Quaker Oats Marketing Strategy
Introduction
The health, wellness and fitness market of India has been growing at an increasing pace since the last decade. The market has seen increased competition from all major players to win customers over through aggressive campaigns and new products focusing on oats and other unique grains. Over the past decade, Indians have moved away from consuming butter and fried pooris to cereals, oats and Extra-Virgin Olive Oil.
By observing various trends in the food industry, the shift from taste oriented purchase to Calorie specific purchase of food items has redefined the market scenario. This shift has made a huge sector of health conscious consumers who are open to experiment new products as well as ready to pay any amount for the product of their satisfaction.
Aim:
1. Analyzing the marketing techniques used by companies today to effectively market and sell
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Marketing these products by highlighting their nutritional value, health benefits and portraying them as a part of Indian meal have made great impact on the sales and market shares of these products. Considering few cases like Quaker Oats we can better understand the approach followed by processed food industry.
Quaker Oats marketed that their new product Quaker’s Oatmeal Chocolate Chip Breakfast Cookies by claiming that it had high fiber content and highly nutritious oats and it was a replacement for boring cereal breakfast. Whether or not one believes these advertising claims but now nutrition is being used to entice buyers of chocolate chip cookies. Marketers have found scientific expertise to be an especially convincing promotional tool. And the past data shows that products marketed in this way have been experiencing higher sales as
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