Failure Of Quaker Oatmeal_ppt

QUAKER OATMEAL BRAND FAILURE IN MUMBAI Presented By: GROUP A Karen D’souza (13) Santosh Kamath (20) Manali Khimasia (24) Venkatesh Kshirsagar (26) Mangala Nair (36) Kamlesh Thorat (55) Paras Gandhi (113)

Factors influencing consumer purchase decision process

P R O B L E M

Marketing Mix Influences Consumer Solution Cost Communication Convenience

Psychological Influences Attitudes Motivation Learning

Quaker Oats Problem: Taste Indian Culture Not Satiating

Situational Influences Physical Surroundings Emotional state

Socio-cultural Influences Indian Culture Taste Buds of Indians

S O L U T I O N

Multi-Attribute Fishbein Model

P R O B L E M

Nutritional Value (e1 = 7.22)

b1 = 4.27

Quaker Oatmeal

b2 = 4.32

b3 = 4.02

Type of Breakfast Quaker Oats

Flavor/Taste (e2 =4.88 )

Satiating (e3 =5.94)

Attitude Score 75.758

S O L U T I O N

Multi-Attribute Fishbein Model

P R O B L E M

Nutritional Value (e1 = 6.93)

b1 = 4.27

Heavy Breakfast

b2 = 4.32

b3 = 4.02

Type of Breakfast Heavy Breakfast

Flavor/Taste (e2 =7.52 )

Satiating (e3 =7.57)

Attitude Score 92.499

S O L U T I O N

Multi-Attribute Fishbein Model

P R O B L E M

Quaker Oatmeal

Nutritional value

Flavor / taste

Time of preparation

Convenience

Satiating

Quick breakfast

Cost

Mean

7.22

4.88

6.88

7.44

5.94

7.13

3.69

Strength of Belief

4.27

4.32

3.58

3.80

4.02

3.61

2.61

30.837

21.069

24.586

28.237

23.850

25.722

9.643

Individual scores

S O L U T I O N

Multi-Attribute Fishbein Model Heavy breakfast like poha/upma/ idli/dosa/ chapati/puri/paratha etc

P R O B L E M

Nutritional value

Flavor / taste

Time of preparation

Convenience

Satiating

Quick breakfast

S O L U T I O N

Cost

Mean

6.93

7.52

5.04

5.64

7.57

5.38

6.50

Strength of Belief

4.27

4.32

3.58

3.80

4.02

3.61

2.61

29.593

32.492

18.009

21.423

30.414

19.404

16.966

Individual scores

Type of Breakfast

Attitude Score

Quaker Oats

75.758

Heavy Breakfast

92.499

The 4 C’s

P R O B L E M

Customer Solution

Convenience

Cost

Communication

Bland & Tasteless Not satiating A food for the old and sick

Available only at select retail stores

Not considered as value for money

Minimal communication

Lack of emotional appeal

S O L U T I O N

Communication Problem

P R O B L E M

Attitude-toward-the-Ad model Poor Exposure to Ad

Feelings from the ad: Indifferent.

Judgment about ad: Boring

Belief about the brand: Foreign brand lacking knowledge of Indian food culture.

Attitude towards ad: Indifferent. ,failed to generate awareness

Attitude towards the brand: Indifferent, Failed to generate Evoke set.

S O L U T I O N

Change in Attitude

P R O B L E M

Think

Do

(through TVC’s)

(trial packs)

Cognition

Conation

Experimental Hierarchy

Feel

Affect

S O L U T I O N I O

Convenience – Here, There, Everywhere!

P R O B L E M

 Convenience value  Make available at all supermarkets, malls etc  Make it available at the local kirana stores too

S O L U T I O N

Cost – More for less!

P R O B L E M

 Price value  1 pack for a day and a half  Discounts, gift coupons in the packs

S O L U T I O N

Customer Solution - Variety the spice of life!  Daily fun breakfast  Healthy Kheer with dryfruits – not porridge  Upma  Vegetable oatmeal  Cold cereal - with fruits  Yummy With honey  Porridge

P R O B L E  M

Performance value  3 minutes to cook  Taste – due to fun breakfast  Cholesterol buster

S O L U T I O N

Communication – Say it all!

P R O B L E M

 Emotive value  Mother providing wholesome goodness to her family at breakfast  Knowledge Function  Low Cholesterol, High-fibre, High-protein  POP  Oatmeal Boy

S O L U T I O N

The Learning Hierarchy Quaker Oatmeal Boy

P R O B L E M

Health conscious persons shown consuming Quaker Oats

Discount Coupons

S O L U T I O N