Quaker Oats has been selling since 1877. Pepsico acquired Quaker Oats in the year 2000. It was launched nationally in India in the year 2006 and launched new products with different flavours under the oats category, by 2012.
ILC is the summation of all the product life cycles of various products in various categories in that particular industry. Brand life cycle, on the other hand, traces a trajectory of the brand when it jumps across categories.
Considering Quaker Oats, the 5 main components of product life cycle are:
- Product Development: Quaker Oats initially began in the 19th century but was taken over by Pepsico in 2001.
- Introduction: Quaker Oats was introduced in India in 2006 but its around 135 years old and is a world leader in the oatmeal segment.
- Growth: In 2009, Quaker oats started a campaign "Make India Heart Healthy". It took up the mission of spreading awareness about the risk of heart diseases and educate the public about healthy living. It also launched http://www.goodmorningheart.com where individuals could do an online heart check.
- Maturity: Quaker Oats still continues to be in its growth phase of variety of flavours as after establishing itself, it continues to experiment with new flavours and faces competition with existing and upcoming brands that are producing oats. In spite of that, it has the largest market share and is now in a position to experiment with the products. There is a list of variants that Quaker offers: Oat & Yogurt Sandwich Biscuits, Soft Baked Oatmeal Cookies, Crispy Oatmeal Cookies, Breakfast Cookies, Oat Bars (Original with golden syrup or Mixed berry flavors), Strawberry flavour with Apple Oats, Kesar flavour with Kishmish Oats, Homestyle Masala Oats, Lemony Veggie Mix, etc.
- Decline: It's no where close to this phase till now.
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