Segmentation, Targeting and Positioning

Segmentation:

Geographic Segmentation: Their aim is to grow in the nutrition space globally. They have increased the sales in UK and have a firm foothold of positioning itself as a breakfast cereal in China and India followed by Russia.

Demographic Segmentation: People between 10-45 years of age can consume it. Both the genders have a need to stay fit and healthy, several packs of oats are available ranging from Rs 10 pack of 28 gm to 1 kg pack of Rs 165 thus, mostly targeting middle class people with an average income who can consume it on daily basis. Those people whose occupation is that of working in companies (who get less time to workout), housewives and students. No religion/race/nationality bar set. It's a product that can be consumed by almost everyone and anyone.

Psychographic segmentation: Social class:- mainly middle class, lifestyle:- people with hectic lives, personality:- health conscious.

Behavioral segmentation: Occasions:- It is a cereal to be consumed daily in order to stay fit and healthy(benefits), customers are happy with the availability of different flavours thus, are loyal.

Targeting:

Primary: Middle class families (with hectic schedules), women, mothers, students, professionals, Patients with high cholestrol problem.

Secondary: Kids, old people.

Middle class families: The customers in this category are usually the mothers.

Mothers: They purchase by looking at the factors like convenience, health benefits, easy availability, family perspective, health safety, easy and quick to cook, in budget.

Students: Consume it by looking at factors like health benefits, taste, convenience (late night lectures, assignments), quick to cook, easy availability, sustainability, filling.

Professionals: Mostly those who  working, less work out, need to stay healthy and fit, quick and easily available.

Positioning: 

• Quaker Oats is positioned as "any time nutrition" cereal rather than just as "breakfast cereal". Since they help in weight management, leveraging on other benefits that it has to offer, will help provide variety to the communication.

• It has positioned itself to the "health conscious" market since it has fiber, no cholestrol and can be consumed for breakfast.

• It has also positioned itself as "easy and quick to cook" cereal.

• It is easily available at any kirana store, grocery store, food mart and so on. Thus, an easily available product that wants to reach out to maximum people.