“ ‘This is an evolution,’ Mr. Bawa said. ‘And there’s a lot more to come.’ ”
The frozen food company McCain Foods Ltd is now expanding their target customers from primarily the families with kids to a larger scope of the Canadian population. Instead of limiting themselves from distributing frozen good, the company is now transitioning from their original brand image of fast and convenient into a new image of providing healthy and fresh products. The main reason that drives the company into reshaping their business model is the fact that young consumers, with a higher level of living conditions, now value food that comes from nutritious and safe sources. Therefore, the Vikram Bawa, McCain’s vice-president of marketing has emphasized that they has the intention to reshape their brand with new looks and logos that demonstrate naturalness and warmth. Even though, the company has been aiming to make the transition over a year now, the process remains to be time-consuming and strenuous as consumers already has a basic understanding of the brand in their mind, and it is rather difficult to alter the image and transitioning into something else. Just as Ries and Trout in the article in “positioning” has mentioned, “it’s cheaper and easier to introduce a new brand than to changing the existing brand a new position.” Hence, it is important For McCain to rethink the effectiveness of their current strategy of reshaping the brand and finding even more efficient ways to emphasize their new brand image into the consumers’ mind.
Resources:
“McCain Aims to Bring Warmth Back to the Frozen Food Aisle.” The Globe and Mail. N.p., n.d. Web. 05 Oct. 2014. <http://www.theglobeandmail.com/report-on-business/industry-news/marketing/mccain-foods-reinvents-itself-to-adapt-to-new-priorities/article20937714/>.
“Product Positioning.” Product Positioning. N.p., n.d. Web. 05 Oct. 2014. <http://www.quickmba.com/marketing/ries-trout/positioning/>.