Term Papers on Aunt Jemima’s Buttermilk Pancake Mix

Term Paper Title	Aunt Jemima’s Buttermilk Pancake Mix
# of Words	690
# of Pages (250 words per page double spaced)	2.76

Aunt Jemima’s Buttermilk Pancake Mix

Quaker Oats could have clearly used a better approach in promoting their new buttermilk pancake mix.  Their initial plan, to make customers send in three proofs of purchase from three different kinds of pancake mix, was utterly ludicrous.  Who is going to buy six month’s worth of pancakes for a one dollar shaker?  And on top of that, who is going to ruin that overabundance of pancake mix by ripping the tops of the boxes off, in order to send them in?  Overall, it was a huge marketing and promoting error, and there are many manners in which it could have been dealt with more effectively.
     Firstly, the whole idea of purchasing the pancake mix, taking the top off, mailing the proof of purchase, and waiting for a shaker to come in the mail turns many people off.  It is too laborious a process and it needs to be simplified for the customer.  An example of a solution to this problem would be to simply send the shakers to the retailers and have them hand out one shaker with every box of buttermilk pancake mix purchased, and limit one shaker to a customer.  This would have reduced shipping costs for Quaker Oats, and made things much easier on the customer.  On top of that, it would have been the best way to promote the shaker, as anyone used to buying Aunt Jemima’s pancake mix would see the shakers being physically given out at the store.  This technique would have reached many more customers than a few ads, and would have sparked other non-Jemima buyers to go ahead and start using Jemima pancake mix, in order to get that shaker.  Also, Quaker Oats could have had their marketing strategies more targeted at the supermarket shopper by perhaps hanging a shaker next to the mix, and making colorful shaker signs for the retailer to put up.  This, again, would put the shaker right there at the customer’s feet, instead of in some far-off mail-order warehouse.
     Next, in order to improve Quaker Oats’ "send three proofs of purchase" scheme, they ...

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