QUAKER OATMEAL

BRAND FAILURE IN MUMBAI

Presented By:
GROUP A
Karen D’souza (13)
Santosh Kamath (20)
Manali Khimasia (24)
Venkatesh Kshirsagar (26)
Mangala Nair (36)
Kamlesh Thorat (55)
Paras Gandhi (113)
 Factors influencing consumer purchase
decision process

Marketing Mix Influences

Consumer Solution
Cost S
P Communication
Convenience
O
R L
O Psychological
Influences
Quaker Oats Socio-cultural U
B
Influences

T
Attitudes Indian Culture
Motivation Problem: Taste Taste Buds of Indians

L Learning Indian Culture

Not Satiating
I
E O
M Situational Influences
N
Physical Surroundings
Emotional state
 Multi-Attribute Fishbein Model

Nutritional S
P b1 = 4.27
Value
(e1 = 7.22) O
R L
O Quaker
b2 = 4.32
Flavor/Taste U
B Oatmeal (e2 =4.88 )
T
L I
E b3 = 4.02 Satiating O
M (e3 =5.94)
N
Type of Breakfast Attitude Score
Quaker Oats 75.758
 Multi-Attribute Fishbein Model

Nutritional S
P b1 = 4.27
Value
(e1 = 6.93) O
R L
O Heavy
b2 = 4.32
Flavor/Taste U
B Breakfast (e2 =7.52 )
T
L I
E b3 = 4.02 Satiating O
M (e3 =7.57)
N
Type of Breakfast Attitude Score

Heavy Breakfast 92.499

 Multi-Attribute Fishbein Model

Quaker Oatmeal S
P O
R Nutritional
value
Flavor /
taste
Time of
preparation Convenience Satiating
Quick
breakfast Cost
L
O Mean 7.22 4.88 6.88 7.44 5.94 7.13 3.69
U
B Strength
of
T
Belief 4.27 4.32 3.58 3.80 4.02 3.61 2.61
L I
E Individual
scores 30.837 21.069 24.586 28.237 23.850 25.722 9.643
O
M N
 Multi-Attribute Fishbein Model

Heavy breakfast like poha/upma/ idli/dosa/ chapati/puri/paratha etc

S
P
Nutritional Flavor / Time of Quick

O
value taste preparation Convenience Satiating breakfast Cost

R Mean 6.93 7.52 5.04 5.64 7.57 5.38

L
6.50

O Strength of
Belief 4.27 4.32 3.58 3.80 4.02 3.61 U
2.61

B Individual
scores 29.593 32.492 18.009 21.423 30.414 19.404 T
16.966
L I
E Type of Breakfast Attitude Score O
M Quaker Oats 75.758 N
Heavy Breakfast 92.499
 The 4 C’s

Customer S
P Solution
Convenience Cost Communication
O
R L
O Bland &
U
Tasteless Minimal
B Available only at Not considered communication
T
Not satiating select retail as value for
L stores money Lack of
I
A food for the old emotional appeal
E and sick
O
M N
 Communication Problem

Attitude-toward-the-Ad model S
P O
R Poor Exposure to Ad
L
O Feelings from the ad: U
B
Judgment about Indifferent.

T
ad:
Boring

L I
E
Belief about the brand: Attitude towards ad:

O
Foreign brand lacking Indifferent. ,failed to
knowledge of Indian food generate awareness

M
culture.

Attitude towards the brand:

N
Indifferent, Failed to
generate Evoke set.
 Change in Attitude

S
P O
R Think Do Feel L
(through (trial packs)
O TVC’s)
U
B T
L I
Cognition Conation Affect
E O
M N
Experimental Hierarchy I
O
 Convenience – Here, There,
Everywhere!

S
P  Convenience value O
R L
O  Make available at all supermarkets, malls
U
B etc
T
L I
 Make it available at the local kirana
E stores too O
M N
 Cost – More for less!

S
P  Price value O
R L
O  1 pack for a day and a half
U
B T
L  Discounts, gift coupons in the packs
I
E O
M N
 Customer Solution - Variety the
spice of life!

 Daily fun breakfast S

P  Healthy Kheer with dryfruits – not porridge O
R  Upma
L
 Vegetable oatmeal
O  Cold cereal - with fruits U
B  Yummy With honey
T
L  Porridge
I
E  Performance value O
M  3 minutes to cook
N
 Taste – due to fun breakfast
 Cholesterol buster
 Communication – Say it all!

 Emotive value
S
P  Mother providing wholesome goodness
O
to her family at breakfast
R L
O  Knowledge Function U
B  Low Cholesterol, High-fibre, High-protein T
L I
E  POP
O
M N
 Oatmeal Boy
 The Learning Hierarchy

Quaker
Oatmeal Boy
S
P O
R L
O Health U
B conscious
persons
shown T
L consuming
Quaker Oats
I
E O
M Discount
Coupons
N