MARKETING PLANNING & CONTROL

MARKETING PLANNING & CONTROL ASSIGNMENT



Prepared by:
Andrie Irawan (2007.11.0210)
Christina (2007.11.0178)
Maya Lisa (2007.11.0342)
Nastasya Victoria (2007.11.0184)
Popy Bonanza (2007.11.0239)
Sherly Fen (2007.11.0104)
Shinta (2007.11.0135)
Wincent Octavianus (2007.11.0132)

CLASS MKT 11-1C


Submission Date:
Tuesday, December 9th, 2008
1. CHOSEN PRODUCT:
Quaker Oatmeal

PRODUCT LIFE CYCLE (PLC) of Quaker Oatmeal (in general)



• New Product Development
In 1877, Quaker Oats registered the first trademark for a breakfast cereal. The trademark was registered with the U.S patent office as a “figure of a man in ‘Quaker garb’.” Both former owners, Henry Seymour and William Huston, claimed to have selected the name as a symbol of good quality and honest value.

• Introduction
In 1882, Henry Parsons Cowell launches the first national magazine advertising program for a breakfast cereal. Quaker Oats was first sold in bulk, but later in 1885, it was packaged in square boxes. In 1890, the American Cereal Company runs a special all-Quaker Oats train from Cedar Rapids to Portland, and introduces the first ever “trial-size samples”. ½ oz sample boxes of Quaker Oats are delivered to every mailbox in Portland. Then in the year of 1891, it introduced the idea of packaged premiums by inserting chinaware items into boxes of oats. The familiar round Quaker Oats package is introduced in 1915.

• Growth
As the advertising of the Quaker Oats kept ongoing, there were also loads of things went on related to the growth of Quaker Oats. It introduced the familiar smiling head portrait of the Quaker man as the new trademark for Quaker Oats, which was then updated to a full-color portrait by a different artist. Then it introduced bunch of new stuffs, such as the cookie recipe, the instant oatmeal, the Quaker Oat squares, Quaker Oat Bran, etc. In 1901 American Cereal became the Quaker Oats Company, with sales of $16 million. Twenty years of growth followed, including a wartime peak of $123 million in sales in 1918. In the years that followed World War II, Quaker's sales grew to $277 million generated by 200 different products (including Quaker Oatmeal), a broad product line requiring heavy promotion.

• Maturity
This product is considered mature due to its well-known brand and the quality that has been proven by the loyal customers who have consumed this product over the years. Quaker Oatmeal is still the chosen product in terms of breakfast cereal, even until now.

2. SWOT ANALYSIS
The SWOT of Quaker Oatmeal is as the following:
• S (STRENGTHS)
- Hygienist
The cleanliness of the product is guaranteed because it is well packaged.
- Practical
It is easy to prepare for daily meal (especially for breakfast).
- Good for health
Quaker Oatmeal not only tastes delicious, it's good for your heart. Research conducted over the past 40 years shows that eating 3g of soluble fiber daily from oatmeal, in a diet low in saturated fat and cholesterol, may reduce the risk of heart disease. Quaker Oatmeal can help lower your total cholesterol, and LDL ("bad") cholesterol, and that can help keep your arteries clean and healthy. It is also good for managing diabetes.
- Revolve around for tens of years
This product has been in the market over the decade, so the quality has been proven well.
- Suitable for certain people with high mobility of life
It is said that it is practical, so it is definitely ease people who live a high mobility life to consume this product whenever they need.

- Suitable for people who go on diet
By consuming this food, you can manage your weight to a proportional weight, but of course it should be followed by a routine exercise.

• W (WEAKNESSES)
- Expensive
The price is relatively more expensive than the other similar product.
- Come in a plain taste – in Indonesia
This is the main reason why children do not (really) enjoy eating Quaker Oat. As we know, children are more attracted with sweet stuff, or something with different kind of taste.
- Has no variant flavor
In Indonesia, Quaker Oat has no variant of flavor.


• O (OPPORTUNITIES)
- Better distribution
It can be distributed in few areas that haven’t been reached before.
- More Variant
It can be made in more variant of flavor to attract costumer to try it.
- Keep on the good quality
It has to maintain its good quality so people won’t be willing turn to other product.


- More promotion
Promotional campaign should be increased to keep creating awareness on people’s mind of this product.

• T (THREATS)
- There are many products similar to Quaker oatmeal with a lower price
- New product of this kind of a different brand

3. STRATEGY FOR THE NEXT ONE YEAR:
Generating interest and sales.

4. TACTICS:
• Product
- Expand the variant in flavor
There are two kind of taste to be offered, which are SWEET that comes in “Banana & Walnut” and “Chocolate” flavor and SALTY that comes in “Vegetable” and “Chicken Mushroom” flavor.
- Make the product in form of sachet
We make the product in form of sachet that weighs 60g to make it easier to bring anywhere.
• Promotion
Creating a promotional program, which is if we buy two of 800g packaging, we can get 1 free bowl and a recipe book that contains a food recipe using Quaker Oatmeal.
• Price
We choose the market penetration way in launching our new product because we think that if we use this way, we can enter the market easily. For example: when we take a look at the price of the product in the supermarket, people would think that they can purchase for new variant of flavor with the exact same price as the old type. If the demand to this product is increasing well, we can increase the price slowly.