Covid-19 year was filled with challenges for most brands while some had a feast of success some struggled not because of the pandemic but with a mere fact that the process flow was disrupted either by unavailability of personnel for production, interstate movements, low purchases, procurement of raw materials , production, supply chain and the list goes on.
The scarcity gave new entrants the opportunity to win the market since the “KING OF OATS” took its absence from the space. There were those made locally, some were imported which filled the space for consumers who desperately wanted to eat healthy oats but unfortunately, taste and quality could not be matched with that of Quaker Oats.
With gradual easing of restrictions, Quaker made it’s was back late 2020 with stiff resistance in getting a share amidst competing brands most especially in traditional trade with pricing as a weapon to defeat the brand. Retailers and consumers were happy to see Quaker Oats but few had pitched temporary tent with other brands.
Quaker Oats came all out with a major tool – “PRICING”, which was the first phase of the winning strategy thus initiating the reclamation process of the market share. Another tool used was “REWARD”, where distributors were engaged in its “Display & Win” campaign done at all major markets PAN Nigeria which showed creative product display in trade.
Sales activation was not left out in 13 states PAN Nigeria which was used to drive single unit sales for shoppers and consumers at traditional and selected modern trade outlets with incentives as rewards based on quantity purchased. Aggressive neighborhood sales drive to penetrate shops and kiosks. Kudos to the Quaker brand team on delivering excellence in product availability and brand visibility.
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