Target Market

The target audience for “Quick Cooking Oats” can be people who feel they are too hurried in the
morning to have time for a healthy breakfast. This can be defined in 2 categories: • Working people too
busy to slow down for breakfast in the morning • Families with children: Moms who care about their
families health and wish to serve a quick, healthy meal before school to their children. The primary
decision makers in both segments for purchasing “Quick Cooking Oats” will be young to middle aged
adults in the 18-35 yr. old category.

Positioning Strategy

“Quick Cooking Oats” falls into several target segments within the breakfast market. While this new
product will naturally fall into many product categories including breakfast foods, hot breakfast foods,
and instant breakfast foods, “Quick Cooking Oats” creates its own new specific niche category of hot,
healthy breakfast food prepared at home. “Quick Cooking Oats” should be positioned as a quick, hot,
healthy breakfast for people who feel they just don’t have a lot of time to prepare traditional hot meals.
It can be positioned as a premium product on both price vs. quality and more specifically, price vs.
product benefits perceptual maps.

Pricing Strategy

Since this product is not new to the world , so there will be price expectations in the market. Currently, a
36 tins of instant oatmeal costs 6480/- Rs. Which will be approx. Rs. 180 for each tin of 550 grams.
Adding 18% GST to it prices will be Rs. 213

Promotion Plan

Marketing will have extensive television and digital media campaigns. Ideas for some of these
campaigns may come from existing and additional market research. We can use coupons in newspapers
to motivate trial of the new product. We can also sponsor extensive in-store sampling and education as
well as sampling at train stations and other commuter gathering places. Along with the traditional
marketing we will undertake a very extensive PR campaign. Normally an oatmeal product or any typical
breakfast product would not lend itself well to PR, but we feel that the uniqueness of this product will
make for interesting and famous and popular influencers on social media (via Instagram or Facebook).
This PR should prove more effective and reach more people than any of our typical advertising
approaches. It will also aid in the education process and create the type of hype that will encourage
people to try this new product. As now a days influencers are the role model for many people so this will
promote Quick cooking oats among mass.

Sale Plan

There will be total 8 exclusive agents, 40 Salesman to cover their territory and 200 sub-distributers
according to different geographics. For instance, for Punjab , UP, Rajasthan, Himachal Pradesh, Jammu
and Kashmir , and the Delhi territory the management appointed will be an exclusive agents for the sale
of the product through retailers, which further have 5 permanent salesman to cover their territory. They
have appointed sub-distributors in large towns or cities such as Delhi, Agra, Gwalior and Mussoorie to
whom they will give some % of list price out of their commission.

Potential, demand and Sales Forecast

With changing lifestyles, increased income brackets, and growing globalization, the eating habits of the
Indian consumers are changing as well. As people are getting busier, they need to ease their lifestyle.
Normally Indian breakfast consumption used to be hot cooked food which was used to be time-
consuming and as per the present scenario with the families getting smaller and peoples getting busier
the inclusion of packed breakfast meals has been beneficial in terms of health as well as less time-
consuming.

The breakfast and the cereal market of India has been on the upward growth trend over the years with
demand being of the oats are constantly increasing. South India has been dominating the market as the
oats have higher consumer range in this region. From the overall market, the Tier 1 cities are considered
to be the premium buyers and the competition increases with the Tier 2 cities because of its large
consumer base and growing awareness. The oats meal has been the fastest growing in the breakfast
cereal market which has grown at a healthy CAGR of around 24% in the last five years.