Overview Analysis

Analysis STP
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 Overview
Overview Analysis
Analysis STP
STP 4P
4P Strategy
Strategy

Market Quaker Oats

According to recently published

report of Bonafide Research CAGR 21%
India Breakfast Cereal Market
Outlook, 2021, the market for
oats is poised to grow at a CAGR Indian Branded Breakfast
of 21% in the period between market is worth Rs 300
2015 and 2021. crores

Quaker Oats, which is the Worlds No.1 Oats

Breakfast Market In India (In Rs. Cr.) brand, entered India in 2006. It is through
Oats has already emerged as a Lately instant
popular breakfast cereal on the savoury oats are 17500
14,0
Quakers launch that oats began to be viewed
back of increasing demand for performing better 00 as something more than just horse feed, at
14000
health food in metros and big than sweet oats least in the bigger cities and metros.
cities. 10500

7000 4,00
0
3500
Majority of the oats
consumers buy plain oats 0
primarily because it is Crore Rupees
recommended to them by In volume terms it is 140000 tonnes
their doctors or friends as a Oats market is 4000 tonnes
healthy breakfast option Since acquiring Quaker in 2001, PepsiCo has
invested over 50 million in to the business including
installing seven new production lines. In the past
decade or so Quaker has doubled exported volumes.
Overview Analysis
Analysis
Analysis STP
STP 4P
4P Strategy
Strategy
SWOT ANALYSIS
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Overview Analysis
Analysis
Analysis STP
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Perceptual Map
GOOD NUTRITION

BAD TASTE GOOD TASTE

POOR NUTRITION
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Overview Analysis
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SEGMENTATION

Demographic Behavioral

Geographic Psychographic
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TARGETING

Upper & Upper Middle

Professionals

Age: 25-49

Health Conscious

Good Health
Convenience
Taste
Areas: Urban & Semi-Urban
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Overview Analysis
Analysis STP
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POSITIONING

Quaker oats is the

healthiest and
tastiest among all
oats brands because it
is made of ingredients
like Ragi, Wheat &
Barley
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PRODUCT

Benefits Sought
Format
Energy
Dry Product to be
Fibre
mixed with milk
Healthy Heart

Variant
Instant Oat Meal Packaging
1 Minute Oats Pouch and jar with image of the prepared
Oats Plus product mixed with milk and all ingredients
& clearly written and a halo behind the quaker
Many More logo and heart between the oats to signify
health to heart

Ingredients
Oats
Wheat Features
Barley Easy storage
Ragi Ready to eat quickly
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Overview Analysis
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PRICE

A kg sells for 180 vs 175 for closest

competitor Saffola
Offers higher perceived value to the customer by
its brand positioning and differentiated youtube
campaigns

Follows competitive pricing strategy coming at a small

premium of 3% to the competitor
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PLACE

Ecommerce Hyper Retail General trade mostly

Providing convenience For customers who only concentrated in urban areas
for target market who do shop occasionally to offer value to impulse
not have the time to shop buyer
at physical stores
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PROMOTION
Quaker Oats TV campaign
Above the Line TV campaign focused on
highlighting that oats is a daily use product which
can keep you energetic and help in preventing
lifestyle diseases. Speaks to the consumer as
lack of energy at the end of the day is a major
concern

Quaker Oats Youtube Campaign

ATL campaign focusing on chef Vikas
Khanna mainly highlighting the taste aspects
of Quaker oats and how it can be used to
make tasty snacks. Mainly focused on
energy , fibre , heart health.
Promotional campaign on website offering
50 lakhs cash reward where you pick a
flavour from regional cuisine and add it to
oats and tastes bowl wins. Motive is to
encourage people to assume oats as a
staple which can be combined with many
flavours

Overview
People are not aware of oats
and this does not feature as a
breakfast/ meal option when
considering healthy
alternatives
50
5
Analysis
Analysis STP
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Strategy
Most people do not purchase oats
because of perception that it is not
Consumer Insights
tasty. Hence, they prefer that two Majority of people would like to try oats at
least once as they are looking for healthier
varieties of oats - masala oats or oats
and tasty options. Among those who are
combined with fruits and nuts, should aware, most already believe that oats are
be there and they should be tasty healthy
Rating Based on Taste (in %)

38.9 Mayb
40 e
24%
Not Aware
Yes
31% 30 27.8 No
Not Tasty 59%
17%
48%
Not
20
Does not
Available 14.8
satisfy
2% 13
Costly
Hunger
6% 13% 10
5.6 Yes No Maybe

0
1 2 3 4 5 Rating Based on Health Incentive (in %)
50
44.4
Not Aware 38.9
Not Available 37.5
Chinese
Strawberrry
Does not satisfy Hunger 4% 9%
Strawberrry
Costly Fruit & Nuts
Not Tasty Masala Does not satisfy Hunger 25
Masala
41% Fruit & Nuts 16.7
41%
Does not satisfy 12.5
Hunger
6%
0 0
0
1 2 3 4 5
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RECOMMENDATIONS

TASTE PRICE AWARENESS

Consumer insights suggests that Indians
Secondary research suggests that
don't identify with flavours presented and Associate with a cause
most people in the mid-urban
would like a local touch to the same. Midday meals in government schools
range find the products to be to
is failing as these meals are
high of a price to invest into.This
In-order to make the taste more sometimes not healthy or are difficult
new range of products will be
identifiable to the masses in general we and costly to prepare. We want to
priced lower than their present
would like to recommend some flavours: emphasise on the health of
segment to penetrate better into
our tomorrow, young India.
the mid-urban population
Daliya: This resonates with the Indian A drive for this offering tasty and
masses and generates nostalgia leading to nutritious meal consisting of oats shall
better recall factor, this will be the most be conducted across schools,
promoted flavour in the portfolio. gradually expanding.
The same shall be promoted through
Other flavours will include Pav Bhaji, mass advertisements urging people to
Shahi Paneer, Chicken Masala & Mix veg support this cause by buying these
masala products where a percentage of the
amount will be contributed towards the
health of the future of India.