Quaker Oats

Task : Product Analysis !

Subject : Introduction to Marketing

Lecture : Mr. Imannuel


BACKGROUND INFO

In this Marketing Plan Final Project we choose the Quaker Oats because it is hard to

find the similar product as Quaker Oats in the market, because as we know until now,

there was not Indonesian company which produces this kind of healthy food. If we

look at the Market share, Quaker Oats’ market share is good due to the fact that

many people start to realize that they must take care of their health. In the bad

environment, they should keep on their body, so that they can keep themselves in a

long lifetime.


CURRENT MARKET SITUATION

The market is all about healthy food made from oat. The market of Quaker Oats is

stable because it has already existed for a long time, so it has its own loyal

consumer. The sales is increasing, because, many people realize that they should try

to keep themselves in a healthy condition. The market is big, due to the fact that

there are not many players or the competitor in the similar kind of this product and

the other players didn’t famous enough. At first we also thought that there was none

the players in this kind of product. But after we do a small research, we found that

there are two players in this kind of product, they are Oat Segara from Country

Choice Australia and White Oats Havermout also from Australia.

The product ‘Quaker Oats’ define in two kinds of product, blue and red packaging,

but there are no variants in taste of the Quaker Oats Product, the difference is

just in the red packaging the oats is need to be made with the boiled water, while

the blue one just need the hot water.

There are demographic profiles of the key buyers. For Quaker Oats product are

modern smart dynamic people either young and old, that lived in big city with high

mobility that demand instant and practical but healthy and natural things between

their full activities with people who worry about the amount of fat, cholesterol,

and salt in their common food.

Our Main consumer is people who are in the active age that wants to be healthy but

with an easy way. Quaker oats is also suitable for old people that wants food that

can maintenance their hearts and decrease their cholesterol.


STRENGTH

hygienic - healthy food - practical - suitable for diet - decrease cholesterol

keep bodies health far from disease - suitable for people with high mobility


WEAKNESS

expensive - Not sold in all place - No variant in taste ( plain )

Limited promotion - Limited advertisement - Weak distribution


OPPORTUNITY

More promotion - More distribution - More Variant in taste


THREATS

The other similar product provide the cheaper one

Liked by certain of people - (Teenager don’t like healthy food because its taste)


SEGMENTATION

Age : 10-35 years old

Sex : Male and Female

Social class : B-A

Lifestyle : Practical, dynamic, modern


TARGETING

New Variant of Quaker Oats is introducing to teenager and children


POSITIONING

Quaker Oats made from natural ingredients and guarantee of quality also healthy

food for teenagers


SUGGESTIONS & CONCLUSION

In this Marketing Plan we should do the alternative marketing plan TO INCREASE THE

quality of Quaker oats and awareness people about healthy lifestyle should make a

large number of promotion as soon as possible.

We concentrate on advertising and special project. To add more advertising both in

printed and electronic media. Made some programs that can be introduce about the

importance of the product itself. such as: put some spg in the counter of Quaker

oats at the large supermarket, make some attempting programs, such as: buy Quaker

oats and get free medical check up, or give free samples of our newest flavors.

Open consumer care service so the consumers able to get information that they want

about the products itself.