Brand Inventory- Oreo

Group- 4 Submitted by-

Parag Moonat

Deveshwar Laddha

Nikhil Ranjan Pandey

Jyoti Pal

Rajat Singhal
 Brand Inventory

1. Brand Elements

Oreo, like other products is named on the botanical family

group of laurel, Oreodaphne. This name has multiple
meanings. In French, the word ‘Or’ means gold while in
Greek, it means tasty, super, or delightful. The logo has the
brand name, Oreo. There are a distinctive geometric
pattern and a two-bar cross on the top of the circle that
represents European symbol of quality. The circle in the
center of the design mainly means the change. So, an Oreo
cookie is a friendly reminder that the power of change is in your hands. While some people find
this cookie linked to the history, others just focus on the combination of warm milk and
delicious cookies. OREO owes its success to four key elements: heritage/nostalgia, great taste,
seemingly-unending product innovation, and a fresh marketing campaign that leverages the
brand's interactivity and resonates with Indian families. The study also points to the shareable
moments the brand creates within families at a time when contemporary kids and parents are
eager to reconnect.

2. Product
The product strategy and mix in Oreo marketing strategy can be explained as follows:
Oreo is a leading biscuit brand which has its presence spread over hundreds of countries. The
major product of Oreo is the two chocolate wafers separated by cream filling famously known as
the Chocolate Sandwich. However there has been greater development in terms of launching
different variants of the Oreo product to cater larger customer needs. They vary in shape,
flavour and some of them are different from the sandwich cookies. Some of the notable Oreo
product range in its marketing mix includes:

• Double Stuffed Oreo

• Sugar free Oreo

• Golden Oreo

• Oreo Thins

• Flavors: Green Tea, Lemon, Orange Ice Cream, Fruit Punch

 • Oreo Fudges, Jell-O Oreo, Oreo Chocolate Candy Bar

The major factor was the design of the products of different varieties which has attracted large
customer base for the product. Also the packaging for Oreo products has played a significant
role in increasing the popularity of the product. Oreo products are generally perceived to have
better taste and the promotion of dunk and dip cookie have further enhanced this feature.

3. Pricing

Prices of Oreo products are on the lower level to meet the competitor’s pricing strategy. There
has been lot of competition for the brand, however meeting the expectation in terms of value
offerings the products have succeeded in capturing the market share. Initially Oreo opted for
lower marketing price strategy to gain higher market share in countries like India. Later when
the popularity of the Oreo increased in such newly entered market it increased the pricing of the
products. The variation in packing sizes sold at different prices also helped the brand to gain
better leverage in terms of volume across the country. Oreo was mainly initially launched to
capture the urban market share hence there has been slight increase in the prices of the
product.

4. Distribution
Oreo uses the widely distributed established network of Mondelez for making the products
available to its consumers. There are manufacturing facilities available at each of the continents
for different Oreo products meeting the needs and sensibilities of the customer. It has been
estimated that Oreo has been made available in almost 100 different countries across the world.
The sales and marketing team ensures that the product is sold through right distribution channel
as a part of its marketing mix distribution strategy. In India the traditional channel through
which each of this products are sold includes shopping malls, centres, mom and pops stores,
retail outlets etc. This has increased the accessibility and reach of the product across the country
which includes both rural and urban areas.

5. Communications
each and every Oreo communication is built around a key consumer insight: that Oreo offers
everyday moments of connection that are unmatched by other cookie brands. With significant
spending behind promotions and public relations, the Oreo brand has forged strong, lasting
connections with customers and consumers. In India OREO employs all tool of marketing
communications in order to spread awareness about the product. The Oreo ritual also seems in
sync with the Indian habit of dunking biscuits in tea and milk and that’s what Oreo is looking to
capitalize on, while vying to capturing the mindshare of families in this highly competitive
market.
6. Advertising
The advertisements of OREO portray the positioning of Oreo as a twist-lick-dunk biscuit very
well. Their brand icons were traditionally small children but now ads are being created that
showcases popular actors and teenagers. Oreo commercials show the idea of fun frolic and the
joy of splitting an Oreo with your family/loves ones. Advertising thought print media(
newspapers, magazines), broadcast (radio, TV), network media (telephone, cable, satellite,
wireless) , electronic media (webpages, videos, audios), and display media (billboards, signs,
posters). The brand OREO blends the current trends in the world and uses it to create a buzz.

Out of Home (OOH)

The launch of the commercial is backed by OOH (Out-Of-
Home) media in major cities (Mumbai, Chennai, Bangalore,
Hyderabad, Delhi and Kolkata), setups in malls, amusement
parks, multiplexes and retail outlets to engage with families,
specifically the children.

Point of Purchase Displays

The POP’s and the placement of product on the shelves of
the supermarkets play an important role sales promotion
and helps attract customer attention. Often these POPs have
salesmen around them for personal selling.

Events & Experiential

Events and sponsored activities by the company that are
designed to create interactions with the consumers and let
them experience the brand first hand. Experiential
marketing involves the consumer highly and engages him
totally. These could be sports, arts, entertainment, fashion
shows, social cause events, awareness drives, gaming etc.

BTL
Cadbury is spending one third of its marketing budgets on
below the ground activities and trade outlet promotions.
They are investing a lot on in-store visibility of the brand as
well. Biscuits are usually cluttered in one place in large store
formats, so we have created special Oreo panels to make
the brand visible, it is called the wall of blue. Candid
 Marketing is executing the ‘Oreotogetherness’ bus activity for the brand-Cadbury India has
launched Oreo-Time initiative, as a part of which a fully branded ‘Oreotogetherness’ Bus will
travel across nine cities including New Delhi, Mumbai, Bangalore, Ahmedabad, Pune, Lucknow,
Hyderabad, Kolkata and Mysore.

Social Media Strategy

Oreo boasts an effective social media strategy. Oreo know
that teenagers and the youth that they target are on social
media. With enormous fan following on social media, Oreo
enjoys seeing the numbers growing: 34 Millions + fans on
Facebook, 161 K+ followers on Twitter, 20 Million + views on
YouTube, 95K+ followers on Instagram, 3K+ followers on
Pinterest. Most of the Oreo followers on Facebook are teenagers.

In order to achieve such a great success, Oreo must have

clearly defined how to listen and talk to the groundswell:
humorously, consistently and smartly. Oreo not only listens
to what the customers are saying about the brand, but
especially keeps an eye on the bigger environment and
targets the trendiest topics that the customers would be
interested in. The idea to interject a business marketing
message into a current news story in order to gain additional
attention from both customers and the media works perfectly well for Oreo.

7. Ambassadors
Cadbury India, a part of Mondelēz International, announced
Ranbir Kapoor and Karthi as brand ambassadors for Oreo in
India. An important milestone in the brand's journey, it
aimed to take the family togetherness platform to the next
level. The two brand ambassadors were introduced through
a delightful new campaign - 'Connect Playfully', based on the
unique relationship shared by siblings.
8. Sports and culture
The Stuf Inside promotion invites fans to scan their OREO cookies
for an opportunity to win daily prizes ranging from OREO sweet
treats to limited-edition one-of-a-kind items designed in
partnership with a variety of playful, industry-leading brands.

Oreo did well when the brand succeeded in turning the Super
Bowl blackout into an opportunity to promote its cookies when
the brand launched a ‘tweet’ with an ad stating that “you can
still dunk in the dark”. It is no longer enough for sports
marketers to run commercials to get the attention of sports
fans. To optimize sports sponsorship and sports marketing
activities, brands must recognize the importance of ‘speed to
market’ in today’s fragmented media environment. Oreo did
that with its tweet during Super Bowl blackout. So what
happened? Basically, Oreo tweeted its message when a power outage at the Superdome in New
Orleans made some of the lights go out for 34 minutes. First, the brand’s social media team
tweeted an ad saying “Power Out? No Problem” accompanied with an image of an Oreo cookie
and the words “you can still dunk in the dark”.

9. Philanthropy
The new global creative platform, coined 'Oreo People', is the
latest installment of the brand’s Wonderfilled campaign. Oreo
People is built on the idea that when we connect with Oreo,
playfulness is evoked in us all – despite differences, playing
with Oreo brings people together. Every time an Oreo cookie is
twisted opened, a new playful side comes out which is
optimistic, with limitless possibilities. The campaign is
especially designed to engage with consumers in today’s multi-
screen, short-attention-span world with exciting visuals and
irresistible music, extending across all channels, with a strong focus on digital.