Friday, October 16, 2009

Quaker oats-Good morning to u'r heart !!!

My heart is healthy and seems to be of similar age to my age, certifies Quaker oats online heart test that I took just now in their portal…(Quaker Oats in association with The Times of India and Apollo Hospitals announced the launch of ‘Mission to Make India Heart Healthy’…….Quaker Oats has also developed a portal, which helps assess risks associated with the heart and provides a range of solutions and information on how to stay Heart Healthy. )

Frankly for me this category was quite out of my radar as it was underdeveloped and /or elitist if I may say so. (I am not forgetting Kellogg’s who for years have been now fighting the Idli’s ,Sambar’s and Parathas creating, investing and making the category look like one category worth its name…I have also in mind the Mohun’s ,Murginn’s and the good old Bagrry’s who is a kind of a first mover but it required the marketing muscle and might of Kellogg’s to make the category)

Quaker was a late entrant into the oats segment( in spite of its international hi repute) into the not so clear market place as there are no official figures on the size of the market. But, industry players say it’s the fastest growing segment of the breakfast cereals category with growth in “high double digits.” Oats constitute 30 per cent of the breakfast cereals in volumes and 18 per cent in value terms of the category while the top four brands constitute 90 per cent of the oats market….branded convenience breakfast cereals market ( Markets segmenting and resegmenting happens over night ) is growing at a healthy 23% but even today almost 80% of the branded breakfast cereal market is been dominated by cornflakes…
Quaker oats but was not to be seen glaring us from TV screen and newspaper sheets…..Now suddenly its there everywhere in what I thought was a best clutter breaker among the clutter of multiple media messages on health and healthy foods/snacks/drinks/eatables and the like ….Linking it with your heart and that too passively…. It has broken the clutter in two ways than one…

One of course by suddenly owning the health positioning by being its most responsible player, (if not the only responsible player)

And two by being a late mover its role in developing and nourishing the category was less, but it has redefined it, it has also made sure that it takes steps so that it virtually IS the category in the process…..

Though the traditional Indian breakfast is still predominant, the market is changing – especially in the metros and many other cities where there is high literacy and a young working population –at least that is what this guys (the new breakfast types) seems to believe… their muscle and deep pockets but haven’t made much of changes and their varying positioning across the years ( From health, nutrition, anytime nutrition and what not,,,) haven’t cut much ice into the heavy eaters that Indians are ( remember the Indian saying "have break fast like a King, lunch like a Lord and supper like a beggar") and above all the huge price tags that Kellogg’s and the like came with was an inhibition for the average Indian.. Good that Kellogg’s is now an anytime snack, particularly and evening snack for tired kids (games marketers play!)….And now extremely good that Quaker has moved this way ….It is for sure -New and fresh!!!!

With India said as the world’s coronary ailment and diabetic capital, oats was a category anticipated to trace speedy growth rates as more consumers get increasingly health-conscious. Quaker oats saw it and threw the batten before others. The more I spend time in the website, the more I read ads like the one above and the more I see it on TV I can but only appreciate the wizards behind this striking move. Smart case of a Marketing long sight and even smarter case of Marketing Communication that is serious and yet clutter breaking, simple and yet competitive, path breaking and redefining a whole new category!!!

NB : The above article is compiled with information and statistics from various sources ……The author would appreciate errors and mistakes if pointed out and would be happy to stand corrected .

Tail piece:-
A judge was interviewing a woman regarding her pending divorce, and asked, "What are the grounds for your divorce?"
She replied, "About four acres and a nice little home in the middle of the property with a stream running by."

"No," he said, "I mean what is the foundation of this case?"

"It is made of concrete, brick and mortar," she responded.

"I mean," he continued, "What are your relations like?"

"I have an aunt and uncle living here in town, and so do my husband's parents."

He said, "Do you have a real grudge?"

"No," she replied, "We have a two-cars and have never really needed one."

"Please," he tried again, "Is there any infidelity in your marriage?"

"Yes, both my son and daughter have stereo sets. We don't necessarily like the music, but the answer to your questions is yes."

"Ma'am, does your husband ever beat you up?"

"Yes," she responded, "about twice a week he gets up earlier than I do."

Finally, in frustration, the judge asked, "Lady, why do you want a divorce?"
"Oh, I don't want a divorce," she replied. "I've never wanted a divorce. My husband does. He said he can't communicate with me."

No comments:

Related Posts with Thumbnails