As healthy eating trends, there naturally is a decline the demand of frozen food. This and a new shift in the demographic has McCain shifting marketing methods in order to tackle these threat to sales.
McCain is know to have a large customer segment of families, as they normally advertise the convenience of cooking frozen, but unhealthier meals. While such food is no longer highly demanded McCain is shifting customer segments to modern families of less members, and adding a value proposition of healthier products.
McCain’s vice president of marketing quotes this new marketing campaign as an “evolution”. This seems to be McCain’s attempt of a transient advantage. It is focusing on the wants of the consumers in order to gain a competitive advantage. This is the right strategy as remaining stagnant with it’s marketing will be detrimental to McCain’s sales. Many companies who have lasted as long as McCain tend to focus on sticking to their traditional customer segment and products. However as new products can be created which could be preferred by the consumers, this strategy can lead a company to bankruptcy. McCain although not fully abandoning its traditional companies, the addition of this new customer segment and value proposition will hopefully create the “evolution” they are looking for.
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