TY  - JOUR
AB  - The hot breakfast cereal division of Quaker Oats was in serious decline, and the increasing American preference for speed and convenience at breakfast did not bode well for the category. The senior VP overseeing 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?To 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.
VL  - 
IS  - 
SN  - 2474-6568
DO  - 10.1108/case.kellogg.2016.000268
UR  - https://doi.org/10.1108/case.kellogg.2016.000268
AU  - Nordhielm Christie L.
AU  - Hall Gretchen
PY  - 2017
Y1  - 2017/01/01
TI  - Quaker Oats's Oatmeal Division
T2  - Kellogg School of Management Cases
PB  - Kellogg School of Management
SP  - 1
EP  - 25
Y2  - 2024/04/25
ER  -