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A PROJECT REPORT ON
“A study on the consumer awareness of Quaker Oats”
AND
“A study on the brand activation of Quaker Oats”
AT
PepsiCo India Holding Pvt. Ltd
(Submitted towards part fulfillment of the requirements for theaward of the Post Graduate in Management 2010-2012)
Submitted by:
Nimira SinghalRoll No. 191152
FMG IX
Under the guidance of:
Dr. Anita Tripathy Lal
FORE School of Management, New Delhi
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CERTIFICATE
This is to certify that Ms. Nimira Singhal, Roll No.191152 has completed her summer
internship at PepsiCo India Holdings Pvt. Ltd. and has submitted this project report
entitled “A study on the consumer awareness and brand promotion of Quaker Oats”
towards part fulfillment of the requirements for the award of the Post Graduate in
Management (FMG-IX) 2010-2012.
This Report is the result of his/her own work and to the best of my knowledge no part of
it has earlier comprised any other report, monograph, dissertation or book. This project
was carried out under my overall supervision.
Date: June 03, 2011 Dr Anita Tripathy Lal
Place: New Delhi Internal Faculty Guide
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ACKNOWLEDGEMENT
Behind every fruitful endeavor lie the advice, guidance and inspiration of all the people
directly or indirectly involved with the report. I wish to express my gratitude to all the
people involved in the completion of this report. I am thankful to all of them for their
help and encouragement throughout the completion of the report. They have been a
constant source of support for me.
I would like to extend my sincere gratitude to the marketing and branding department of
Quaker Oats, Pepsico India Holdings Pvt. Ltd. for providing me the enriching
opportunity of working with the organization and its team for a period of 2 months.
In particular, I would like to thank my Company Guide, Ms. Mary Varghese for sparing
the time to provide me with necessary guidance and advice from time to time, with
utmost patience, in spite of their extremely busy schedule.
My heartfelt gratitude and warm salutations are also due to Dr. Anita T Lal, the faculty of
our Institute, for inculcating in me the principles of dedication and hard work, and
proving her guidance and support throughout the Project.
Their constructive feedback from the approach to the problem and the result obtained
during the course of this work has helped me to a great extent in bringing work to its
present shape.
NIMIRA SINGHAL
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Table of Contents
CERTIFICATEAcknowledgementTable of contentsList of FiguresList of Tables
Executive Summary
Chapter 1: INTRODUCTION
1.1 Relevance of the study
1.2 Purpose of the study
1.3 Objectives of the study
1.4 Brief outline of the chapters
Chapter 2: LITERATURE REVIEW
2.1 Studies on Brand Promotions
2.2 Studies on Health food Branding
2.3 Research done on breakfast cereal and healthy food
2.4 History of Quaker oats
Chapter 3: RESEARCH METHODOLOGY
3.1 Universe of the study3.2 Locale3.3 Sample3.4 Data collection3.5 Data analysis3.6 Derivation of Hypothesis
Chapter 4: CONSUMER AWARENESS
4.1 Descriptive statistics4.2 Hypothesis testing 4.3 Competitor Analysis & SWOT
Chapter 5: BRAND ACTIVATION OF QUAKER OATS5.1 About Quaker Smart Heart challenge Program5.2 Quaker Activation at HCL, Noida
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Chapter 6: CONCLUSION & SUGGESTIONS
6.1 Major findings from: (I) Retail consumers & Retailers (II) Fitness centers (III) Corporate employees6.2 Recommendations6.3 Limitations of the study6.4 Further scope of the study
APPENDIXA Company ProfileB QuestionnairesC List of Retail shops, corporates and fitness centers visitedD Art work & Designing done for SHC
REFERENCES
BIBLIOGRAPHY
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LIST OF TABLESTable 1: Frequency of skipping breakfast and gender of the person.....................................
Table 2: Frequency of skipping breakfast and age of the person..........................................
Table 3: Food consumed for breakfast and gender of the person..........................................
Table 4 Food consumed for breakfast and age of the person................................................
Table 5: Oats consumed for breakfast and gender of the person.
Table 6: Oats consumed for breakfast and age of the person................................................
Table 7: Level of activity in the job and gender of the person..............................................
Table 8: Level of activity in the job and age of the person....................................................
Table 9: Reason for purchasing healthy food and gender of the person................................
Table 10: Reason for purchasing healthy food and age of the person...................................
Table 11: Factor considered important for healthy life and the gender of a person..............
Table 12: Factor considered important for healthy life and the age of a person...................
Table 13: Oats consumed for breakfast and the type of consumer surveyed.........................
Table 14: Frequency of skipping breakfast and the type of consumer surveyed...................
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LIST OF FIGURES
Figure1a: Gender covered: Corporate....................................................................................
Figure1b: Gender covered: Retail..........................................................................................
Figure1c: Gender covered: Gym............................................................................................
Figure 2a: Oats taken for breakfast: Corporate......................................................................
Figure 2b: Oats taken for breakfast: Retail............................................................................
Figure 2c: Oats taken for breakfast: Gym..............................................................................
Figure 3a: Job description: Corporate....................................................................................
Figure 3b: Job description: Retail..........................................................................................
Figure 3c: Job description: Gym............................................................................................
Figure 4a: Breakfast skipped: Corporate...............................................................................
Figure 4b: Breakfast skipped: Retail......................................................................................
Figure 4c: Breakfast skipped: Gym.......................................................................................
Figure 5a: Reasons for not consuming oats: Corporate.........................................................
Figure 5b: Reasons for not consuming oats: Retail...............................................................
Figure 5c: Reasons for not consuming oats: Gym.................................................................
Figure 6a: Reasons for purchasing healthy food: Corporate.................................................
Figure 6b: Reasons for purchasing healthy food: Retail........................................................
Figure 6c: Reasons for purchasing healthy food: Gym.........................................................
Figure 7a: Food taken during morning break: Corporate......................................................
Figure 8a: Importance of 3factors in maintaining overall health: Corporate.........................
Figure 8b: Importance of 3factors in maintaining overall health: Retail...............................
Figure 8c: Importance of 3factors in maintaining overall health: Gym.................................
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EXECUTIVE SUMMARY
The study on consumer awareness and brand promotion of Quaker oats is conducted to
understand the consumer’s awareness level of the product and to design a brand
activation campaign for Quaker Oats. As part of its Mission To Make India Heart
Healthy, Quaker Oats has launched a 30 day program called the “QUAKER SMART
HEART CHALLENGE”. The program involves employees of various corporate as
participants and designing of this campaign involves various activities.
Studying different types of consumers, namely, retail consumers, gym members and
corporate employees is to understand various parameters on which Quaker Oats
promotions should be based targeting each segment separately. The study involves
understanding the breakfast consumption pattern of consumers, their attitude towards
healthy lifestyle and their awareness level about oats.
To conduct the study, the methodology used is surveys and interviews involving
convenient sampling. Questionnaires were filled by consumers from all three categories
and the responses were collected. Chi square test for independence was tested on various
variables in the questionnaire to check for any associations.
High frequency of skipping breakfast was observed amongst corporate and retail
consumers proving this segment to be tougher to target and the need to educate them
about the benefits of Quaker oats. A large proportion of consumers were unaware of the
product which shows the lack of presence in the customer’s mind. An important finding
concluded that females gave more importance to food and nutrition over exercise for
maintaining overall health.
It has been suggested to the company to promote the product in more than one way,
targeting different segment, that is, kids, housewives, corporate, fitness centers and retail
outlets. Since mass media advertising is not an option, therefore event marketing and
sampling are the brand promotion methods that should be adopted.
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CHAPTER 1: INTRODUCTION
This chapter named Introduction includes various principles of brand activation and sales
promotion. It aims at defining brand management, brand activation and giving a brief
overview of the importance of brand activation in marketing. It includes the relevance
and the purpose of the study along with the objectives of the study. A brief outline of
chapters follows the objectives which outlines each chapter of this report in brief.
Brand management is the application of marketing techniques to a specific product,
product line, or brand. One of the most important requirements in today’s marketing
environment is the brand management. For consumers to be aware of the brand and for
the product to be an essential part of their share of mind, branding becomes essential.
Brand awareness refers to customers' ability to recall and recognize the brand under
different conditions and link to the brand name, logo, jingles and so on to certain
associations in memory. It helps the customers to understand to which product or service
category the particular brand belongs and what products and services are sold under the
brand name. It also ensures that customers know which of their needs are satisfied by the
brand through its products (Keller). Brand awareness is of critical importance since
customers will not consider your brand if they are not aware of it.
Brand Activation1:
Brand activation is a natural step in the evolution of brands. When all the necessary brand
strategies are implemented, companies just need to execute them across the organization
and in the total offer towards the customer. Brand activation is looking deeper into the
possibilities within the brand, its strategy and position to find assets that have relevant
long-term consequences for the whole company.
Brand Activation can be defined as “A marketing interaction between consumers and the
brand, where consumers can understand the brand better and accept it as a part of their
lives.”
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Brand Activation Principles
• To activate brand demand, we have to ignite the passion of the consumer with the
power of a big idea.
• There is a need to emotionally connect the brand with the consumer at the right time, in
the right place and in the right way, thus motivating consumer commitment.
• By turning insight into action, the brand’s reason to believe becomes more acceptable
and understanding, and the opportunity to purchase becomes more promising.
Brand Activation: Bringing Your Brand to Life2
Marketing, as we know, is all about waging war against competitive forces to win
market share. For this purpose, marketers create warriors which win the perceptual battle
for them, and these warriors are called BRANDS. Brands have proved their worth by
earning premiums, decimating competitions and even beating time factors (as many
brands are still leader as they were a century ago). Owing to this, marketers have stepped
up their efforts to build their brands. They are building their marketing programs around
their brands. Today, marketplace is replete with competition. Opening up of economy has
led to the entry of foreign brands into the marketplace. These brands are also adding to
the chorus. Advertising has always been seen as main weapon to build brands by the
brand managers. Excessive reliance on this form of communication has resulted in “over
communication”. Ad clutter has been increasing gradually and the future shows no sign
of relief. Not only has this, advertising also lost its credibility if we compare it to what it
used to be decade back. Reasons are many: More knowledgeable customer, comparative
advertising, internet etc. Therefore, marketers are exploring new ways of supporting their
brand. One such method is called Brand Activation. Brand activation can be defined as
marketing process of bringing a brand to life through creating brand experience. Next
question now is what to activate? Generally, the core features or brand values of a brand
are used for activation. That’s what every brand manager strives to achieve i.e.
communicating their brand values to their target customers. But a word of caution here:
select only one or two features or brand values to activate. Don’t try to communicate each
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and every detail of your brand. One has to appreciate the fact that branding is based on
the concept of singularity. This concept assumes a greater significance in case of services
which are intangible in nature. Let me take example for both products and services to
explain brand activation.
Benefits of Brand Activation:
1. You can convey your positioning using brand activation.
2. It supports your ad claim if used carefully.
3. Distortion is minimum in this case.
4. It increases your brand salience.
5. Helps in revitalizing a brand. Horlicks is doing it through its campaign which is trying
to change its image from fuddy-duddy to an exciting brand among children. Their Wiz-
Kid competition across the country is the perfect example of brand activation.
6. Brand activation can elicit customer insights as people interact with the brand.
7. It increases the return on company’s investments by leading to higher effectiveness, as
it reaches out only to the specific target audience
Limitations of Brand Activation:
1. Lack of initiative on part of brand managers is the major concern.
2. Lack of measurement matrices or indices is the limiting factor. At the end, I would like
to say that brand activation should not be confused with the below the line activities.
Brand Activation is seen as a tool to build brands through interaction with its target
people whereas below the line activities, most of the times, are sales oriented
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Sales Promotion3:
Sales promotion, a key ingredient in marketing campaigns, consists of a collection of
incentive tools, mostly short term designed to stimulate quicker or greater purchase of
particular products or services by consumers or the trade.
Whereas advertising offers a reason to buy, sales promotion offers an incentive to buy.
Sa les promotion includes tools for consumer promotion (samples, coupons, cash refund
offers, prices off, premiums, prizes, patronage rewards, free trials, warranties, tie-in
promotions, cross-promotions, POP displays, and demonstrations).
Consumer-oriented sales promotions are part of a promotional pull strategy; they work
along with advertising to encourage consumers to purchase a particular brand and thus
create a demand for it.
Objectives of Consumer-Oriented Sales Promotion4:
As the use of sales promotion techniques continues to increase, companies must consider
what they hope to accomplish through their consumer promotions and how they interact
with other promotional activities such as advertising, direct marketing and personal
selling. As with any promotional mix element, marketers must plan consumer promotions
by conducting a situational analysis and determining sales promotions’ specific role in
the integrated marketing communications program. They must decide what the promotion
is designed to accomplish and to whom it should be targeted.
Obtaining Trial and Repurchase:
One of the most important uses of sales promotion techniques is to encourage consumers
to try a new product or service. While thousands of new products are introduced to the
market every year, as many as 90 percent of them fail within the first year. Many of these
failures are due to the fact that the new product or brand lacks the promotional support
needed either to encourage initial trial by enough consumers or to induce enough of those
trying the brand to repurchase it. Samples may allow the consumer to try it but a coupon
provides an incentive to repurchase it.
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Targeting a Specific Market Segment:
Most companies focus their marketing efforts on specific market segments and are
always looking for ways to reach their target audience. Sales promotion tools such as
sampling, events, coupons are effective ways to reach specific geographic, demographic,
psychographic and ethnic markets. Sales promotion programs can be targeted to specific
user- status groups such as non users or light versus heavy users.
Event Marketing:
Event marketing is a type of promotion where a company or brand is linked to an event
or where a themed activity is developed for the purpose of creating experiences for
consumers and promoting a product or service. Marketers often do event marketing by
associating their product with some popular activity such as sporting event, concert, fair,
or festival. However, marketers also create their own events to use for promotional
purposes. For example, RC Cola staged events to launch RC Edge Maximum Power, a
new soda targeted at teens. RC put together a 25-market tour that included radio tie-ins
and Edgy events such as white-water rafting and skydiving at which samples of the
product were distributed.
Event marketing has become very popular in recent years as marketers develop intergraed
marketing programs including a variety of promotional tools that create experiences for
consumers in an effort to associate their brands with certain lifestyles and activities.
Marketers use events to distribute samples as well as information about their products
and services or to actually let consumers experience the product.
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1.1 Relevance of the study
Sales promotion has been part of the marketing process for a long time and its role and
importance in a company’s integrated marketing communications program have
increased dramatically over the past decade. There have been various factors that have
led to the increase in the importance of sales promotion and the shift in marketing dollars
from media advertising to consumer and trade promotions. Among them are The
Growing Power of Retailers, one reason for the increase in sales promotions is the power
shift in the marketplace from manufacturers to retailers. Consolidation of the grocery
store industry has resulted in larger chains with greater buying power and clout. These
large chains have become accustomed to trade promotions and can pressurize
manufacturers to provide deals, discounts and allowances; Declining Brand Loyalty as
consumers have become less brand loyal and are purchasing more on the basis of price,
value and convenience. Some consumers are always willing to buy their preferred brand
at full price without any type of promotional offer. However, many consumers are loyal
coupon users and/or are conditioned to look for deals when they shop; Increased
Promotional Sensitivity: Marketers are making greater use of sales promotion in their
marketing programs because consumers respond favorably to the incentives it provides as
they save money. Also many purchase decisions are made at the point of purchase by
consumers who are increasingly time sensitive and facing too many choices. Buying a
brand that is on special or being displayed can simplify the decision making process and
solve the problem or over choice; Brand Proliferation: The market has become saturated
with new brands, which often lack any significant advantages that can be used as the
basis of an advertising campaign. Thus, companies increasingly depend on sales
promotion to encourage consumers to try these brands; Fragmentation of the Consumer
Market: As the consumer market becomes more fragmented and traditional mass media-
based advertising less effective, marketers are turning to more segmented, highly targeted
approaches; Competition: The markets for many products are mature and stagnant, and it
is increasingly difficult to boost sales through advertising. Exciting, breakthrough
creative ideas are difficult to come by, and consumers’ attention to mass-media
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advertising continues to decline. Rather than allocating large amounts of money to run
dull ads, many marketers have turned to sales promotion.
Branded oats is a relatively small category estimated at Rs 80 crore, and is currently
dominated by international brands with Bagrry's being the sole Indian player in this
category. Hot cereal breakfasts have been a quintessential part of the Indian breakfast
repertoire; porridge made from dalia, sooji, ragi, sabudana, sattu etc. is a familiar sight on
the Indian breakfast table.
With a portfolio of cornflakes and its many variants, Kellogg has been known the world
over for its cold breakfasts -- a recipe for disaster in India. Indians, with their proclivity
for piping hot breakfast, found that cornflakes turn soggy the moment warm milk was
added. Kellogg had entered India in 1994 with the promise of changing the breakfast
habits of Indians. Indian Branded Breakfast market is worth around Rs 300 crore. In
volume terms it is 140000 tonnes. Oats market is worth around 4000 tonnes. After the
Kellogg's foray in to the breakfast market in 1990, Quaker is the only high profile
product launch in this segment. Kellogg's grew the market from 1000MT to around
3000MT through heavy spent in advertising. Now Kellogg's is ruling the breakfast
market but yet to break even.
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1.2 Purpose of the study
Based on the literature review, it has been seen that a lot of studies have been done on the
breakfast consumption pattern and healthy food products. Not many studies are available
on the oatmeal industry and the product Quaker Oats. The reasons for this could be: the
product is only four years old, its consumption in India is not very well spread etc. The
researcher takes the opportunity to do this study and analyse the same.
Quaker Oats has been in India under the Pepsico brand since 2006 but has not achieved
much sales revenues in most regions except South India (Kerala, Tamil Nadu). Reasons
for a small consumer base could be lack of awareness of the health benefits of the
product, Indians have different taste buds for breakfast, oats are not part of the meal.
They consider oats to be a western concept, non filling or dislike the taste.
In order to design any brand promotion activity, it is essential to understand the psyche of
the consumer and their product knowledge. Quaker oats is consumed for breakfast, hence
understanding the consumer’s breakfast consumption pattern is necessary.
The product does not reach retail shops as the distribution network is the one that sells
Frito Lays products. This does not allow the product to reach its true market.
PepsiCo has not considered mass Media advertising as the preferred form of integrated
mass communication since the costs are very high in comparison to the returns. However,
in South India mass media advertising is used to promote the product on local channels.
For any form of brand promotion, it is important to understand the need of the consumer
and his perception about healthy products.
The product has been in the market for 5 years now but the sales are not as expected.
Visibility of the product needs to be increased which can be done by studying the
consumers behavior of purchasing healthy products and making them aware of its
benefits.
Many competitors have mushroomed in the recent past, such as Kellogs, Saffola, White
Oats, Baggry’s who have come up with their range of oats which is a matter of concern.
Promoting this product in order to educate the consumers about the health benefits and
spread awareness about various ways of preparing oats is important for the product to get
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its hold in the market. Therefore, promotions at various levels, targeting different
segments needs to be studied.
1.3 Objectives of the study
Based on the purpose of the study and literature review, the study includes following
objectives:
1. To understand the product and its benefits vis-a-vis its competitors.
2. To understand the breakfast consumption pattern, health awareness level and
product awareness amongst retail consumers, gym members and corporate employees.
3. To observe and analyze various ongoing brand activations in retail shops and
corporate.
4. To design a brand activation campaign for Quaker Oats in corporates and suggest
other ways of brand promotion for the product.
1.4 Brief Outline of the chapters
The study has been divided into six chapters.
The first chapter is the introductory chapter that has been further divided into four sub
parts i.e. relevance of the study, problem of the study, objectives of the study and a brief
outline of all the chapters being discussed.
The second chapter titled literature review aimed at reviewing some critical points of
current knowledge and methodological approaches that would be used further in the
study. Secondary sources mainly journals published across the world were taken and
reviewed.
Third chapter methodology was divided into six sub portions i.e. universe of the study,
locale of the study, sampling, data collection, data analysis and field experience. This
chapter discusses in brief the process and methods undertaken to conduct the study.
Fourth chapter is the study on the consumer awareness level. It includes all the
descriptive statistics used for the data gathered through the questionnaires and remarks on
various observations made. It also aims at calculations and hypothesis testing to show the
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results and analyze them. A Competitors analysis and SWOT is the third part of the
chapter.
Fifth chapter includes the analysis of the brand activation campaign at HCL which was a
part of the Quaker Mission to Make India Heart Healthy. An overview of the Quaker
smart heart challenge is also a part of this chapter.
This was followed chapter six named conclusions and recommendations which has a list
of realistic and workable recommendations which can be incorporated. It begins with the
major findings from retail consumers and retailers, corporates and fitness centers. Further
parts of chapter seven include limitations and further scope of the study.
It was then followed by the references and appendix including company profile.
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CHAPTER 2
LITERATURE REVIEW
A literature review is a body of text that aims to review the critical points of current
knowledge and or methodological approaches on a particular topic. Literature reviews are
secondary sources, and as such, do not report any new or original experimental work.
Most often associated with academic-oriented literature, such as theses, a literature
review usually precedes a research proposal and results section. Its ultimate goal is to
bring the reader up to date with current literature on a topic and forms the basis for
another goal, such as future research that may be needed in the area.
A well-structured literature review is characterized by a logical flow of ideas; current and
relevant references with consistent, appropriate referencing style; proper use of
terminology; and an unbiased and comprehensive view of the previous research on the
topic.
The literature review that have been referred to conduct this study are divided into three
parts:
2.1 Studies on Brand Promotions:
Lemon & Nowlis [2002] in their study on “Developing Synergies between Promotions
and Brands in Different Price-Quality Tiers” suggests that Brands are promoted in many
different ways. In this research, the authors examine synergies between different types of
promotions and characteristics of the brands that offer the promotions. Specifically, the
authors examine interactions among feature advertising, display, price promotions, and
the price-quality tier of the brand offering them. Using both scanner data and
experiments, the authors find that high-tier brands benefit more than low-tier brands
from price promotions, displays, or feature advertising when these promotional tools are
used by themselves. This advantage disappears, however, when certain promotional tools
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are used in combination with one another. In particular, the authors find that price
promotions have a more equal effect on low-tier and high-tier brands when these
promotions are offered in settings where comparisons are difficult (end-of-aisle displays
or feature advertising).
Mariola & Elena [2005] in their study on “Sales promotions effects on consumer-based
brand equity” suggested the following conceptual framework:
2.2 Studies on Food health branding:
John, Elizabeth & Scot [2003] in their study on “Making Healthful food choices” report
the results of three experiments that address the effects of health claims and nutrition
information placed on restaurant menus and packaged food labels. The results indicate
that when favorable nutrition information or health claims are presented, consumers
have more favorable attitudes toward the product, nutrition attitudes, and purchase
intentions, and they perceive risks of heart disease and stroke to be lower. The nutritional
context in which a restaurant menu item is presented moderates the effects of both
nutrition information and a health claim on consumer evaluations, which suggests that
alternative (i.e., nontarget) menu items serve as a frame of reference against which the
target menu item is evaluated.
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Polymeros [2010] in his study on Food health branding: “The role of marketing mix
elements and public discourse in conveying a healthy brand image” suggest that the
soaring rates of dietary-related diseases have increased the need for interventions in
consumers' healthy eating behaviour. The two main avenues followed so far have
focused on either making consumers change their food choices or improving the nutrition
content of food products. Both avenues are said to have limitations since consumers
often base their choices on heuristics that simplify their choices, such as brands.
Therefore, branding is considered an important tool in communicating the value of health
and contributing towards healthier food choices. However, branding a food product
based on the value of health is not an easy practice as strategies employed may often fail
to convey the value of health.
Judith & Scot [2000] in their study on Effects of Nutrition Facts Panel Values, Nutrition
Claims, and Health Claims on Consumer Attitudes, Perceptions of Disease-Related
Risks, and Trust; the authors examine how differences in Nutrition Facts information on
fat and fiber, coupled with differing claims for these nutrients (including multiple
nutrient claims and a health claim), influence consumers' product evaluations,
perceptions and awareness of disease risk, and trust of the claims and Nutrition Facts
information. Results show that the Nutrition Facts information regarding fat affects
consumers' evaluations and perceptions of disease risk but that information on fiber does
not. Claims do not affect product evaluations or purchase intentions, and there is a weak
effect of inclusion of a health claim on disease risk perceptions. Consumers are less
likely to recognize incongruence in claim and Nutrition Facts information about fiber
than fat. In congruencies regarding the level of fat in the product result in lower trust in
the claim information but do not affect trust in the Nutrition Facts data. The authors
discuss implications for consumer welfare and public policy.
2.3 Research done on Breakfast cereals and health food:
Molly [2010] in the study on RTE Cereals and Health Bars focuses on the performance
of ready-to-eat (RTE) cereals and health bars in the U.S. market. Data on sales
performance of breakfast cereals from 2007-2009 indicates average profits while health
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bars showed slow movement. Sales growth in health bars, such as granola bars, as well as
consumers' increased awareness in wellness, the campaign among packaged foods and
quick service restaurants (QSRs) and consumers choosing cheaper options, like using
coupons, are also discussed.
Bridget [2010] in his study on “Breakfast foods: Start of something big” reports that the
marketing strategies of retailers are changing in accordance with the enduring trend
toward healthier breakfast foods at reasonable prices. According to Pedro Mesa, store
manager of a Coral Gables, Florida' Sedano's store, one of the biggest changes in the past
few years has been that there is more concern for healthier items now. Consumers now
have a lot more to choose from among commercial breakfast baked goods and they look
for healthier products.
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2.4 Quaker Oats Company
The Quaker Oats Company is an American food conglomerate based in Chicago. It has
been owned by PepsiCo since 2001.
History
1905 magazine advertisement
Quaker Oats was founded in 1901 by the merger of four oat mills:
The Quaker Mill Company of Ravenna, Ohio, which held the trademark on the
Quaker name, and was founded by Henry Parsons Crowell, bought the bankrupt
Quaker Oat Mill Company also in Ravenna. He was holding the key positions
between the general manager, president and chairman of the company from 1888
until late 1943. He was called the cereal tycoon.He donated more than 70% of his
wealth to the Crowell Trust.
A cereal mill in Cedar Rapids, Iowa owned by John Stuart, his son Robert Stuart,
and their partner George Douglas;
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The German Mills American Oatmeal Company, owned by "The Oatmeal King",
Ferdinand Schumacher of Akron, Ohio;
The Rob Lewis & Co. American Oats and Barley Oatmeal Corporation. Formally
known as "Good For Breakfast" instant oatmeal mix.
The company expanded into numerous areas, including other breakfast cereals and other
food and drink products, and even into non-related fields such as toys.
In 1969, Quaker acquired Fisher-Price, a toy company and spun it off in 1991.
In the 1970s, the company financed the making of the film Willy Wonka and the
Chocolate Factory, obtaining in return a licence to use a number of the product names
mentioned in the movie for candy bars.
In 1983, Quaker bought Stokely-Van Camp, Inc., makers of Van Camp's and Gatorade.
Quaker bought Snapple for $1.7 billion in 1994 and sold it to Triarc in 1997 for $300
million. Triarc sold it to Cadbury Schweppes for $1.45 billion in September 2000.It was
spun off in May 2008 to its current owners, Dr Pepper Snapple Group.
In 1996, Quaker spun off its frozen food business, selling it to Aurora Foods (which was
bought by Pinnacle Foods in 2004).
In August 2001, Quaker was bought out by PepsiCo because Pepsi wanted to add
Gatorade to its arsenal of beverages and thus break into the isotonic sports beverage
market. The merger created the fourth-largest consumer goods company in the world.
Though the main prize for PepsiCo was Gatorade noncarbonated sports drink, Quaker's
cereal and snack food division serves as seemingly healthier complement to the existing
Frito-Lay salty-snacks division.
A study on Quaker Oats’2011 Page 24
CHAPTER 3: METHODOLOGY
Methodology is a description of the process, rules, methods employed in a study.
Research methodology comprises of universe of the study, locale of the study, sampling
technique, data collection methods, data analysis techniques used in the study.
3.1 Universe of the study
The universe of the study was all the consumers in modern stores and kirana shops
shopping for healthy products across the country, along with gym members, gym
instructors, nutritionists and dieticians, employees of all corporates and housewives.
3.2 Locale of the study
The locales of this study were the consumers at retail shops (modern stores), employees
at various corporates, gym members and nutritionists at the gyms in Delhi/ NCR only.
3.3 Sample
A sample of total of 180 participants was taken. (60 samples each of corporate
employees, gym members and retail consumers). Convenient sampling was done for
consumers who were approachable in retail stores and gyms.
Sampling method followed in this research is type of non probability sampling method
i.e. convenient sampling technique. Reason for choosing this method is that they are least
expensive, less time consuming and most convenient. One assumption that is made in this
method is that every element in the population does not have a nonzero probability of
being included in the sample. But on the other side the result must be viewed with
caution because the sample might not be a true representative of the population. Sampling
unit are all the individuals covered in the survey.
A study on Quaker Oats’2011 Page 25
3.4 Data Collection
Secondary data was collected from computerised external secondary sources that were
available online. This basically included the government reports, such that of ministry of
food processing industries, research or study done by professionals on same or related
topics.
Primary data was collected through surveys, interviews and questionnaires filled from
three segments of the sample:
Retail consumers:
Modern stores were selected in Delhi/ NCR where Quaker oats was available.
Kirana shops in selected areas were also visited during evening hours when the crowd is
maximum. Housewives as well as other buyers in the modern stores who bought
breakfast cereals/oats/ Quaker or competitor’s brand/ healthy food products were
considered relevant for the study. They were interviewed about breakfast consumption
patterns, awareness of the product and healthy lifestyle and asked to fill questionnaires.
Retail shop manager and the in shop staff were also interviewed to know about the
product sales vis-à-vis competitors.
Corporate Employees:
Two corporates were visited to interview the employees about their breakfast
consumption patterns and knowledge on health products. As part of the “Mission to Make
India Heart Healthy”, Quaker Oats conducted a brand activation campaign in HCL,
Noida. This campaign was a good opportunity to understand the employees awareness of
the product and their attitude towards healthy lifestyle.
Gym members:
Gyms in Delhi/ NCR were visited and all the members who visited the gym for work out
sessions and used the gym equipments were considered relevant for the study. They were
interviewed and asked to fill questionnaires about their healthy lifestyle pattern and
awareness on Quaker oats. The gym instructors and nutritionists were also interviewed to
understand the diet plan given to the members and opportunities of brand promotion in
gyms
A study on Quaker Oats’2011 Page 26
3.5 Data Analysis:
Chi square tests were applied to check if the responses were dependent on the gender i.e
if the opinion is different amongst male and female respondents. The breakfast
consumption pattern, consumers’ attitude towards a healthy lifestyle and awareness of
Quaker oats product were studied for variations amongst genders. These attributes were
also tested if they were independent of the age groups of respondent.
Chi square test for independence was also used to check if the responses on oats and
breakfast consumption pattern varied across three groups of samples, i.e retail consumers,
corporate employees and gym members.
And if they were dependent on all these factors, the count of responses across these
factors were viewed and analysed with help of cross- tabulations.
Descriptive statistics is used to represent all the data collected from questionnaires to
analyze the variations amongst different groups of consumers surveyed.
A study on Quaker Oats’2011 Page 27
3.6 Derivation of Hypothesis:
(For Retail consumers)
Part 1:
Application Model
Part 1 deals with the defining relationship of age and gender with frequency of skipping
breakfast, food consumed for breakfast and oats consumed. The above application model
is used to derive the hypothesis.
Hypothesis was developed for each of the factors identified above.
1. GENDER: gender is chosen as one of the factors affecting the breakfast
consumption pattern and following hypothesis is formulated
a. Hypothesis 1: There is an association between frequency of skipping
breakfast and GENDER of the person
b. Hypothesis 3: There is an association between food consumed for
breakfast and the GENDER of a person.
c. Hypothesis 5: There is an association between oats consumed for breakfast
and the GENDER of a person.
2. Age: Age is chosen as the second factor affecting the change in consumer
behaviour towards chocolate. Following hypothesis is formulated :
a. Hypothesis 2: There is an association between frequency of skipping
breakfast and the age of a person.
b. Hypothesis 4: There is an association between food consumed for
breakfast and the age of a person.
A study on Quaker Oats’2011 Page 28
GENDER
AGE
Frequency of skipping breakfast
Breakfast consumption Pattern
Food consumed for breakfast
Oats consumed
c. Hypothesis 6: There is an association between oats consumed for breakfast
and age of a person.
Part 2:
Application Model
Part 2 deals with the defining relationship of age and gender with Level of activity in a
job, reason for purchasing healthy food and factor considered important for healthy life.
The above application model is used to derive the hypothesis.
Hypothesis was developed for each of the factors identified above.
3. GENDER: gender is chosen as one of the factors affecting the breakfast
consumption pattern and following hypothesis is formulated
a. Hypothesis 7: There is an association between level of activity in the job
and GENDER of the person.
b. Hypothesis 9: There is an association between reason for purchasing
healthy food and the GENDER of a person.
c. Hypothesis 11: There is an association between factor considered
important for healthy life and the GENDER of a person.
4. Age: Age is chosen as the second factor affecting the change in consumer
behaviour towards chocolate. Following hypothesis is formulated :
a. Hypothesis 8: There is an association between level of activity in the job
and the age of a person.
b. Hypothesis 10: There is an association between reason for purchasing
healthy food and the age of a person.
A study on Quaker Oats’2011 Page 29
GENDER
AGE
Consumer attitude towards a Healthy lifestyle
Reason for purchasing healthy food
Important factor for healthy life
Level of activity in a job
c. Hypothesis 12: There is an association between factor considered
important for healthy life and age of a person.
Part 3:
Application Model
Hypothesis 13 : There is an association between oats consumed for breakfast and the type
of consumer surveyed.
Hypothesis 14: There is an association between frequency of skipping breakfast and the
type of consumer surveyed.
A study on Quaker Oats’2011 Page 30
Corporate
Retail Consumers
Fitness gym Members
Oats Consumption
Frequency of skipping breakfast
CHAPTER 4: CONSUMER AWARENESS
As part of the study done, consumers and retailers at organized retail outlets were
interviewed and questionnaires were filled. This chapter includes all the observations
from retail shops, visibility and display of Quaker Oats, its consumption pattern vis a vis
competitors.
Corporates were visited to understand their awareness level on health and healthy
products. Common observations and findings are mentioned below.
Fitness centers were also visited to understand the psyche of the gym members and
instructors. Their comments and possible areas of opportunities are mentioned.
4.1 Use of Descriptive Statistics:
Fig1. Gender Covered in each sample:
GENDER CORPORATE GYM RETAIL
Male 35 38 33
Female 25 22 27
CORPORATE
42%
58%Male
Female
RETAIL
55%
45% Male
Female
Fig 1a Gender covered for Corporates Fig 1b Gender covered for Retail
A study on Quaker Oats’2011 Page 31
Fig 1c Gender covered for gym
Fig 2: Oats Taken For Breakfast
OATS TAKEN FOR BREAKFAST
CORPORATE GYM RETAIL
YES 12 8 19
NO 48 47 40
CORPORATE
20%
80%
YES
NO
RETAIL
68%
32%YES
NO
Fig 2a Oats Consumption: Corporates Fig 2b Oats consumption: Retail
A study on Quaker Oats’2011 Page 32
GYM
37%
63%
Male
Female
GYM
15%
85%
YES
NO
Fig 2c Oats consumption: Gym
Comments: The percentage of consumers who take oats for breakfast is mostly between
15-30%, which is quite low. This is due to various reasons which are discussed in the
following graphs. For retail consumers, this percentage is on the higher side as it includes
housewives as well. This shows an important indication that housewives should be
targeted and educated about the product as they are the custodians of food and nutrition
for the family.
Fig 3: Job Description
JOB DESCRIPTIONJOB STYLE CORPORATE GYM RETAILSEDENTARY 21 28 8MOSTLY SEDENTARY 15 6 6MODERATELY ACTIVE 11 0 31HIGHLY ACTIVE 9 2 14
A study on Quaker Oats’2011 Page 33
Fig 3a Job Description: Corporate
Fig 3b Job Description: Retail
Fig 3c Job Description: Gym
A study on Quaker Oats’2011 Page 34
CORPORATE
16%
20%
27%
37%Sedentary
Mostly Sedentary
Moderately ActiveHighly Active
RETAIL
10%
52%
24% 14%SedentaryMostly SedentaryModerately Active
Highly Active
GYM6%
17%
77%
Sedentary
Mostly Sedentary
Highly Active
Comments: 37 % of respondents (corporate employees) describe their job as sedentary
and 27 % as mostly sedentary. A sedentary lifestyle is one of the main reasons for high
heart risk which can be improved by the regular intake of Quaker oats. Hence, corporate
employees need to be made aware of such habits and the importance of change in
lifestyle.
Also a large proportion of gym members find their lifestyle as sedentary which is quite
surprising. This also shows an opportunity to target the gym members who believe in
physical fitness and make them aware of the product.
Fig 4: Breakfast skipped
BREAKFAST SKIPPED
CORPORATE GYM RETAIL
YES 29 9 26
NO 31 51 34
Fig 4a Breakfast skipped: Corporate
A study on Quaker Oats’2011 Page 35
CORPORATE
29
31
28
29
30
31
32
YES NO
YES
NO
RETAIL
26
34
0
10
20
30
40
YES NO
YES
NO
Fig 4b Breakfast skipped: Retail
GYM
9
51
0
20
40
60
YES NO
YES
NO
Fig 4c Breakfast skipped: Gym
Comments: Almost equal number of corporate employees and retail consumers skip
breakfast as those who don’t. Early morning working hours may be one of the reasons.
This is one of the biggest challenges since the product is a breakfast food item and those
consumers who do not eat breakfast at all, cannot be targeted, thus narrowing the scope.
It is important to educate them about the need of daily breakfast. Adding oat meal to the
cafeteria may indulge them in daily breakfast habits.
Since gym members are more regular with breakfast, they should be educated and given
an option of eating oatmeal porridge for breakfast everyday by nutritionists.
A study on Quaker Oats’2011 Page 36
Fig 5: Reasons for not consuming oats:
REASONS FOR NOT CONSUMING OATS CORPORATE GYM RETAILIt is not filling 4 0 3It is a Western Concept 1 0 6Unaware of the product 32 23 6I don’t like the taste 13 21 31It is Expensive 0 0 6
CORPORATE
4
1
32
13
0 5 10 15 20 25 30 35
It is not fill ing
It is a WesternConcept
Unaware of theproduct
I don’t l ike thetaste
Fig 5a Reasons for not consuming oats: Corporate
3
6
6
31
6
0 10 20 30 40
It is not fill ing
It is a Western Concept
Unaware of the product
I don’t l ike the taste
It is Expensive
RETAIL
Fig 5b Reasons for not consuming oats: Retail
A study on Quaker Oats’2011 Page 37
23
21
20 21 22 23 24
It is a WesternConcept
Unaware of theproduct
GYM
Fig 5a Reasons for not consuming oats: Gym
Comments: A large number of gym members as well corporate employees (21, 32
respectively out of 60 each) said that they were unaware of the product. This shows one
of the biggest reasons for a sluggish growth in sales of the product. Due to lack of mass
media advertising, consumers are unaware of the product, hence have never tried it. It is
important to spread the word about the product, its benefits and how to prepare it. Gym
members also found oats to be a western concept. This requires a change in the mind set
since cereals and hot porridge is a common breakfast intake in India these days.
Consumers need to be told that it is similar to the daliya that is prepared at home.
Also retail consumers (31) responded by saying that they do not like the taste. This is a
common concern for which Quaker should come up with new tasty recipes which can
incorporate oats.
A study on Quaker Oats’2011 Page 38
Fig 6: Reasons for purchasing Healthy food
REASONS FOR PURCHASING HEATHY FOOD CORPORATE GYM RETAILImprove Heart Health 10 1 11Physical Energy 26 35 16Weight Loss 12 21 14Digestive Health 5 0 4Recommendations by doctors/nutritionists 3 1 12
Fig 6a Reasons for purchasing healthy food: Corporate
RETAIL
11
1614
4
12
02468
1012141618
Improve HeartHealth
Digestive Health
Improve Heart Health
Physical Energy
Weight Loss
Digestive Health
Recommendations bydoctos/nutritionists
Fig 6b Reasons for purchasing healthy food: Retail
A study on Quaker Oats’2011 Page 39
CORPORATE
10
26
12
5 3
05
1015202530
Improve HeartHealth
Digestive Health
Improve Heart Health
Physical Energy
Weight Loss
Digestive Health
Recommendations bydoctos/ nutritionists
GYM
1
35
21
0 105
10152025303540
Improve HeartHealth
Digestive Health
Improve Heart Health
Physical Energy
Weight Loss
Digestive Health
Recommendations bydoctos/nutritionists
Fig 6c Reasons for purchasing healthy food: Gym
Comments: Physical energy and weight loss are considered the most important aspects
for purchasing a healthy food item. Since Quaker oats helps in both increasing energy
and weight management, it satisfies the conditions that consumers are looking for in a
health product. Retail consumers also give importance to heart health which is one of the
main benefits of the product. Responses from consumers from all three segments show
that if they are educated well about the benefits of Quaker as a health product, they will
try it once for sure.
A study on Quaker Oats’2011 Page 40
Fig 7:
Food taken during morning breakCORPORATE
Coffee/ Biscuits 35Chocolate Bar 0Cld Drink/ Chips 3Fruits/Salad 10Oatmeal Porridge/ Oat Cookies 4
CORPORATE
0
10
20
30
40
Series1 35 0 3 10 4
Coffee/ Biscuits
Chocolate Bar
Cld Drink/ Chips
Fruits/Salad
Oatmeal Porridge/
Fig 7a Food taken during morning break: Corporate
Comments: Corporate employees have a high intake of coffee and biscuits in their
morning break. There is an opportunity to make them indulge in healthy food habits by
giving them an option of oatmeal cookies during the break. This will make them more
health conscious and give tastier recipes of Quaker oats in the form of cookies.
A study on Quaker Oats’2011 Page 41
Fig. 8: Importance of 3 factors in maintaining overall health:
CORPORATE
No RoleLimited
RoleModerate
RoleGreat Role
Food & Nutrition 2 1 3 46Exercise 5 0 8 40Family Health History 6 22 18 6
0
10
20
30
40
50
60
Food &Nutrition
Exercise Family HealthHistory
CORPORATE
Great Role
Moderate Role
Limited Role
No Role
Fig 8a Importance of 3 factors in maintaining overall health: Corporate
A study on Quaker Oats’2011 Page 42
GYMNo
RoleLimited
RoleModerate
RoleGreat Role
Food & Nutrition 0 0 1 59Exercise 0 0 1 59Family Health History 1 43 10 6
001
59
001
59
1
43
10
6
00.10.20.30.40.50.60.70.80.9
1
Food &Nutrition
Exercise Family HealthHistory
GYM
Great Role
Moderate Role
Limited Role
No Role
Fig 8c Importance of 3 factors in maintaining overall health: Gym
A study on Quaker Oats’2011 Page 43
RETAILNo
RoleLimited
RoleModerate
RoleGreat Role
Food & Nutrition 4 4 18 31Exercise 3 8 26 23Family Health History 9 36 10 3
0
10
20
30
40
50
60
Food &Nutrition
Exercise Family HealthHistory
RETAIL
Great Role
Moderate Role
Limited Role
No Role
Fig 8b Importance of 3 factors in maintaining overall health: Retail
Comments: All the consumer segments show similar results with no and limited role
importance given to family health history and great role to food and nutrition and
exercise. Consumers consider food and nutrition to be of maximum importance followed
by exercise. This is an important observation as it shows that consumers are willing to
change their food habits or consume healthier food options as they give more importance
to food and nutrition for maintaining overall health.
A study on Quaker Oats’2011 Page 44
4.2 Hypothesis Testing
Hypothesis 1
Null hypothesis: There is no association between frequency of skipping breakfast and
GENDER of the person
Alternative hypothesis: There is an association between frequency of skipping breakfast
and GENDER of the person.
Table 1: Breakfast skipped gender wise
Contingency Table 1 GENDER
Breakfast skipped Female Male Grand
Total
Yes 10 16 26
No 17 17 34
Grand Total 27 33 60
Chi-square: 0.793
Degrees of freedom: 1
P-value: 0.37319453
Level of significance, α- 0.05
Now, p-value is more than level of significance. Therefore, we fail to reject the null
hypothesis. This means that there is no association between frequency of skipping
breakfast and the GENDER of a person.
A study on Quaker Oats’2011 Page 45
Hypothesis 2
Null hypothesis: There is no association between frequency of skipping breakfast and
age of the person
Alternative hypothesis: There is an association between frequency of skipping breakfast
and age of the person.
Table 2: Breakfast skipped agewise
Contingency Table 2 Age
Breakfast skipped 13-21 22-30 31-40 Above
40
Grand
Total
Yes 6 19 0 1 26
No 3 21 4 6 34
Grand Total 9 40 4 7 60
Chi-square: 7.742
Degrees of freedom: 3
P-value: 0.0516
Level of significance, α- 0.05
Now, p-value is more than level of significance. Therefore, we fail to reject the null
hypothesis. This means that there is no association between frequency of skipping
breakfast and the age of a person.
A study on Quaker Oats’2011 Page 46
Hypothesis 3
Null hypothesis: There is no association between food consumed for breakfast and the GENDER of a person.
Alternative hypothesis: There is an association between food consumed for breakfast and the GENDER of a person.
Table 3: Breakfast consumption gender wise
Contingency Table 3 GENDER
Food consumed for breakfast Female Male Grand Total
Milk and Bread 7 6 13
Milk, Cereal and Fruits 12 14 26
Idli/ Poha/ Upma 3 2 5
Paranthas/ Roti Sabzi 3 8 11
Others 2 3 5
Grand Total 27 33 60
Chi-square: 2.327
Degrees of freedom: 4
P-value: 0.6758
Level of significance, α- 0.05
Now, p-value is more than level of significance. Therefore, we fail to reject the null
hypothesis. This means that there is no association between food consumed for breakfast
and the GENDER of a person.
A study on Quaker Oats’2011 Page 47
Hypothesis 4
Null hypothesis: There is no association between food consumed for breakfast and the age of a person.
Alternative hypothesis: There is an association between food consumed for breakfast and the age of a person.
Table 4: Breakfast consumption age wise
Contingency Table 4 Age
Food consumed for breakfast 13-21 22-30 31-40 Above 40 Grand
Total
Milk and Bread 1 11 1 0 13
Milk, Cereal and Fruits 5 16 1 4 26
Idli/ Poha/ Upma 1 2 2 0 5
Paranthas/ Roti Sabzi 2 7 0 2 11
Others 0 4 0 1 5
Grand Total 9 40 4 7 60
Chi-square: 15.93
Degrees of freedom: 12
P-value: 0.1944
Level of significance, α- 0.05
Now, p-value is more than level of significance. Therefore, we fail to reject the null
hypothesis. This means that there is no association between food consumed for breakfast
and the age of a person.
A study on Quaker Oats’2011 Page 48
Hypothesis 5
Null hypothesis: There is no association between oats consumed for breakfast and the GENDER of a person.
Alternative hypothesis: There is an association between oats consumed for breakfast and the GENDER of a person.
Table 5: Oats consumed for breakfast gender wise
Contingency Table 5 GENDER
Oats consumed for breakfast Female Male Grand Total
Yes 9 10 19
No 18 23 41
Grand Total 27 33 60
Chi-square: 0.063
Degrees of freedom: 1
P-value: 0.08018
Level of significance, α- 0.05
Now, p-value is more than level of significance. Therefore, we fail to reject the null
hypothesis. This means that there is no association between oats consumed for breakfast
and the GENDER of a person.
A study on Quaker Oats’2011 Page 49
Hypothesis 6
Null hypothesis: There is no association between oats consumed for breakfast and the age of a person.
Alternative hypothesis: There is an association between oats consumed for breakfast and the age of a person.
Table 6: Oats consumed for breakfast age wise
Contingency Table 6 Age
Oats consumed for breakfast 13-21 22-30 31-40 Above
40
Grand
Total
Yes 3 9 1 6 19
No 6 31 3 1 41
Grand Total 9 40 4 7 60
Chi-square: 11.097
Degrees of freedom: 3
P-value: 0.01121
Level of significance, α- 0.05
Now, p-value is less than level of significance. Therefore, we reject the null hypothesis.
This means that there is an association between oats consumed for breakfast and the age
of a person.
It can be observed from the above cross tab that consumers in the age group of above 40
(85%) are the most frequent consumers of oats. The reason for this is usually heart health
conditions or recommended by doctors/nutritionists. The younger age groups, especially
22-30 do not eat oats (80%) since they do not like the taste and mostly take other types of
food items for breakfast. Consumers generally have a perception of Quaker oats to be
taken by those who have heart problems or diabetic conditions. To target a larger
customer base, Quaker needs to adapt to the needs and taste buds of all the age groups.
From students, to kids, to housewives and working employees, consumers need to be
made aware of the product and its benefits.
A study on Quaker Oats’2011 Page 50
Hypothesis 7
Null hypothesis: There is no association between level of activity in the job and GENDER of the person.
Alternative hypothesis: There is an association between level of activity in the job and GENDER of the person.
Table 7: Level of activity in the job gender wise
Contingency Table 7 GENDER
Level of Activity in the job Female Male Grand Total
Sedentary 4 3 7
Mostly Sedentary but needs moving
from place to place
5 1 6
Moderately Active 14 18 32
Highly Active 4 9 13
Grand Total 27 31 58
Chi-square: 4.98
Degrees of freedom: 3
P-value: 0.1732
Level of significance, α- 0.05
Now, p-value is more than level of significance. Therefore, we fail to reject the null
hypothesis. This means that there is no association between level of activity in the job
and the GENDER of a person.
A study on Quaker Oats’2011 Page 51
Hypothesis 8
Null hypothesis: There is no association between level of activity in the job and age of the person.
Alternative hypothesis: There is an association between level of activity in the job and age of the person.
Table 8: Level of activity in the job age wise
Contingency Table 8 Age
Level of Activity in the job 13-21 22-30 31-40 Above
40
Grand
Total
Sedentary 1 5 0 1 7
Mostly Sedentary but needs moving
from place to place
0 5 1 0 6
Moderately Active 5 20 2 5 32
Highly Active 3 8 1 1 13
Grand Total 9 38 4 7 58
Chi-square: 4.46
Degrees of freedom: 9
P-value: 0.0878
Level of significance, α- 0.05
Now, p-value is more than level of significance. Therefore, we fail to reject the null
hypothesis. This means that there is no association between level of activity in the job
and the age of a person.
A study on Quaker Oats’2011 Page 52
Hypothesis 9
Null hypothesis: There is no association between reason for purchasing healthy food and the GENDER of a person.
Alternative hypothesis: There is an association between reason for purchasing healthy food and the GENDER of a person.
Table 9: Reason for purchasing healthy food and GENDER of the person.
Contingency Table 9 GENDER
Reason for purchasing healthy food Female Male Grand Total
Improve heart health 6 5 11
Physical energy 6 11 17
Weight Loss 6 8 14
Digestive health 3 1 4
Recommendations
doctors/nutritionists
5 7 12
Grand Total 26 32 58
Chi-square: 2.588
Degrees of freedom: 4
P-value: 0.6289
Level of significance, α- 0.05
Now, p-value is more than level of significance. Therefore, we fail to reject the null
hypothesis. This means that there is no association between reason for purchasing healthy
food and the GENDER of a person.
A study on Quaker Oats’2011 Page 53
Hypothesis 10
Null hypothesis: There is no association between reason for purchasing healthy food and the age of a person.
Alternative hypothesis: There is an association between reason for purchasing healthy food and the age of a person.
Table 10: Reason for purchasing healthy food and age of the person.
Contingency Table 10 Age
Reason for purchasing healthy food 13-21 22-30 31-40 Above
40
Grand
Total
Improve heart health 0 7 2 2 11
Physical energy 5 9 1 2 17
Weight Loss 3 9 0 2 14
Digestive health 0 4 0 0 4
Recommendations
doctors/nutritionists
1 10 0 1 12
Grand Total 9 39 3 7 58
Chi-square: 13.002
Degrees of freedom: 12
P-value: 0.3688
Level of significance, α- 0.05
Now, p-value is more than level of significance. Therefore, we fail to reject the null
hypothesis. This means that there is no association between reason for purchasing healthy
food and the age of a person.
A study on Quaker Oats’2011 Page 54
Hypothesis 11
Null hypothesis: There is no association between factor considered important for healthy
life and the GENDER of a person.
Alternative hypothesis: There is an association between factor considered important for
healthy life and the GENDER of a person.
Table 11: Factor considered important for healthy life and the GENDER of a person.
Contingency Table 11 GENDER
Factor considered important for
healthy life
Female Male Grand Total
Healthy food 19 11 30
Exercise 7 15 22
Both 0 3 3
Grand Total 26 29 55
Chi-square: 7.902
Degrees of freedom: 2
P-value: 0.0192
Level of significance, α- 0.05
Now, p-value is less than level of significance. Therefore, we reject the null hypothesis.
This means that there is an association between factor considered important for healthy
life and the GENDER of a person.
It can be clearly seen from the cross tab above that females give more importance to
healthy food where as males give more importance to exercise for maintaining a healthy
lifestyle. Females should be targeted to make them aware of the benefits of Quaker oats
and its role in improving overall health of an individual. As housewives are the main
custodians of health and wellness of the family, developing healthy habits of consuming
oats for breakfast every day, ultimately influences all the choice of her family members
as well. Also, males prefer to exercise, for which nutritionists at gyms can be involved to
educate them about Quaker Oats.
A study on Quaker Oats’2011 Page 55
Hypothesis 12
Null hypothesis: There is no association between factor considered important for healthy
life and the age of a person.
Alternative hypothesis: There is an association between factor considered important for
healthy life and the age of a person.
Table 12: Factor considered important for healthy life and the age of a person.
Contingency Table 12 Age
Factor considered important for
healthy life
13-21 22-30 31-40 Above 40 Grand
Total
Healthy food 4 16 4 6 30
Exercise 5 16 0 1 22
Both 0 3 0 0 3
Grand Total 9 35 4 7 55
Chi-square: 8.732
Degrees of freedom: 6
P-value: 0.18922
Level of significance, α- 0.05
Now, p-value is more than level of significance. Therefore, we fail to reject the null
hypothesis. This means that there is no association between factor considered important
for healthy life and the age of a person.
A study on Quaker Oats’2011 Page 56
Hypothesis 13
Null hypothesis: There is no association between oats consumed for breakfast and the
type of consumer surveyed.
Alternative hypothesis: There is an association between oats consumed for breakfast
and the type of consumer surveyed.
Contingency Table 13 Type of consumer surveyed
Oats consumed for breakfast Retail
Consumer
Gym
Members
Corporate
Employees
Grand
Total
Yes 19 8 12 39
No 41 49 48 138
Grand Total 60 57 60 177
Table 13: Oats consumed for breakfast and the type of consumer surveyed
Chi-square: 5.508
Degrees of freedom: 2
P-value: 0.0636
Level of significance, α- 0.05
Now, p-value is more than level of significance. Therefore, we fail to reject the null
hypothesis. This means that there is no association between Oats consumed for breakfast
and the type of consumer surveyed.
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Hypothesis 14
Null hypothesis: There is no association between frequency of skipping breakfast and the
type of consumer surveyed.
Alternative hypothesis: There is an association between frequency of skipping breakfast
and the type of consumer surveyed.
Contingency Table 14 Type of consumer surveyed
Do you skip breakfast often? Retail
Consumer
Gym
Members
Corporate
Employees
Grand
Total
Yes 26 9 29 64
No 34 51 31 116
Grand Total 60 60 60 180
Table 14: Frequency of skipping breakfast and the type of consumer surveyed
Chi-square: 16.923
Degrees of freedom: 2
P-value: 0.00021
Level of significance, α- 0.05
Now, p-value is less than level of significance. Therefore, we reject the null hypothesis.
This means that there is an association between frequency of skipping breakfast and the
type of consumer surveyed.
The Indian breakfast market assumes significance because of the growing "Health
Consciousness" among the Indian middle class. Breakfast is the most important meal of
the day and it accounts for 1/3 rd of all nutrient need of a person. Although Indian
consumers were not bothered about the nutritional content of their foods, increasingly a
trend is visible in Indian consumers becoming more aware about their nutritional needs.
There is an association between frequency of skipping breakfast and the type of
consumer surveyed. Gym members rarely skip breakfast (only 9 out of 60 skip breakfast)
where as retail consumers as well as corporate employees have a higher tendency of
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skipping breakfast. Since gym members are more focused towards health and healthy
lifestyle, they probably know the importance of having breakfast every day. This shows
that there is a greater task for retail consumers as well as corporate employees to adapt to
Quaker habit since it is a breakfast food item and consumers who do not eat breakfast at
all, are the toughest targets to convert.
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4.3 COMPETITOR’S ANALYSIS:
Competitor analysis in marketing and strategic management is an assessment of the
strengths and weaknesses of current and potential competitors. This analysis provides
both an offensive and defensive strategic context through which to identify opportunities
and threats.
After the Kellogg's foray in to the breakfast market in 1990, Quaker was the only high
profile product that launched in this segment. All through this decade, Kellogg's has been
trying to change Indian consumer's breakfast habit. With high decibel promotion targeted
at adults and kids alike, Kellogg's was able to make a mark in the Crispy Cornflakes
category with excellent brand recall and shelf space. But the breakfast habit still remains
the same. Quaker started testing the Indian market in 2005 and in 2006 the brand was
launched across India. Quaker is a brand that has a heritage of over 125 years and is
world leader in the Oat meal segment.
Many competitors have mushroomed in the recent past in the branded breakfast food
segment that sell oats.
BRAND
NAME OF THE PRODUCT
OTHER PRODUCTS OFFERED
ANY OFFERS/PROMOTIONAL
ACTIVITIES REMARKS
Kellog'sHeart to
Heart OatsKellog's Breakfast cereals –Leader
Mc Vities biscuits pack of Rs. 10 free with 400g
1.Packaging/layout similar to Quaker Oats 2.Introductory promotion by wet sampling in retail outlets3.Advantage of Kellog's being present in the cereal industry as a leader
Marico Saffola Oats Atta, salt, snacks, oil
Dial a dietician (on pack)/oats recipe book attached
1.Saffola is a well known brand promoting healthy products/ heart health saffola oil2. Food for thought: website for interesting recipes etc
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BRAND
NAME OF THE PRODUCT
OTHER PRODUCTS OFFERED
ANY OFFERS/PROMOTIONAL
ACTIVITIES REMARKS
Bagry's White oats Oat Bran, Museili
Recipes on the pack
Local player/ very popular with museili
Shanti's White oatsWheat flakes, museli, chocos, rice crispy
Popular in south only
Kwality OATSSpices, soup powders, instant meals
Not a popular brand for oats
LionAustralian oats
Dates, honey, jam
Recipe for kids( with milk + sugar)Recipe for adults (salty with vegetables)Not popular
Britannia
Healthy startClassic oats/Strawberry oatsSavory oats
Ready to eat Healthy breakfast meals: upma, poha
Britannia nutri choice is well established as a whole grain health product.
Kellog’s Heart To Heart Oats:
In an ironic move, Kellogg — the $13-billion cereal maker — has stepped into the hot
breakfast segment with its Heart To Heart Oats. With a portfolio of cornflakes and its
many variants, Kellogg has been known the world over for its cold breakfasts — a recipe
for disaster in India. Indians, with their proclivity for piping hot breakfast, found that
cornflakes turn soggy the moment warm milk was added. Kellogg had entered India in
1994 with the promise of changing the breakfast habits of Indians.
With oats, Kellogg has entered the other breakfast segment which is Rs 100-120 crore in
size and is growing at a fast-clip of 30 per cent a year. Culturally, it might give Kellogg
access to more breakfast tables because oats is preferred with warm milk — just what
Indians like. Kellogg claims it has tailored the product to suit the Indian palate, and it
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takes under three minutes to cook. Instant oats preferred with warm milk has its affinity
with traditional Indian porridge made from dalia, sooji, sattu or sabudana for breakfast.
Kellogg has kept the pricing in line with the market — 200 grams for Rs 29, 400 grams
for Rs 55 and 1 kg for Rs 118.
However, Kellogg’s positioning remains generic since oats are perceived as intrinsically
good for the heart.
Saffola Oats:
Marico's Saffola, a brand of cooking oils built around the theme of lowering cholesterol
and thereby ensuring health, has now launched oats, also constructed around this very
same benefit. Saffola Oats claim to offer “a strong heart and fit body”, and an
accompanying recipe book even educates Indian families on how oats can be used to
make healthier versions of idlis, dosas, parathas and upmas.
SWOT ANALYSIS:
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SWOT analysis is a strategic planning method used to evaluate the Strengths,
Weaknesses, Opportunities, and Threats involved in a project or in a business venture.
Strengths: characteristics of the business or team that give it an advantage over
others in the industry.
Weaknesses: are characteristics that place the firm at a disadvantage relative to
others.
Opportunities: external chances to make greater sales or profits in the
environment.
Threats: external elements in the environment that could cause trouble for the
business.
CHAPTER 5: BRAND ACTIVATION OF QUAKER OATS
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StrengthsPepsiCo Brand
Best selling oats brand
Quaker Quality & Heritage
Presence in South India
WeaknessesLack of mass media
advertising
Weak presence in North
India
OpportunitiesExpand Mission to Make
India Heart Healthy to the
whole country
Flavors of oats to be added
Tasty Recipes
ThreatsCompetitors such as
Saffola, Kellogs, Baggry’s.
Nestle is planning to launch
oats soon.
This chapter aims to deal with the third and fourth objective of the study to observe and
analyze various ongoing brand activations in retail shops and corporate and to design a
brand activation campaign for Quaker Oats in corporates and suggest other ways of brand
promotion for the product. In order to increase visibility and create awareness about the
brand and its benefits, there are several brand activation campaigns that have been
designed under the name “MISSION TO MAKE INDIA HEART HEALTHY”.
Quaker Smart Heart Challenge is one of such initiatives that aims at educating the
corporate employees and making their lifestyle heart healthy.
This chapter also includes an analysis report on the brand activation campaign held at
HCL, Noida.
5.1 QUAKER SMART HEART CHALLENGE
With the urban population moving to a more sedentary and unhealthy lifestyle, there has
been a rapid increase in the number of lifestyle disorders in the country. These disorders
have been prevalent within all age groups, giving alarming signs of heart diseases
amongst younger population as well.
As part of our Mission to Make India Heart Healthy, Quaker Oats is undertaking a brand
activation campaign in corporate, known as the “THE QUAKER OATS SMART
HEART CHALLENGE”
Objectives of the program:
1. To create awareness about the need for a Heart healthy lifestyle
2. Educate/Guide consumers towards leading a Heart Healthy lifestyle
The Quaker Smart Heart Challenge is a 30-day program that helps people reduce
cholesterol by eating a good-sized bowl (70g) of Quaker Oats for 30 days. There are
stories from Real People across the globe taking The Quaker Smart Heart Challenge and
inspiring others for many years now. Clinical studies and real-life cases have proven that
at least 3 grams of soluble fiber daily from oats, in a diet low in saturated fat and
cholesterol may reduce the risk of heart disease.
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The program includes the following steps:
Setting up an activation agency to carry out the program smoothly in all cities and
to coordinate with other partners during the program.
Approach corporates and convince them to undertake this activity in their
corporate with the interested employees. The program will take place in 4
locations: Delhi NCR/ Kolkata/ Mumbai and Hyderabad. One corporate per city
will be chosen.
Tie ups with Clinical partners to carry out all diagnostic tests of the participants at
all stages.
Tie ups with Physical Fitness partners for physical fitness sessions to the
participants.
Designing POS: standies, banners, Smar Heart Challenge guide, recipe books,
pamphlets, kiosks, notice, presentations for all partners and corporates, letters and
mailers to employees.
As the program begins, steps follow:
Identify Employees With Risk Of Heart Disease
The following diagnostic tests will be conducted absolutely free of cost for all employees
(who volunteer for this program).
Total cholesterol
Blood sugar
Blood pressure test
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SMART HEART CHALLENGE PROGRAM FOR EMPLOYEES WITH
CHOLESTEROL LEVEL HIGHER THAN 200 mg/dL
The shortlisting of participants for the Smart Heart Challenge will be based on the list of
criteria.(attached) Employees above 240 mg /dL would be advised to consult a medical
practitioner.
Details of the Smart Heart Challenge program
This program shall be conducted at the corporate office including set ups for medical
tests, physical fitness exercises and counseling sessions.
- Free Lipid Profile Check (fasting) at the corporate office
- Free Serving of Quaker Oats (70g per day) as part of breakfast and snacks (evening)
at your cafeteria (or assigned space) for all the participants
- Free Nutrition Counselling by Nutritionists in-campus on a daily basis for adopting a
heart healthy diet plan. Clinical studies and real-life cases have proven that at least 3
grams of soluble fiber daily from oats, in a diet low in saturated fat and cholesterol
may reduce the risk of heart disease.
- Free Physical Fitness trainer in-campus for training and workouts on physical fitness
and lifestyle changes
- Free Second Lipid Profile Test (Fasting) at the end of 30 days of the Challenge.
- There will be exciting prizes given to the participant who shows maximum loss in
LDL cholesterol levels.
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For the participants:
5 simple steps to live a healthier life!
Your journey to a heart healthy lifestyle begins here!
For 30 days from now, you have to undertake the following steps:
1. Consume 1 bowl of Quaker Oats porridge (35gm) for breakfast and Quaker Oats
evening snack (35g) daily which will be served in your office cafeteria.
2. Consult the nutritionist on a regular basis to obtain a diet plan for everyday.
Follow the diet plan and mention deviations (if any) in the diet chart.
3. Attend the Daily Exercise / Workout sessions led by the Physical Fitness Trainers.
4. On the weekends, eat 2 bowls of Quaker Oats porridge (35g each) at home.
(Quaker Oats sachets provided in the Smart Heart challenge kit for the weekends)
5. Keep a record of the progress by maintaining the Smart Heart Challenge calendar.
At the end of the 30 days, a free lipid profile test will be conducted to test the results
of the challenge.
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5.2 QUAKER OATS ACTIVATION AT HCL, NOIDA
Date: 11th May’2011
Place: HCL BPO, Noida (N3)
Quaker oats activation at HCL was an employee welfare program that included 3 steps:
1) BCA test for each employee
2) One on one counseling by nutritionists on the basis of the BCA result, giving each
employee a diet plan to be followed.
3) Quaker oats wet sampling, distribution of dry sample sachets, pamphlets and recipe
books.
4) Employees were educated about the benefits of Quaker oats.
Observations:
The employees were very enthusiastic about the whole program. Participation in huge
numbers was seen. The cafeteria was spacious enough to accommodate the employees
and carry out the whole program smoothly.
There was great excitement amongst the employees to know their BCA result and the
status on underweight or overweight.
STEP 1: BCA TEST
Employees were told to remove their shoes and their height and weight were recorded.
Feeding the same into the BCA machine, the helper told them if they were overweight/
underweight. The BCA slip that came out gave details on body mass, fat mass, muscle
mass and body exercise condition.
Needs Improvement:
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The operator of the BCA machine did not know about the various heads on the BCA slip.
Since the nutritionist does not have so much time to spend over the BCA slip, the
operator should be educated about the same.
STEP 2: Form filling for the nutritionist.
The name of the employee or any form of identification is not there on the BCA slip or
the form. Hence, data collected cannot be used for any other future phases of the
program.
STEP 3: Nutritionist Counseling
2 nutritionists were present for counseling. There was a lot of crowd and waiting time at
the nutritionist, employees were going back after their BCA to come back in the next
break for the nutritionist. Employees were satisfied with the nutritionists’ feedback and
were ready to implement the diet.
Needs Improvement:
Increasing the no. of nutritionists should help decrease the waiting time.
While the employees wait for their turn, the wet sampling can be carried out for them.
The wet sampling station should be shifted before the nutritionists’ station so that
employees spend some good amount of time knowing the benefits of Quaker and tasting
the product.
This will help them pass their time also and will ensure that each employee tastes Quaker.
STEP 4: Wet sampling station
A promoter was present who educated the employees about Quaker.
Dry samples were given and wet samples were tasted.
There were options to add honey and dry fruits also.
Feedback was taken on a feedback notebook.
Needs improvement:
Not all employees were interested in tasting Quaker.
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The station was placed at the end, therefore some people left right after the nutritionist
counseling.
If recipes had been given, it would have been more interesting for the employees.
Feedback:
1. Although there was huge participation, it was observed that employees were more keen
on getting a free diet plan made from the nutritionist.
2. Banners with Quaker Oats benefits/ ads should be put up right behind the stations set
up.
3. Quaker oats can be served for breakfast in the cafeteria since the office works 24hrs
and breakfast is served daily.
4. Many employees do not take breakfast every morning; therefore it is not a good target
segment. If they do not have a habit of eating breakfast, they will not use Quaker at all.
Nutritionist counseling
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BCA Analysis Machine
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CHAPTER 6: CONCLUSIONS & SUGGESTIONS
The associations of variables seen in the study were used to conclude with practical
suggestions to the company to increase the product’s visibility and sales. Brand activation
is one of the main strategies that the company has been trying to adopt by venturing into
new segments. The study shows the tastes and preferences of different consumer
segments and their awareness of the product which holds a great opportunity for the
company to target.
This chapter includes major findings from retail consumers and retailers, fitness centers
and corporates.
Limitations and further scope of the study are enlisted as a part of this chapter.
6.1 MAJOR FINDINGS:
(I) Retail Consumers & Retailers:
Retailers agreed that the most selling brand of oats is Quaker. It is undoubtedly
the best even though other competitors such as Kellog’s and Saffola have come.
These competitor brands are just 4-5 months old, therefore consumers do not trust
the product so much.
Packs of Quaker in all sizes were present at all outlets, 1kg jar being the most
selling.
Kellogs oat bites and Kellogs Heart to Heart oats are new additions to the hot
cereal segment by Kellogs. These products were placed next to Quaker oats in all
retail shops but do not have any sales.
Demand for Museili is much more than that for oats, retailers confirmed.
Baggry’s is the best choice for Museili and oat bran. Baggry’s has a wide range of
products, therefore the shelf space given to this brand is more than Quaker.
Retail consumers: Housewives were aware of the product, either because the
grandparents in the family consumed or they had been consuming using other
recipes. A lot of consumers who consumed oats had been regular users since they
were Abroad
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Younger age groups (22-30) mostly did not like the taste or were unaware of the
product. It is important to use sampling technique to cater to this age group.
Small retail shops had a very limited supply of Quaker oats, blaming the
distributors for short supply and lack of demand also. Areas such as Khan Market,
INA market and modern bazaar outlets had more of foreign brands of oats.
(II) Findings from Corporate employees:
Corporate employees do not eat breakfast regularly. This is the biggest challenge
to make them aware of the need for having a daily breakfast and then the benefits
of Quaker. Since they lead a sedentary lifestyle, they are more prone to heart
diseases, they will benefit the most from this product. Corporate Activities such as
Smart Heart Challenge and Mission to Make India Heart Healthy are very good
initiatives to promote the brand and work for the welfare of the employees. This
gives them an opportunity to try the product and become aware of the product
benefits and the need for adding this product to their daily diet.
If Quaker oatmeal porridge is added to the breakfast meal in the cafeteria, there
are good chances of the product being sold. Also oatmeal cookie for the break
time, in between meals is a very good option.
(III)Findings from Fitness Centers:
As a part of the survey that was done to know the “Breakfast Habits” of the people a few
gyms were visited and apart from the survey several observations were also recorded. A
few observations are:
Oats is not suggested as a part of the diet of the gym members because the
Trainers and the dieticians perceive Quaker to be a product good for reducing
cholesterol only and they say that people don’t visit the gyms for reducing
cholesterol rather they visit for either bodybuilding or reducing weight so it is not
that helpful.
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Also everybody who visits the gym are suggested to have Dalia in the form of
porridge as it provides energy in the body and also keeps them full. Though
Quaker Oats have similar benefits but the trainers are not aware of these benefits.
Gyms retail different energy drinks and also supplements for the gym members.
Going on the same lines we can have tie ups with different gyms and ask them to
retail Oats as well.
The members who visit the gym if aware still don’t consume the Oats because it
is not recommended by their fitness trainers. So if the fitness trainers are educated
about the benefits of the Oats and how it can help the people who work out then
they can suggest Oats to the Gym members and incorporate as a part of their daily
diet.
By doing wet Sampling outside the gyms during the peak hours of 6 A.M. to 9.
A.M in the morning and 6 P.M. to 9 P.M. in the evening a great number o people
can be targeted and can be educated about the benefits of the Oats.
NEW CHANNELS FOR MARKETING QUAKER OATS
According to the hypothesis testing done, it is concluded that older generation are
frequent users of this product due to heart health diseases. Hospitals and clinics are the
major areas where patients visit for heart health check up. Hence, there is a good
potential in hospitals, and it is necessary to tap this segment by increasing the product
visibility in hospitals and making the patients aware of the product.
1. Hospitals:
Medical marketing: Medical Representatives to market oats.
Include Quaker oats in breakfast meals offered to the patients/ in cafeterias.
Doctors, physicians, internal medicines doctors, nutritionist, dieticians need to be
targeted to educate them about Quaker benefits.
Advertising in hospitals and clinics.
Oats soup/ oats namkeen dahliya can be very good options for the patients. Hence
it can be incorporated as a part of their daily breakfast or evening meal.
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2. Diet clinics:
Dieticians offer weight management/ cholesterol free diet, they can be educated
and influenced to incorporate Quaker oats as a part of their recommended diets.
Free samples/ discounted packs for selling to their patients.
Diet clinics also have nutritionists and dieticians panellists who can be
approached for Smart Hart Challenge programme.
Following are some of the diet clinics in Delhi NCR.
Shikha Sharma’s clinic
VLCC
Diet clinic
Rx Ocean
Life century.com has a panel of nutritionists who can be approached for
both Smart Heart Challenge program and Oats as a healthy diet.
3. Hotels & Restaurants:
Meet the head chefs at all restaurants in hotels (five stars) to incorporate oats
in breakfast meals, as porridge and other recipes.
An Oatmeal breakfast is offered by a lot of restaurants.
Hotels where Oats meals are not offered can be encouraged to offer Oats
breakfast meals.
Costa Coffee, Mocha to incorporate oat smoothies, oat sandwich, cookie etc.
4. Pharmaceutical companies tie up:
Free samples given to gift the doctors/ medical institutions/dieticians
To whom they market their medicines.
To chemists: increase the presence of Quaker oats in chemist shops.
5. Airlines/ In flight meal:
Low cholesterol meals offered in various flights: Incorporate Quaker oats in
breakfast meals, cookies, health bars, granola bars ( energy bar with oats)
Taj Stats and sky Gourmet should be approached.
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6. PROMOTING QUAKER OATS IN ASSOCIATION WITH A FITNESS
PARTNER:
The study shows that gym members are unaware of the product but do consume a lot
of healthy products. Hence, these fitness centers can be targeted by following means:
Wet/dry sampling Quaker oats stations at fitness centres.
Quaker Oats kiosks in Cafeterias to provide oatmeal breakfast to the visitors every
day.
Include Quaker oats as part of their diet plans given by the nutritionists at the
fitness centres.
Give Fitness Partner’s free one day visit coupons at various Quaker Oats wet
sampling or brand promotion stations.
Fitness Partner’s free passes on purchase of Quaker oats at various retail outlets
such as Big Bazaar/Spencer’s/ Le Marche etc.
Participate in various health campaigns/ activities organised by either the fitness
partner (such as World Health week) or by Quaker Oats (such as Smart Heart
Challenge)
Just like different protein shake powders/ medicines etc are available at fitness
centres to be purchased by the members, there can also be Quaker Oats packs
available in different sizes to be purchased (perhaps with some discounts).
There can be a link to study about Quaker oats benefits etc on the display unit of
various tred mills, advertisement displays.
Special challenge program for the trainers/members at the Fitness centers
incorporating Quaker oats meal (70g) each day.
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7. Promoting Quaker oats for School kids:
Quaker oats has been marketed as a product for heart health with the main target
consumers being the heart health patients. But, it is important to educate and target the
younger generation going to school as well. Oats has a high content of carbohydrates,
protein and dietary fiber that maintains the overall health of the children and provides
energy that keeps them fit and allows them to actively carry out all the activities of the
day.
HAPPY HEALTHY KIDS DAY
Involve teachers, parents and kids of the school to educate them about Quaker oats,
benefits, tasty recipes, conducting trials and live Demos.
A Nutritional camp that involves games and fun activities incorporating information on
Quaker oats, wet and dry sampling and encouraging healthy food habits amongst kids.
Approach the principal of the school with the plan for the campaign.
Benefits to the school:
360 degree campaign.
Coverage of the campaign in newspapers and TV media.
Only Quaker gives your Child the Stamina to explore activities beyond school.
Most Versatile Grain
High Soluble Fibre leading to sustained Energy for kids.
This can be repeated in a number of schools.
A specific target age group should be approached first to encourage their participation to
the camp.
Samples of oats, recipe booklets can be distributed as it involves parents as well.
Tasty recipes given for evening snacks: Sandwiches/ shakes/oat cookies
Add Quaker oatmeal/ cookies to the canteen menu.
Flavored oats shall be preferred over classic oats for kids.
Breakfast in crèche and morning schools served to kids shall include oats
porridge.
Flipcharts work very well in educating kids. Therefore, an interactive and fun
session on the benefits of Quaker should be given.
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Encourage mothers to learn Quaker recipes and incorporate it as a part of their
kids’ diet.
Conduct competitions that require energy/stamina:
At the beginning of such a competition, give Quaker porridge to all the kids.
8. QUAKER OATS BRAND ACTIVATION AMONGST HOUSE WIVES
It is important to educate the house wives about the importance of heart health and
Quaker oats benefits as they are the custodians of health and wellness in the family.
They are the influencers and decision makers for what the family should have for
breakfast and other meals during the day; hence influencing the house wives influences
the whole family’s eating habits.
Various activations that can be undertaken for the same are:
1) Point-of-sale booths at the entrance of retail outlets, prominently displaying the
product. Retail outlets are the most visited locations by housewives.
The activation agency should be incorporated to carry out the sampling and educating the
consumers at the retail outlet.
Such booths shall help in strong recall for the brand as due to sampling, people can taste
and learn the recipe.
2) Retail stores such as Big Bazaar, Spencers give a lot of offers on purchase of
certain products. Tie up with the sales of pepsi products, or for sales of specific
amount, a small pack of Quaker oats can be given. This will indulge the consumer
in trying the product. Other activities for retail stores can include Gaining Shelf
Space, Increasing retail presence, Adding sales volume by tapping impulse
purchase consumer segments.
3) It is important to educate the housewives about high cholesterol levels and heart
risks, so that they can incorporate Quaker oats in the family’s diet (breakfast).
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RWA activities and health awareness kiosks at various residential areas can educate
the housewives about the benefits of oats and their role in lowering the cholesterol
levels.
4) In order to make it interesting, certain recipes of Quaker oats need to be
distributed, live demonstrations of these recipes can be carried out in residential
complexes. Such as, approaching the Welfare association of a residential complex
and organizing a live demonstration/ Quaker sampling/ Recipe competition
incorporating Quaker oats for the house wives can be an interesting and residents
welfare activity.
5) Keep early evening activities to include the kids of the family also, so that
interesting evening snack /shakes recipes with Quaker oats can be demonstrated
and served so that the kids taste and enjoy.
Objective: Make the kids try tasty shakes ( fruit + oats +milk) and healthy evening
snacks (sandwiches/ veg surprise (with oats) during 5-6pm. Once the kids appreciate the
taste, the mothers will definitely ask recipes to be able to make the same at home.
Requirements:
Finalizing 2 recipes incorporating Quaker Oats (a milk shake + snack) that are
healthy & tasty for the kids.
The recipes should be sampled at some other location first during various TT activities to
ensure that the taste is being appreciated by the people. Incase the kids do not like the
taste, the activity will fail. So it is important to do a test sampling of the recipe.
Cooking team who will prepare the food and serve it at the residential
complex.
Relationship manager who can educate the house wives about Quaker oats, its
benefits and distribute Oats recipes.
A residential complex area has to be short listed where the residents’ welfare
association allows us to do such an activity in the common area provided by
them.
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Quaker oats samples can also be distributed.
Banners on the notice board announcing the program with details on date and
time.
The members of the Residents’ Welfare Association should be convinced
about the effectiveness of the program so that they can influence the
housewives, to ensure maximum participation.
Repeat the activity at other Residential complexes.
6) Mission to Make India Heart Healthy targeted for only housewives in a residential
complex. With a nearby diagnostic centre and a fitness trainer visiting the
complex every evening, Quaker Oats Smart Heart Challenge can be incorporated
and it will definitely show good results that will influence the housewives to use
the product regularly.
Objective: conduct a smart heart challenge only for the house wives. Once the results
show decrease in cholesterol level, they will use Quaker Oats for the whole family.
Requirements:
Propose the program to the RWA.
Nearest diagnostic centre to the complex should be chosen to carry out the
total cholesterol + lipid profile tests.
Fitness Trainer from a nearby fitness centre to conduct group exercises/
yoga sessions for the ladies in the complex.
7) “Get your Mom Along”, a competition where the mother and grandmother
participate to cook interesting recipes with Quaker oats. Winner to be given
exciting prizes (Quaker oats supply).
Objective: A Quaker Oats Cooking competition will help the house wives to think of
interesting recipes, and ultimately use Quaker oats in their cooking.
This will elicit use of Quaker oats and the competition with their mothers will involve the
major decision makers of the family.
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The winner: Gets exciting prizes and a chance to conduct her own Quaker Oats Recipes
cooking classes in the Residential complex.
Requirement:
Propose the program to RWA.
Registration from all participants for the competition.
Judges for the program: A cook/ culinary expert in that area who conducts
cooking classes already.
On the spot cooking competition: cooking with Quaker oats- Make as interesting
yet healthy recipes.
Provide all cooking equipments (cooking stoves/ dishes/ utensils/ knives etc) at
the complex area.
The participants should bring their own raw materials/vegetables/spices etc.
8) Quaker oats cooking classes: twice a week at a residential complex.
The winner of the “Get your mom along’’ competition will conduct the cooking classes
for the housewives in the resident.
For the winner: Incentives such as publicity in local flyers, banners in residential complex
and near residential areas about the cooking classes, her best recipe on Quaker Oats
recipe book.
For the participants: all the members who registered for the cooking competition shall be
targeted to participate. Also house wives from neighbouring Residents can be
approached. Once they are aware of the Quaker oats benefits, they will be interested in
learning new recipes incorporating the same.
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6.2 Limitations of the study:
The locale for this study is too small therefore the findings may not truly represent
the behavior and attitude of everyone associated with Quaker oats.
The respondents due to non availability of time could not discuss many aspects of
the topic in depth and failed to answer some of the questions.
Many respondents were not interested in interacting as they considered it to be a
waste of time.
While taking the interviews, respondents or researcher’s bias may have altered the
responses.
The number of corporates and gyms visited was small as permission was not
granted.
6.3 Further scope of the study:
The study could be further conducted in the whole country. Quaker oats has a
strong presence in South India but other states are not so popular.
Other parameters could also be studied such as daily food habits, exercise level,
various health indexes of the consumer etc.
A competitor analysis survey could be conducted for the same in the future.
Currently, the competitors are very new and unpopular.
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APPENDIX A
About PepsiCo India
PepsiCo, Incorporated is a Fortune 500, American global corporation headquartered in
Purchase, Harrison, New York, 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.
As of 2009, 19 of PepsiCo's product lines generated retail sales of more than $1 billion
each, and the company’s products were distributed across more than 200 countries,
resulting in annual net revenues of $43.3 billion. Based on net revenue, PepsiCo is the
second largest food & beverage business in the world. Within North America, PepsiCo is
ranked (by net revenue) as the largest food and beverage business.
Indra Krishnamurthy Nooyi has been the chief executive of PepsiCo since 2006, and the
company employed approximately 285,000 people worldwide as of 2010.The company’s
beverage distribution and bottling is conducted by PepsiCo as well as by licensed bottlers
in certain regions. PepsiCo is a SIC 2080 (beverage) company.
PepsiCo entered India in 1989 and has grown to become the country’s largest selling food
and Beverage Company. One of the largest multinational investors in the country,
PepsiCo has established a business which aims to serve the long term dynamic needs of
consumers in India.
PepsiCo nourishes consumers with a range of products from treats to healthy eats that
deliver joy as well as nutrition and always, good taste. PepsiCo India’s expansive
portfolio includes iconic refreshment beverages Pepsi, 7 UP, Mirinda and Mountain Dew,
in addition to low calorie options such as Diet Pepsi, hydrating and nutritional beverages
such as Aquafina drinking water, isotonic sports drinks - Gatorade, Tropicana 100% fruit
juices, and juice based drinks – Tropicana Nectars, Tropicana Twister and Slice, non-
carbonated beverage and a new innovation Nimbooz by 7Up. Local brands – Lehar
Evervess Soda, Dukes Lemonade and Mangola add to the diverse range of brands.
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PepsiCo’s foods company, Frito-Lay, is the leader in the branded salty snack market and
all Frito Lay products are free of trans-fat and MSG. It manufactures Lay’s Potato Chips,
Cheetos extruded snacks, Uncle Chipps and traditional snacks under the Kurkure and
Lehar brands and the recently launched ‘Aliva’ savoury crackers. The company’s high
fibre breakfast cereal, Quaker Oats, and low fat and roasted snack options enhance the
healthful choices available to consumers. Frito Lay’s core products, Lay’s, Kurkure,
Uncle Chipps and Cheetos are cooked in Rice Bran Oil to significantly reduce saturated
fats and all of its products contain voluntary nutritional labeling on their packets.
The group has built an expansive beverage and foods business. To support its operations,
PepsiCo has 36 bottling plants in India, of which 13 are company owned and 23 are
franchisee owned. In addition to this, PepsiCo’s Frito Lay foods division has 3 state-of-
the-art plants. PepsiCo’s business is based on its sustainability vision of making
tomorrow better than today. PepsiCo’s commitment to living by this vision every day is
visible in its contribution to the country, consumers and farmers.
Pepsi’s Mission and Vision
Our Mission
"To be the world's premier consumer products, company focussed on convenience
food and beverages. We seek to produce healthy financial rewards to investors as
we provide opportunities for growth and enrichment to our employees, our
business partners and the communities in which we operate. And in everything we
do, we strive for honesty, fairness and integrity."
Our Vision
"To build India’s leading total beverage company, delighting consumers by best
meeting their everyday beverage needs, and stakeholders, by delivering
performance with purpose, through our talented people."
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Latest happenings
In 2009, Pepsi, Diet Pepsi and Pepsi Max began using all lower-case fonts for name
brands, and Diet Pepsi Max was re-branded as Pepsi Max. The brand's blue and red globe
trademark became a series of "smiles," with the central white band arcing at different
angles depending on the product. As of August 2009, the 2003 Pepsi logo is still the
current logo for Pepsi Wild Cherry and Pepsi ONE. Countries such as Australia and India
continue to use the old design on all packaging.
Also in 4th quarter of 2008 Pepsi teamed up with Google/Youtube to produce the first
daily entertainment show on Youtube, Poptub. This daily show deals with pop culture,
internet viral videos, and celebrity gossip. Poptub is refreshed daily from Pepsi.
In July 2009, Pepsi started marketing itself as Pecsi in Argentina in response to its name
being mispronounced by 25% of the population and as a way to connect more with all of
the population.
On July 6, 2009, Pepsi announced it would make a $1 billion investment in Russia over
three years, bringing the total Pepsi investment in the country to $4 billion.
Quaker Oats - Say Good Morning to your Hearts
Brand History
In August 2001, Quaker was bought out by PepsiCo because Pepsi wanted to add
Gatorade to its arsenal of beverages and thus break into the isotonic sports beverage
market. The merger created the fourth-largest consumer goods company in the world.
Though the main prize for PepsiCo was Gatorade noncarbonated sports drink, Quaker's
cereal and snack food division serves as seemingly healthier complement to the existing
Frito-Lay salty-snacks division. Pepsico had acquired Quaker Oats globally in 2001.
Quaker Oats was launched nationally in India in 2006 and has seen various successes
in the last few years.
Brand Advantage
Quaker Oats is a nutritious breakfast that helps reduce cholesterol.
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Why are Oats Healthy?
Quaker oats are 100% whole grain products and a natural source of fibre, vitamins and
minerals. Quaker Oats contain Beta glucan soluble fibre that helps reduce cholesterol. As
part of a healthy diet, 3g of oats soluble fibre (beta glucan) daily acts like tiny sponges to
trap cholesterol and remove it from the body. Each serve of Quaker oats provides more
than 50% of soluble fibre (not found in wheat, rice or corn). Reducing body cholesterol
level reduces the risk of heart diseases.
Quaker Heritage
For over 100years, Quaker has been trusted to provide wholesome and heart-healthy
products to consumers all over the world.
Quaker Quality
Quaker oats come from the best oat mills around the world, using only the highest quality
oats and standards.
Quality Standards
1. Quaker Oats are Australian Oats which goes through quality control standards for
raw grains and finished oatmeal in Australia
2. Once received in the Indian plant, the consignment is scrutinized and mandatorily
sent through a protocol of fumigation certified by PCI.
3. All processes thereafter are as per internal quality control protocol of Frito Lay,
which includes
4. Checks and measures for receipts and clearances laid down by Quaker globally
5. Strict hygiene and sanitation standards followed for the equipments, processes
and facility
6. Packing under controlled temperature, humidity and hygiene conditions
7. Micro-biological testing of ingredients/products on receipt at the factory and
during final clearance
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8. Complete facility of bulk storage, transfers, packing and clearances are under
surveillance for infestation as per Frito Lay standards
Why are Quaker Oats good for you?
Quaker Oats helps reduce cholesterol
As part of a heart healthy diet, 3g of oats soluble fibre (beta-glucan) daily acts like tiny
sponges to trap cholesterol and remove it from the body. Each serve of Quaker Oats
provides more than 50% of soluble fibre (not found in wheat, rice or corn).
Quaker Oats is smart for your heart
Quaker Oats is wholesome heart-healthy nutrition that is high in complex carbohydrates,
high in fibre, high in protein and low in sodium.
Quaker Oats is whole grain nutrition
Quaker Oats offer the complete whole grain “package” of complex carbohydrates, fibre,
essential nutrients and phytonutrients - plant based substances with many health benefits.
Each serve of Quaker Oats provides 70% of your daily whole grain requirement.
Quaker Oats help in weight management
In addition to promoting heart health, starting the day with a healthy Quaker Oats
breakfast can also be good for your waistline! Quaker Oats provide sustained energy that
keep you feeling full.
**INDIAN MEDICAL ASSOCIATION
3g of soluble fiber from oats in a diet low in saturated fat and cholesterol may reduce the
risk of heart disease.
APPENDIX B
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QUESTIONNAIRE
BREAKFAST HABITS (For Retail consumers)
NAME: *
GENDER: *
Male
Female
AGE GROUP: (in years) *
13-21
22-30
31-40
Above 40
Employment Status: *
Employed full time
Not Employed
Retired
Student
Home Maker
How would you describe your job?
Sedentary
Mostly sedentary but needs moving from place to place
Moderately active
Highly Active
Do you skip your breakfast often?
Yes
No
What do you have for your breakfast?
Milk and Bread
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Milk, Cereal and Fruits
Idli/Poha/Upma
Paranthas/ Roti Sabzi
Others
Do you take oats for breakfast? *
Yes
No
If Yes, What brand of oats do you buy?
If no, why not?
It is not filling
It is a western concept
Unaware of the product
It is expensive
I don’t like the taste
Who all consume oats in your family? *
Grandparents
Parents
Kids
All of the above
None
How did you know about oats?
Friends
Recommended by dietician/ doctor
Advertisement
Others
What is the consumption pattern of oats in your family?
Daily Twice
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Daily Once
Five days a week
Thrice a week
Once a week
Are you aware of the health benefits associated with Quaker oats? *
Yes
No
In what form do you consume oats?
As porridge
As cookies
Other recipes
To what extent does each factor play a role in maintaining or improving overall health?
Food and Nutrition
ExerciseFamily Health History
No Role
Limited Role
Moderate Role
Great Role
Which of these do you implement as part of a healthy life?
Healthy Food
Exercise
What health products do you consume?
Why would you purchase a healthy food?
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Improve heart health
Physical energy
Weight loss
Digestive health
Recommendations by doctors/nutritionists
Would you like to adopt to a heart healthy diet that includes consumption of Quaker Oats every day?
Yes
No
BREAKFAST HABITS (For Corporate Employees)
Name: *
Company: *
Age Group (In Years): *
13-21
22-30
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31-40
Above 40
DO you think it is important to eat breakfast every morning?
Yes
No
Do you skip your brakfast often?
Yes
No
What do you have for your breakfast? *
Milk, Bread and Eggs
Milk, Cereal, Fruits
Idli/Poha/Upma
Paranthas/Roti Sabzi
Others
Do you take Oats for breakfast? *
Yes
No
If Yes, What brand of Oats do you buy? *
If No, Why not? *
It is not filling
It is western concept
Unaware about the product
It is expensive
I don't like the taste
How would you describe your job?
Sedantary
Mostly sedentary but needs moving from place to place
moderately active
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Highly active
On a scale of 1 to 10, how healthy would you rate yourself? *
1 2 3 4 5 6 7 8 9 10
Unhealthy Very Healthy
Do you follow any diet plan given by any nutritionist for weight management or other reasons?
Yes
No
If Yes, has your nutritionist suggested Oats to you?
Yes
No
Are you aware of the health benefit associated with Oats? *
Yes
No
In what form do you consume oats?
As porridge
As cookies
Other Recipies
How do you prepare?
What do you have in your morning breakfast?
Coffee/Biscuits
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Chocolate Bar
Cold drink/Chips
Fruits Salad
Oatmeal Porridge/Oatmeal Cookies
To what extent does each factor play a role in maintaining or improving overall health?
Food and Nutrition
ExerciseFamily Health
History
No Role
Limited Role
Moderate Role
Great Role
Which of these do you think as a part of healthy life?
Exercise
Healthy Food
Both
What health products do you consume?
Why would you purchase a healthy food?
Improve Heart health
Physical Energy
Weight Loss
Digestive health
Recommendations by doctors/nutritionists
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Would you like to adopt a heart healthy diet that includes consumption of Quaker Oats everyday?
Yes
No
BREAKFAST HABITS (For Fitness centers)
NAME: _______________________________
Gym Visited: _______________________
1. GENDER: Male Female
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2. AGE GROUP: (in years)
13-21 22-30 31-40 Above 40
3. Employment Status:
Employed full time Not Employed Retired
Student Home Maker
4. How would you describe your job?
Sedentary Mostly sedentary but needs moving from place to place
Moderately active Highly Active
5. Do you skip your breakfast often?
Yes No
6. What do you have for your breakfast?
Milk, Bread & Eggs Milk, Cereal and Fruits Idli/Poha/Upma
Paranthas Others
7. Do you take oats for breakfast?
Yes No
If Yes, What brand of oats do you buy?
If no, why not?
It is not filling It is a western concept Unaware of the product
It is expensive I don’t like the taste
8. On a scale of 1 – 10, How healthy would you rate yourself?
1 2 3 4 5 6 7 8 9 10
9. Apart from gyming, what other health benefits do you adopt?
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Daily walk Healthy diet Yoga
Any form of sport
10. Are you aware of the health benefits associated with Quaker oats?
Yes NoDescribe
11. In what form do you consume oats?
As porridge As cookies Other recipes
How do you prepare?
12. Has your nutritionist recommended Oats to you?
Yes No
If Yes, which brand: ________________________________
13. What would you have in your morning break?
Coffee/biscuits Chocolate bar Cold drink/ Chips
Fruits/salad Oat meal Porridge/ oatmeal cookies
15. To what extent does each factor play a role in maintaining or improving overall health?
Food & Nutrition Exercise Family health historyNo role
Limited role
Moderate Role
Great role
16. What health products do you consume?__________________________________________________________________
17. Why would you purchase a healthy food?
Improve heart health Physical energy Weight loss
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Digestive health Recommendations by doctors/nutritionists
18. Would you like to adopt to a heart healthy diet that includes consumption of Quaker Oats everyday?
Yes No
APPENDIX C
List of Corporates Visited:
1. HDCL, Noida
2. HCL, Noida
List of gyms Visited:
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1. The gym, Paschim Vihar
2. Nucleus, Paschim Vihar
3. Gold’s gym, Malviya Nagar
4. Fitness First, Select City walk, Saket
List of Retail shops visited:Sno. Name Location
1 Le Marche Galleria mkt, Gurgaon2 Spencers Grand mall, Gurgaon3 Big Bazaar Ambi mall, Gurgaon4 Value Bazaar Sohna Road, Gurgaon5 Food Bazaar Select Citywalk, saket6 Modern Bazaar DLF, Saket7 Le Marche DLF Promenade, Vasant Kunj8 Food Bazaar Rajouri Garden9 Modern Bazaar Vasant Vihar
10 Le Marche Vasant Vihar11 INA Market INA12 Retail shops Greenpark13 Retail shops Greenpark14 Retail shops Defence colony15 Le Marche Khan Market16 Food Bazaar Karkardooma 17 Le Marche Central Archade, Gurgaon18 Food Bazaar GIP, Noida
APPENDIX D
1. Designing of the Quaker Oats Recipe book
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2. Letter to Corporates
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3. SHC Guide:
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4.
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BUDGET PREPARATION FOR QUAKER SMART HEART CHALLENGE
Particulars Rate Quantity TotalGrand Total
Diagnostic centres- Total Cholesterol + Blood Sugar 159 2400 381600 - Lipid Profile 494 200 98800 480400
Activation agency (Global Nexus) 495013 4 1980052 1980052Management team 149400 4 597600set up costs 16500 4 66000Breakfast + Snack 87450 4 349800Conveyance +communication + transport 116900 4 467600Photography + videography 20000 4 80000service tax + Management fees 104763 4 419052
On the PanelCardiologist 100000Cardiologist Air Fare + Hotel 22000 3 66000 66000Nutritionist 2500 12 30000 30000
Gift (Treadmill) Lodhi sport/ Afton 27000 4 108000 150000
Sampling Quaker Oats 200000 - Dry sachets for sampling to all employees at the corporate office 100000- For consumption of the Participants in the challenge period 100000
Printing & Designing POS - Standee, Pamphlets, SHC Guide 1000000Location(any expenses) for Launch/closing ceremony 500000Quaker Oats Recipe books/diaries (welcome kits)
4506452
PARAMETER FITNESS FIRST GOLD’S GYMBrand based in UK US
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Established in India 2008 2002No. of outlets in India 5 48Locations : Delhi NCR CP, Gurgaon, Saket 8 centers in west, central,
south, Gurgaon, FaridabadBangalore Eva Mall, Brigade Road 7 centers & MangaloreHyderabad NA NAKolkata NA 2 centersMumbai Mega mall, Lokhandwala Present all across (10
centers)Rated as Largest gym, health and
fitness club group in the world
Largest International gym chain
Activities such as 1- Day free Trial; Fitness First Premium (in Saket) ;
Bring a friend and win prizes; world Healthy day: Free workout at the gym
Body Transformation challenge 2010; Gold gym
newsletters; setting up gyms in corporates
More popularMore no. of centers
Present all across IndiaOther brands tie ups Himalaya, Equal, Horlicks
Nutribar5. COMPARITIVE ANALYSIS OFFITNESS FIRST VS GOLD’S GYM
PARAMETER DR. LAL PATH LABS APOLLO CLINICEstablished in 1949 2002
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Locations: Delhi 94 collection centers 2 clinics (south & West Delhi)
Gurgaon 10 collection centers 2 clinicsBangalore 4 collection centers 9 clinicsHyderabad 1 collection centers 1 clinic
Kolkata 11 collection centers 7 clinicsMumbai 8 collection centers 7 clinics
Offers Satellite labs, collections centers, Patient service
centers
Specialist Consultation, Diagnostics, Preventive Health Checks and 24-
hour Pharmacy6. COMPARATIVE ANALYSISDR. LAL PATH LABS VS APOLLO CLINIC
Activities such as Programs for cholesterol test: Dil Fit Life hit
Corporate tie ups
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