Quaker Oats

Paper Summary:

This paper provides an insight into the Quaker Oats Company, a manufacturer and marketer of packaged food and sports beverage products. It shows how the company manufactures hot and ready-to-eat cereals, pancake syrups, grain-based snacks, cornmeal, hominy grits and flavored rice products and how it owns numerous trademarks such as Quaker, Cap'n Crunch, Life, Quaker Toasted Oatmeal and Gatorade products. It examines the history of the company from its foundation in 1901, when several American pioneers in oat milling joined together to incorporate under the name the Quaker Oats Company to the multi million company it is today. It looks at some of its marketing techniques and some of the manufacturing processes.

From the Paper:

"The Quaker Oats Company markets many of its products to children. Perhaps one of its best examples is what it has done with its breakfast cereal, Cap'n Crunch. Created in 1963, Cap'n Horatio Crunch is a fun-loving sea captain cartoon character. According to Quaker Oats and its marketing department, he was born and raised on Crunch Island, which is located in the Milk Sea. He wears a blue captain's uniform, and a large blue captain's hat. His ship is the S.S. Guppy, which he sails with his first mate, Seadog (1963), and his crew of four kids. Their mission is to keep the cargo hold of cereal from falling into the hands of Jean La Foote the Barefoot Pirate (1968). Competition for the market share will continue to be fierce among major U.S. food companies. Kellogg's, Post, and General Mills. Relying on heavy advertisement support, the companies " including Quaker Oats " will continue to fight for market share.""

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