PepsiCo Quaker Project_Mandalsa

Document Title Goes Here 1
PepsiCo Confidential
Project 1 - Study: ‘Digital Marketing Strategy of the top
Global & Indian Breakfast cereal brands towards
Consumer engagement and learning for Quaker, India’
Project 2 - Revamp of the Quaker (India) website
Intern : Mandalsa Thaman
MBA (Marketing)
L.M Thapar School of Management,
Thapar University, Patiala
Project Mentor : Mr. Bikash Bohra,
Digital Marketing Consultant
(Nutrition) PepsiCo (India)
Project Supervisor : Mr. Rishi Dogra,
Head of Digital, PO1 PepsiCo (India)

Document Title Goes Here
22PepsiCo Confidential
Quaker Oats launched
(India) in 2006
TG shift from Sec-A
(youth) to Middle-class
upper aged bracket
Challenge – To make it
more palatable
Flavored Oats -Increased
relevance & acceptance of
Oats in India,2010
Challenge –
How to make
Quaker more
appealing &
exciting
product?
Marketing –
Quaker was
finding ways to
keep the
consumers
engaged and
interested.
Rising
consumers
engagement
with other
brands on
digital space .
Following is the presentation that studies various
breakfast cereal brands that have been engaging
with the consumers digitally and how Quaker can
strengthen itself on digital platforms to stay ahead
of competition.
Purpose of Study

Breakfast cereal market in India
Convenience
Healthier
lifestyle
What Indian consumers
want?
Breakfast
Cereal
category an
imp.
category in
F&B
industry.
1. Withdrawing of Nestle Maggie noodles due to the recent ban on the product has led to sales of other convenience products
(frozen-ready-to fry and instant foods.
2. Offers and discounts like ‘Buy 3-get-1 free’ in the supermarket shops like Reliance fresh has triggered sales of breakfast cereal
products.
3. Other processed food categories and ready to cook meals are now filling the empty shelves of Maggie.
4. Instant Upma, Poha and Oats are now catching the eyes of consumers seeking instant breakfast options.
5. In the period of just 2 years, Oats category has gained 26% of Rs. 720 cr. breakfast cereal market in urban India.
6. Marico's Saffola oats has emerged as the second largest product in the category with a value market share of about 12%.
However, PepsiCo India's Quaker is ahead with 40% share.
7. Chemists are new entrant in the distribution channel.
Source: http://wikibizpedia.com/Breakfast_Cereals_Market_In_India

Brands studied

Kellogg’s Special K Cereals - TG
Kellogg’s brand was launched for the first time in India in 1994.
Special K is a lightly toasted breakfast cereal manufactured by the company, marketed
primarily as a low-fat cereal that helps one in losing weight.
TARGET GROUP
 Working class women (Sec A), who aspire to be thinner
and want to lose weight.
 Urban women (aged 25-34 years).
DIGITAL MARKETING STRATEGY
CONSUMER INSIGHTS
 Women are found to be looking for simple and tasty
solutions for their weight management .
 The working class women are looking for quick healthy
meals.
 Women are found to be more informed and educated
about things.
 Shifted from the role of gatekeeper to information
initiator.
 Women want to gain confidence and emotional benefits
through weight loss.
BRAND PROMISE
 “Committed to providing inspiration to women
everywhere on their weight management journey”.
Engagement
Connecting
through
personalised
tools for women
Make the women
feel special by
featuring
stories/articles of
other users.
Virtual dietician for
women.
Use of vines,
celebrities,
partnering with
channels
Relevance
Content focus on
weight loss stories
and building trust
in the users.
Brand appeals to
the women by
making them feel
special through
wedding special
occasions.

Brand Identity Prism
CULTURE
This is the brand basis; tangible
qualities/attributes
Brand’s
character/persona
The brand has a culture that supplies a
system of values and inspiration
within which it operates
The relationship a brand establishes
with its customers
How the brand projects itself on
others
How does the user feel on using
the brand?
Source: Noel Kapferer’s brand identity prism

77PepsiCo Confidential CULTURESource: Noel Kapferer’s brand identity prism
Red theme – Love your body!
The big red K – Effective brand identifier
Simple white background
Slim fit models/Deepika Padukone
Curvy shapes used
Weight Management Product
Gives a positive inspiration to stay fit.
An Indifferent brand
An Inspirational brand for the women
on their weight management journey.
Self Confident
Feel good by getting noticed.
Special
Empowering other women to take
control of their weight/how they
look.
Trendy
Modern
Goal-oriented
Outspoken
Diet-crazed consumers
Ambitious
Kellogg’s Special K - Brand Identity
Educating the Indian
consumers about importance of
breakfast .

•Special K has connected with the women on the aspects of fame and emotional
bonding with the women.
• Brand is seen to be talking in the voice of the consumer (addressing the FAQ’s of
the users in their creative posts).
• Frequent connect with the consumer formed through continuous posts (daily
posts)
•Have collection of embedded apps like E-Store, Testimonials and Special K ads
•Tweets made through Vines, creative posts (using different content for Twitter).
• Active response from the consumers on the taste aspect of the Special K
products.
• Using creative posts by playing with colors of the respective Special K product
flavors .
• Special K doesn’t have its own official account on Pinterest, but has active pinners
posting about the brand in their pinboards.
Kellogg’s Special K – ‘2 week challenge ‘– The website leads to a microsite
my.specialk.co.in platform acting as a virtual dietician, having blogs, fitness
tips, personalized diet plan, progress planner & BMI caluclator.
Special K
Kellogg’s
website
Kellogg’s Special K Cereals –Brand Communication on social
platforms

Kellogg’s Special K – 2 weeks
challenge
• The ‘Challenge’ brand story has been
presented in a game changing way to
empower women to take control and
maintain weight.
• Features fitness, lifestyle and fashion
articles to support the virtual plan.
Kellogg’s Fibre Tracker App
• All device compatibility app.
• Tracks daily intake of fibre in the
daily meals of user.
• Includes recipe tips, shopping list
creation, find and share recipes.
• Total app installs – 10,000 to 50,000.
• Users rating reviews – 2.9/5 rating.
#Breakfast Cab
• A promotional campaign in
association with Meru cabs available
only in Mumbai & Delhi.
• Kellogg’s breakfast kit with spoon,
milk, bowl given to the travelers who
booked the cab for a pick up time b/w
5:00 a.m to 9:00 a.m .
• Awareness generated through posting
on social platforms.
Kellogg’s Special K Cereals – Campaigns (India)

Kellogg’s: The Special K Tweet Shop is a form of showrooming campaign in
which the consumers are paying for the cereal in the store by tweeting about
it, called the Tweet Shop!
Special K Tweet shop
#TweetShop
• The idea was to give Kellogg’s product(s) Cracker Crisps in exchange of tweets as
a launch campaign for the product.
• Awareness generated through Twitter in London and posts of the followers
retweeted.
•. A real-life human interaction using pay-with-a tweet concept.

Some more examples
from Special K U.K and U.S brand communication
Testimonials facebook
app embedded on
facebook
Generating
interest
amongst the
non – TG (Men)

Learnings for Quaker
1. Quaker can learn from Kellogg’s Special K in creative ways to connect , for instance through apps, association with food
and health TV shows/ E-health magazines by being more visible to wider audience.
2. Carry-out more activation on the social platforms for their property campaign – Quaker Smart Heart Challenge, like
Kellogg’s Special K plan.
3. The brand needs to celebrate and showcase its new launches.
4. While targeting Moms the brand needs to establish how it’s products will impact their life and make them feel special.
5. Can have their E-Store facebook featured app as well for convenient shopping experience for the consumers.
Femina health editors
show on Google+ session

Weetabix Cereals (U.K) - TG
Weetabix is considered to be the Britain’s largest cereal brand, found to be leading in British
cereal market.
Alpen is a muesli breakfast cereal under the Weetabix parent brand, covered in the
following study.
TARGET GROUP
 Parents and children through cereal promotions.
 Health-conscious society
CONSUMER INSIGHTS
 It was hard to find a breakfast cereal specifically suited
for the ‘whole family.’
 Many people preferred a breakfast that is ‘versatile’ and
can be mixed with yogurt /fruits.
 It was with the falling popularity of the corn based
cereals in U.K market, Weetabix gained advantage.
BRAND PROMISE
 “To delight consumers with nutritious, great tasting
breakfast food and snacks produced with passion and
excellence.
Engagement
Driving interest of the
users through organizing
activities like #SportsFest
Campaigns involving UGC
on social platforms
Relevance
Positioning the brand as
the most nutritious and
healthy option for
breakfast
Promotions and
marketing tend to be
aimed at children to
generate appeal.

Original Swiss style Muesli
Classic look & feel
Alps background
Crispy wheat flakes
Blue sky, Alps, Maroon color –
Symbolizing high energy levels for high
energizing activities.
Fancy breakfast with delicious
ingredients.
Good start to the day.
100% original energy – Family product.
An original breakfast cereal for the
modern families for a high energy packed
day.
Power packed and full of energy.
Trendy
Modern
High living standards
Rich taste
Lavish lifestyle
Aspirational
Weetabix Alpen Muesli - Brand Identity
Classic breakfast for modern
families.

•The communication sees a portmanteau of emotional + functional tonality of
communication.
•Positioned Alpen Muesli as the source of required energy through visuals that are
centred towards handling tough activities.
•Family happiness and a good lifestyle - brands message on fb.
• Amplification done around the Weetabuddies campaign on fb.
•Tweets made through Vines, creative posts (using different content for Twitter).
• Playing around the shapes and fun while having the cereals.
• Occasion specific posts on twitter.
•Use of GIF’s .
• The new launches of the products are highlighted on the brands LinkedIn page
• Updates on the latest YouTube videos also posted on the page.
• Has a good U/X website like http://www.weetabix.ca/.
• Have campaigns featuring celebrity endorsers in the Alpen muesli product
videos.
Weetabix
website (U.K)
Weetabix Alpen Muesli –Brand Communication on social platforsm

• It’s a property campaign on website.
• Taste the Muesli bowl for seven days
and submit the entries about what
consumers feel – Campaign
• Gratification - Free tour to U.K’s
biggest cities along with shopping
vouchers sponsored by company for the
selected winners.
Native advertising on Facebook
• Amanda Holden is the brand endorser
for the product that is acting as the
influencer to the brand Alpen Muesli.
• Celebrity’s brand endorsement
content share on the facebook page
through native advertisng.
#IncredibleInside
• The campaign is launched into a
series on the social platforms, in-store
activity as well as TV.
• It highlights the little-known facts
about the bodies and promotes
nutrients present in Weetabix
• Featured in the form of GIF’s
onTwitter.
Weetabix Cereals – Campaigns
Amanda’s Brighter Mornings
Challenge

Weetabix Cereals – Brand communicates through creative visuals and latest
theme based communication that keeps the users engaged and interested in the
brand.

Weetabix – Weetabuddies digital campaign
https://weetabuddies.com/index.html
A multi-channel marketing
Reaching out to the specific influencers i.e. the mummy bloggers.
The campaign targeted the mothers and the kids on the digital platform to motivate other
mothers and their families to join the ‘Weetabuddies’ campaign.
Supported by in-store and POS activity.
The retailers were asked to have Weetabuddies stickers pasted on the fruits to encourage
kids to have fruits along with the Weetabix breakfast cereals.
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Weetabix – Brand communication on FB (East Africa)

1. Quaker can use the fun space as well for the kids as a different section/microsite dedicated to the kids user experience
itself, like the Weetabuddies campaign.
2. The idea is to play with the kids-themed activity as well to widen the Quaker oats appeal.
3. The nutritional claims of the brand can be backed with the promotion by the common people who are great influencers
that makes the brand message to appear for real and not just look like any background noise to the consumers. [e.g.
Nescafe Stammering Ad comedian]
4. Quaker with its presence on E-Commerce websites should feature a Buy Now option (in picture below) on its website to
make it more visible & convenient for the users.

JORDANS cereals - TG
Jordans is a UK based ‘wholefood’ breakfast cereal brand founded in 1972 by Bill and
David Jordan. The company believed that oats, which are the main ingredients of its
cereals, are a “source of fibre and a nutritious breakfast choice.
TARGET GROUP
 College going youngsters who are skipping breakfast
 Younger group (Married men and women)
CONSUMER INSIGHTS
 Growing desire to build healthier lifestyles through better
eating habits.
 A demand for a breakfast option that is all healthy,
crunchy and tasty.
 A demand for breakfast cereal that lifts up the mood by
having tastier options.
BRAND PROMISE
 “Deliciously straightforward in every spoonful”
Engagement
Promoting content of the
partner community pages ,
to appeal to a wider
audience by giving
Jordans hampers.
Relevance
Giving a different user
experience/engagement
every time through
communities/organisations
campaigns

Countryside symbol – health,
well being and fresh air.
Crunchy clusters.
Classy Jordan’s logo.
Warm colours for different
varieties.
Large country manor on the box
Tempting/Scrumptious product
offering.
Classy
Health conscious
Breakfast for rich
Feel good
Appetizing
Outgoing
Rich nutrition with great
taste
Fresh
Satisfied consumer
Best Nutritious choice
Moody
Sophisticated
Modern
Exotic
Fun
Experimental
Jordans Country Crisp - Brand Identity

JORDANS - Brand Communication on social platforms
•The brand communication and the campaigns of Jordans revolve around the
Countryside theme as shown in their brand logo.
• All the societies/blogs that share the same objective as that of Jordans are seen to
be posted on the brand facebook page as a native post.
• With the limited pins on the pinterest by the brand but maximum followers
shows the interest of the consumer towards the Jordans cereals.
• Most of the communication on the twitter handle are seen to be coming from the
active native influencers.
•The Jordans (France) website – User friendly and has good U/X.
• User engagement - Fruits calendar on the website for the viewers to know the
fruits availability.
JORDANS
website

#30DaysWild campaign
• The campaign creates a connect with
its adventure and nature loving
consumers.
• Partnered communities campaigns
promoted by the brand.
Tonality of the communication
Theme based content is promoted
on the facebook and on the twitter
pages.
#BikeWeekUK
• People are asked to like, share,
comment on the above post and win a
Bike GPS.
• Community activities like
marathons, Bikeweek, social drive
activities are sponsored and promoted
by the brand on the social pages.
JORDANS Cereals – Campaigns

1. Jordans cereals has partnered with many communities/NGO organizations/resorts that promotes the communities
campaigns in return of giving away the Jordan cereals as the gratification for the participation. This can be done by Quaker
as well but not that frequently.

Malt – O – Meal cereals - TG
MOM brands company is an American producer of breakfast cereals. Malt – O – Meal
cereals has positioned itself as the value cereal that comes in the bag that offers similar
cereal compared to its competitors at a lower cost..
TARGET GROUP
 College students
 Bachelors
 Sub-urban mothers
 27-37 years of age group *
CONSUMER INSIGHTS
 Suburban women are the gatekeepers to home and
always put their family first, hence the TG.
 Grocery shopping and the family budgets decisions are
taken by them without compromising the overall health
of the family.
BRAND PROMISE
 “Less spendy, so tasty and earth friendly”
 “The savings are in the bag”
Value building
Social initiatives taken up
with the communities .
Awareness
Consumer loyalty towards
the brands increases that
makes the brand have high
brand recall.
*Source: http://www.slideshare.net/Spyder0216/maltomeal-
positioning-strategy

Logo - Sun cartoon shown in
peace
MOM – word drives an
instant connect.
.
Value – cereal brand
Family – owned
Good for families
A socially responsible
product buying
Malt-O-Meal - Brand Identity
A breakfast cereal
brand for the whole
family.
To find better ways to
make
better breakfast at a better
price.
Economical/frugal
Caring
Nature lover

Malt-O-Meal Brand Communication on social platforms
• MOM brands retail store deals promotion done on facebook.
•The brand’s Pinterest content is promoted on the fb page.
•#TerraCycle; recycling initiatives promoted highly on the page.
• Active promotion of their property campaigns on facebook.
• Similar facebook content shared on the twitter page as well.
•Again most of the active promotion is done on #Flavour Nation (property
campaign) page.
•The bloggers for their property campaign are reached out on the twitter page
the most.
•Visuals on the product ingredients are posted on the Instgram along with the
similar content on facebook and twitter.
•Have a outbound link that directs to the partner community of MOM
brand i.e Bag the box .
• Acts as a news sharing platform for the bloggers of Bag the box, that
update the viewers about the latest news of MOM brand.
MOM
website

#ThumbsUp
• Taste aspect of the brand was
the key highlight of the 30 sec
video.
• An Integrated campaign -This
TVC was aired during the
morning news, daytime and select
primetime programming.
MOM Cereals – Campaigns
#TerraCycle campaign
• The consumers are involved in the
brands story by asking them to
participate in their recycling drive.
• This campaign is actively promoted
on twitter and facebook by asking the
users to share their DIY experiments
on the recycling theme.
#Flavor Nation Property
• Fun and creative online forum for
the users to share their pictures with
the cereals to be put up on the
website.
• The property campaign’s focus is
on reaching each individual
consumer one at a time at single
platform.

1. The property campaign of the Quaker (SHC) should be actively promoted more on the social platforms e.g. the Malt-O-
Meal #FlavorNation fb embedded feature as a outbound link to the Flavor Nation micro site.
2. Quaker can attach themselves with any social cause that might bring instant brand appeal to masses.
3. MOM brands global website showcases the latest news of the brand happenings from the latest marketing campaigns to
their sustainability initiatives recently taken up; which the Quaker can also incorporate in their site.
Brands video link
integrated on the
wikipedia page

Cheerios Cereals - TG
General Mills, one of the top cereal makers, is known for cereals like Cheerios , Chex, Lucky
Charms and Wheaties. Cheerios is a U.S cold cereal brand, under the breakfast category
which stands for the mission of : ‘Only what matters.’
TARGET GROUP
 Men and women (female skew).
 Young to middle aged parents with families (aged 18-
34).
 Present target group shifting from kids and moms to
fathers.
CONSUMER INSIGHTS
 47% of the U.S men are found to be doing at least half of
family grocery shopping.*
 People want a food that is affordable, quick to prepare
and a healthy alternative to other items in ‘quick meal
category’.
 42% of the adults in U.S are found to be eating more
cereals than before.
 Increasing consumer awareness of the non-GMO cereal
products.
 People are getting health conscious because of the rising
levels of cholesterol and their changing lifestyle
BRAND PROMISE
 “Simply made from., only what matters.”
*Source: American Marketing Association
Reach
Taking advantage
of Google Adwords
, the brand is visible
on the top search
results.
Updating
frequently on the
social pages and
engaging with the
consumers.
Taking advantage of
the remarketing
strategies .
Having online
buying option in
website itself.
Relevance
The direct goal of
the brand is to
engage more
people in the
campaigns.
To enlarge more
and more fans on
the brand’s social
platforms.

Round puffed rings
Yellow colour – Identifier
Heart shaped bowl
Fun product for kids
Original Yellow box
Fun with shapes product
“Buzz the bee” - Mascot
A right nutrition required for
the families.
Cheerios kid
Family happiness
Heart health
Cheerios - Brand Identity Prism
Fun cereal brand for kids
Breakfast for the happy
family.
Affordable
Fun loving product
Sweet and healthy
Kid-friendly
Cheerios Kid
Accessible
Iconic

• Encouraging people to upload their innovated Cheerios meals/snacks.
• Engagement mostly seen through UGC campaigns either in the form of videos,
pictures shared on the page.
• Native advertising on recipes done on the facebook page.
•The style and message is very family and kids specific.
• Influencers posts retweeted on the twitter page to draw more attention and
interest on the page.
•Pictures shared and pinned from various partner bloggers post ‘s.
•The content to be kept kids friendly as well as for adults in terms of pinning about
motivational quotes.
• Consumers active responses on the platform to be seen.
• Limited posts on Instagram but higher following indicating consumers interest in
the brand.
•On Cheerios.com, the first highlight of the website is the “Braekfast Cereal Project” that
gives a message of the importance of having breakfast as a family.
• The content on the website is provided in a format & location that the users find useful and
familiar .
Cheerios
website
Cheerios - Brand Communication on social platforms

#CheeriosEffect
• A form of purpose-driven
marketing.
• Mini-documentaries addressing
issue of disconnection in society.
• Documentaries on Internet/TV
will feature diverse range of
stories across demographics.
• The recent one features the story
of two gay fathers adopting a
child.
#HowToDad
• Shifted from hitting one note at
a time (mom-focused brand
messaging).
• Campaign - Featuring dads
taking charge of hectic weekday
with panache conceptualized
along with a dedicated Tumblr
page and Twitter hashtag
#HowToDad.
Cheerios Cereals – Campaigns
#Family Breakfast Project
• The video’s message is about how
Cheerios teamed up with a team from
“Family Dinner Project” to create this
campaign.
• The project is about the simple
morning hacks for a energetic and
happy morning.
• The ready made content made
available to the users to follow the
breakfast project.

1. Quaker needs to be more visible and talked about on social media by promoting the content to influencers, bloggers who
share the same theme and have wider outreach.
2. Quaker can target their consumer through ads that are not always product-specific but talks of their Social initiatives
done in past, for instance Cheerios has partnered with various communities/organisations that gives them leverage to do
a cause-driven marketing as well.
3. The brand messages can be customized as per the consumers of the Quaker, presently Quaker is found to be conversing
with the Moms or about their family, that might not draw greater appeal to masses.
4. Specific bloggers platforms where people are found to be spending most of their time are partnered by the company that
lets them market to the relevant consumer effectively.
5. Can be present on Google+ as, this platform is seen to be mostly used by young adults/millenials.

Nestle breakfast Cereals - TG
Nestle is the one of the largest food and nutrition company founded in 1866 by Henri
Nestle.
Nestle FITNESS cereals on-going strategy is to develop a “Wellness” approach that builds
on its tradition of producing nutritional products.
TARGET GROUP
 Young women who are trying to achieve their fitness
goals.
CONSUMER INSIGHTS*
 Growing concerns about the young women personal
appearance.
 Consumers are looking for low-sugar content in cereals &
yet do not want to compromise with the taste.
 Diet crazed women want to combine both the pleasure
of cereals with their fitness program.
 Here, consumers are more willing to change their
physical appearance through healthy diet.
BRAND PROMISE
 “Good food, good life”
 The only miracle we believe is in YOU!
*Source: Food Business News, 2015
Engagement
Focus on positive
results- driven
marketing of the
brand.
Have online
discount coupons
that are promoted
to users for use in
retail stores.
Online community
forums, articles and
Nestle FITNESS
app.
Relevance
Consumers feel
supported and
not alone in
reaching their
fitness goals.

Top green ribbon used for the
Nestle breakfast cereals.
Soft/light colors used – targeting
the women
Brand message – Represented
through lady on box.
Weight Management Product
Gives a positive inspiration to stay
fit.
An Indifferent brand
An Inspirational brand for the women
on their weight management journey.
Trendy
Modern
Hard-working
Conscious about looks
Ambitious
Self-disciplined
Nestle FITNESS cereal - Brand Identity
Whole grain cereal good
for your line – focusing on
the good appearance of
the women.
Feel good
Confident
Motivated
Positive

•The brand is communicating the empowerment of women through its post.
• The tonality of the conversation is mostly inspirational and not always product
specific.
• The brand appears to be friendly and caring brand for girls and married
women.
•Not much engagement activity to be seen on Pinterest, but has followers implying
greater interest of the consumers towards the brand.
•Maximum pins to be seen on recipe section pinboard by the brand.
•10,193,742 views to be seen on the brand’s YouTube page.
• Campaign videos highlighted on the channel.
•The website appears to be more of a Lifestyle and Fitness page .
• Women specific social cause promoted on the website.
•
Nestle
FITNESS
website
Nestle’ FITNESS - Brand Communication on social platforms
Video link: Recipe video

Nestle’ Fitness brand communication
Associating with women social causes that
connects with the women specifically.
Campaign #CheckYourSelfie underpinned
with social activity.
Targeting the Breakfast space,
communicating the importance of staying fit
and energetic for the day.

Nestle FITNESS 14- Day Program
App
• Compatible with iPhone, iPad,
and iPod touch..
• Total downloads – 141
• The app is an integrated fitness
app that gives the user right
tracking system, tips and contest
to win.
Nestle’ – Interesting Digital Campaigns
#ShareYourGoodness (India)
• Thrives on the idea of consumers
forgetting to share their goodness.
• A dedicated website created for the
users to share, engage with others
and create conversations on the
platform.
• Concept of sharing goodness over
food!
• Launched two digital films,
activations done on Twitter
ZIP Up – 14 Day Program
• Visible as an embedded feature
only in Middle East Nestle Fitness
website.
• An Interactive Planner
calculator on the website.

Website gaming interface
• Nestle Estrelitas
• Cini – Minis
Nestle’ – Interesting Digital Campaigns
How far can a LIKE take you?
• Online Nestle fans were invited to a
secret location to discover latest
breakfast cereal launch on the sets of
the TV commercial.
• The fans were made to be part of
the TVC shooting.
• And were made to explore other
CapeTown places.
https://youtu.be/NHFQ4Iz1gTw
• Focus on Social cause campaigns
• Besides Social causes,
engagement through quizing
creative posts receives a lot of
response from the consumer.
• Easy and user friendly hashtags
used.

1. As the target group for Quaker are women/housewives any female social issues in India can be linked with the marketing
of Quaker. This brings out a positive social image of the brand other than just highlighting the benefits of the product.

Kashi GO LEAN! Cereals - TG
Kashi is an American food company founded in 1984 and taken over by Kellogg’s
company in 2000.
GO Lean is a Kashi product that emphasizes the protein and fibre rich content in
interchangeable choices of cold cereals, hot cereals and snack bars.
TARGET GROUP
 Younger group (Unmarried men and women)
 Working class
 Higher-income group
 Health conscious people
 Men and women (female skew)
CONSUMER INSIGHTS
 Millenials want to go for natural and healthy options for
breakfast.
 Consumers are trying to make healthier lifestyle and
food choices.
 Growing demand for natural cereal products amongst
health-conscious women.
 A Breakfast option for weight loss yet feeling full.
BRAND PROMISE
 “7 Whole grains on a mission”
 “We believe in the power of positive change”
Engagement
#TheWorldIsMyGym
campaign
Good content on Kashi
website.
Relevance
Brand communication
not focused on the
functional attributes
only.
Brand promoted to the
target group through
what they like and not
what brand has to give.

Green and white colour logo with
a twig
International
Power of Kashi 7 Whole Grains &
Sesame .
Twiggy-grain looking
Pleasingly crucnhy
Light little puffs
Flavorful clusters
Gym Instructor/Nurturer
Guiding for a healthy and protein rich
lifestyle
Promotes a health conscious
lifestyle.
Cereal that is healthy, good tasting
and environment friendly.
Natural and nutritious cereal.
Includes a high-protein cereal that
help lose weight.
Nourish people and planet
with progressive nutrition
Nutritionally sound
,satisfying and energizing.
Loves to be fit.
Makes smarter choices.
Stays Positive
Enduring
Confident
Sophisticated
Modern
High class
Fit and healthy
Healthy & Positive
Kashi GO Lean - Brand Identity Prism

Kashi GO Lean! Cereals – Brand communication on social
platforms
• Frequent updates and high engagement with consumers through instant
feedbacks given on their responses.
• Functional and emotional benefits highlighted on the page.
• Kashi products positioned as not the morning breakfast cereals but is occupying
the snacks space also
• Frequent tweets on the #WorldIsMyGym property campaign.
•Different creatives used for twitter platform.
•Recipe specific pinboards
•The website has very simple and user friendly website with their information
highlighted at the right place and location.
• Instagram display pictures feature on the website page itself.
Kashi GO
Lean!
website
•149,480 video views recorded since 2005 on YouTube platform.

#SeePositive
• The video in a way instills the urge of
cherishing day to day moments in the
life of the consumer.
• Targeting females
• The feel and the tonality of the
#SeePositive video communication is
very friendly and youth centric in
nature.
Kashi GO Lean! – Digital Campaigns
#EatPositive
• The functional tonality of the whole
#EatPositive campaign establishes Kashi as
right morning breakfast nutrient for the
Olympians as well, who need extra energy
to perform.
• The recipe videos attempt to position
Kashi as the natural ingredient with the
emphasis on the Non-GMO verification
bagged by the brand.
#TheWorldIsMyGym
• Property campaign talks about
exercising the natural way than just
going for gyming.
• On the whole the brand is found to be
nature-friendly by communicating the
elements of the nature in their messages.
• The communication is found to be
centred around health conscious women
mostly young girls.

1. Kashi has an easy mechanism for locating a offline/online store that helps find the store easily for the user, this can be
worked out for Quaker as well in their website.
2. Kashi Go Lean! is an amazing example of a great website in terms of content strategy, tonality of communication, location
and positioning of the major highlights of the brand.

Quaker brand communication across countries

http://www.mangerbouger.fr/
Quaker Oats – France Website
1. Simple and user-friendly website.
2. Use of other social tools like Vimeo
other than using YouTube.
3. Partnered with relevant community
pages, might lead to website traffic.
4. Use of heart shaped imagery, setting up
the message of heart health benefits of
the product.

Quaker Oats – Canada Website
1. The ‘Collections’ section is the main
highlight of the website.
2. #TodayList – An interesting UGC property
of Quaker Canada, that lets the users share
their thoughts on the site, leading to high
engagement and interest from the users.
3. Also, includes categorized recipe sections
that makes it look interesting and convenient
for the users.
4. The site is mostly dominated by recipes –
positioned in the main navigation.
5. On Facebook: Various tie- ups with the social
organisations/community for a greater reach
to masses.161 K likes

Instant
Oat
meal/
On-the-go
option
Source
of
energy
(exercis
es)
Country
related
posts
Doing
social
good
campai
gns
Playing
around
Nutrition
/taste
Quaker Oats – Brand Communication on FB (Canada)

Quaker Oats – Brand Communication (Philippines)
1. Message – To serve healthy goodness.
2. The Fat Kid Inside – Partnering with video bloggers for sharing Quaker
recipes on fb page.
3. #QuakerPowerMeals – Recipes shared
4. The tonality of the communication is family oriented and highlights the
moments a family shares together.
5. Activation posts on Instagram following.
6. Simple DIY Quaker recipes sharing on facebook.
7. Appealing to masses through motivational quotes shared.
213 K likes

Quaker Oats – Brand Communication on FB (Philippines)

1. #FeedTheirFuture Campaign – Partnering with social communities by attaching social
value to the brand through the brands activities.
2. #LoveMondaysfm – A digital radio show concept wherein the users can listen to the
songs as per their choice by downloading Podcast from the website.
3. Winning Recipes section – Engaging with the users through UGC recipe sharing.
Quaker Oats – Brand Communication on FB/Website (U.K)
35 K likes

Brands social platforms statistics
Brand Facebook Twitter Instagram YouTube Pinterest Google+
Malt-O-Meal 54K likes 4,019 followers 95 followers 79,839 views
120 subscribers
22 followers 9,131 views
Kellogg’s
Special K
(India)
2.9 m
Likes
No Twitter
account for
India
17.9 K followers
(U.S)
Kellogg’s
Special K, India
not present
here.
395,594 views
852 subscribers
No official
account
84,392 views
48 followers
Nestle FITNESS
(International)
5.4 m likes Nestle FITNESS
country twitter
accounts.
- 10, 231, 905
views
2,566
subscribers
52 followers
75 pins
-
Kashi Go Lean! 761 K likes 11.5 K followers No official
account
149,559 views
276 subscribers
2,613 followers
463 pins
-

Cheerios 1 M likes 58.8 K followers
3,164 tweets
512 followers
19 posts
13,707 subscribe
rs
19,480,184 view
s
2,277 followers
686 pins
906, 768 views
152,820
followers
Weetabix
(U.K)
435 K likes 14.8 K followers
9,186 tweets
- 1,460 subscriber
s
1,025,453 views
38 followers
59 pins
-
Jordans 31,816 likes 5,069 followers
6,502 tweets
- 100 subscribers
181,411 views
63 followers
45 pins
-
Quaker
(Canada)
161 K likes 156 K followers
17.2 K Tweets
- 234 subscribers
1,202,504 views
5,415 followers
2,666 pins
-

Quaker
(Philippines)
215 K likes - 2,189 followers
57 posts
1,145 subscriber
s
96,356 views
- -
Quaker (U.K) 35 K likes 2,184 followers
306 tweets
- 243 subscribers
197,420 views
- -
Quaker
(France)
- - - - - -
Quaker (India) 176 K likes 1,152 followers
4,538 tweets
80 followers
38 posts
3,611 subscriber
s
2,976,355 views
- -

Online
Reputation
Management
system
• Quaker (India) should engage with the active audience/users on the social
platforms to encourage a conversation, mostly seen during campaign times.
• Respond to the comments people are making and answer to the questions of the
users instantly too..
Social content &
video content
• As a long-term strategy, Quaker can renew its ‘healthy’ image to more of social,
environmental and cause-related marketing.
• Creative content in terms of partnering with social/community organisations can
be focused to distinguish brand image from the competitors.
Search engine
optimisation
• The Quaker (India) company website needs to edit the company website name in the
search page.
• Quaker Cookbook - The recipe videos can be featured on the top RHS wikipedia
brief page as a search result for Quaker oats (India).
Social branding
• Quaker’s brand communication can align with the latest trends on women [‘Selfie
with daughter’].
• Align social marketing with company history/values to tell about the unknown
facts about the brand.
Recommendations for Quaker’s digital marketing
New
launched
products
• The flavors of the products should be highlighted and promoted more aggressively
on social pages (Vines/GIFS).
•

• Quaker Lifestyle/Nutrition section articles can be promoted on the E- Health
magazines and the product banners can also be marketed through such E-
magazines. [http://www.womenshealthmag.com/]
Quaker App
• Quaker app can be integrated on the website by having mix of features from the
Nestle FITNESS app/ZIP Up – 14 Day Program website or even Kellogg’s Fibre
Tracker app.
Quaker website
• The bloggers can be asked to share their blog link on the website to share their
content/concerns for instance see link: Real Moms & Dads
• This will let the brand link their content on the blogger’s blog.
Recommendations for Quaker’s digital marketing
Social content &
video content

Quaker (India) Website
development

demo.quaker.co.in still in progress…

2 3 4 5 6 7 8 9 101
Agency
Client need brief
assessment
Client
Need-brief
shared with agency
Proposed site
map shared
Site map
review
Wireframes
Wireframes
Review
Content Outline
Content outline review
(as per sitemap)
Landing pages design
artwork (Homepage
share first)
Landing pages
deign artwork -
Review
Inner pages design
artwork
Inner pages design
artwork - Review
Test link
shared
Coding –
Backend/Frontend
Test link –
Q.C
Final Phase of
site sent to
global team
for approval
Browser/mobile
responsive testing
Final
Review
Launch
website/SEO
optimization
11
Quaker website revamp process

1
About Quaker (site map) About Quaker (final design)
Before & After

2
Reference site for Quaker
website
Final design replicated as per
reference
Before & After

3
Product landing page
wireframe
Product landing page design
Before & After

How is the transition to Smart Heart Challenge
coming?
As Smart Heart Challenge is the key highlight in the
lifestyle section, we need to have the tab for ‘Smart
Heart Challenge’ in the sub navigation tabs .
We don’t need a separate section for testimonials.
Testimonials need to be incorporated in each of the
different sub sections under lifestyle with relevant
context.
Top There needs to be one key video of
the SHC,one of the TVCs that we have
from last year’s campaign.
Also there needs to be a CTA for ‘Take the
Challenge’ now. Upon clicking this users
need to receive a docket that helps sign
up for it via mail and sends them a mailer
docket with detailed information about it.
Also, where are we incorporating the tips?
Previous feedback not
incorporated
Refer to this.
http://quaker.co.in/smartheartc
hallenge/
4Feedbacks given

5Mobile responsive Quaker site

Thank You! Quaker
I started with a great internship in
these 2 months…

PepsiCo Quaker Project_Mandalsa

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