Oats

- Not what your doctor recommended -

Christabel Awasom, Maria Fierro, Priscilla Sanches

Introduction
According with PROMISS, a project funded from the European Union’s Horizon 2020 research and innovation
programme, protein malnutrition is a health concern among old people population. A development of a ready
to eat oats-based meal with high protein content is proposed as a contribution to improve active and healthy
ageing for elderly in Finland, with poor appetite and low levels of protein intake.
Marketing strategy
Recognized as the leader oats producer in Several distribution channels and agreements,
Europe and America mainly located in the retail sector.
High market share among the competitors Able to demand specific conditions of distribu-
More than 130 years of existence tion among the retailers.
Always kept a very traditional and trustable Experienced marketing department,
image Set a reasonable high budget for this new pro-
New product for the increase of the protein duct launch,
intake for this population Concentric diversification, focused on the same
Positioned as the number one option for main business
supplementary alimentation among the elderly
in Finland.

Product Strategy
Mix of instant oats and whey protein concen-
trate, with artificial sweeteners and vanilla
flavor.
Its convenient and fast, can be consumed at
any time of the day, prepared in microwave.
Has a protein amount of 30 grams per portion,
which represents around a 48% of the referen-
ce daily intake.
Soft product, suitable for people who have oral
infirmities. Communication Strategy
No sugar added, oatmeal helps to regulate high ‘Not what your doctor recommended’, will get
blood sugar levels, whey protein is a high-quali- their attention
ty protein with a high flavor acceptance.
Will be divulgated through three main routes:
Place and distribution Strategy Television advertisement
Local neighborhood stores and supermarkets Mail flyers
Not having to go too far away from their resi- Elderly club meetings with free products to try
dence places
Located to be easily found and reached Price Strategy
Monthly product subscription, High food expense budget of consumers
Discount of 5% by buying bigger amounts of Priced according to the regular production
product costs and profits expected for the company
Loyalty program Price: 15 euros for a 12-pack.

Conclusion
The product is a common food, that comes on a common flavor which makes it more likely to be accepted
among the old people who don’t want to try highly innovative products. The product will have an attractive but
not highly innovative image, and will be distributed among both common and specialized distribution channels.
Nevertheless, it has all the nutritional value and health benefits needed for this specific population.
References
Burrington, K., and Agarwal, S. Technical Report: sensory properties of Whey Ingredients. Dairy Research Institute and US Dairy Export Council, 2012.
NIDDK. National Institute of Diabetes and Digestive and Kidney Diseases. What I need to know about eating and diabetes. October 2017.