MARKETING MANAGEMENT

PRESENTATION

TOPIC-QUAKER
OATS

Name – Aastha Nema

Section- PGDM 4
 AGENDA

1. Introduction​
2. SCPS
3. Market Share
4. Top 3 competitors
5. SWOT
6. PESTEL
7. STP
8. Learning & Suggestions
QUAKER
OATS 3

INTRODUCTION
 Quaker Oats Company, also Known as Quaker is an American conglomerate
owned by Pepsico.

 The Quaker Oats company was founded in 1901 in New Jersey with
headquarter based in Chicago.

 The major products of Quaker Oats are –Hot cereals, Cold cereals Snacks,
Rice snacks and Real Medleys.

 Pepsico’s packaged oats brand Quaker Oats was launched in the Indian market
in 2006.
 SCPS
Sector
Company

SERVICE
Services
Product
Doesn’t provide Service.However its
subsidiaries include Gatorade
Quaker
5
Oats

FINANCIAL STATEMENT

SALES REVENUE MARKET SHARE YEAR ON YEAR GROWTH

RATE

• $3.8 Billion in 2021 1. Quaker : $3.8 Billion • The growth in the oats
2. Glister:- $1 Billion market has been at 9.5%
3. Lyons:- $0.359 Billion to $6.15 Billion.
 QUAKER
OATS 6

TOP 3 COMPETITORS

 General Mills has the presence in

 Kellogg's is one of the world's
almost all domains of food
largest breakfast cereal brand and
processing.
its products are marketed in more
than 80 countries  Lakeside Foods is a company that
 General Mills Honey Nut
engages in food production.
Cheerios was the best-selling
 Market Share has grown over
ready-to-eat cereal brand in the
10% in the oats segment .
US in 2019. Honey Nut Cheerios
generated 481 million $ in sales
in that year.
 Quaker
7
Oats

STRENGHTS WEAKNESS
 The company had a mature product that showed
 Strong legacy in doing business since 1877
no signs of growth causing a decline in its
2. Extensive distribution channel
product life cycle.

Enjoys major market share in cereals and snacks  The company was inconsistent with its
acquisition plan making the company lose focus
 1st company to trademark Breakfast cereal on its core business.

 Wide portfolio including Oats, Oatmeal, Cereal,  Limited market share due to intense competition.
Snacks

 Product contains low-fat content and is preferred by

elderly people and for health reasons.
 Quaker
Oats 8

OPPORTUNITY THREAT

 Most competitors of oatmeal target mainly high  Stiff competition in the industry is a major
and middle class with high prices, hence the threat. Major competitors include Kellogg
company is capable of increasing their market Company, General Mills and Kraft Foods
Company.
share by targeting low-income earners through
pricing segmentation.
 Firms are well established and also command a
 Entry into the developing countries substantial market share.

 Company can capitalize on product development  Continuous consumer change in tastes and
preferences is another major threat as the initial
to come up with new products to cater to
continuous changing consumer needs product is becoming obsolete
PESTEL
Quaker
Oats 10

SEGMENTATION

Psychographic segmentation

 Geographic Segmentation   Social class:- mainly middle class,

 Their aim is to grow in the nutrition   lifestyle:- people with hectic lives, 
space globally
 personality:- health conscious.

Behavioral segmentation
Demographic Segmentation
 Occasions:- It is a cereal to be
 People between 10-45 years of age. consumed daily in order to stay fit and
healthy(benefits)
 Those people whose occupation is
that of working in companies (who  customers are happy with the
get less time to workout availability of different flavours thus,
are loyal.
.
Quaker
Oats
11

TARGETING

Mothers

The customers in this Students

category are usually the
mothers.

Middle class families

Professionals

Mostly those who working.

Quaker 12
Oats
POSITIONING

 It has positioned itself

to the "health
conscious" market
since it has fiber, no  It has also positioned
cholestrol and can be itself as "easy and
consumed for quick to cook" cereal.
breakfast.
 Quaker Oats is  It is easily available at
positioned as "any any kirana store, grocery
time nutrition" store, food mart and so
cereal rather than just on. Thus, an easily
as "breakfast cereal". available product that
wants to reach out to
maximum people
 LEARNINGS Suggestions

 The “Indianisation” of Quaker Oats has enabled

them to establish a stronghold in the breakfast  Introduction of more Indianised flavours would
allow the customers to have more options.
market, especially in the oats segment.
 The new innovated products should be followed
 The adaptibility of Quaker Oats in terms of learning by aggressive marketing to make the brand a
from their mistakes in introducing traditional oat crucial household product.
meal breakfast and making innovations in it.
 Targeting of the rural market and penetrating it’s
 The packaging of the oats in packets and sachets of breakfast habits should also be a goal for Quaker
smaller sizes so that it is not only limited to a considering that the rural consumer has more
certain class of people. money to pay for the products.
THANK YOU