Brand research based on first hand experience of handling the brand's online presence as well as data available through secondary sources

1. BRAND RESEARCH QUAKER OATS
By
Paru Taneja 1

2. ABOUT THE BRAND
1. Pepsico had acquired Quaker Oats globally in 2001.
2. Quaker Oats was launched nationally in India in
2006
3. Pepsi Co also has manufacturing plant spread over
seven and half acres in Channo, Patiala where it is
producing its range of snacks Lays, Kurkure, Uncle
Chips, Ruffles and Cheetos
4. Earlier it was imported from Australia, in 2008
company tied up with farmers in Punjab, MP,
Karnatka, Rajasthan for growing oats
2

3. ABOUT THE MARKET
• Indian Branded Breakfast market is worth
around Rs 300 crore
• In volume terms it is 140000 tonnes
• Oats market is worth around 4000 tonnes
•After the Kellogg's foray in to the breakfast
market in 1990, Quaker is the only high
profile product launch in this segment

4. 5P’S - QUAKER OATS
♥People (Target Audience) : Middle class husbands and
wives, 30 years and above with hectic lifestyles
♥Price: Introduced trial packs for Rs 8
The 400gm pack for Rs70 and 200gm for Rs 35
♥Product: Branded Oats- Convenience breakfast cereal
♥Place: Every grocery and departmental store pan india
♥Promotion:
• Quaker is selling its 200gm for Rs 25
• It has tied up with Apollo hospitals for free heart
check up of its consumers
• 360 degree awareness campaigns

5. QUAKER COMPETITION
♥Indirect competition
•Idli Sambhar
•Overlap in these
•Poha
two segments
•Prathas Kellogg Cornflakes
•Britannia oats biscuits
♥Direct Competition
•Bagrrys oats
•Kellogg’s oats
•Mohun Meakins oats

6. REASONS FOR LAUNCHING THE BRAND
♥Growing " Health Consciousness" among the
Indian middle class
♥Breakfast is the most important meal of the
day and it accounts for 1/3 rd of all nutrient
need of a person
♥ No awareness about nutritional content , but
awareness about nutritional needs among Indians
♥Oats bombarded only South India with its
communication because it was found that health
awareness in the states in that part of India is
higher than elsewhere

7. LESSONS QUAKER LEARNT BEFORE LAUNCH
♥Kellogg's has been trying to change Indian
consumer' s breakfast habit
♥Kellogg’s made a mark in crispy cornflakes
category
♥Had excellent brand recall
♥Captured most shelf space But the
breakfast habit
still remains
the same.

8. POSITIONING OF QUAKER
• Nutrition
• Taste
• Easy To Cook
♥Quaker has cleverly came out with Masala and
cardamom flavours to appeal to Indian Palate
♥After the Kellogg's foray in to the breakfast
market in 1990, Quaker is the only high profile
product launch in this segment

9. WHAT IS QUAKER DOING?
“India is the world’s coronary ailment and diabetic capital”
♥Its there everywhere!! (leveraging upon the
above point)
♥Owning the health positioning (heart smart) by
being its most responsible player
♥Being a late mover its role in developing and
nourishing the category was less, but it has
redefined it( it has also made sure that it takes
steps so that it virtually IS the category in the
process)
♥Trying to change the habit of Indian consumers

10. SHOULD QUAKER TRY TO BREAK THE INDIAN
HABIT?
♥Maggi effectively introduced Noodles in to
Indian market by not breaking a habit but
come around the habit by targetting kids
♥Kellogg's is still steadfast in breaking the
habit for a decade now

11. PROBLEMS WITH INDIAN HABITS
•Many consumers may not prefer oats for a
breakfast because of the perception that it is
not filling
•Some may eat it for nutritional purpose but
may not substitute the breakfast
•Some may take oats at night after the
dinner for health reasons

12. WHAT SHOULD QUAKER DO?
1.Let Oats be a part of Idli and Sambhar and
Parathas for complete nutrition
There will be more takers if this food can be
positioned as "any time nutrition" rather than
as a breakfast cereal

13. WHAT SHOULD QUAKER DO?
2. Quaker Oats helps in weight management
Leveraging on other benefits Quaker offers will
help provide variety to the communication

14. WHAT ARE WE TALKING ABOUT IT ONLINE?
♥Health Tips
♥Heart Health awareness through polls
and quizzes
♥Nutritional value of complementary
foods (other fruits and vegetables that
are good for heart)

15. WHAT SHOULD WE TALK ABOUT?
•Health News
•Infographics on heart
health
•All time favorite-
Recipes
•Contests surrounding
heart health
•Live coverage of
people who have
transformed their lives
•Transform every
morning/day/meal

16. (ONLY) SUGGESTIONS ARE WELCOME