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Battle from the oats,[link widoczny dla zalogowanych]
A fresh new marketing war is brewing within the great Indian breakfast market. Now, it is the battle from the oats. It is over Fifteen years since Kellogg's first launched its selection of cornflakes in India,[link widoczny dla zalogowanych],[link widoczny dla zalogowanych], in the hope of persuading Indians to alter their breakfast habits. The results happen to be mediocre, yet now the oats brigade is here in full strength, to test its luck.
Think about this recent rash of launches and marketing activity, and also you get a flavour of how active the category of branded oats has suddenly become:
5 years ago, Quaker Oats, which calls itself the No. 1 Oats brand entered India. With over 100 years of trusted heritage, it offers oats which cook within three minutes. Recently, additionally, it launched instant oats which need no cooking. The clear objective was to leverage the strong equity from the Saffola brand. A couple of months later, Saffola also introduced two new variants of oats catering specifically to Indian tastes: Curry Pepper Oats, and Masala Coriander Oats.
In 2010, Kellogg's, the worldwide giant most widely known because of its cornflakes, also entered the oats market, with its oats, that the company claimed was tailored to the Indian palate. It emphasised the healthy nature of oats, and how it would help battle a stressful life.
In 2011, Horlicks, among the country's most widely known brands of health beverages,[link widoczny dla zalogowanych], launched Horlicks Oats, by having an enhanced three-way promise: manage unwanted weight, take control of your blood pressure and lower cholesterol.
Towards the end of 2011, Britannia, a family group name in biscuits, introduced oats under its Healthy Start brand. Four variants of oats were launched simultaneously: plain, strawberry, savoury and multi-grain.
Perhaps in no other category have a lot of well known brands entered the Indian foods market such quick succession. Are branded oats a breakfast food whose time has come? The branded cereals market in our country is valued at Rs 500 crore per year, and growing at 25 per cent every year. Marketers estimate this handsome growth rate is only going to increase,[link widoczny dla zalogowanych], with key drivers being growing affluence, double-income couples and increasing acceptance of non-Indian foods. This explains why reputed brands have been in a hurry to enter India and win consumers' minds.
The battle from the oats is in its early days, yet to be fought and won. It'll intensify as multiple brands fight to bolster their positions. It will also be watched keenly by students of selling,[link widoczny dla zalogowanych], as oats in the morning involves a simple change in ingrained consumer habits,[link widoczny dla zalogowanych], as well as since there are reputed global and Indian brands involved. Here are some key factors, including consumer triggers and barriers,[link widoczny dla zalogowanych], that will figure out how this battle progresses.
Indian consumer understanding of branded oats as a breakfast option is still very reasonable. All brands will have to purchase creating the best quality of awareness. The reality that oats are a good breakfast food, much like idlis or dosas or poha, has to be driven home in memorable ways. In my brief conversations about them,[link widoczny dla zalogowanych], I've found that many traditional-minded Indians carry the perception that oats are a coarse grain,[link widoczny dla zalogowanych],[link widoczny dla zalogowanych], perfect to feed horses but not suitable for human beings; unlike rice and wheat, that are considered superior and refined grains. Indeed,[link widoczny dla zalogowanych], there might be the seed of the marketing idea embedded in this very misconception.
Oats' health advantages will perhaps be the biggest trigger for their adoption by Indians. The facts are powerful: Oats are an excellent source of carbohydrate, protein and dietary fibre. Additionally,[link widoczny dla zalogowanych], they contain beta-glucan soluble fibre which will help reduce cholesterol. However, all this makes oats sound a lot more like strong medication than tasty food,[link widoczny dla zalogowanych], and consumers can't stand the concept of having nasty medicine for breakfast. All of us crave a tasty breakfast. Marketers will have to marry the health advantages of oats, which are a category differentiator, with taste, which is an important point of parity in the morning foods.
The discussion of taste brings us to a big truth of Indian breakfasts: We love to spicy hot breakfasts, which is the spicy chutneys and pickles we eat with our dosas and parathas. Therefore, if oats have to succeed big time, they have to venture where cornflakes and muesli have not: they have to create hot spicy breakfast solutions.
As oats are often cooked by boiling them in milk, the preference for decent breakfasts is basically met. However,[link widoczny dla zalogowanych], oats can leave diverse directions. Curry or masala oat flavours, as launched by Saffola, is one possibility, although it is unclear whether consumers will require to Indian flavours with what is basically a Western whole wheat toast experience. The knowledge in our Western fast food markets (aloo tikki burgers and tandoori chicken pizzas) appears to be positive, though. Quaker's, on the other hand, is rolling out using oats in Indian dishes such as dosas, uttapams and idlis, also a fascinating direction. Consumers who've used these recipes seem to be loving them. This is a typical reaction on the Internet, from a lady that has made Lemon Oats Upma: this recipe yesterday. Hubby loved it so much. So happy! breakfasts
Our breakfasts are traditionally heavy stuff, which stop us full until a relatively late lunch. Marketers will have to convince people who oats provide the same solution, despite not being cooked in butter or oil. I've been eating oatmeal for breakfast for over 2 yrs now, and my own view is the fact that oats keep you full for longer than idlis or parathas do, though in the point of consumption, they do not appear as heavy. What about a hunger challenge or consumer testimonials about them, is going to be required to break the customer perception that oats do not alllow for a breakfast.
One of the key reasons that my wife and I adopted oats for breakfast was the sheer convenience: three minutes and the dish is ready! On the other hand,[link widoczny dla zalogowanych], Indian breakfasts are far more cumbersome to organize. Particularly for double-income couples, where morning time is at a higher premium, this is a powerful trigger. And when convenience is seen alongside the health advantages of oats,[link widoczny dla zalogowanych], this can be an unbeatable combination. No brand seems to have leveraged this basket of advantages imaginatively enough, not.
Finally,[link widoczny dla zalogowanych],[link widoczny dla zalogowanych], how will brands of oats which desire to win this battle differentiate themselves from other brands, as the product can easily put on the commodity space? A brand like Quaker's can possibly take the high ground on heritage and category expertise. Brands such as Horlicks and Saffola can, given their existing brand equity, make an effort to go ahead and take high ground on specific facets of health. However, there are many other differentiating propositions which have not explored. For example: The tastiest oats. The best oats for growing children, or teenagers. Fortified oats customised to working women. Oats that are perfect for making Indian dishes. The fastest cooking oats.
Over my oatmeal breakfast, it will be interesting to watch how the battle of the oats unfolds.
(Harish Bhat works with Titan Industries Ltd,[link widoczny dla zalogowanych], where he has served in senior business roles. He is currently on the sabbatical. These are his personal views)
Keywords: Marketing war, breakfast market, oats,[link widoczny dla zalogowanych],[link widoczny dla zalogowanych], Kellogg's,[link widoczny dla zalogowanych], Fifteen years,[link widoczny dla zalogowanych], selection of cornflakes, India,
Well it is very good business tactic, without doubt OATS are great for health. But mostly imported and expensive.
Local made maize (JONNALU,[link widoczny dla zalogowanych], SAJJALU, RAGULU) etc are more or less same great for health. And cheap too. And very less change of using fertilizers and having very good history these cereal are great for Indian in terms of our lifestyle and also the weather conditions.
Western food might be simple to eat also easy to achieve weight. See most of the western countries aren't facing the obesity problem.
So friends build your own decision. I'm not saying avoid it. But too much addition for it won't inflict good.
So, a person need to ensure that what he gets is correctly processed and packed. Also have a closer look at the Oats for just about any tiny moving insects. This because I had a bad knowledge about Quaker Oats plus they replaced the infected pack only once i threatened saying that I'll take the case to consumer court, online media and to print media.