QUAKER OATS

Presented by :
1

Prateek Rajpal

PEPSICO
PepsiCo Inc. is an American multinational corporation headquartered in New York, United States, 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.

PEPSICO PRODUCT
FUN FOR YOU PEPSI LAYS POTATO CHIPS 7UP MOUNTAIN DEW MIRINDA UNCLE CHIPS KURKURE BETTER FOR YOU DET PEPSI CHEETOS GATORADE GOOD FOR YOU QUAKER OATS AQUAFINA

LIPTON READY TO DRINK TEA TROPICANA

FACTS

Oats are a good source of fiber which helps to reduce cholesterol. A ready to eat product.

The Quaker Oats are imported from Australia production unit located in Channo and Pune
The Company does packing of Quaker Oats in packs of 200 grams, 400 grams, 1 Kg pouch and jar and 1.6Kg pouch. Also small flavored packs of Rs10 each

Indian Snacks Industry

Indian Breakfast industry

Indian Oats industry

Quaker Oats

Kelloggs Oats

Safola Oats

Other & Domestic Players of Oats

5

QUAKER OATS
A company which is American food conglomerate based in Chicago which was first founded in 1901 and had been acquired by PepsiCo since 2001. Quaker Oats was nationally launched in 2006 in India and was imported from Australia and then packaged in Pune. Helping people to maintain a healthy heart has been one of the missions for decades

Distribution Channels of PepsiCo Traditional Distribution Channel Manufacturers Super Stockists or Depots Distributors Retailers

Consumer
7

Direct Distribution Channel Manufacturers

Retailers (Departmental Stores etc)

Organizational Structure
Chairman

Vice Chairman & MD General Manager

Warehousing, Transportation& Maintenance Division National Sales Managers Zonal Sales Managers Territory Sales Managers

HR & Administratio n Division

Sales & Marketing Division

Procurement division

Finance Division

Regional Sales Managers District Sales Managers 9

Customer Executives

MARKET STATISTICS

Others 16%

cereals or grains 20%

Tradional Indian 50%

Quaker Oats Kellogg's Oats Saffola Oats

fruits & vegetables 14%

Others

MARKET

FRAGMENTATION
INDIAN SNACKS INDUSTRY

ESTIMATED MARKET SHARE OF

EXISTING PLAYERS INDIAN OATS INDUSTRY
10

11

STRENGTHS

It is a energy gaining product. Value for money. Instant food. Strong Distribution network. It targets all age groups. Good for patients, expecting mothers and also used as a diet supplement.

WEAKNESS
There are less available flavors. Less Information available with the consumers. Challenging to the traditional taste behavior

12

OPPORTUNITIES

Addition of other flavors as per market research. A large unexplored market. Exploring the Pharmaceutical Segments.

THREATS

Large market consumes Domestic Oats Would face fierce competition from all the competitors as market is still young. Heavy Advertising by competitor's
13

OBJECTIVES

To increase market share of Quaker Oats To improve the productivity by finding out the inefficiencies of supply chain that hampers the overall sales. To compare the market in terms of availability of PepsiCo products with respect to its competition in the market. To know the importance of merchandising. To ensure Consumer awareness of all brands of PepsiCo. To analyze sales forecast of Quaker Oats for next year. To identify untapped areas for Quaker oats.
14

SALES FOR THE MONTH OF MARCH

Sale of Quaker Oats in terms of Outlets
300

250

200

150

Sale of Quaker Oats in terms of Outlets

100

50

15
0

KUMAR

SAKUN

RUBY

OM SAI

KVM

SALES FOR THE MONTH OF APRIL

400

350

300

250

200 March April 150

100

50

0 KUMAR ENTERPRISES SAKUN RUBY OM SAI ENTERPRISES KVM ENTERPRISES

16

SALES FOR THE MONTH OF MAY

400 350

300

250

200

March April May

150

100

50

0 KUMAR ENTERPRISES SAKUN RUBY OM SAI KVM

17

IDENTIFICATION OF PROBLEMS

Lack of awareness. No proper supply. Sales representatives do not visit the outlets regularly. Irregular Visits by the sales representatives Expiry issues with some of the pack of oats. Orders were taken but then the supply does not matches with the order taken The supply of the small Rs10 pack was irregular from the company end. Mindset of people of buying the local oats

18

MARKETING MIX

19

PRODUCT
Oats are a brilliant source of energy and a great way to start the day. They are an excellent source of carbohydrate, protein and dietary fibre which helps reduce cholesterol. The market has witnessed a growing awareness about the health benefits of substituting oats in the breakfast menu for traditional Indian snacks.

20

PRICE
o

Single meal flavored packs at the price of Rs10. At present PepsiCo sells its Quaker Oats at price points between Rs 32 and Rs 190 for pack sizes of 200 gm and 1.6 kg respectively. They believe consumers will be willing to pay more for quality, prestige.

21

PACKAGING & PROMOTION

Promote Oats as health supplement. Schools and hospitals campaign should be organized. Small packets of 26gms and 28gms while also packs of 200gms & 400 grams for easy usage. Costs : Ranging from 200gm Rs. 32 1Kg Rs. 140 Tie-ups with various doctors and cardiologists in the country.
22

PLACE
Direct distribution to Departmental stores etc. Traditional distribution to Karana stores, Convenience store, Medical store, etc. Distribution of vast varieties of products like Lays, Uncle Chips, Kurkure, Cheetos, Aliva and Quaker Oats across the country.

23

The product must be entirely different from the existing products except from the fact that it is a Oats.
Close

to nature. Value for money Value for life No sugar required. Easy to use. World leading brand Small packaging for single time use.

USPS
24

Why should people actually turn to Quaker Oats?

For a healthy Body. Kill Fat. As a dieting option. Easy to make. Quick to serve.

MARKETING STRATEGY

25

STAY HEALTHY LIVE LONGER

THANK YOU

26