Marketing Mix

Quaker Oats plays on the principle of 5Ps (People, Price, Product, Place, Promotion) & 3C's (Customer, Company, Competition).

• It targets People as its audience which includes all the age groups. The Indian breakfast market assumes significance because of growing “health consciousness”, especially among the Indian middle-classes in excess of 330 million.

• It introduced trial packs for Rs 8. The 1Kg pack for Rs 165, 600 gm pack for 85, 400gm pack for Rs 68 and 200gm pack for Rs 41 and the 26gm packs for Rs 10 each. Sometimes, Pepsico's jumbo offering includes a 1.5Kg pack at the cost of 1Kg pack of Oats. Thus, making Price as its second principle.

• Branded oats are far healthier and much convenient breakfast cereal. Thus, giving weightage to the Product. The worth of Indian Branded market is about Rs 300 crore which id about 1,40,000 tonnes in terms of volume in which oats market is about 4000 tonnes. Oats constitute 30% of the Indian market in terms of volume for breakfast foods next only to Cornflakes and 18% in value terms.

• The reason why Place is considered to be one of the major 5 principles is due to the availability and accessibility of the product to the customer. Its about how to get the products to the customer and includes the design of your retail space. Your customers may want a quick delivery turnaround. In this case, every grocery and departmental store was taken into consideration.

• Last, but not the least is the Promotion area, wherein its important to know how to promote the product and continue to maintain the image using appropriate medium. It has tied up with Apollo hospitals for free heart check ups of its consumers.