Executive Summary This report delves into the marketing strategies employed by McCain Foods in the food services industry, focusing on how advanced marketing leadership can drive brand growth and product innovation. It analyzes the characteristics of the target consumer segment, clarifying how specific elements of buyer behavior theories, such as perception and attitudes, influence the consumer decision-making process. The report highlights an innovative marketing strategy: leveraging augmented reality technology to provide a new interactive experience on product packaging, thereby enhancing customer experience and increasing brand engagement. Furthermore, it discusses how technological innovations can enhance the company's brand image in sustainability, …show more content…
2. Brand Communication: Emphasize the company's environmental commitments through marketing activities, such as using recyclable packaging and supporting sustainable agricultural practices. Technology Utilization: Develop interactive packaging using augmented reality (AR) technology to enhance consumer engagement with the brand experience(Berryhill, 2021). These insights demonstrate how McCain Foods can leverage market changes to strengthen its position in the competitive food industry. Through critical analysis and clear market positioning, the company can better meet the needs of its target consumers and create new opportunities aligned with its brand values. Faced with the growing demand for plant-based and sustainable products, McCain Foods has the opportunity to innovate its product line to meet these consumer preferences. Data shows that consumers in this segment are willing to pay a premium for brands that demonstrate corporate social responsibility and environmental friendliness. McCain can capitalize on this trend by launching sustainably produced plant-based products to enhance its market position. 5. What is the difference between a Buyer Behavior Theory …show more content…
2021. The. Green marketing in emerging markets : strategic and operational perspectives. Palgrave Macmillan, An Imprint Of Springer Nature Switzerland Ag. Enrique Carlos Bianchi, Luis, J., M. Mercedes Galan-Ladero, & Ana Lanero Carrizo. 2023. The 'Secondary' of the 'Secondary' of the 'Secondary' of the 'Secondary' of Responsible Consumption and Sustainability. Springer Nature. Howarth, J. (2021, February 3). 9 Massive Food Trends For 2022-2025. Exploding Topics. https://explodingtopics.com/blog/food-trends Ira Morton Kaufman, Horton, C., & Adkins, A. (2015). The 'Secondary' of the 'Secondary' of the 'Secondary' of the ' Digital marketing : integrating strategy and tactics with values : a guidebook for executives, managers, and students. Routledge. The. Konar, N., Gunes, R., Palabiyik, I., & Toker, O. S. (2022). Health conscious consumers and sugar confectionery: Present aspects and projections. Trends in Food Science & Technology, 123(123), 57–68. https://doi.org/10.1016/j.tifs.2022.02.001 Malik, A., Suresh, S., & Sharma, S. (2017). Factors influencing consumers’ attitudes towards adoption and continuous use of mobile applications: a conceptual model. Procedia of Computer Science, 122, 106–113.
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill Company.
The message strategy that will be planned to be used for Trader Joe’s is the brand image strategy. Trader Joe’s pride themselves for providing quality products at lower cost than their competitors. Trader Joe’s must instill their brand image into the consumer’s mind and develop a trustworthy brand within the rural area of Livingston, Alabama. When planning to use the brand image strategy the marketing team has targeted three distinct targeted markets: college students, local families, and the local restaurants. This plan will be designed to make an impact for Trader Joe’s immediately and lastly for at least the next two years. There are many essential parts to implementing a brand image strategy that must be done in order to be successful.
Whole Food Market was an early entrant in the “Extreme Value” format grocery industry segment offering premium organic all natural brands of food for health, and environment conscious customers. The market niche they serve is the upscale clientele, whose disposable income has increased in recent years, and is expected to continue growing. These customers are interested in creating value thru their purchasing decisions with companies who have in place Environmental policies even that the benefit of this is indirect to the customer it is significant to change consumer
Public relation PR is a form of a promotion that is concerned with developing good will and understanding between organizations and the public. In the advertising, they Limited employs good use of rhetoric in product promotion. Ethos, the use of emotions, is well employed in McCain Foods ' it’s All Good tagline. Their strong commitment is not advertising to children under 12 years old. Product labeling, the they make sure that "the labeling on products carries clear information on levels of fat, saturated fat, salt and sugar to help shoppers choose healthier options. labeling is in line with the Food Standards Agency (FSA)
In the US from since the turn of the century, obesity has been a rising and very serious issue. In the 1980’s, western culture experienced a fitness surge, and the major food corporations began producing new products that were “fat free”, but the issue was fat free food did not taste as good so people would not buy it. To compensate the taste, the food companies replaced the fat with sugar.
New market entrants, although small and initially insignificant, are exerting the most force over McDonalds Canada. They are able to cater to individuals a lot easier than a multinational company is and it should be these that McDonalds model any future changes on. As mentioned above, the introduction of organic products and the presentation of ‘greener’ images are essential for McDonalds to compete in a changing consumer environment. As environmental concerns become more of an issue for consumers they will be more aware of the impact that a company has on themselves and the environment and therefore be more conscious of who they support with their dollar.
Companies are becoming more competitive and consumers are concerned on the environmental problems. The organisations are attracting consumers with promotions of Green technology and services and companies claiming it to be green. In the last several years, there are companies issuing Green claims and accused of Greenwashing. The green products and Greenwash products are labeled to be eco-friendly while they are not and overstatement of high ratings of environmental claims. This also causes confusion and difficult to determine genuine eco-friendly products from a Greenwashing product. Many labels such as organic, earth-friendly or biodegradable are tools of marketing to attract consumers. Many consumers ask, “ Are they genuine green product and how much does it impact to the environment?”
Belz, F., & Peattie, K 2012, Sustainability marketing: a global perspective (2nd ed.). Hoboken, N.J.: Wiley.
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill.
Surveys have shown that sugar-sweetened beverages are the primary source of added sugar in our diets. According to a Coca-Cola history website, the soft-drinks’ bottle sizes have been enlarged drastically over the past 40 years, basically meaning that we are drinking more soft drinks than ever. As an example, half of the population in the US consume sugary drinks every day, in which about 25 percent gain at least 200 calories from these drinks. Sugary drinks are also the top calorie source in teen’s diets, increasing the risk of diseases such as obesity, diabetes and heart problems from an early stage. It is a significant factor that leads to obesity, so I believe resisting these sugary drinks and promoting healthier products could definitely assist the goal of elevating the number of a healthy
...leader in its selected markets through creativity and superior customer service. The Group is continuing to focus many efforts to expand its presence in global food and ingredients markets and its consumer foods businesses in Europe and abroad.
Tanner and Raymond (2014) describe branding activity as “strategies that are designed to create an image and position in the consumers’ minds” (c.6). When branding messages coincide with its offerings’ characteristics, it establishes consumer trust, and brand strength. For example, when first introducing Dove brand in 1957, by labeling its product as a “beauty cleansing bar . . . [with] ¼ moisturizing cream, that rinses cleaner than soap” (Unilever, 2016), we can see that marketers associated the brand to moisturizing and beauty, and disassociated the brand from common soap. Over the years, this consistent message coinciding with product performance has strengthened the Dove brand. Strong brand equity is derived from consistent, strategic branding that establishes perceived quality and emotional attachment (Entrepreneur, 2016); therefore, consumers are more likely to pay higher prices, as well as purchase new offerings connected to the
In remarks at the Consumer Analyst Group of New York conference in February, Campbell’s CEO Denise Morrison said: “we are also confronting profound shifts in consumers’ preferences and priorities with respect to food”, pointing to an “explosion of interest in fresh foods” and “a mounting distrust of so-called Big
Sustainable food consumption: an overview of. Contemporary issues and policies. Sustainability: Science, Practice, & Policy 9(2):7-25. http://www.google.com/archives/vol9iss2/1207-033.reisch.html Withgott, J., & Laposata, M. (2014). Environment: the science behind the stories (5th Ed.). New York, NY: Pearson Education, Inc.
The more experience you have putting these tips into practice, the more they will become instinct. And by making informed decisions and ensuring that the product’s claims are accurate, you can feel good about the choices you make and their positive impact on the environment. If more greenwashing means that marketers are increasingly responding to the demand for sustainable products, this could be a positive trend. If left unchecked, greenwashing creates significant risks. Consumers will give up on marketers and manufacturers, and give up on the hope that their spending might be put to good use. Recent developments suggest companies should be prepared for the new wave of measures. Greenwashing has become a buzz word for consumers and the media. Unfortunately, the rules are not always clear when it comes to responsible environmental marketing.