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Transcript of OREO
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Social Media Used by
Social Media Strategies used
Evolution Of Oreo
Be Original & Creative
Market At the Right Time
Continuing the Interest
Over the last few months, Oreo has really stepped up its social media marketing game and has shown us that with the right resources, a cookie company can be appealing to all ages. Right now, the company has over 151,000 followers on Twitter, 34 million “likes” on Facebook, and over 93,000 followers on Instagram, and they’ve used all three platforms to create a great campaign.
Oreo Fun Facts
: 1912- the same year when the Titanic sank
: Oreo is the world‟s favorite cookie and the best-selling cookie brand of the 21st century, with $1.5 billion in global annual revenues
: Oreo cookies can be found in more than 100 countries.
: Rank order based on 2010 data: U.S., China, Venezuela, Canada, Indonesia, Mexico, Spain, Central America and the Caribbean, UK and Argentina
Fastest Growing Markets
: Rank order based on 2010 data: France (recently launched), Australia/New Zealand, Chile, China, Indonesia, Malaysia/Singapore, Taiwan, Morocco, Mexico and Hong Kong.
Twist, Lick, Dunk Ritual
: 50 percent of all Oreo eaters pull apart their cookies before eating, with women twisting them open more often than men.
: Kraft Foods is the world‟s largest biscuit baker. And Oreo is made at 21 bakeries around the world.
: Oreo has a Facebook community of more than 23 million Oreo lovers around the globe, representing 200+ countries and dozens of different languages. Oreo ranks among the top five brand Facebook pages in the world!
Flavour and Forms
Design Analysis of OREO
Though Known worldwide for it’s distinct blue branding and bubble typography
Subtle differences between the product sold in Australia and that in China
"Despite being known for it’s distinctive blue the world over, the design solution for Oreo is still tweaked for individual markets to improve it’s cut through. Oreo just goes to show that the strength of your brand can still rely on one visual device only (in this case it’s colour), even in this amazingly diverse and sophisticated market"
Triple Double Oreo
Oreo Fudge Cremes: Peanut Butter and Golde
Double Stuf Oreo Heads or Tails
Oreo green tea ice cream: Oreo cookie with green tea ice cream flavor crème with a cooling sensation that simulates ice cream.
Oreo wafers: Oreo in a traditional wafer cookie form that‟s popular in China
Oreo Double-Fruit in Orange & Mango and Raspberry & Blueberry crème.
Oreo Choco Creme
Oreo Strawberry Creme
Then Oreo entered India through import route
Initially priced at Rs 50 for a pack of 4
Insignificant sales due to limited availability & awareness and Value-conscious Indian masses
Way to Indian Consumer's Stomach is through:
Oreo developed a launch strategy-TLD-Take Leaders Down
Kraft acquired Cadbury
Cadbury -a bigger brand, has superior Marketing and Distribution network in India with deep networks (inside villages)
Brand Associations: chocolate, delicious, family bonding, traditions, sweet taste, the blue colour, etc. also reinforce Oreo
Launched in its Classic flavor-dark chocolate biscuit with smooth vanilla crème
Product was sweetened to suit Indian palate
Owned by Kraft Foods Inc
beginnings in a Nabisco bakery in New York City
Largely focused on the US market- "America's Best Loved Cookie"
Launched in China in 1996
Kraft remade the product for Chinese market
It paired Milk with Cookies
Local manufacturing has made competitive pricingwith
Rs 5 (11 cents) for a 3 biscuit pack,
Rs 10 (22 cents) for a 7-pack,
Rs 20 (44 cents) for a 14-pack.
Smaller pack sizes make the brand more inviting to consumers for sampling
enables it to reach a wider consumer base and make full use of the distribution network, right up to the village level, although initially it will be available only in urban and semi-urban India
Used 'Togetherness Concept' to sell in India, with TV as main medium of communication
Bus-Tour in 9 cities & smaller vehicle for similar campaign across 450 small towns.
Store Displays & Instore promotions
This is a good example of marketing excellence in three As in India: Availability, Affordability and Adaptability. The key to success in the Indian market is to pursue a balanced marketing effort in terms of the three As.
Availability is a function of distribution and value networks, which generates brand awareness when it goes along with well-devised advertising campaigns.
Affordable pricing is one of the strategic value propositions Kraft (Cadbury) is offering to valued consumers in India. Better or more-for-less is the mandate for the value proposition in this category. Arguably, where Oreo India made a difference in is the fact that it successfully overcame a real challenge each and every marketer faces to realise affordable pricing with profitability.
Excellence in adaptability to local culture also helped Oreo capture a share of mouths and minds. One of the key success factors for Oreo in India is replicating the learning from China in terms of the intangible brand promise more than tangible benefits like taste. The notion of togetherness fits the Indian context of valuing the family and resonates with the nuclear family in the expanding middle class. Togetherness has successfully created emotional bonding not only between the brand and consumers, but also between parents and children when they experience the brand through product consumption.
When Oreo enters smaller towns, it will be able to enjoy a sweet taste of the future as the case proves the existence of global or universal consumers in India.
AVAILABILITY, AFFORDABILITY AND ADAPTABILITY ARE KEY