nimira report

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

A study on Quaker Oats’2011

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


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


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


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


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...................


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.................................


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.


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.”


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


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


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.


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.


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


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.


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


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


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.


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


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.


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


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.


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;


http://en.wikipedia.org/wiki/File:Quaker_Oats_advertisement_1905.jpg

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.


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.


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


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.


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



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.


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.


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


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


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


Fig 3a Job Description: Corporate

Fig 3b Job Description: Retail

Fig 3c Job Description: Gym


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


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.


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


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.


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


CORPORATE

10

26

12

5 3

05

1015202530

Improve HeartHealth

Digestive Health


Physical Energy

Weight Loss

Digestive Health

Recommendations bydoctos/ nutritionists

GYM

1

35

21

0 105

10152025303540

Improve HeartHealth

Digestive 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.


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.


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


GYMNo

RoleLimited

RoleModerate

RoleGreat Role


001

59

001

59

1

43

10

6

00.10.20.30.40.50.60.70.80.9

1

Food &Nutrition


GYM

Great Role

Moderate Role

Limited Role

No Role

Fig 8c Importance of 3 factors in maintaining overall health: Gym


RETAILNo

RoleLimited

RoleModerate

RoleGreat Role


0

10

20

30

40

50

60

Food &Nutrition


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.


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.


Hypothesis 2

Null hypothesis: There is no association between frequency of skipping breakfast and

age of the person


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


P-value: 0.0516



hypothesis. This means that there is no association between frequency of skipping



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


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


Chi-square: 2.327


P-value: 0.6758



hypothesis. This means that there is no association between food consumed for breakfast



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


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


Chi-square: 15.93


P-value: 0.1944



hypothesis. This means that there is no association between food consumed for breakfast



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


Oats consumed for breakfast Female Male Grand Total

Yes 9 10 19

No 18 23 41


Chi-square: 0.063


P-value: 0.08018



hypothesis. This means that there is no association between oats consumed for breakfast



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


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


Chi-square: 11.097


P-value: 0.01121


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.


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


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


Chi-square: 4.98


P-value: 0.1732



hypothesis. This means that there is no association between level of activity in the job



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


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


Chi-square: 4.46


P-value: 0.0878



hypothesis. This means that there is no association between level of activity in the job



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.


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


Chi-square: 2.588


P-value: 0.6289



hypothesis. This means that there is no association between reason for purchasing healthy

food and the GENDER of a person.


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.


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


Chi-square: 13.002


P-value: 0.3688



hypothesis. This means that there is no association between reason for purchasing healthy

food and the age of a person.


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.


Factor considered important for

healthy life

Female Male Grand Total

Healthy food 19 11 30

Exercise 7 15 22

Both 0 3 3


Chi-square: 7.902


P-value: 0.0192



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.


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.


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


Chi-square: 8.732


P-value: 0.18922



hypothesis. This means that there is no association between factor considered important

for healthy life and the age of a person.


Hypothesis 13

Null hypothesis: There is no association between oats consumed for breakfast and the


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


P-value: 0.0636



hypothesis. This means that there is no association between Oats consumed for breakfast



Hypothesis 14

Null hypothesis: There is no association between frequency of skipping breakfast and the




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


P-value: 0.00021



This means that there is an association between frequency of skipping breakfast and the


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


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.


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


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


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:


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


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.


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


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.


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.


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:


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.


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


BCA Analysis Machine


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


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.


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.


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.


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.


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.


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).


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.


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.


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.


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.


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.


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."


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.


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


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


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


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


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?


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


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


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


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


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


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?


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


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:


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


2. Letter to Corporates


3. SHC Guide:


4.


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


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


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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