Gunjan Pandey, General Manager Marketing, McCain Foods India talks about how McCain is cashing in on the potato market in India through marketing and communication activities and brand ambassador Karisma Kapoor
By Saloni Dutta
Q] McCain has been in India since the late nineties. What’s been your focus area - out-of-home or in-home consumption - and what has been the response so far?
Since starting our operations in 1998, we have expanded the frozen food market on course. With a wide variety of vegetarian appetizers to offer to the discerning Indian consumer, our focus has been on both out-of-home and in-home consumption. McCain products are easy and quick to make and thus, very suitable for versatile use by both retail and institutional sectors. Of the two, institutional customers continue to be the larger contributor to our revenues. We have customized our products to cater to the specific taste and preferences of the Indian consumer, and we are very encouraged by the market response. There is much larger market potential that we can explore.
Q] What is your media mix?
Our marketing mix is a combination of television media, print media, and radio channels. We actively conduct wide scale sampling to promote our products among consumers to register their feedback. We conduct cross category promotions, and also organize point of purchase activities such as freezer branding, in store branding, etc. Digital media is an obvious part of our media plan.
Q] How have the marketing promotions and activities worked for the launch of new products like the veggie fingers?
As localization is our forte, our innovations are based on consumer preferences and so are our marketing promotions. We have dedicated R&D and marketing teams that lay out a plan as to what needs to be communicated to the audience and why. Our promotions through various channels have shown positive outcomes as a result of which we have diversified to Veggie Fingers and the like. Also, having Karisma Kapoor as brand ambassador has helped our overall marketing endeavours.
Q] What are the marketing essentials at McCain for a new product or variant launch?
We believe that the most important factor in channelizing marketing initiatives is market research. It gives one a clear idea as to what the audience likes and how one needs to package that information. McCain undertakes activities such as organizing (Hotels, Restaurants, Caterers/Canteens) HORECA meets, participation in B2B shows, print advertising and sampling for institutional customers. We do a mix of both ATL and BTL activities. Moreover, we ensure a comprehensive approach by first educating our customers regarding the myths related to frozen food and then urging them to try our products.
Q] What is the brand’s current marketshare in India?
Currently, our products are available in 15,000 outlets across Tier I&II cities. About 2/3rd of our business comes from institutional sales with customers in leading national and international QSR (Quick Service Restaurants) and HORECA segment. About 1/3rd comprises retail and exports. The company is now targeting to expand its retail network to about 50,000 outlets in the next five years.
Q] How has the association with Karisma Kapoor as brand ambassador helped McCain?
Karisma Kapoor is a renowned name in India and hence, getting her on board has definitely provided us with the required push. Being a young mother of two and a contemporary career woman who’s straddling the pressures of family life and work life extremely well, she resonates perfectly with our desired brand image. McCain strives to provide products that are “better for you” and “fun to eat” and we believe that Karisma is the perfect face for our brand.
Q] The common perception in India is that frozen food is for people who have no time to cook and is perceived to be unhealthy. What is your comment?
At McCain, our focus lies in providing food that is better for our customers and is fun to eat too. It certainly adds lifestyle convenience to working women and home alone bachelors, but is not restricted to those categories.
Few people in India are aware of the fact that not all frozen products use preservatives. Freezing is a natural way of preserving food. Our products are cooked with 100% vegetable oil, therefore, they are also free from trans-fat and cholesterol. They help in reduction of wastage that occurs due to peeling, chopping, rotten ingredients. Not just that, they also save on time and effort. Cooked within your home kitchen, they are a lot more hygienic than the fried street food from local vendors.
Q] What are some BTL activities, sales promotions and innovations done to connect with consumers?
There are so many channels that have opened up these days to reach out to consumers. We do branded promos, RWA activities, point of sales sampling, budget samples, cookery shows where we tie up with chefs who provide cookery classes. These are all part of our BTL activities.
Q] The frozen food sector has multiple players in India catering to various segments like frozen vegetables, non-vegetarian, ready-to-eat processed food. How does McCain stand out and what is its USP for consumers?
While McCain is famous for products made of potato, a host of our products like Veggie Burger Patties, Veggie Nuggets and Veggie Fingers use vegetables and condiments as ingredients. Fries and Smiles, both potato-based, have helped us gain market-share. Obviously, potatoes are an inevitable ingredient in most of our products. Most Indian snacks like samosas, pakodas, bondas, or vada paos have potatoes as their basic ingredient and these are the most loved street foods in India. We are the market leaders and focus on quality right from the agronomy stage, thereby growing high quality potatoes which lead to wide variety of high quality products that we offer.
In terms of distribution and storage, we have made conscious efforts to support and provide cold chain infrastructure. Supplying to towns and cities that lack an operational cold chain is a challenge. We have tried to combat this through various initiatives such as providing a freezer on wheels at shopping marts. But with the convenience lifestyle trend gradually picking up, the kirana stores are also becoming conscious of the necessity of a freezer. So slowly and steadily, we are creating and developing channels of supply chain.
Q] Looking ahead, how do you see both the industry and McCain growing?
The frozen food industry in India continues to evolve and expand. We marketers still fire-fight many a myth regarding the nutritional value and preservative content attached to frozen food. With persistent McCain efforts, today the audience has become receptive towards frozen foods and the industry has started to realize its potential. If it continues to evolve at this pace and maintain the momentum, we can expect much more sunshine for the industry in future. We have persisted with our efforts to build the category space itself.
About the Brand
McCain Foods India Pvt. Ltd (McCain Foods India) established in 1998, is a 100% subsidiary of McCain Foods Ltd, Canada. McCain Foods India is engaged in creating a sustainable potato supply source through investment in an extensive agronomy programme in partnership with potato farmers and in developing the frozen foods market in India. McCain Foods India set up its potato processing plant in Mehsana district of Gujarat in 2007. McCain Foods Limited is the world’s largest processor of French fries and specialty potato products. It also markets frozen food products like pizzas, appetizers, vegetables and desserts in more than 160 countries worldwide. In fact, about one in every three French fries consumed in the world today is produced by McCain.
Facts
Creative Agency: K&K
Media Agency: Madison
Digital Agency: Razorfish
PR Agency: Torque Communications
Marketing Tip
Key to marketing success lies in providing customers total lifestyle solutions instead of just a product. Brands need to maintain a continued engagement across touch-points for sustained North-West growth trajectory.
CMO File
Gunjan Pandey is the General Manager (Marketing) at McCain Foods India and heads marketing and communications for the organization. She has over 13 years of experience in Strategic Planning, Marketing, Retail Network Development and Merchandising. Prior to joining McCain Foods, Pandey has worked with companies like Dabur India, JL Morison, Beiersdorf and Pfizer India. She is a Science graduate from Kumaun University, Nainital.
Feedback: saloni.dutta@exchange4media.com
