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

FUN FOR YOU BETTER FOR YOU GOOD FOR YOU

PEPSI DET PEPSI QUAKER OATS
LAYS POTATO CHIPS LIPTON READY TO DRINK TEA TROPICANA
7UP CHEETOS AQUAFINA
MOUNTAIN DEW GATORADE
MIRINDA
UNCLE CHIPS
KURKURE

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FACTS

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

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 Indian
Snacks
Industry

Indian
Breakfast
industry

Indian Oats
industry

Quaker Kelloggs Safola Other &

Oats Oats Oats Domestic
Players
of Oats

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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

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Distribution Channels of PepsiCo

Traditional Distribution Channel

Manufacturers

Super Stockists or Depots

Distributors

Retailers

Consumer

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Direct Distribution Channel
Manufacturers

Retailers (Departmental Stores etc)

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Organizational Structure
Chairman

Vice Chairman &

MD

General
Manager

Warehousing, HR & Sales &

Transportation& Procurement Finance
Administrat Marketing
Maintenance Division division Division
Division ion Division

National Sales Regional Sales

Managers Managers

Zonal Sales District Sales

Managers Managers

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Territory Sales Customer
Managers Executives
 MARKET STATISTICS

Others
16%

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
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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

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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

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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

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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.

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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.

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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.
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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.

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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.

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 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.

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STAY HEALTHY LIVE LONGER

THANK YOU 26