Student Name: Vineeth Venunath Pillai

Roll Number: 231171

Division: MMS – C

Subject: Marketing Management

Lecturer: Prof. Vinod Madhavan

INDEX
Sr.no. Content Page no.

1 Brand Introduction 1

2 Competitors 1-2

3 Marketing Strategy 3-4

4 Product Line 4-5

5 Brand Positioning 5-6

6 Target Market 6-7

7 Pricing 7

8 Competitive Advantage 8

9 SWOT Analysis 9

10 References 10
Brand Introduction
The Quaker Oats Company is an American food conglomerate in Chicago,
Illinois. The company was founded in 1901 as the American Cereal Company, and
in 1901, it became the Quaker Oats Company with sales of $16 million. Henry
Parsons Crowell, an Ohio milling company owner who in 1891 joined with two
other millers, Robert Stuart, and Ferdinand Schumacher, in creating the American
Cereal Company, registered the Quaker Oats trademark in 1877. The company
produces oatmeal, cereal, and granola bars.
The "Quaker man" is not an actual person. His image is that of a man dressed
in the Quaker garb, chosen because the Quaker faith projected the values of
honesty, integrity, purity and strength. Inspired by the wholesome goodness
of the humble oat, Quaker has been the leading expert in oats and committed
to making oats delicious and convenient by developing everything from
breakfast items to snacks to tasty recipe ideas.

The Quaker Oats Company merged with PepsiCo in 2001. Today, Quaker
offers numerous products and choices including hot cereals, cold cereals,
snack bars, rice snacks and more.

About the Competitor

Quaker Oats faces competition in the Indian market from several brands offering
similar products. Some of the notable competitors of Quaker Oats in India
include:
1) Kellogg's: Kellogg's is a prominent multinational food manufacturer
known for its breakfast cereals, including oat-based products that
compete directly with Quaker Oats.

2) Bagrry's: Bagrry's is an Indian brand that specializes in

manufacturing oats-based products, including oatmeal and muesli.
It's a significant competitor in the Indian market.
 3) Saffola: Saffola, owned by Marico Limited, offers a range of healthy
food products, including oats and oat-based breakfast options, which
compete with Quaker Oats.

4) Patanjali: Patanjali Ayurved, founded by Baba Ramdev, is a rapidly

growing Indian consumer goods company that offers a variety of food
products, including oats, which compete with established brands like
Quaker.

5) Soulfull: Soulfull is an Indian brand known for its range of millet-

based and oat-based products, including breakfast cereals and snacks.
It competes directly with Quaker Oats in the health food segment.

6) True Elements: True Elements is another Indian brand that offers a

wide range of healthy snacks and breakfast options, including oats-
based products, providing competition to Quaker Oats.

These competitors, along with other local and international brands,

contribute to a competitive landscape in the Indian market for oat-based
products, driving innovation and variety for consumers.

One of the Marketing Strategy launched by Quaker Oats

Quaker Oats has launched a campaign in India called "Ab Breakfast Ko Banao
Unskippable Breakfast" to encourage consumers to make breakfast a regular part of
their daily routine by adding Quaker Oats Muesli to their diet. The campaign
includes three films that depict relatable situations on the repercussions of skipping
breakfast and how they can be better dealt with if you have had a good breakfast.
The films conclude with a cinematic reveal of the goodness of five grains - oats,
wheat, corn, barley, and rice, as well as fruit, nuts, and seeds, which makes Quaker
Oats Muesli an ideal option as part of breakfast for those chasing hectic morning
schedules. Quaker has also launched a refreshed brand identity for the Indian
market to motivate millennials to switch to oats. The brand has a well-established
distribution network and uses various channels to promote its products, including
social media and collaborations with culinary experts and influencers. Quaker Oats
aims to maintain an average price for all its products to make them accessible to a
greater segment of customers.

Product Line of Quaker Oats in India

In India, Quaker Oats offers a range of products that cater to the diverse tastes and
preferences of consumers. Some of the sub-product names include:

 Quaker Instant Oats: Available in three exciting flavours - Herby Cheese,

Masala Magic, and Mixed Berries
 Quaker Oats with Flavour Mix: Offered in two different flavour mix
sachets, Home-style Masala and Tangy Tomato
 Quaker Oats Muesli: Available in two offerings, Fruit & Nut and Berries
& Seeds
 Quaker Oats Crunchy Granola: Launched on e-commerce platforms for
Indian consumers
  Quaker Oats Porridge-to-go: A breakfast cereal bar introduced on e-
commerce platforms
These products are designed to meet the evolving palettes and preferences of
consumers, providing a range of flavours and textures that cater to the growing
demand for healthier and convenient food options.

Sub-Product Name Profitability Market Share

Quaker Instant Oats High Growing

Quaker Oats with Flavour Mix Moderate Increasing

Quaker Oats Muesli Moderate Growing

Quaker Oats Crunchy Granola Moderate Niche

Quaker Oats Porridge-to-go Moderate Emerging

Brand Positioning
1. Health-conscious consumers: Quaker Oats in India is positioned as a provider
of nutritious, whole grain, and natural source of carbohydrates and dietary fiber.
The brand emphasizes the health benefits of its products, especially in the context
of the growing awareness of health and wellness among Indian consumers.

2. Convenience: Quaker Oats offers a variety of convenient oat-based products,

such as instant oats, multigrain, and muesli, catering to the needs of consumers
who want quick and easy meal options. The brand has also launched a TVC
campaign #OneOatsManyTastes, which showcases how consumers can enjoy oats
in different flavours and ways to suit their taste preferences.
3. Innovation: Quaker Oats in India has an innovation-first approach,
consistently introducing new products and flavours to cater to the diverse needs
and preferences of Indian consumers. The brand has launched instant oats, which
is available in modern trade outlets as well as at mom-and-pop shops, and is
focusing on e-commerce and quick-commerce platforms to expand its oats
presence in India.

4. Targeting different occasions: Quaker Oats is not just limited to breakfast but
also aims to be a healthy snacking option at different times, such as during the
midday break. The brand is communicating this via its messaging and has
conveyed the message to a wider audience through its brand ambassadors Sidharth
Malhotra and Kiara Advani.

5. Localization: Quaker Oats in India is adapting to the local market by

introducing flavours that suit the Indian palate, such as home-style masala and
tangy tomato. The brand is also offering multi-language labelling to accommodate
diverse customer bases and enhance accessibility for non-English speakers.

Target Market
Quaker Oats in India targets a wide range of consumers, including individuals and
families, who value convenience and health in their breakfast choices. The target
market can be segmented into the following categories:

1. Demographics: The target market for Quaker Oats in India includes people
between the ages of 10 and 45 years, both genders, and various income levels. The
product is accessible to a wide range of consumers, with pack sizes ranging from Rs
10 to Rs 165, targeting middle-class people with an average income who can
consume it daily.
2. Psychographics : The target market is primarily composed of health-conscious
individuals, with a focus on those who lead busy lives and need quick and easy
meal options. The brand is positioned as "any time nutrition" cereal rather than
just a "breakfast cereal," emphasizing its benefits for weight management and
overall health.

3. Behavioural: Quaker Oats targets consumers who are looking for convenience
in their breakfast options, as well as those who prioritize health and wellness. The
brand is positioning as an "easy and quick to cook" cereal further emphasizes its
appeal to consumers with busy schedules.

In summary, Quaker Oats in India targets a wide range of consumers, primarily

focusing on health-conscious individuals who value convenience and quick, easy
meal options. The brand's product offerings and positioning cater to different
demographic, psychographic, and behavioural segments, making it accessible and
appealing to a diverse range of consumers

Pricing:
Here is a table comparing the pricing of Quaker Oats with its competitors in India:
Product Pack Size Price per Kg Discount
Quaker Oats 1 kg ₹211.5 ₹24 OFF
Kellogg's Oats 1 kg ₹190 ₹0
Bagrry's Oats 1 kg ₹212 ₹10% OFF
Saffola Oats 1 kg ₹199 ₹24 OFF
Patanjali Oats 1 kg ₹150 ₹0
Soulfull Oats 1 kg ₹189 ₹0
True Elements Oats 1 kg ₹175 ₹0
Competitive Analysis:
 Quaker Oats is a subsidiary of PepsiCo and is an established brand in the
breakfast segment.
 The threat of new entrants is moderate due to low switching costs and the need
for economies of scale.
 The threat of substitute products is high due to the availability of similar
products like cornflakes, Muesli, and traditional Indian breakfast items.
 The bargaining power of customers is moderate due to low switching costs and
the availability of alternative options.
 The bargaining power of suppliers is low due to the availability of multiple
suppliers and the high brand equity of Quaker Oats.
 Quaker Oats faces competition from other brands like Kellogg's, Bagrry's,
Saffola, Patanjali, and True Elements.
 Quaker Oats can benefit from broadening its distribution channel and offering
healthier food choices.
 Quaker Oats has a consistent focus on health in its marketing and offers a
variety of products made from oats.
 The mission statement of Quaker Oats is "Inspiring your mornings, inspiring
your life. Wherever you’re headed, count on the goodness of Quaker Oats to
keep you going".
 SWOT Analysis:
Strengths:
 Brand Reputation: Quaker Oats has a strong global reputation for quality and
healthy breakfast options. This gives them a head start in the Indian market.
 Variety: They offer a variety of oat-based products like instant oatmeal, muesli,
and granola catering to different tastes and preferences.
 Health Image: Oats are generally seen as a healthy and nutritious breakfast choice,
which appeals to health-conscious consumers in India.

Weaknesses:
 Price: Quaker Oats products can be more expensive compared to local breakfast
options like dosa or poha.
 Limited Awareness: While they have a strong brand name, they might not reach
all corners of the Indian market, especially in rural areas.
 Product Range: Their offerings might be limited compared to local alternatives
that cater to specific taste preferences in India.

Opportunities:
 Growing Health Consciousness: The trend towards healthy eating in India
creates a big opportunity for Quaker Oats to expand their market share.
 Convenience: Busy lifestyles can make quick and convenient breakfast options like
instant oatmeal more appealing.
 Innovation: They can introduce new products with flavours or ingredients that
cater to the Indian palate.

Threats:
 Competition: The Indian market has strong local players offering breakfast
options at competitive prices.
 Economic Fluctuations: Rising costs of raw materials or economic downturns
might affect consumer spending on premium breakfast items.
 Shifting Trends: Consumer preferences can change quickly. New breakfast
options or healthy alternatives could emerge as a threat.
References:
[1] https://www.mbaskool.com/marketing-mix/products/17594-quaker-oats.html
[2] https://business-essay.com/quaker-oats-oatmeal-division-swot-analysis/
[3] https://www.mbaskool.com/five-forces-analysis/companies/18370-quaker-
oats.html
[4] https://www.quakeroats.com
[5] https://thebrandhopper.com/2023/08/08/quaker-oats-product-line-and-
marketing-strategies/?amp=1
[6] https://www.indianretailer.com/article/retail-business/consumer-
trends/quakers-beyond-breakfast-strategy
[7] https://elearncollege.com/brand-building/quaker-oats/
[8] http://healthyquakeroats.blogspot.com/2014/08/segmentation-targeting-and-
positioning.html?m=1
[9] https://ivypanda.com/essays/marketing-opportunities-3/
[10] https://www.thehindubusinessline.com/companies/pepsico-india-spicing-up-
quaker-oats-portfolio/article34074093.ece