Consumer Behavior on Oats

1. DIET PRODUCT
Presented by:
Shreyas Desai – 113
Vrushank Kadakia – 124
Amit Patankar – 135
Zahid Rawat – 140
Yash Sanghavi – 141
Sanyam Sharma – 160

3. Introduction
• Marico’s brand Saffola launched Saffola Masala Oats, in 3 lip-smacking flavors
that are filled with nutrition and are a great way to start your day.
• Saffola Masala oats is a unique combination of whole grain oats, spices and real
vegetables and comes in the variants of –Veggie Twist, Peppy Tomato and Classic
Masala.
• It is available in convenient single-serve sachets and can be prepared by adding
to water and cooking, in just 3 minutes!

9. ACTIVATIONS

10. MARKETING AND MEDIUMS

11. • Bland taste – Consumers feel like Oats is some kind of medicine
• Value for money – utmost importance i.e quantity should be
increased/price decreased
• Fundamental problem – People don’t consider Breakfast as most
important meal.
Some are time strapped and some have it in their cars,
desks, on the way to work etc

12. • Concept of Breakfast bars: To combine health and convenience. Ex:
“Quaker Oatmeal to Go” bar
• Some have notions that food isn’t healthy if it is tasty as tasty food
always has calories in it & hence don’t buy it
• Consumers are extremists – They either love it or hate it
• Cholesterol level check: Important for consumers’ decision making

13. Consumer Decision Making Model

14. External Influences
Product:
Diet & Health
Product
Price:
Competitive
Pricing
Place:
Available at
Major
Departmental
Stores & Super
Markets
Promotion:
TV
Advertisement
Marketing Mix
Friends & Colleagues:
Peers usage or friend’s
recommendation to stay
healthy influences the decision
Culture:
Increasing awareness of
breakfast as an important meal
of the day and increasing trend
of healthy food among working
class
Socio-Cultural Environment

15. • Need Recognition:
• What it is?
People usually compromise on health for taste
• What it should be?
Not a trade off but combination of taste as well as health
• Pre-Purchase search:
Process

16. Evaluation of Alternatives
• Criteria:
• Time Saving
• Health Benefits
• Taste
• Cost
• Alternatives
• Time Saving: Biscuits
• Health Benefits: Milk
• Taste: Upma/Poha & Idli/Dosa
• Cost: Cereals

17. Post-Purchase Evaluation
• Outcomes of Post-Purchase Evaluation
• Actual Performance MATCHES the expectations – Consumption of Oats is
filling and also helps in staying fit. This results in REPEAT Purchase
• Actual Performance EXCEEDS expectations – Oats are not just healthy but also
tasty. So there is no trade off between health and taste. This results in LONG-
TERM COMMITMENT purchases
• Actual Performance is BELOW expectations – Neither it has health benefits as
expected nor it is tasty. This results in NON-USE of the product

19. • Tagline of Saffola Oats is “Smarter way to stay fit” but
• Tagline of Saffola Oats is “Smarter way to stay fit” but based on primary
research People perceive it as good for heart. (Saffola Oil)

22. • Based on the research youth too have interest in diet products but Saffola has
targeted mid life, office going people and school children.
• People prefer Upma/Poha and Milk as breakfast. So we can portrait use of Oats
along with these preferred breakfast.

24. • The advertisements done by saffola are not as effective as it should be (only 50%
of people remember it according to survey) solution-the ad should be about
creating brand value instead of promoting product eg:maggi

25. • The notion that food isn’t healthy if it is tasty as tasty food always has calories in
it still exist

27. • Targeted gender is female

28. FCB GRID
Informative Affective
Habitual Satisfaction
High Involvement
Low Involvement
Think Feel

30. Tri component attitude model
• People initially show their attitudes based on knowledge
• Advertisements, posters, samples and articles/blogs can
influence the attitude of this stage
Cognitive
component
• People initially think when they interact with others
• Word of mouth publicity, social media promotions as
well as events could be organized to influence the
attitude
Affective
component
• People normally perform an activity observing others
• Celebrity endorsements and interactive marketing can
be used to influence the attitude
Behaviour/conative
component