Promotion Strategy Of Quaker Oats - Research Paper Example

Promotion of Quaker Oats Contents Promotion Strategy 3 Reference 6 Promotion Strategy Promotion is an integral part of the marketing program of a firm. Promotion helps a firm to make it present itself in front of the target market. The present report discusses the various promotional strategies devised by Quaker Oats to make the people more and more aware of its wide product range as well as their own health. In a recent endeavor the firm promoted restaurateur and cook Fabio Viviani's “'Hot' Breakfast” clip which had been designed with the message, 'get women's hearts racing in a good way' in as a tribute to the,” American Heart Month” (Prescott 2013).

The firm is known for preparing excellent promotional campaigns. During 1955, Quaker Oats used to conduct a radio program named “Mountie in the Yukon”. The firm struggled a lot during that time to find out a new and innovative promotional strategy when they presented an excellent idea of enticing people. The firm promoted oats stating, “Every box of Quaker oats would contain a deed for a piece of land where the fictional show took place”. This idea proved to be very fruitful and almost all the boxes that contained deeds were purchased by the customers within a few weeks (Random Food Facts 2013).

Furthermore, the firm had implemented “oOh!’s multiple retail channels” to boost sales support that were conducted only via Coles. The approach, combined cell phone texting facility, digital and static retail symbols and sampling the product within the outlet, which enabled Quakers Oats to attain, attach and connect with purchasers and encouraging them to buy at above 80 tactically focused shopping hubs. Shoppers were supposed to get a message on their phones which states ’20 per cent off Quakers Oats’ along with making them aware that they can attempt the oats in a “Coles” outlet that is conducting the campaign.

As the shoppers walked through the shopping hubs, the “Quakers Heaps of Fruit Oats” promotion on digital and static sections would offer a 2nd chance to get to the consumers before they are provided with the opportunity to experience the “Heaps of Fruit Oats” in the Coles outlet (retailbiz.com.au 2013). Recently, in November 2013, Quaker Oats supported a movement named as “Movember”, with the objective of increasing attentiveness towards the health related issues of men. The movement is a nationalized charitable trust of the U.S.A.

It encourages the male population to develop moustache throughout the month of November. Larry, the familiar face of the adored brand, “Quaker Oats” which has supported its consumers for over 135 years, is eliminating the razor from his daily lifestyle. Instead he is focusing on growing a white moustache for the movement. Furthermore to support the cause the firm is donating USD 25,000. This attempt would surely add more fans to the brand’s already existing list of admirers (Grocery Headquarters 2013).

During 2011 the company expanded its product range to entice more consumers and therefore it introduced several eating occasions. The range of “Healthy Breakfast” made the consumers to get indulged into various types and flavors of snacks. The promotional campaign had been named as “Oat So Simple” which focused mainly on the children of various ages who usually skipped their breakfast and make the parents worry about their health. Many people were not aware of the parent brand and therefore the promotional program aimed at making the general public aware of the parent brand of Quaker Oats i.e. PepsiCo.

According to the group marketing director, Patrick Kalotis, “ “At PepsiCo, cereals and juices are squarely focused on the health agenda and so Oat So Simple is still positioned to deliver a healthy breakfast or snack with whole oats” (Baker 2011). The brand puts emphasis on its young consumers who are relatively more aware than their parents about the significance of healthy eating due to the large scale exposure to broadcast and online media. The company stated that its hot cereals sales figure grew up to 13% in 2011 and the “Oats So Simple” campaign reported a “year-on-year” growth of around 30%.

The Quaker brand owns a 7% portion of the entire cereals buyer and holds around 58.5% portion of the hot cereals share of the market. The brand further stated that it would continue to apply this promotional strategy with the aim of two-fold sales at every 5 years interval. Later on in 2012, the parent brand PepsiCo came up with another program that was devoted towards innovation and oat science. The program was aimed at improving the perception regarding the healthiness benefits related with the consumption of Pop Chips.

The company has commenced its “Centre of Excellence” which will gather internal and external study into the scientific connection between human health and oats as well as its connection to agricultural advantages. The director of Quaker Oats Centre of Excellence, Marianne O’Shea stated that it should provide the framework of the company some innovation and bring out delicious solutions to the health conscious bunch of consumer at the same time the Centre of Excellence would work towards corresponding the wellness benefits linked with oats.

Reference Baker , Rosie. Quaker Oats expands Oat So Simple range. Marketing Week. 2011. Web. Prescott, Rebecca. Chef Fabio Viviani and Quaker Oats promote heart health. FoodBev.com. 2013. Web. Random Food Facts. About. 2013. Web. retailbiz.com.au. Quakers Oats' interactive sales promotion. 2013. Web. Grocery Headquarters. Quaker Oats Brand Mascot Becomes a “Mo Bro” to Support Movember. 2013. Web.