1. Yevgeniya
Gozenpud

2. EXECUTIVE SUMMARY
Quaker Oats is on a mission to continue spreading Oat Goodness for another 100 years.
To be able to accomplish our goals we will need to have a renewal of the company inside
and out. We plan on having our focus for 2012 Market plan to push for
creativity, sustainability and growth. These goals can only be accomplished if all members of
management and staff are productive, efficient and effective. Working together to enter a
new phase in history for the company and maintaining a positive image, competitive edge
and overall growth.
The main focus of our marketing goals for 2012 is to listen and connect with our consumers.
Our objectives are to gain trust, become a resource and build long lasting relationships with
our target market. To accomplish these goals we will put our marketing efforts into social
media and the online world. This will enable us to engage and listen to conversation, conduct
research and share advertisement in an efficient and effective way.
Together we can transform our company into a model corporate citizen and make
relationships with consumers, other companies and adapt to the changing times.
With GMO regulation pending and growing consumers concern over the quality of
their food this is the perfect time to lead our industry into a more sustainable,
healthy & environmentally aware way of conducting our business. With a renewed
commitment to our mission and new approaches to our consumers we hope to
engage all of our employee’s in our efforts to grow and evolve in 2012.

3. Company Goals
Renewal Growth
• Improv e on Overa ll operationa l • Long term grow th and profitability
efficiency and effectiv eness.
• Build and Expand nutrit ion business • Productiv ity Focus
• Increase availability of macro snack • Simplifica tion of decisio n making
• Creativity Focus
• Efficiency of financia l manag ement
• Maintain a good reputation
Sustainability
• Reach out & engage w ith consumers
Create a positive business environment
• Incorpora te techno logy in all aspects
though honesty, integ rity and fairness
of company
Responsible Corporate citizenship
Improv e aspects of the w orld : • Build relationships w ith other
• Environment business that focus on nutritio n
• Economic
• Social • Position company for future grow th

4. SALES
Annual Industry
 $13 Billion 2012 GMO Sales Trends
 Annual growth of 4.9%  GMO Free Foods went up 67 % &
 Annual Breakfast Cereal saw sales growth of $60.2 million
Sales$7.7 Billion in market share
 Ibisworld.com  Non GMO Project is growing and
Trends partnering within the industry
(Kashi)
 Thinking outside the box
 Forecast
 Healthy Foods & Drinks
 Demand will enable modest
 Time Saving products pushes Growth
industry demands
 Consumers are on the go
Market Share
 Quaker Foods North America
(QFNA) Drop in 2011 - 1.9 shares as sales fell
4.5%. This drop can be related to the
bad press received from the GMO
Census Report contamination and loose of company
http://bit.ly/MxSsxa approval

5. QUAKER OATS SALES
650 “Net revenue declined 3 percent and
640 volume declined 5 percent, reflecting
general
630
620 Sales category trends. Operating profit
declined 10 percent, primarily
610
reflecting the benefit from an
2012 2011 inventory accounting change
recorded in the prior year, which
 Quaker Oats Sales contributed 7 percentage points to
 $ 623 million as of 3/24/2012- United the decline.”
States
 $ 640 million as of 3/19/2011- United
States PepsiCo Website Earning Release
 11% Difference http://bit.ly/NQD8ic
 2011- Total Sales for Cold Cereal $
410,410,900
O P E R AT I N G P R O F I T
 $87 Million -2012

6. QUAKER OATS
SWOT
Strengths Opportunity
 130 in Business  Entered Global Market
 1 st to trademark Breakfast Cereal  India’s a growing market
 1 st to Advertise in National  Healthier option versus Fast Food
Magazine  European Market - recently
 1 st to introduce convenience banned GMO
breakfast cereal
Weakness Threat
 Controversial Image of “Healthy  New Products
Option”  Consumers are more educated
 Cross Contamination of Products about products
 Lack of Sustainable or Fair trade  False advertising
 Lack of Innovation  Customer disapproval

7. ENVIRONMENT
Technology Political
 Use technolog y to mak e operation s efficien t GMO are a key topic in the
 Marketing Commu n icatio n Tools current political arena. There
 Custo mer Service is anticipated change in GMO
 Offers renewal to co mp an y Labeling and distribution.
33 countries have banned
Social Environment GMO’s.
 Approximately one in every seven people on Monsanto vs. 3000 Farmers
http://bit.ly/OIMX05
Earth is using Facebook daily http://bit.ly/NEYC0v
 More than 250 million people access Facebook Industry
through their mobile devices  S t ro n g re p re s e n t a t i o n i n t h e
 More than 2.5 millio n websites have integra ted G re a t L a ke s R e g i o n .
with Facebook I L , O H , M I re p re s e n t 2 1 %
o f t h e i n d u s t r y.
 ( JeffBula s.co m )*** (This number is calcula ted
by dividing the planet’s 6.94 billion inhabita nts  C h i c a g o , D e t ro i t , C l e v e l a n d
a n d M i l w a u ke e a re h o me t o
by Facebook’s 900 millio n users)
the leaders in this industry .

8. CONSUMER
ANALYSIS
“Americans are voting with their forks”
Demographic:
Age: 22-44
(Women in this age are the most engaged
age group on Facebook Page) CBS Report- 53 % said they do not want
Primary: Women :Mothers, Students and to by GE Foods
Young Professional MSNBC Report- 96% of respondents
Secondary: Students, want Labels for GE Foods =40,000 People
Young Professionals & Families
• Research shows GMO Free
Concerned About:
Food conscious foods is up 67% in 2009 with
Environment sales growth of $60.2 million
Food taste http://bit.ly/MeKacA
Food security
Food safety • Organic Food customers
Personal Health show interested in the
Product Integrity same things
Sustainability

9. TA R G E T P R O F I L E A LWAY S “ O N T H E
29 YEAR OLD WOMEN GO” & LOOKING FOR
“ K AT H Y ” C H I C A G O I L H E A LT H Y O P T I O N S
Student Professional
Enjoys learning  Has recently entered the
& is always
involved in workforce
professional  Looking to advance her
development career
Night classes &  Works full time
Seminars
Purchase’s based  Purchase based on
on Health & Convenience and Health
Convenience
Mother
 Purchase based on
Healthy options &
Convenience
 On the Go
 Healthy for kids
 Easy to transport

10. Kellogg- Strengths phytosterols
 42% of Global Market Opportunity
Direct
 Strong Brand  Global Market
Competitor Recognition  Kids Market
SWOT  Convenience  Mergers/ Distribution
Weakness Threat
Analysis  Lack of Innovation  FDA
 Lack of Sustainable or  Label Restrictions
Progressive Products  Consumer Awareness
 No Organic or Fair  Image-Bad Press
Trade
 Cost Inflation
 Products contain plant
 Kashi – Indirect Competitor
 Commitment to Natural and Healthy products
 Partner of the GMO Free Project & Verified
 Young company with fast growth
 Bad press and customer disapproval

11. MARKET INTRODUCTION STRATEGY
 M a r ke t D e v e l o p me n t
Diversity
 Healthy for you and the planet Diversify content and approach to consumers.
 P ro mo t i n g G M O F R E E F o o d s
Offer educational, entertaining and engaging content.
 Modifications
 P ro mo t i n g e n v i ro n me n t a l re s p o n s i b i li t y
 Improve operations
 D i g i t a l M a r ke t i ng
 Alter campaign based on conversation
 O f f e r i n g c o mp re h e n s i ve re p o r t s o n & engagement
p ro d u c t s & b e n e f i t
 Work within the company and
P ro d u c t D e v e l o p me n t communicate with all departments
This product is in the decline stage of through out the campaign
its life cycle.
B a d P re s s a n d c o n s u me r d i s t r u s t h a s l e d t o
this decline.
G M O P r o j e c t Ve r i f i c a t i o n a l o n g w i t h
partnership can help to regain public trust.
 P ro d u c t i v i t y I n i t i a t i v e s t h a t w i l l b r i n g
c o mp a n y o p p r i t n u t i e s t o s a v e c o s t
 C re a t i ve f o c u s t o d i s t i n g u i s h p ro d u c t
f ro m c o mp e t i t o r s

12. MARKETING
MIX
Product- Distribution
 Offer GMO Free Tests to  Midwest & Great Lakes
consumers to maintain
Region
integrity
 Offer variety of flavors  Chicago, Milwaukee
 Offer New On the Go option Detroit, Cleveland & St.
Branding Louis
 Renew image of product as well  Distribute in places where
as commitment to GMO Free
Foods target audience are spending
 Healthy & Convenience time including:
 Commitment to
 Grocery Stores, Health
environment, social &
economic responsibility Markets, Convenience Stores
Packaging
 Office Centers
 New Design
Recycled packaging  University and College areas
 On the go option

13. PROMOTION
Objective
 Fallow and align with Media
Trends  Using YouTube video & Vimeo to distribute
 Communicate with advertisement
Consumers  Start Blog
 Interact on social networks
 Increase use with  ( i.e. Facebook, Twitter, Google+…)
electronic communications  PR-”Good Press” News Outlets
 Increase Digital Marketing  ( i.e. Huffington Post & NYT)
& Distribution
Q u a ke r G o a l s :
Renewal & connection
 Web s i te O n e - t o - o n e M a r ke t i n g
 Add descriptions to B u i l d i n g L o n g t e r m c o n n e c t i on
pages & pictures  Promote transparency & Authenticity
 Add new Interactive  Open communication channels
component  Become a recourse
 Focus on mission  Align Marketing with company mission
 Quality Reports and  Renew image
Test

14. Facebook YouTube Twitter Google+
Become a
recourse
Engagement Conversation
Company
Giving Blog Recipes
Brand
Awareness
Company
News

15. Customer Service Goals
 I n crea sing O n l i n e C u s t o mer S erv i ce a n d I n t era ction
 Pro v ide a n s w ers t o p ro b l ems o n l i ne
 Beco me a rel i a ble a n d g a i n co n s u mers t ru s t
Retentio n
 Listen & Respond to consumers ideas and needs
 Start Conversation & Engage Consumers
 Create a user centric experience
Po l icy
 Provide Company Social Media Policy to all employ ee’s CUSTOMER
 Offer Rules, Tips & Ways to get involved with Social SERVICE
Media Team
 Clear guidelines and rules for company accounts & ways
to provide customer service via social media
N eed s o f C o n s u mers
 Li s t en t o co n s u mers a n d f i t t h e n eed s
 O p en d i a l ogu e w i t h co n s u mers v i a s o ci a l med i a
 R es p o n ds t o n eed s q u i ckl y a n d ef f ect ively
 Pro v ide ex cel len t cu s t o mer s erv i ce t o a l l cu s t o mers
 R es p o n d q u i ckl y a n d ef f i ci ently t o cu s t o mer p ro b l ems

16. RECOMMENDATIONS
 T h e F u t u re o f t h e C o mp a n y D e p e n d s O n Lo n g Term
its ability to change and evolve to fit the  Ren ew ed co mmi t men t t o mi s s i o n & o f
t i me s . Te c h n o l o g y h a s c h a n g e d t h e w a y r es p ons ibility an d s u s t ai nability.
c o mp a n i e s o p e r a t e a n d c a n b e u s e d i n  Reg ai ning p u b lic t r u s t an d co n s u mer
ma n y w a y s t o e n h a n c e t h e q u a l i t y o f t h e s u p port t h r o ugh co mmu n i cation an d
o p en nes s .
Q u a ke r O a t s c o mp a n y.
S h o rt Term
 C o n s u me r s h a v e c h a n g e d a n d c o mp a n i e s  S t ar t t o u s e n ew ap p r o aches t o
need to be able to adapt to new practices mar k et ing an d s o ci al med i a.
a n d a p p ro a c h e s s u c h a s  LI S TEN TO & co n n ect w i t h co n s u mer s.
t r a n s p a re n c y, s u s t a i n a b il i t y a n d
a u t h e n t i c i t y.
 Improvements
 Stop using GM ingredients completely
 Show consumers Quaker Oats Company
Responsibility to the environment, health and
society.
“ORAGANIZATION & COMMUNICATION LEADS TO
EVOLUTION”

17. SOURCES
 h t t p : / / w w w. i b i s w o r l d . c o m / i n d u s t r y / d e f a u l t . a s
p x ? i n d i d = 2 2 6 & p a r t n e r i d = Va l u a t i o n R e s o u r c e s
  h t t p : / / s m p b f f 1 . d s d . c e n s u s . g o v / T h e D a t a We b _ H
 Ibisworld-Industry report otReport/servlet/HotReportEngineServlet?em
 ailname=ec@boc&filename=mfg3.hrml&2012
 h t t p : / / w w w. b a k i n g b u s i n e s s . c o m / F e a t u r e s / M a r 0 2 0 2 0 9 2 4 5 7 . Va r. N A I C S 2 0 0 2 = 3 11 2 3 0 & f o r w a r
k e t i n g % 2 0 Tr e n d s / 2 0 11 / 6 / G M O - d = 2 0 1 2 0 2 0 2 0 9 2 4 5 7 . Va r. N A I C S 2 0 0 2
free%20foods%20gaining%20ground.aspx?cc
k=1 
  US Census-2002-2007 report
 Bakingbusiness.com article 
  h t t p : / / w w w. p e p s i c o . c o m / D o w n l o a d / Q 1 _ 2 0 1 2 _
 h t t p : / / w w w. t r e e h u g g e r. c o m / g r e e n - f o o d / g m o - Earnings_Press_Release.pdf
bans-laws-and-labels-from-around-the- 
world.html  P e p s i C o We b s i t e - E a r n i n g R e l e a s e
 
 Tr e e h u g g e r. c o m - G M O l e g a l F u t u r e  file:///Users/yevgeniyagozenpud/Desktop/Pos
 t-
Pepsi,%20Quaker%20Sales%20Experiencing
%20a%20Morning%20Slump%20%7C%20New
s%20-%20Advertising%20Age.webarchive
h t t p : / / w w w. o r g a n i c a u t h o r i t y. c o m / b l o g / o r g a n i c / 3
00000-farmers-seek-legal-protection-from-
monsantos-gmo-seeds/  Competitor Chart- Breakfast Cereal Chart

 O rg a n i c A u t h o r i t y. c o m - M o n s a n t o l a w s u i t -
3000 Farmers vs. Monsanto