Question

Topic: Branding

Re Positioning Of Oats As A Full Day Snack

Posted by shashank.gupta17 on 5/8/2016 at 11:44 AM ET 250 Points
I wish to get yout opinion on how can I reposition a morning snack such as oats to an all day snack . I have launched two new favours for the same and need to strengthen the proposition that it can be consumed as a all day snack.
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RESPONSES

  • Posted by mgoodman on 5/8/2016 at 5:54 PM Moderator
    Is there any evidence that oats make a good all-day snack, or is this just a wish (on your part) in order to sell more oats?

    The first step in any re-positioning is to see whether the target audience accepts the basic premise. If so, what about it appeals to them? If not, why not? You can start with a dozen one-on-one [qualitative] interviews, then decide on whether you need more research, or if you have enough information to proceed/quit. (If all 12 of your 12 interviews suggests it's not a good idea, you can probably drop it with some confidence that you are not missing anything. Etc.) Or you can conduct 12 more interviews to see if you get the same result.

    The answer does not lie with us or with you, but with your target audience. They are the ones who will decide if this is a good idea or not.
  • Posted by saul.dobney on 5/9/2016 at 9:12 AM Member
    Are you meaning cereal bars? Or is this more about breakfast porridge? You might get some ideas by looking at international markets - oat-bars/cereal bars are being positioned as mid-morning snacks and cookies, healthier alternatives to chocolate bars, slow release carbs for after sports, cholesterol lowering added ingredient to bread.
  • Posted by shashank.gupta17 on 5/9/2016 at 10:17 AM Author
    Hi Guys thanks for your responses. I have done the research and the oats are a success as a morning snack, and I want to reposition it as a all day snack. I am not talking about the cereal bars. It is a ready to cook snack cooked in water oatmeal you can say. Please suggest some ideas regarding making a breakfast snack to a all day snack . thanks
  • Posted by mgoodman on 5/9/2016 at 11:44 AM Moderator
    You write that YOU "want to reposition ..." The question isn't what YOU want, but rather whether there is any fundamental appeal or reason why your target audience consumers might find the idea attractive. You might want to reposition kerosene as a cleaning product, but it's doubtful that consumers would find that appealing.

    So perhaps you can start with the benefit or appeal of oats-as-an-all-day-snack (for your target audience). Why is this a good idea for THEM? Who exactly IS the target audience? What would oats replace? How/Why is that better for the consumer?
  • Posted by mgoodman on 5/9/2016 at 2:04 PM Accepted
    Positioning (or re-positioning) isn't something you DO. It's the thing in a consumer's head that defines who you are, and what your brand means, to them. It's how they think of you inside their heads.

    So you might do all sorts of things to try to re-position oats as an all-day snack, but if consumers don't change their thinking about the product/brand, it is NOT re-positioned.

    That's why I'm asking WHY a consumer might want/need oat snacks all day. Do they not have other satisfactory snacks in the afternoon or evening? Is there an important unmet need when it comes to all-day snacks? Is there a particular benefit they might realize that can't be delivered by other snacks they might take in the afternoon?
  • Posted by Gary Bloomer on 5/9/2016 at 7:48 PM Member
    The low-carb lobby is against you. How would you position yourself in this regard?
  • Posted by saul.dobney on 5/10/2016 at 3:40 AM Accepted
    As everyone says you're looking to shift a consumer viewpoint. Since Kelloggs or Quaker don't sell all day breakfast cereals and they'd be most likely to benefit if such a repositioning was possible, my guess is this will be extremely difficult.

    You're going to need to find food occasions where oatmeal has a chance of being selected (so a survey or investigative research), find a reason why oats fills that slot, and then attempt to generate a behavioural shift through a lot of heavy re-education work. I guess setting a timescale of about 10-15 years could do it, if you find a possible angle. For example you might hit on an afterschool snack. The competition would be pastries, cookies, sandwiches, fruit. You might have health (cholesterol lowering) as an angle. But you have the problem that your snack requires preparation - heating, and a bowl and so needs to be eaten sat at a table, which makes it less appropriate for a quick snack. Being hot could be a benefit in cold climates, so maybe there's a target as post winter sports (eg an after-ski food), possibly served in a mug - very niche and probably not credible. What about with coffee or tea - that would be difficult to replace pastries/cakes and the drink is already hot? For main meals - most people like variety - would people try oatmeal as a side instead of couscous or quinoa or other 'exotic' carb? Difficult given the reputation of oats as a breakfast. I think that's why people shifted to cereal bars - oats in a bowl are difficult to place in other eating occasions.
  • Posted by fiona on 5/13/2016 at 8:37 PM Accepted
    Release a different line of product, call it recovery food (i.e. when you get tired or whatever), give it its own brand, with its own positioning right from the start. You can't change positioning once its locked into a consumer's mind. Despite its best attempts with salads and stuff, McDonalds will never be seen as a healthy option.
  • Posted by Shelley Ryan on 7/8/2016 at 6:09 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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