chips, as well as products developed for taste, e.g. Wedges, means the company can meet
different consumer needs for different meal occasions.
Managing quality
To protect quality throughout the whole supply chain, McCain manages its own potato seed development. After
specially selecting the seeds, McCain works closely with around 300 farmers to ensure the potatoes are grown to a
high standard and harvested at their peak. Only the best potatoes are chosen to make McCain chips and potato
products.
McCain Foods' product offering extends outside the home to include food service. This provides products specially
designed for use in restaurants and canteens.
Price

In pricing its products, a business must consider four things:

1. Business objectives. The business may set its pricing to achieve a number of different objectives. These may be to:
maximise profits
achieve a target return on investment
achieve a target sales figure
achieve a target market share
match the competition.
2. Costs. In order to make a profit a business must make sure that its products are priced above their cost. The total cost of
a product includes overheads such as research and development, investment in equipment, people and technology, as well
as direct costs, such as raw materials and ingredients.
3. Competitors. If there is no competition the business can set whatever price it chooses. On the other hand, if there is
perfect competition then the business must accept the market price for its products. In most cases the reality is
somewhere in the middle.
4. Customers. The business needs to consider what its customers' expectations will be. For example, customers may be
prepared to pay more for a product that is unique or produced in an ethical and sustainable manner. This would place it as
a premium brand above its competitors.
Pricing strategies
McCain uses a range of pricing strategies associated with adding value for money. For example, 'extra-fill' packs can give
the customer up to 30% extra free. This rewards regular buyers of a particular product. McCain may also offer its products
at a special promotional price using price-marked packs to encourage people to try the product.

Place
Place describes the channels McCain uses to position its products in the marketplace.

As a business-to-business (B2B) organisation, McCain

does not sell directly to its consumers. Instead it places its products with wholesalers and retailers, such as major
supermarket chains. McCain may then be able to influence how its products reach the consumer at the point-of-sale. For

example, it may secure key positions for its products in stores. By paying for end-of-shelf positions for its products,
customers are more likely to see and buy them.
McCain does not use its own vehicles to distribute products to its customers. Transportation is outsourced, which means
another organisation carries out the deliveries. Products are delivered directly to retailers' central depots for onward
distribution to their stores. Alternatively, they may go to wholesalers, who sell them on to other businesses such as
restaurants.
McCain takes the need for sustainability and reducing its impact on the environment into consideration in transporting its
products. For example:
Where possible local farmers are used to reduce food miles.
Double-decker trucks are used, saving in the region of 2,000 lorry journeys a year.
The lorries have built-in solar panels which helps to provide additional power, for example, to help with the internal lifting
mechanism
Promotion

A further demonstration of the 'It's 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 information 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 food industry's Guideline Daily Amounts (GDA).
Promotion falls into two main categories:
Above-the-line promotion
Below-the-line promotion.
Above-the-line
Above-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 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 above-the-line
promotional activity at McCain Foods.
Below-the-line

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-the-line activities including:
door-to-door leaflet 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, research and promotions.
PR and sponsorship

Public relations (PR) is a form of promotion that

is concerned with developing goodwill and understanding between organisations and the public. For example, McCain uses
its relationship with UK Athletics to deliver 'Track and Field' roadshows across the UK. These emphasise the link between
healthy food and healthy lifestyle. Again, this aligns with the 'It's All Good' message.
McCain also takes part 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 young people to get involved in the sport through local clubs. This further
supports the companys approach to balancing calories in with calories out.
McCain also aims to promote better understanding of where food comes from through initiatives such as The Potato Story.
This is an educational resource that helps teach children about how potatoes grow and their place in a balanced healthy
diet.
Hip Digital worked with McCain and their agency partners to design a family promotion aimed at engaging the family in
their home. The goal of the promotion was to drive sales, engage consumers and activate brand preference. McCain Movie
Night allowed consumers to receive a Bonus Digital Movie Rental inside of select pizza packages.

Measured Results:
During the most competitive period of year (the Super Bowl) McCain invigorated the entire sales channel with this
promotion, resulting double digit lift in sales. What is more, McCain was able to secure incremental Point-of-Sale displays,
drive repeat purchase behavior and category market share up an impressive amount. Pizza lovers and movie fans were
delighted.

Brand and brand promotion

'It's All Good' is a message that is embedded in all aspects of McCain Foods'
marketing mix.
Not only are the products designed to look and taste good, they are produced from good quality crops in a way that
addresses people's concerns about issues such as health and the origins of their food. This helps to ensure that McCain
remains a trusted brand.
McCain also takes great care to minimise its impact on the environment. Its products are placed in the market in a way that
reduces both food miles and carbon emissions.
Promotion of the products focuses on the positive relationship between McCain food and a healthy diet and reinforces the
importance of food and exercise in a healthy lifestyle.
Promotion is mainly done via mainstream media e.g.: TV advertising, popular magazines.
Supermarket promotional activity e.g.: specials are organised by our sales department in
conjunction with the respective buyers in the head offices of the major retailers. In December 2012, McCain Foods had
launched a television campaign to introduce its first brand ambassador, Karishma Kapoor. The campaign's tagline was
'Jhatse banao, kuch tasty khao'
8.CONCLUSION
Therefore we can conclude from his project report that market means the total demand for a product or service rather
than a place where buyers and sellers meet. In order to achieve its marketing objectives , every business enterprise
prepares a marketing plan . the marketing plan involves decisions concerning several elements , eg., the product to be sold
, the price to be charged, the method of distributing the product and the techniques of promoting sales. Advertising,
salesmanship, sales promotion and publicity are the four elements or techniques of promotion mix.
In todays advancing world where people are very busy and dont have time , mccain quality fast food potato snacks fit
into the lives of the people and are tasty cum healthy. Mc foods limited has achieved success in the market due to its
integrated marketing mix and effective methods of tv commercials.