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Marketing Project

Marketing Project

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Published by SaN'shit Avasti

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Categories:Types, Research
Published by: SaN'shit Avasti on Feb 26, 2012
Copyright:Attribution Non-commercial


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Lori Rice
The development of the Fat Free Oreo Cookie: AMarketing PlanCurrent Issues in MarketingFebruary, 2007
Table of Contents
Executive Summary1Situation Analysis1SWOT3Target Markets6Mission Statement 8Objectives9Marketing Strategy/Tactics11Communication Strategy14Media Schedule16Feedback/Evaluation17Financial Information18Appendix A Top Cookie Makers, 200620Appendix B Top Cookie Brands, 200621Appendix C Press Releases22Appendix D Magazine Ad23Appendix E Magazine Ad24Appendix F Outdoor Advertisement25Appendix G Media Schedule26Appendix H Customer Evaluation Survey27
Executive Summary
 Nabisco is a company that has been in existents since 1898. During their 109years in existence, they have grown through natural growth, mergers, and acquisitions.This has allowed Nabisco to be the leading snack maker in the world. Being the leadingsnack maker has allowed Nabisco to introduce a diverse selection of foods. However inrecent years Nabisco has been reluctant to adapt to current market trends. The companywas focusing on producing new versions of existing products to make them moreconvenient. However Nabisco was ignoring that other companies were creating similar  products that were cheaper and also healthier products. Recently, Nabisco realized thistrend and began creating healthier foods such as 100-calorie snack packs, low carb foods,and low fat foods. With these new products, Nabisco has been able to serve people thathave chosen to adapt to a healthy eating life style. The new Fat Free OREO that Nabiscowill be introducing next year will solidify Nabisco as a company that is willing to supportthose that have adopted that healthy eating life style. Nabisco is expecting the new FatFree OREO to become one of the leading fat free snacks on the market. Nabisco hopesto expand to other fat free products like OREO piecrust, OREO ice cream cones, andsnack size packages of Fat Free OREO for vending machines or individual purchases in2009.
Situation Analysis
In 1898, The National Biscuit Company was formed in the US through the merger of several regional baking companies. In 1952, the now familiar red Nabisco trianglefirst appeared on the upper left corner of National Biscuit Company products. National3

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