QUESTION 2 (30 marks) McCain creates new Shake Shake range ARTICLE ADAPTED FROM INSIDE FMCG McCain Foods has unveiled recently the new Shake Shake range withflavours such as Chicken; Salt & Vinegar and Cheese & Onion. McCain Foods product manager, Simone Formisano said in a statement Shake Shake was designed to respond to consumers asking for bold flavoured snacks guaranteed to make any gathering a happy moment of togetherness around the bowl. Our research found that 95 per cent of the frozen potato category is being consumed as part of a main meal. We wanted to shake things up in the category by giving the potato a chance to take centre stage and become a key snacking solution, Formisano said. Weve always taken pride in our innovation in the frozen food category, and we have our fingers on the pulse of whats trending in the broader food and FMCG market, Formisano said. Snack-based dinners, enjoyed on the couch or around the coffee table are currently trending, and we saw an opportunity to take Australias favourite flavours into the freezer aisle. Each bag of Shake Shake comes with a tangy seasoning sachet that consumers pour into the bag, shake up, and then tip onto a tray to bake. About 20 minutes later, the moreish chips are ready to be enjoyed hot and crispy, shared right from a bowl. The flavour sachets, all enhancing the natural taste of potato, are provided separately giving consumers the fun option to customise the amount of seasoning desired.The McCain Shake Shake range comes in three classic snack chip varieties; Chicken, Salt & Vinegar and Cheese & Onion, and is available in all major supermarkets nationally

QUESTION Based on the concepts discussed this semester, explain the strategic motivation behind McCain's launch of Shake Shake range. Then assess whether McCain's will be successful with this product?