Case Detail

Case Summary

Quaker Oats's Oatmeal Division

Case Number: 5-106-005, Year Published: 2006

HBS Number: KEL182

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Authors: Christie L Nordhielm; Gretchen Hall

Key Concepts

Brand Management, Marketing Strategy, Marketing Plans, Pricing Strategy, Market Segmentation, Targeting, Positioning


The hot breakfast cereal division of Quaker Oats was in serious decline. The increasing American preference for speed and convenience at breakfast did not bode well for improvement. The senior VP over the hot breakfast division has been given an ultimatum by the CEO to turn the company’s namesake product line around. She develops a marketing plan, but will it work? LEARNING OBJECTIVE: Students will analyze a mature product category within the context of its competition and consumer trends, and apply several aspects of brand management and marketing strategy to maintain market share in the face of changing consumer preferences and intense competition.

Number of Pages: 25

Extended Case Information

Teaching Areas: Marketing, Strategy

Geographic: United States

Industry: Food

Organization Name: Quaker Oats

Organization Department: Hot Breakfast Cereal Division

Organization Size: Large

Decision Maker Position: SVP

Decision Maker Gender: Female

Year of Case: 1999