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Marketing plan for

QUAKER OATS FLOUR

oup 3:

an Lalchandani- 13A1HP023
kata Goutham Abbineni- 13A1HP026
ali Ojha- 13A1HP028
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hit Dube- 13A3HP011
Ram-13A3HP014

Who are we??

American based Conglomerate Company founded in


1877.

Owned by PepsiCo since 2001.


Launching a new product Quaker Oats Flour
Target- middle and upper class customers.
Such customers can be one with High cholesterol,
cardiovascular patients, Diabetic, postmenopausal women
or are prone to infections.

Benefits of Oats flour


Lower Cholesterol Levels
Unique Oat Antioxidants Reduce Risk of Cardiovascular
Disease
Prevent Heart Failure with a Whole Grains Breakfast
Enhance Immune Response to Infection
Stabilize Blood Sugar

Strengt
product
is an
h

The
up
gradation
with
high
nutritional
values.
The
quality offered is off high
standards.
Quaker has a strong brand
image in the mindset of its
consumers.
Quaker oats is the first foodspecific health claim for
oatmeal is approved by the
Food
and
Drug
Administration- FDA.

Weakn
ess
Pricing: Oats wheat can be
considered as a premium
priced product, as it is very
costly when compared to its
competitors.
Psychological
barrier
against oats as wheat forms
the staple food for most parts
of India.

Opportuni
ties
As more number of people are
changing
their
consumption
patterns, from fast food to healthier
food. There lies a wide opportunity
in these scenarios.
First Mover Advantage: The
concept of offering oats flour gives
us a first mover advantage, where
we can outstand and enhance the
brand image.

Threats
Imitation: The product might be
imitated from competitors such as
Ashiravad Atta which has 45% of
the market share in the wheat
flour segment.
Domestic
competition:
Competitors such as Annupurana,
Pillusbury Ashiravad are doing
their best to increase the market
share.

Product Offerings
Long shelf life.
Provided in different packaging models ranging from 500gms
to 10kgs.
Processed in germ free environment.
Protects against the heart failure.
The antioxidants, present in oats reduces the risk of cardio
vascular diseases.

Product Offerings
(cont..)
Boosts the immune response to infection.
The beta glucan fiber present in oats removes the bad
cholesterol without any effect on the good cholesterol.
High levels of fiber and proteins.
Acts as a catalyst for the sustained weight loss program.

Distribution

We have planned the distribution channels of our product in the


places where people move on with a concern of health
improvement in this polluted world. The different channels are
Gymnasiums- Talwalkars
Dieticians and Nutritionists
Healthkart.com

Objective for Marketing


Strategy
Tapping the new market which is ever-increasing for
people who are concerned about their health.
Aim at people who are suffering from obesity, high
cholesterol, high blood pressure, etc as they want easy
ways to reduce fat content from their daily consumption
of food.
Target Market: Rich and Upper middle class.
Positioning: Only for health conscious customers.

Strategies
Product: Our product will be available at all exclusive stores
and some major super-markets only.
Pricing: Quaker oats flour will be sold at 150/kg. Price has
been fixed keeping in mind the costs incurred.

Strategies (cont..)
Distribution: Our main distributors could be dieticians and
gyms where health conscious people regularly visit.
Marketing Communications: Existing advertisements will
promote oats flour as a new offering. As Quaker has made
its presence felt in the market already, the brand association
is easier.

Financials
Anticipated quantity- 200,000 kg.
Quoted price-Rs. 150/kg.
Variable cost- Rs 130/unit
Fixed cost- Rs 24 lakhs
Revenue- 3 crores.
Break-even- 2400000/ (150-130) = 120000

Control
Implementations:
As oats flour is a health and food product so we have
focused on the best quality of the oats to be used for the
product plus cleanliness should be maintained around the
factory.
A tight monitoring is done in the factory so that any
occurrence of problem can be solved n there is no delay in
product delivery. Also the transportation will be well
structured for the timely delivery of the product.

Control (cont..)
Marketing organization:
As this is a new segment in oats product so capturing a
market is a challenging job and to market this product. So
we had hired the best team for the marketing plan which
is headed by Nitish Singh along with his team of 8 people.
They look over the sales campaigns, trade and consumer
sales promotion and public relationship efforts.

Marketing
organization
Nitish singh
Chief marketing
officer

Heena jha
Sales manager

Abhishek
kumar
Regional
sales
Monika lal
Regional
sales

Atif khan
Advertising
manager

Saneeka
agrawal
Advertising
anaylist

Ritika shukla
Promotion
manager

Gurpreet
singh
Promotion
analyist

References
http://www.quaker.co.in/AboutUs/OatsNutrition.aspx
http://www.quakeroats.com/oats-do-more.aspx
http://www.quaker.co.in/AboutUs/mmihh.aspx