The document discusses Quaker Oats, which was acquired by PepsiCo in 2001. It provides background on PepsiCo's product portfolio and describes Quaker Oats' introduction in India in 2006. The summary also outlines Quaker Oats' strengths, weaknesses, opportunities, and threats in the Indian market. Key metrics on sales performance and the Indian snacks industry are presented. Issues impacting Quaker Oats sales are identified and the marketing mix for addressing these issues is discussed.
The document discusses Quaker Oats, which was acquired by PepsiCo in 2001. It provides background on PepsiCo's product portfolio and describes Quaker Oats' introduction in India in 2006. The summary also outlines Quaker Oats' strengths, weaknesses, opportunities, and threats in the Indian market. Key metrics on sales performance and the Indian snacks industry are presented. Issues impacting Quaker Oats sales are identified and the marketing mix for addressing these issues is discussed.
The document discusses Quaker Oats, which was acquired by PepsiCo in 2001. It provides background on PepsiCo's product portfolio and describes Quaker Oats' introduction in India in 2006. The summary also outlines Quaker Oats' strengths, weaknesses, opportunities, and threats in the Indian market. Key metrics on sales performance and the Indian snacks industry are presented. Issues impacting Quaker Oats sales are identified and the marketing mix for addressing these issues is discussed.
The document discusses Quaker Oats, which was acquired by PepsiCo in 2001. It provides background on PepsiCo's product portfolio and describes Quaker Oats' introduction in India in 2006. The summary also outlines Quaker Oats' strengths, weaknesses, opportunities, and threats in the Indian market. Key metrics on sales performance and the Indian snacks industry are presented. Issues impacting Quaker Oats sales are identified and the marketing mix for addressing these issues is discussed.
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QUAKER OATS
Presented by : 1
Prateek Rajpal PEPSICO PepsiCo Inc. is an American multinational corporation headquartered in New York, United States, with interests in the manufacturing, marketing and distribution of grain-based snack foods, beverages, and other products PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay, Inc. PepsiCo has since expanded from its namesake product Pepsi to a broader range of food and beverage brands, the largest of which include an acquisition of Tropicana in 1998 and a merger with Quaker Oats in 2001 which added the Gatorade brand to its portfolio as well. 2 PEPSICO PRODUCT
Oats are a good source of fiber which helps to reduce cholesterol.
A ready to eat product. The Quaker Oats are imported from Australia production unit located in Channo and Pune The Company does packing of Quaker Oats in packs of 200 grams, 400 grams, 1 Kg pouch and jar and 1.6Kg pouch. Also small flavored packs of Rs10 each
4 Indian Snacks Industry
Indian Breakfast industry
Indian Oats industry
Quaker Kelloggs Safola Other &
Oats Oats Oats Domestic Players of Oats
5 QUAKER OATS A company which is American food conglomerate based in Chicago which was first founded in 1901 and had been acquired by PepsiCo since 2001. Quaker Oats was nationally launched in 2006 in India and was imported from Australia and then packaged in Pune. Helping people to maintain a healthy heart has been one of the missions for decades
cereals or Tradional Indian Quaker Oats grains 20% 50% Kellogg's Oats Saffola Oats Others fruits & vegetables 14%
MARKET FRAGMENTATION ESTIMATED MARKET SHARE OF EXISTING PLAYERS INDIAN SNACKS INDUSTRY INDIAN OATS INDUSTRY 10 11 STRENGTHS It is a energy gaining product. Value for money. Instant food. Strong Distribution network. It targets all age groups. Good for patients, expecting mothers and also used as a diet supplement.
WEAKNESS There are less available flavors. Less Information available with the consumers.
Challenging to the traditional taste behavior
12 OPPORTUNITIES Addition of other flavors as per market research. A large unexplored market. Exploring the Pharmaceutical Segments.
THREATS Large market consumes Domestic Oats Would face fierce competition from all the competitors as market is still young. Heavy Advertising by competitor's
13 OBJECTIVES
To increase market share of Quaker Oats
To improve the productivity by finding out the inefficiencies of supply chain that hampers the overall sales. To compare the market in terms of availability of PepsiCo products with respect to its competition in the market. To know the importance of merchandising. To ensure Consumer awareness of all brands of PepsiCo. To analyze sales forecast of Quaker Oats for next year. To identify untapped areas for Quaker oats. 14 SALES FOR THE MONTH OF MARCH Sale of Quaker Oats in terms of Outlets 300
250
200
150 Sale of Quaker Oats in terms of Outlets
100
50
15 0 KUMAR SAKUN RUBY OM SAI KVM SALES FOR THE MONTH OF APRIL 400
350
300
250
200 March April 150
100
50
0 KUMAR SAKUN RUBY OM SAI KVM ENTERPRISES ENTERPRISES ENTERPRISES 16 SALES FOR THE MONTH OF MAY 400
350
300
250
200 March April May 150
100
50
0 17 KUMAR SAKUN RUBY OM SAI KVM ENTERPRISES IDENTIFICATION OF PROBLEMS Lack of awareness. No proper supply. Sales representatives do not visit the outlets regularly. Irregular Visits by the sales representatives Expiry issues with some of the pack of oats. Orders were taken but then the supply does not matches with the order taken The supply of the small Rs10 pack was irregular from the company end. Mindset of people of buying the local oats
18 MARKETING MIX 19 PRODUCT Oats are a brilliant source of energy and a great way to start the day. They are an excellent source of carbohydrate, protein and dietary fibre which helps reduce cholesterol. The market has witnessed a growing awareness about the health benefits of substituting oats in the breakfast menu for traditional Indian snacks.
20 PRICE o Single meal flavored packs at the price of Rs10. o At present PepsiCo sells its Quaker Oats at price points between Rs 32 and Rs 190 for pack sizes of 200 gm and 1.6 kg respectively. o They believe consumers will be willing to pay more for quality, prestige.
21 PACKAGING & PROMOTION Promote Oats as health supplement.
Schools and hospitals campaign should be organized.
Small packets of 26gms and 28gms while also packs of
200gms & 400 grams for easy usage.
Costs : Ranging from 200gm Rs. 32 1Kg Rs. 140
Tie-ups with various doctors and cardiologists in the
country. 22 PLACE Direct distribution to Departmental stores etc. Traditional distribution to Karana stores, Convenience store, Medical store, etc. Distribution of vast varieties of products like Lays, Uncle Chips, Kurkure, Cheetos, Aliva and Quaker Oats across the country.
23 The product must be entirely different from the existing products except from the fact that it is a Oats.
Close to nature.
USPS Value for money Value for life
No sugar required.
Easy to use.
World leading brand
Small packaging for single time use.
24 Why should people actually turn to Quaker Oats?
For a healthy
MARKETING STRATEGY Body. Kill Fat. As a dieting option. Easy to make. Quick to serve.
