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NEW BUSINESSPITCH BRIEFQUAKERChewy BarPROJECT WORK
PepsiCo's Quaker is reviewing its Quaker Chewy snack-bar business.
The move comes as the company looks to house its different businesses under the Quaker name at separate agencies. According to the request for proposal, Quaker in the past has had its hot cereal and snack bars business under one agency's roof, considering the two businesses to be similar. EnergyBBDO has been the lead agency on the Quaker
business since 2012. The agency is still working on the hot cereal business, said an agency spokeswoman.
"Recently, however, Quaker has adopted a demand space driven approach to positioning and communications," said the RFP. "With this shift, the Quaker Oatmeal and Quaker Chewy businesses now play in distinct demand spaces. "
A Quaker spokeswoman told that "we can confirm that we're in the process of exploring additional ad agencies to support 2016 Quaker Chewy work."
The review is likely to be a swift one. The company reached out to agencies in mid-November, and shops were scheduled to present their pitches on Dec. 18. It appears as though no in-person meetings will be held prior to the presentations, at
least according to the RFP, though there are two phone calls that were to be scheduled.
EnergyBBDO was also the lead agency on PepsiCo's Lay's brand, but as of May, the agency no longer works on that brand.
OVERVIEW
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The Quaker Oats Company is an American food conglomerate based in Chicago. It has been owned by PepsiCo since 2001.
Quaker makes, markets, distributes and sells cereals, rice, pasta, dairy and other branded products. Quaker’s products include Quaker Oatmeal, Aunt Jemima mixes and syrups, Quaker Chewy granola bars, Quaker Grits, Cap’n Crunch cereal,
Life cereal, Rice-A-Roni side dishes, Quaker rice cakes, Quaker oat squares and Quaker Natural Granola.
The Quaker brand spent about $59 million on U.S. measured media in 2014, according to Kantar Media, including the hot cereal and snack bar brands. Quaker Chewy is the fourth-largest brand in the snack bar category in the U.S. with a projected market share of 6.6% for 2015, according to Euromonitor International. Sales are expected to reach $451 million this year,
up from $433 million in 2014, according to Euromonitor. Quaker has been surpassed by the fast-growing Kind brand, which is now in third-place, with sales expected to grow from $391 million in 2014 to a projected $547 million this year.
BACKGROUND SUMMARY
SALES OF GRANOLA BARS
387.3
223.9
217.6
83.9
37.9
30.6
SALES OF THE LEADING 10 GRANOLA BAR BRANDS OF THE UNITED STATES IN 2015 (IN MILLION U.S. DOLLARS)
Nature Valley
QUAKER CHEVY
Nature Valley Sweet
Private Label
Kashi TLC
QUAKER CHEWY DIPPS
Sunbelt Bakery
Kind Healthy Grains
QUAKER BIG CHEWY
Atkins Advantage
0 10050 200 300 400150 250 350 450
of Downy
and Salty Nut
143.9
106.2
95.4
48
Geographic Distribution of Quaker Chewy Bars AudienceInterest in Chewy bars is higher in the North East and South, and slightly lower in the Midwest. However, as we notice by
the geographic distribution map, it has failed to establish a strong presence in the western U.S.
3 162
Healthy moms living in the West Coast comprise more than 50% in the 25-34 age range. They are married, college educated, and 40% of them earn between $40 and $70k per year. However, there is also a considerable segment of women who earn a yearly salary between $100 and $200k (33%).
Target Segment: Health Conscious moms living in the West Coast
STATUSMarried (68%)
INCOME$40K - $70K (40%)
GENDERFemale (100%)
FAMILYWith Kids (100%)
AGE25-34 (53%)
EDUCATIONCollege (71%)
AUDIENCE ANALYSIS
As healthy moms, beauty and wellness is a top concern. Fashion also attracts many of them - it’s placed at the 3rd position by popularity and presents high reach percentage. Careful aesthetic curation also seems to be applied to their
homes, as we see from traits such as Home Decorators & DIYs (2nd by popularity) and Design Lover, both of which register high popularity scores.
Many of these women are also actively engaged in their careers (Business people) and they are comfortable with technology. In their free time these women enjoy traveling.
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 Beauty and Wellnes...
Home Decorators &...
Fashion Lovers
Foodies
Travelers
Business People
Netizens
Pet Lovers
Design Lovers
Outdoor Enthusiasts
45.23%
24.34%
44.97%
35.44%
8.20%
9.14%
7.90%
12.43%
9.27%
2.21%
184.6
179.51
157.59
140.36
134.8
134
130.99
128.31
102.65
97.61
177.74
166.5
159.65
145.01
125.54
125.99
122.66
125.13
105.22
90.77
PO
PU
LAR
ITY
68
11
22
44
1
21.53%
REACH
1.70% 11.18% 32.86% 45.23%
18
4
TECHIES
BEAUTY & WELLNESSAWARE
ENTERTAINMENTJUNKIES
HOME DECORATORSAND DIYs
FOODIES
FASHION LOVERS
OUTDOORENTHUSIASTS
BUSINESSPEOPLE
MOTOR LOVERS
DESIGN LOVERS
POLITICALLY ACTIVE
READERSPUBLIC FIGURE
FOLLOWERSSPORTS ENTHUSIASTS
TRAVELERSNETIZESPET LOVERS
GAMERS
Top 10 Psychographics
INSIGHTYou can find this segment offline reading Fitness Magazines.
Online, distinctive spaces are represented by blogs about maternity, kids wellness and activities, product reviews and couponing/sampling.
Their TV watching habits show that these women are fans of docudramas about family life.
Their favorite media are magazines, highest by popularity. Among them fitness magazines are extremely popular, especially the ones taking a scientific approach on Health & Fitness, as stated by FitnessRx for Women
Magazine which is the most read in the category. In addition to fitness, they are reading about Parenting, Lifestyle and Cooking.
Online they follow health websites that are more focused on nutrition both for them and their children, as well as blogs providing ideas about activities to do with kids and experiences derived from being a mom. This
segment is also very active on product review sites and couponing/samples websites.
On TV they enjoy docudramas involving family, like: The Little Couple, The Chew, and Sister Wives. They also watch newscasts and are fans of The Ellen Degeneres Show.
MEDIA USAGE
MEDIA USAGE
TOP MEDIA SPECTRUM
# NAME REACH POPULARITY RELEVANCE
Magazines
Websites
Newspapers
Apps
TV
Radio
1
2
3
4
5
6
39.95%
93.95%
5.90%
34.44%
35.21%
15.63%
172.66
165
145.84
126.96
118.02
93.31
168.11
175.63
130.09
135.71
130.04
104.13
PO
PU
LAR
ITY
12
61
48
93
10
8
41.32%
REACH
2.97% 20.63% 65.56% 93.95%
17
2
APPS
WEBSITES
NEWSPAPER
MAGAZINES
TV
RADIO
TOP MAGAZINES
REACH relevance
10050059.84%44.88%29.92%14.96%<0.01% 150 200
Health
Food
Kids
Beauty
Green
Fashion
Sport
Travel
Business
TOP WEBSITES
MEDIA USAGE
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 Parenting
Food & cooking
Fashion and health
Home and garden
Travel
Lifestyle
Sport
Gossip
General Interest
Animals and pets
3.88%
6.84%
10.93%
4.33%
1.40%
11.72%
5.95%
2.83%
5.57%
0.73%
196.8
195.45
192.6
191.06
189.15
186.86
185.16
158.64
158.5
141.57
160.78
164.4
166.73
157.78
149.04
163.58
156.37
133.09
138.05
113.86
Quaker embraced partnerships with relevant influencers in order to increase awareness among moms. Furthermore the partnership went farther with Girl Scout Cookie, producing a “special edition” of granola bars.
Continuing with the same approach, Quaker could leverage the popularity of some famous people influencing the target. The first 10 positions of the famous people ranking are all about health and fitness and we bet health conscious moms are taking
seriously their words.
Moreover, analyzing their favorite recreational activities we surfaced a good interest into sports events and particularly regarding running.
Looking at their food preferences it’s clear their passion toward fruits and vegetables, with high appreciation of Avocados.
INSIGHTThis segment can be attracted and engaged through partnering with influential personalities like
Chalene Johnson (fitness and business expert), who are high in both relevance and penetration. You can also reach this segment of healthy moms at sporting events, especially running events. From a
product development standpoint, according to this segment’s taste preferences, a granola bar based on avocados could become their new favorite snack.
BUSINESS OPPORTUNITIES
BUSINESS OPPORTUNITIES
top famous people
REACH relevance
10065301.15%0.86%0.57%0.29%<0.01% 135 170
California Avocado Commission
Ore-Ida
Baby Bullet
Avocados from Mexico
Outshine
California Almonds
Driscoll's
Diamond Nuts
Hidden Valley
Lindsay Olives
top fruits
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 Jillian Michaels
Chalene Johnson
The Pioneer Woman
Chris Powell
Against All Grain
Eat Clean. Train Mean. Liv...
Shaun T
Dave Ramsey
Heidi Powell
Bob Harper
6.91%
3.62%
4.18%
3.06%
2.86%
2.41%
2.56%
4.13%
1.81%
2.00%
198.53
199.66
195.96
199.07
199.6
199.39
197.74
192.39
199.48
197.42
166.53
162.18
160.78
160.59
160.47
159.2
158.48
158.31
157.43
156.69
As for media preferences, this audience isn’t compelled by classic dramas or comedies; these women prefer full-length feature documentaries, indicating a craving for information. They also like to read content that can add something to their
knowledge.
Moreover, other than sports-themed content, they tend to follow blogs and websites talking about maternity, particularly those highlighting the busy lives of mothers.
The final element that can be exploited to increase the engagement with this audience is the high popularity of animals, which are present in the Pet Lovers psychographic trait. Dogs, and in particular Boxers, are the animals most popular with this target.
INSIGHTCapitalizing on this group’s passion for healthy lifestyles, interesting content could be produced around the
nutritional values of Quaker Products and how they contribute to a fit and healthy life, presenting this information within the context of scientific research.
These moms are trying to raise their children with as much of a natural, healthful diet as they can, and Quaker could be a good ally by basing their messaging and branding on authenticity and naturalness. Cultivating an
online space where health-conscious moms can share recipes, ideas and advice on maternity and raising healthy kids could be a promising avenue for increasing engagement, brand awareness and trust within this
target group.
CREATIVE INSIGHTS
CREATIVE INSIGHTS
TOP MOVIES GENRES
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
1 Documentary Films
Romance Films
Comedy Films
Drama Films
Animated Films
Science Fiction and Fan...
Action and Adventure Films
Horror Films
8.12%
11.50%
22.45%
13.47%
10.30%
7.27%
11.47%
2.40%
171.77
73.83
26.98
22.63
20.29
15.63
10.28
9.77
150.1
88.04
63.88
55.48
51.3
45.03
45.65
32.74
PO
PU
LAR
ITY
42
85
92
0
11.97%
REACH
2.40% 7.08% 17.09% 22.45%
17
1 DOCUMENTARYFILMS
ANIMATED FILMS
HORROR FILMS
COMEDY FILMS
DRAMA FILMS
ACTION & ADVENTUREFILMS
ROMANCE FILMS
SCIENCE FICTION &FANTASY FILMS
If you needmore insightson this target andits competitors
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