ShakeOflake NEW

ShakeOflake

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ShakeOflake

SUBMITTED BYSAIRA SHEHZADMARIA ZOHAIBHIRA SAEEDOSAMA RIZWAN

SIR SAAD SHAHIDINTRODUCTION TO CONSUMER BEHAVIOUR21st JUNE 2015LAHORE SCHOOL OF ECONOMICS

Table of ContentsHistory4Market Research to Understand Consumer Behavior:64 Ps7Product7Product strength and weaknesses in context with consumer behavior:7Price8Promotion:8Packaging:8Placement8Customer Analysis9Consumption process10Purchase Issue:10Market Segmentation:10Demographic factors:11Psychographic11Target Market11Product Positioning11Perceptual Mapping11Green Marketing:13Customer Involvement13Customer Needs14Psychographic Analysis14Perception:14Functions of Attitude15Forming attitude15Sensations:15Attention:15Perceptual Positioning:16Motivation:16Communication Process16Conclusion17Appendix A19

AcknowledgmentsFirst and foremost we are grateful to Almighty Allah who helped us complete our research paper.We are grateful to Sir Saad Shahid for giving us opportunity to work on such a project, Zohaib Iqbal for giving us direction in the project, Roman , Haseeb and sabbi for acting and co-operating in the shoot.We are thankful to the students and working men and women of Lahore who took out time in order to help us do focus groups that aided our research.

Project: Product ExtensionParent Company: Engro Foods LimitedBrand Name: OlpersProducts Name: ShakeOflakeTagline: WONT LET YOU SKIP A MEAL!HistoryEngro Foods (Pvt.) Limited (EFL) was established in 2005 as part of a diversificationprocess at the Engro Group. Engro Corporation Limited is one of Pakistans largest conglomerates with businesses ranging from fertilizers to power generation. Currently Engro Corporations portfolio consists of diversified businesses which include chemical fertilizers, PVC resin, bulk liquid chemical terminal, foods, power generation and commodity trade.

Engro Foods entered the Food business through milk processing and sale with the companys vision to pursue growth opportunities based on country fundamentals and own strength. It alsopositions the company to leverage itscorporate social responsibilityinitiatives and work closely with rural communities to promote integrated farming and livestock development. This effort is expected to play a pivotal role in poverty alleviation and improving livelihoods of the poor in milk collection areas.Engro Foods has already set up twoprocessing plants atSukkur and Sahiwal. Olpers Milk, Companys first brand was launched in March 2006 in 20 cities of the country simultaneously.Hussain Dawoodholds the seat of the corporation; Mr. Dawood is also the chairman ofDawood Group Pakistan..Apart from the chairmanship, Asad Umar held the position of CEO & President at Engro Corporation from 20042012. Top quality brands like Olpers,Olwell, Tarang, Omore and Owsum have beensuccessfully launched under the helm ofCompanys dairy products. To support these brands and their highest standards of quality, Engro Foods has invested heavily in milk processing and milk collection infrastructure. After the success of our dairy products, to which our customers testify, Engro Foods now plans to venture beyond the dairy sector. In this pursuit, grain and fruit markets have beenanalysed in great detail.Engro Foods vision isElevating Consumer Delight Worldwide and the Company aims to generate a significant portion of its revenue from foreignoperations.

ShakeOflake:We have decided to launch a new product by the name ShakeOflake under the brand name Olpers.ShakeOflake is an instant and perfect mix of cereal and milk in one pack; which will be a unique and distinct product in the Pakistani food market. We have constructed an effective marketing strategy for the product, its price, placement, promotion and packaging to attract the potential target market. Our first and foremost aim is to create awareness as well as a positive feeling that something exciting is on its way. This will lead to the ultimate aim of selling the product and creating loyal customers. The product has a unique selling point of a healthy and complete breakfast meal for almost all middle and upper middle class people.Market Research to Understand Consumer Behavior:

Focus group 1:The sole aim of this project is to evaluate consumer insights about cereal consumption patterns and their breakfast routines. We conducted the focus group interviews to investigate consumer psyche about cereals as a breakfast and unravel their perceptions about cereals to create an entirely new marketing campaign that is aimed at our target audience. We conducted two focus groups to find out to what consumers think and what do they actually want as it should be the top agenda of marketers to satisfy the needs and wants of their target audience. What specific reason motivates or urges a consumer to make a purchase? Do situational factors affect the purchase decision? Are any motivational conflicts faced when purchasing and what do consumers do when they face a motivational conflict? Our first focus group targeted Lahore School of Economics students. Our first focus group comprised of five men and two women out of which four were potential users of cereals in breakfast. The findings were recorded and conclusions were formed based on those findings.The recorded responses have been critically analyzed to gather valuable insights and consumers perception about energy drinks that we will discuss in detail in the following paragraphs. The focus group was commenced by creating a very promising environment for the respondents where the moderator first introduced herself along with her group members. It was made sure that the best possible answers were gathered from the respondents and distractions were minimized by making sure that the respondents fully understood the question before answering them. Soon after the commencement of the interview, the respondents were settled in their positions and were very enthusiastic to answer and share their opinions. Since cereals are consumed by everyone regardless of any age constraints and specifically students and adults as they are concerned about their health and find it easy to take it as breakfast. The students ages ranged from 18-25 years.Consumers tend to pay more attention towards ads that are colourful especially those ads that use a lot of red and yellow colours as it grasps consumer attention. An attractive logo that instantly catches the attention of consumers and has a very effective tag line that motivates a consumer to buy the product solely based on its tag line is what a consumer looks for in a logo. The survey findings also revealed that students skip their meals due to time constraints and most of them use cereal in their breakfast as they find it easy and less time consuming and a healthy start of the day. Apart from this consumers can easily differentiate between the new cereals in the market with the old cereals depending upon their packaging, taste, price, quality etc. Thus these features need to be carefully crafted if one wants to get consumers attention right away. Interestingly consumers tend to consume those cereals that taste good but on the other hand they dont want to spend too much. Cereals can easily satisfy their hedonic needs and not only this need their biogenic need of complete breakfast and psychogenic needs by creating an impression of being fit and healthy on others.Consumers are more loyal to products and tend to purchase more frequently if the parent company behind a product enjoys a good credibility and that is where we have an edge. Consumers perceive Olpers as a really good brand. When consumers were questioned about overall marketing campaigns they said that the first thing they notice in an ad is its tagline and for cereals they prefer the colour yellow as they want it to be yellow, blue or red. They want it to be yellow because they perceive a cereal to be the first meal of the sunny morning so they said colour yellow. Blue and red because they find these two colours attractive. Respondents said that the advertisements with message are attractive such as coca colas ads and the reinforcement through ads is necessary before they make a purchase. When asked about which medium attracts the most attention of the consumers towards a product, majority answered in favour of TV ads and print media. A few believed that moving ads are more influential then stagnant ads and they felt that seeing believes. Consumers usually show a positive attitude towards realistic and relatable ads and humorous ads were the ones that they remembered the most. The other focus group that we included in our research was the working men women and working parents from ages 27-35, they were asked few questions and then their responses were incorporated. When asked how frequently they cooked they answered that they cooked breakfast very less frequently and relied mostly on the readymade breakfast like cereals and cookies with tea or fruits. They have issues .they have good perception of Olpers and they remember advertisements of Olpers especially their Ramadan transmission ads, besides that they likes adverts of coca-cola. Other than that what packaging of cereals meant to them they responded to that as they gave importance to vibrant colours for the cereal packaging and that is of keen importance to then besides the taste. The respondents said that they skip meals most of the time due to the time constraints as they have quite busy routines. So they prefer less time consuming and on the go meal. When asked how do they differentiate between the cereals, they responded that the packaging seems same to them of all the cereal packs.So we analyzed that it was feasible to introduce the idea of ShakeOflake.

Focus group 2: The second focus group also consisted of 6 respondents that the first two groups that were taken in first focus group. All the respondents from both the groups were shown the prototype of the product; they had good perception of the parent company so they perceived the product as a credible product. However, all the respondents showed a positive attitude towards purchasing shakeOflake. They could really relate the name to the product itself. The packaging was really liked as well as the unique selling point. The tagline was the single most important factor after the tagline that caught the consumers attention. The colours that were used in the ad were red, yellow and a pinch of blue, these bright colours changed the mood of consumers from just looking at the ad towards making a final purchase of the product. Respondents perceived the overall ad as really energetic and relatable to their daily routines.The respondents who dont consume cereals also wanted to give it a try due to its innovative packaging. Consumers were willing to spend more than Rs.60 for this product.When respondents were asked if they would substitute their cereals for other brands, almost all of them responded that they would go for such a handy and on the go meal. The nutritional chart was really admired by the respondents as it justifies the tag-line, thus giving nutritional value equivalent to meal. Few respondents just wanted to add an additional component where they wont require a spoon and can drink it with cereal.Overall all the respondents find it very economical, easy to carry and innovative idea.4 PsProductWe are offering an instant handy breakfast, which is a new idea and hasnt been introduced before. Breakfast is considered as a compulsory meal, which is very essential to maintain health. However, in Pakistan this meal is being significantly ignored due to lack of knowledge about the importance of breakfast and also due to the lack of time. Nowadays, man and women are career oriented and they often do not have time in the mornings to even have breakfast for themselves, and working women often are running out of time to give complete nutritional breakfast to their school going children. So our new product line, which is basically an extension of already well, established company, Olpers will serve the purpose. Our product caters to children, youngsters, adults, health conscious people and working class in particular.Cereal pack includes 250ml carton of milk served with a handful of cornflakes. This is a perfectly suitable breakfast for all the health requirements that individuals need. We are focusing on green marketing so our packaging is recyclable. Also, it includes nutritional value facts which give consumers knowledge and information about the nutrients they are taking.Product strength and weaknesses in context with consumer behavior:Our product is basically providing a two in one pack i.e. milk and cereal in one pack separated with an air tight seal, which is now a major concern of many working people and their children, and they want something, which offers them a more convenient breakfast cereal when they are in a hurry. So the most important strength that our product possesses is that it is handy and instant, you can consume it anywhere and anytime. IT WONT LET YOU SKIP YOUR MEAL! .It is a best option when people do not have time to sit and have breakfast. Our product caters to mass market rather than any niche groups in the market.There are a few weaknesses too that we faced while introducing this new innovative idea into the market. People have strong brand loyalties with cereal brand like Kellogs and Nestle, so in order to counter that weakness we need to penetrate through such consumers through rigorous marketing and advertising. PriceFinding the right pricing strategy is one of the most crucial elements in running a successful business so we've opted for Penetration pricing to break the clutter and to enter the market. In this,the price of a product is initially kept low than the market price to attract the new customers. This strategy would work in attracting the large number of consumers. Thus, increasing our market share and sales volume. Moreover,its a unique and distinct product so along with that, an affordable range or price will greatly persuade the potential customers to buy it.

Consumers behave differently seeing the price of a product. In fact, the very first thingthat strikes the consumer to go for the product is its 'low price', but they will be more convinced by this perception that ShakeOflake is an extension of Olpers which is a well-established brand and is famous for its good quality and hygienic products. Furthermore, according to our findings in the survey we conducted,majority of the people were willing to pay Upto Rs. 65 for this instant handy breakfast and our product exactly is within this range. This breakfast is not only going to give them healthy and quality product with low price but also the greatest benefit is that spending just Rs.65 would help them start their day fresh with instant breakfast.

Promotion:In case of ShakeOflake, above the line promotion is more commonly used then below the line. Above the line (ATL) advertising is where mass media is used to promote brands and reach out to the target consumers. This includes media like television, radio advertising, print and internet. In order to interact with potential clients and advance the reach of ShakeOflake, social media sites like facebook, Twitter and LinkedIn are being used as an online platform.ShakeOflake has a TVC and a print ad as a part of ATL promotion and furthermore, we will do campaigns at reputable schools like LGS and Beaconhouse, as well as at platforms like Hiryali food market, corporate sectors and stalls at airports. This will help promote our tagline Wont let you skip a meal and will increase the customer base. These marketing efforts will give a positive feeling to the consumers especially the working class and will result in brand loyalty.

Packaging:Worldwide packaging has gained immense importance. Keeping in view this growing trend, Olpers too has focused on the packaging of its products as well. With respect to ShakeOflake, special box has been developed which will not only add to the safety and convenience of the product but its distinct style will add to the beautification too. Our packaging has a yellow colour, which is vibrant and used to highlight or draw attention of the customers.Yellow also speeds metabolism and brings happiness. The standard packaging also includes our standard colour Red. Olpers is famous for this colour and as vision plays a very vital role in any products success so customers will immediately identify Olpers breakfast cereal.

PlacementAccording to Mr. Ali Akbar, Director Marketing EFL, In order to succeed, you should ALWAYS capitalize on your STRENGHTS and NEVER on your COMPETITORS WEAKNESS! Being the extended product line of the famous brand Olpers, ShakeOflake will be available at all retail outlets where Olpers is available. It includes: Leading Departmental stores like HKB, PotPuri, AL Fatah and Hyper star and other retail stores in town. Cereal Packets will be delivered to schools like Beaconhouse TNS, LGS, and Scarsdale and kept at their canteens.

ShakeOflake would mainly focus on its products to be placed at its retail stores to maintain its distinctiveness and uniqueness. So we are launching our first separate outlet in Lahore defence, which will only be catering our new extended product line ShakeOflake.The location we have chosen for our outlet is y block, because it is convenient for customers to stop by and get their breakfast, as it is the hub of defence. Existing, loyal and even, new customers will grab the attention because of its location, as compared to other departmental stores where there are many other similar options. Customers will be curious to try new product and it does not only cater to diet conscious people and working women but also offers standard box. ShakeOflake aims to target mass market, hence placing their outlets where there is access to the target market. Moreover, the biggest advantage of direct selling will be that there would be no intermediary involved so will maintain consumer loyalty and more consumers will be attracted towards the new product line of famous brand. Hence, the trust factor would remain at its best.ShakeOflakes basic purpose is to make customers life convenient and easy. By giving them the facility of an instant breakfast cereal in their busy routines. Furthermore, ShakeOflake has also started a new distribution channel, to cater school kids. We will deliver breakfast packets to different schools, for parents convenience. And for initial promotion we will take our breakfast trucks to different schools and will give them kids packets for free.Customer AnalysisCompetitor analysis is an essential component, which should be taken into account before starting up a new business. Competitor is the strongest external factor that can affect the profitability of a new business. This analysis provides both an offensive and defensive strategic context to identify the opportunities and threats. Hence,ShakeOflake has to tackle with both direct and indirect competitors. The direct competitors of ShakeOflake are Kellogs, Nestle, Fauji and POST and homemade breakfast, whereas indirect competitors such as McDonalds, Masooms, ETH, CTC, Espresso etc. But ShakeOflake is an instant breakfast cereal and so it saves time, thus making convenient for working class to get this breakfast on the go for their children and themselves

However ShakeOflake has a competitive edge over all these Competitors regarding its distinct packaging as well as healthy and nutritional cereal and milk in one pack with calculated calories perfect for a morning meal, whereas Kelloggs and Nestle being the major competitor of Olpers are offering the cornflakes pack alone and so does the other brands of cereal. Working ladies do not have sufficient time to get up early in the morning and prepare breakfast meals for their kids and husband who might be already late for their schools and work.Our distinct product is targeting mainly the working class who has to get to their work on time early in the morning. And more often their children and people skip their breakfasts due to time issue. This instant breakfast cereal gives them the great opportunity to save their valuable time and feed their children with healthy and fresh cereal even while on their way to work or schools.

Moreover, ShakeOflake offering a handy and on the go breakfast for people who have time issues makes it even more unique because no other competitor offers a two in one cereal pack i.e. milk and cereal in the same pack. So shakeOflake does have a competitive advantage over all its competitors in terms of its unique packaging.Consumption processPre-Purchase Issue:ShakeOflake aims to aware the customers that there is a lack of such a handy and calculated nutritional breakfast cereal in their daily lives that no one else except Olpers can fill, hence, shakeOflake will heavily advertise through TVC and print add to create a demand for their breakfast packs. The key to success is to create a want into need and that it is exactly what shakeOflake will do by bridging this health gap in Pakistani market.

Purchase Issue:Certain situational factors will be created to attract the customers e.g. a fun-day at schools to promote the cereal. This will lead to a learning process and kids will remember it for life. Memory plays an important part and so we aim to condition the consumers into buying the product by regular promotional campaigns.Post-Purchase issue:It will be related to factors that would determine whether a consumer is satisfied with the product and willing to buy it again or not. In case of ShakeOflake it is related to that, will consumers come back to buy these breakfast packs again. This question further relates to the factors like nutritional value, good quality, attractive and easy disposable packaging and satisfaction of a consumer. These factors will not only help in repurchasing but will also help in convincing others to buy too. These boxes are recyclable and are easy to dispose off. This would result in automatic promotion and through word of mouth more and more customers will be convinced to buy ShakeOflake.Market Segmentation:Market segmentation is dividing the market into groups of buyers who have different needs, behaviours, and characteristics and require separate marketing strategies. Demographic segmentation was used which helped us to divide the market on the basis of income.We were more interested in psychographic segmentation and we segmented consumers on the basis of their preference for being more health conscious despite their busy morning schedule. It was seen that teenagers and working men and women were moving towards a more health-conscious life. There has been a recent change in customer preference in Pakistan which made us use psychographic segmentation. Consumers are more health conscious and so we have a deep insight into consumer changing preferences and came up with our healthy cereal pack. It can be summarized below

Market Segmentation

Demographic factors:

GenderShakeOflake is for both genders

IncomeMiddle to upper class

AgeNot segmented (same pack for all)

Class Working class and children who require complete healthy breakfast without worrying about time.

PsychographicHealth conscious people and who want a stable routine with a regular tasty cereal.People who are active and want an energetic start to their days.

Target MarketTarget market includes kids, youngsters, adults and working women in particular that want a breakfast cereal that is convenient to handle.Product PositioningSakeOflake positions itself in the minds of the consumers as a high quality, affordable and handy breakfast. It has the support of Olpers as a strong brand and so this positioning will help break the clutter and attract a big chunk of consumers. It positions itself as more convenient and instant cereal than its direct competitors i.e Nestle, Kelloggs and Fauji and its indirect competitors like Mcdonalds and Masooms and these two factors will give ShakeOflake a unique edge.

Perceptual MappingPerceptual mappingis adiagrammatictechnique used by assetmarketersthat attempts to visually display the perceptions of customers or potential customers. Typically the positionof aproduct,product line,brand, or company is displayed relative to their competition. We do not have any direct competitors in handy and convenient cereal however we face competition in breakfast. McDonalds being on the top of the list is offering breakfast .As they are already famous, their breakfast has gained popularity in a short span of time. They offer a variety of items in their breakfast too which are fresh as well including egg n muffin and tea etc but McDonalds is renowned for being unhealthy so they do not offer a healthy meal suitable for everyday. Also their breakfast is expensive and cannot be purchased every day. One big weakness that McDonalds faces is that no one can go there every day to purchase the breakfast because it takes a lot of time and so our breakfast has an edge over there as well. CTC, Masooms English Tea House are offering breakfast too but similar issues to McDonalds are being faced. They provide an essentially expensive breakfast and time constraint is another issue.Here we have a perceptual map for our product which shows clearly where our product is being positioned in the market relative to the competitors and how the customers would value our brand and rate it against the competitors upon the criteria entered. The y-axis shows quality of breakfast and the x-axis shows price of the product.\

CTC, MasoomsMcDonaldsOmunch

BRAND NAME, BRAND IMAGE AND BRAND EQUITY:We are introducing our cereal pack under the banner of Olpers but with the name of ShakeOflake. Engro Foods is among the biggest and fastest growing companies in Pakistan with a vision to cater to local needs with products conforming to global standards. Highly passionate about providing millions of people across the length and breadth of Pakistan and beyond with the ultimate brand experience, our product portfolio comprises some of the country's biggest and best selling brands including Olper's, Olper'sLite, Omore, Dairy Omung, Olper'sLassi and Tarang. As Olpers is a well established company already so it has a good brand image existing in the market. Brand equityis aphraseused in themarketingindustry which describes the value of having a well-knownbrand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well known name, as consumers believe that a product with a well-known name is better than products with less well-known names. Also the consumers associate themselves with the brand and consider that brand to be theirs. The existing users of Olpers will definitely try our new product and maybe would continue its use as they are brand loyal. Green Marketing:The packaging is such that the boxes are recyclable which will be a form of green marketing that ShakeOflake cares.

Relationship marketing:

ShakeOflake will focus on creating a strong relationship with its customers in order to ensure loyalty and to attract more customers through word-of-mouth and buzz marketing.Furthermore ShakeOflake would build such relationships with customers that they could attach themselves with this advanced product line easily. Customers will relate themselves to ShakeOflake due to;Interdependence:There is an element of interdependence as breakfast is part of everyday routine so ShakeOflake integrates into the daily routine perfectly and customers, especially working women and men, will become interdependent on the product and will accept it as a necessity.

Self-Concept:Moreover, there is self-concept attachment, as health-conscious and diet-conscious people will be able to attach their beliefs and values to this product as it offers a complete nutritional breakfast cereal. People can consume our product anywhere and anytime in their busy routine. It has nutritional value equivalent to a proper meal. So, IT WONT LET YOU SKIP A MEAL!. This is the idea reflected in our tvc.

Love:The love factor is also present within this products marketing campaign because it shows that a mother loves her children and cares for them, that is why she purchases ShakeOflake so that her children do not miss breakfast while getting late for school.

Customer InvolvementInvolvement is the perceived relevance of an object based on ones needs, values and interests. ShakeOflake aims to involve the customers in a number of ways in order to create brand loyalty and to build a healthy relationship with the customers.1) Product Involvement: The basic requirement of the customers will get fulfilled as breakfast is an essential part of any healthy individuals day. So we will involve the customer by providing a healthy, hand and affordable cereal pack that will be unique in packaging and will fully satisfy the consumers, whether they are kids, teenagers, adults or elderly lot.2) Message-Response Involvement: We have designed implied message of a new cereal Revolution that will make the audience curious and eager to try out our product. This TVC and print ad will help involve the customer and to create brand loyalty.Customer NeedsShakeOflake will be catering to different types of customer needs that exist in the market. Most importantly, it will try to manipulate this want into a need so our product successfully integrates into the lives of people.

Biogenic need:

Food is a basic necessity of any person and we believe that breakfast is the most important meal of the day. ShakeOflake strives to fulfil this need by providing a ready-made instant and healthy breakfast.

Utilitarian need:

Utilitarian needs relate to the practical purpose, and relates to the idea that usefulness is more important than beauty. Therefore ShakeOflake increases usefulness by adding value to their day by providing them a breakfast at a cheaper cost than competitors and it aims to cater to all sorts of needs of its consumers in order to satisfy them behind their expectations and make them feel that product they are buying is a great value of money.

Hedonic need:This product will excite the customers as it has a very attractive packaging with both milk and cereal in one pack. So every day will start with excitement and will contribute to the happy life the ShakeOflake users will have.Psychographic Analysis

Perception:The perception of the consumer is really important. As brands perception is closely related to quality and acceptance of the product consumers presume by seeing the brand name that what would be the product like and would it be acceptable or not. Thus consumer perception is an important ingredient in the success and failure of a product. Fortunately Olpers is well renowned company in food arena and as its logo states SubahBakhairZindagi and consumers buy their idea of healthiness. This will fortunately make ShakeOflake acceptable to target market as after all its a line from such a reputable brand, which promises healthy breakfast cereal with taste. Values and Motivation: The value of ShakeOflake will increase, due to the companys name and reputation, in consumers minds and they would be motivated to buy products from Olpers. Superior Quality combined with uniqueness and convenience would motivate consumers to examine and actually buy a new concept by Olpers.Personality and Lifestyles: This area of consumers behaviour would also affect the product. As ShakeOflake is targeting middle to upper class, their personality and lifestyle would be really important to make it a success. Price as well as nutritional value is factor that is important for them. Thus ShakeOflake would excel in it and would cater to their need for a fit and healthy personality and lifestyle and will bring about brand loyalty. Attitudes: Consumers attitude towards a product is really important. Main focus would be on building positive attitude by showing something worth buying and emphasizing on their beliefs. As Pakistani market is moving towards healthier and time saving products so they are more likely to have a positive attitude towards ShakeOflake cereal packs.Functions of AttitudeWe know that attitude facilitate the social behaviour. The attitudes exist because they serve some purpose for the consumers. Utilitarian FunctionIf the consumers are satisfied with the taste of the product, they will be satisfied with ShakeOflake. It not only offers the convenience and health benefits but also the brand name Olpers will help to build a positive attitude towards the productForming attitudeWe form the attitude of the customers through classical conditioning, instrumental conditioning and cognitive process. ShakeOflake as a product of Olpers is already a well-reputed product line and classical conditioning will be done through regular advertisements. The instrumental conditioning is the benefit consumers will get after eating ShakeOflake that is consuming a regular cereal when you are in a hurry and do not have enough time to prepare the morning meal. The cognitive process, the consumers will market the product through word of mouth among friends and they tend to follow, or desire the breakfast their friends have. This will eventually lead to an increase in the demand of the product.

Sensations:The colour scheme has already been described in the Packaging header above, however, the vibrant colour will surely attract the customers. Customers place a great value to their vision and taste so ShakeOflake will produce delicious cereal packs to attract customers and the TVC will be equally interesting to grab attention.Attention:The retail outlet located in the busy Y-Block Defence Lahore will be bound to grab the attention of the potential customers. Also the packs will be available at other supermarkets too, so it will be easily identified because of the attractive packaging.Perceptual Positioning:Brand perception includes functional attributes as well as symbolic attributes. ShakeOflake has hit the market with the new idea of an instant handy morning cereal. ShakeOflake has supported the changing perceptions that a healthy morning cereal should be a part of every persons life.Buying and Disposing: These two factors are a major concern to consumer. They want to buy best and then decide was it best choice or not. It is related to disposal of a product. For instance, Olpers providing healthy food to its customer and easy disposal packaging gives an impression of user-friendly product. ShakeOflake would further focus on this strategy and design easy, user-friendly disposable packaging that would further benefit the customers.jGroup influence and Opinion: Word of mouth and other influences by friends, family, colleagues etc. play an important role in how consumers behave. As a marketer such areas also needs to be considered. ShakeOflake would try to build such strategies and image of the product that it would be acceptable to all. Furthermore quality factor would not be compromised as far as taste or the size of the cereal is concerned. Element of uniqueness would be maintained. If consumer satisfaction would be kept in mind it would definitely result in possible response and spread of words. Also the planned Fun-day at school would also result in positive word-of-mouth by the students.

Learning can be defined as relatively permanent change on behaviour occurring as a result of experience. (experience may be of purchase and consumption).Learning also influences the consumers in developing favourable or unfavourable attitudes towards a particular product. Thus ShakeOflake aims to deliver the right ad to the right people at the right time. We will use classical conditioning and show repeated ads but not over-exposing the ad. Moreover, one ad will not be shown repeatedly but ShakeOflake will keep creating new and innovative ads. Motivation:Motivation is the driving force within individuals that impels them to action. This action would be a positive measure for the consumers to accept what Olpers is introducing. ShakeOflake aims to create awareness in the consumers mind for their hidden needs of a regular morning cereal. Having a large number of loyal customers, ShakeOflake has to make sure that they are able to motivate the consumers by adding value to their products. Thus considering the quality, hygiene and convenience factor, it can have an edge for motivating its customers conveniently.Communication ProcessShakeOflake will communicate effective ads to its customers. The sales representatives in retail outlets will also be trained to effectively communicate with the customers. Star Affiliation:ShakeOflake is a daily routine product and that is why no celebrity endorsement is used in the ads. We have used ordinary people and children in our TVC so that the customers can relate to the product. We are not using any model/celebrity for the endorsement of our product as our product is already well reputed and signifies the importance of individuals bringing the common people in limelight. ConclusionShakeOflake is a well-researched product that will provide maximum utility to the consumers. Changing consumer trends that routinely skip their morning meals due to time issues are our major focal point. ShakeOflake will cater to all the needs at an affordable price and will fully satisfy the consumer needs effectively.

Appendix AQuestions from focus group1) Name:______________________________________2) Gender:

female male3) Age: below 20 20-40 above 40

4) Do you regularly take breakfast?

Very regularly regularly sometimes not at all not regular

5) How often do you take cereal as breakfast? everyday twice in a week thrice in a week never 6) How often do you skip your breakfast? almost everyday almost every second day twice a week never while travelling

7) Which cereal brand do you prefer? Nestle Kelloggs fauji Quaker

8)How often do you buy cereal? Once a week once a month Twice a month depending on the consumption 9)How much important is packaging to you? What do you prefer.

__________________________________________________________________________________ 10) What new flavours you would like to have in a cereal?

11) Your perception about Olpers. Excellent good average poor

12) How would you respond to a product with 2 in 1 packing that is milk with cornflakes?

__________________________________________________________________________________

13)Please write down a cereal commercial tagline that sticks out in your memory?

14) Do you look at the nutritional information on the box? Yes no 15) Do you think that there is a need in the market for such a product, which gives one time serving of flakes and milk? Yes no to some extent

16) How important is the price to you when buying a cereal? To a large extent to a moderate extent to some extent To little extent not at all

17).Do you like cereal pack with mascots on? Yes no

18) What influences the choice you make when buying your breakfast cereal packs? Health affordability popularity packaging others