Mccain : Fresh Banega , Baat Banegi

Corporate Brand : McCain
Company : McCain Foods Republic of Republic of India Ltd

Brand Analysis Count : # 495

McCain is 1 of the World's largest frozen foods manufacturers. This Canadian giant is known for its spud based frozen foods. McCain is a leading supplier of spud based items similar French fries to leading quick service restaurants similar McDonald. This giant has large plans for India.

McCain came to Republic of Republic of India inwards 1998. The construct primarily gear upwards store inwards Republic of Republic of India to cater to the  requirement of its major customer- McDonald's. The fellowship started amongst the import of spud based products afterwards commissioned its outset production flora inwards Republic of Republic of India inwards 2007.

Frozen foods is a category inwards nascent stage inwards India.The category is straightaway worth Rs k crore including B2B segment. Bulk of this delineate of piece of employment organisation is contributed past times B2B segment which consists of restaurants in addition to fast nutrient joints. Slowly the B2C category is growing in addition to McCain is making all out efforts to tap this segment.

Frozen foods has depression penetration due to many reasons. Firstly the consumers are non opened upwards to the thought of frozen foods yet. Another major impediment to the increment of this category is the distribution inefficiencies. The lack of freezer infinite at retailers, render chain issues , retailer reluctance to stock this production category has created huge issues for marketers trying to create this category. How always things receive got changed. Consumers receive got started to piece of employment frozen foods in addition to the presence of large retailers gave the much required render chain back upwards to this category.

Although McCain started selling its branded products inwards Republic of Republic of India since 1998, the attempt was largely restricted to BTL activities. The brands similar Smiles existed inwards the marketplace for long but at that topographic point was non much promotions for the brands. 

It was inwards 2011 that McCain launched its outset TVC inwards India. 

Watch the TVC hither : McCain 

The outset commercial laid inwards a typical modern Indian household is aimed at introducing the construct to Indian consumers . The construct did sure enough query on Indian consumer's mindset regarding  frozen foods flora that consumers doubted the freshness of such frozen foods ( mutual feel !). Frozen foods were ofttimes viewed past times consumers every bit 'Old ' stale foods. The construct also flora that this impression changed after they tried out these products. So the challenge was to convince the non-users close "freshness " of frozen foods. 

It is a Herculean task for marketers to convince customers that Frozen foods are Fresh.The outset advertizement successfully managed the hard chore of connecting the ii attributes which are poles apart - Frozen & Fresh inwards a really subtle but effective manner. The advertizement makers used a even telling approach in addition to past times including the entire household unit of measurement unit inwards the advertizement addressed the concerns of all stakeholders of the family. 

The construct has the tagline " Fresh Banega , Baat Banegi " which emphasis on the freshness aspect. 

Although McCain's competency is inwards spud based products, the construct has tried to cater to the local tastes of Indian consumers. Its production arrive at includes Indian dishes similar Aaloo Tikka etc.The construct surprised the Indian marketplace past times introducing Frozen Idli which tin last cooked inside three minutes. The production is even thence inwards the marketplace testing phase. The fellowship has straightaway focused on the snack nutrient marketplace in addition to in 1 lawsuit the consumers are opened to this thought of frozen foods, to a greater extent than products similar frozen meals volition follow.

One of the best exercise of McCain is its great agreement of Indian consumers. The construct spent lot of fourth dimension inwards agreement the marketplace earlier entering the consumer segment. It strengthened its distribution in addition to ensured retailer back upwards earlier launching its promotions. The construct also took tending of pricing to ensure that the value witting Indian consumers are non scared away past times the high prices. Usually frozen foods are expensive but McCain launched packs at cost points similar Rs 25 which entices consumers to attempt it out. Also the delineate of piece of employment solid introduced its products inwards smaller packs because Indian refrigerators are commonly minor or receive got minor freezers. The products similar Smiles attract immature consumers because of the shape factor. So on many fronts McCain has pose inwards lot of thoughts in addition to project design which volition yield positive results.

The Frozen Foods category is straightaway having lot of players including Godrej . The changing lifestyle has farther strengthen the potential of frozen foods inwards the Indian market. It volition last interesting to encounter how these players shape this market.