NPD - Oreo 12th Report - Final Version

New Product Planning
For
(Oreo Spray)
Prepared by
Name Reg number
Youssef Sarhan 19103572
Youmna Yasser 19100850
Hussein Belal 19101367
Omar Elsaiedy 19103705
Saeed Roushdy 19101625
Spring 2020-2021 Class

Supervised by:
Dr. Sahar Raafat
Contents
1.INTRODUCTION .......................................................................................................................................... 3
2. CONCEPT DEVELOPMENT: - ...................................................................................................................... 5
3. CONCEPT TESTING .................................................................................................................................... 7
3.1 Questionnaire Sample......................................................................................................................... 7
Survey Explanation:................................................................................................................................. 38
Interview Explanation: ............................................................................................................................ 41
4. CONCLUSION AND RECOMMENDATIONS: - ........................................................................................... 42
4.1 Recommendations ............................................................................................................................ 42
4.2 Conclusion ......................................................................................................................................... 43
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1. INTRODUCTION
Food and beverages industry became a vital part of everybody’s life. The main characteristics of
the food and beverage industry are that it can promote the diversity by creating different types of
food cuisines as well as concepts. It is the industry in which consumers control everything in the
overall industry. For thousands of years people have been moving from one place to another
searching for their basic needs for food. For this reason, the food and beverage businesses is
considered very old. As it is known that ancient civilizations such as Hittites, Sumerians,
Romans, Egyptians, and Helen’s created the basics of the mentioned industry. With the
emergence of inns in the west and caravanserais in the east, food and beverage establishments
were also formed. The main difference is that inns are commercial enterprise for profit, while
caravanserais operate as a charity. It is said that the first restaurant known in history was opened
by Boulanger in 1765. A person named Boulanger opened a shop to sell his soup made from
healing bone broth, he called his soups the remedial “Restaurer” The word comes from the Latin
'restaurare,' meaning "to renew." He tried to attract people’s attention by writing this word on his
door, which is the starting point of the word restaurant. The restaurants, which were initially
known as places where healing meals were made, began to transform day by day and turned into
luxurious places where menus are used.
Moving on to snacks which play a more significant role in today’s society with market size in
Egypt amounts to US$157,887m in 2021 and is expected to grow annually by 7.00% (CAGR
2021-2026). Throughout human history, the content and frequency of meals have always varied.
From ancient times, people consumed leftovers and light foods between meals, and those were
often sweet and natural foods that required little or no preparation (such as fruit). Today, in the
early 21st century, it is these processed foods that are considered snacks. In 1912, America first
encountered Oreo – the world’s most iconic sandwich cookie. In 1912, Nabisco had an idea for a
new cookie, though it wasn't exactly its own—two chocolate wafers with a creme filling in
between had been done already by the Sunshine Biscuits company in 1908, which called the
cookie Hydrox. While Nabisco has never named Hydrox as its inspiration. Oreo cookie was
invented four years after Hydrox had been introduced to the world closely resembled the biscuit
that preceded it: two decorated chocolate discs with white creme sandwiched between them.
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Despite its potentially suspicious origination, the Oreo made a name for itself and quickly
surpassed the popularity of its competitor.
When we take a closer look at the challenges that the has led to rapid development of the food
and beverages industry they are as follows: Increasing free time, women entering the working
life, increase in income, changes in lifestyle, and development of menus – as the number and
complexity of menu items affects the production hours needed. If you have a menu with many
items requiring difficult production techniques, you will require more preparation time per item.
If your menu consists of a limited number of items requiring minimal preparation, you will
require less time. Additionally, differentiation of the demographic characteristics of consumers –
as the rise of Gen Z. A large portion of Gen Z is independent and self-sufficient. They live in
households with two working parents. This requires them to be more autonomous and, as a
result, makes them more comfortable in the kitchen. Around 26% of Gen Z individuals make
most of their own food, and another 71% want to learn to cook. Secondly, they are less focused
on healthy eating: As such, they are more likely than millennials to seek out more indulgent food
options. Thirdly, they are always connected and social media-savvy. They make up 75% of
Instagram’s total users, and they use this platform to share their food experiences and inform
their eating decisions. Fourthly, they hardly trust brands, they put a strong emphasis on things
like traceability, authenticity, sustainability, and socially responsible manufacturing. Fifthly,
flexible when it comes to mealtime: Many don’t eat on a set schedule, and there’s a greater
emphasis on in-between meals. In fact, Gen Z is more likely to consume snacks as meals
annually. Lastly, more willing to try out and pay higher prices for unique, unfamiliar foods:
Given the popularity of foodie culture, many Gen Z individuals see cheap eating as a social
stigma. Our Oreo Cream Spray would be beneficial on 3 aspects. Starting with creating unique
experience that Gen Z seeks. Secondly, will contribute to the snacks industry growth inside
Egypt. Thirdly, Oreo is seeking to keep their cookie away from any danger and take it beyond to
future generations as gen Z through personalizing their products and communication messages.
From this perspective, our new innovation will satisfy their different demands and add new
segments to Oreo’s current audience.
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2. CONCEPT DEVELOPMENT: -
Concept (1): Oreo Cream Spray (Basic Pack)
Our first concept relies on separating the Oreo filling

from the biscuits in a new product entitled “Oreo Cream
Spray” that gives the consumers the freedom of adding
the amount they prefer of the filling into the biscuits or
enjoy it for other purposes like desserts/drinks. It will be
a cartoon pack that includes the spray on a side and the
plain biscuits on the other inside a plastic pouch or a can
like that of Pringles.
Concept (2): Oreo Cream Spray (Extended)
This concept is about introducing an Extended size of the

spray with grounded biscuits to be used in the making of drinks e.g.: Starbucks iced coffee, and
desserts e.g.: cake decorations/toppings, tarts...etc. Highly recommended to be used by business
customers (restaurants and bakeries e.g.: Starbucks)
Concept (3): Oreo Cream Spray (Flavors)
This concept is about introducing different flavors to the Oreo Cream Spray in addition to the
basic vanilla flavor, chocolate, coffee, strawberry, peanut butter, lotus, raspberry, and blueberry.
Concept (4): Oreo Cream Spray (Junior)
A smaller size Oreo Cream Spray will be introduced with Disney packaging and a change in the
ingredients to replace the artificial colors and flavors with natural fruits. The chosen Disney
character on the pack will be a sign for the included flavor e.g.: Tarzan--->Banana, Snow-white--
---->Apple, Winey the Pooh--->Honey, Popeye---> Iron-rich version with apricot or pumpkin
seeds filing…etc. This change in ingredients is to increase the percentage of calcium, iron,
Vitamins A, and B, each in a separate package based on the child’s deficiency.
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Concept (5): Oreo Plain biscuits
This concept is about introducing Plain Oreo biscuits separately without the filling or any other
additions or complementary products. More likely to be used by people who do not like the Oreo
cream.
Concept (6): Oreo Party-box
This concept consists of a plastic box divided into two sides, one
that has the plain biscuits, and the other will be divided into more
than one part to include different flavors of the Oreo cream. This
concept variant to be used by families, or in large gatherings,
events…etc.
➢ All the concepts mentioned above has been tested in the survey we conducted on Survey
Monkey.
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3. CONCEPT TESTING
3.1 Questionnaire Sample
➢ Link to Survey Monkey: https://www.surveymonkey.com/r/OreoSpray
➢ We distributed the questionnaire on our relatives, friends, and families. In addition to
LinkedIn, the CMT student union, and a Facebook group called “What to Eat” it is a platform
with above 211,000 members that share food recommendations, along with restaurants rating
too.
➢ In return, we collected feedback from 351 respondents.
➢ More so, short interviews have been conducted with 6 members at Sporting Club and 2
students on campus.
➢ You are to find below a copy of the questionnaire and the results, social media feedback and
screenshot of the video interview which is attached in a CD and a flash memory with the
report.
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Above screenshot from the video interviews submitted with this report.
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Q1 Overall, what is the most important factor for you in choosing biscuits?
Answered: 351 Skipped: 0
F) Brand name
A) Flavor of the filling
B) Amount of the filling
C) Crunchiness of the biscuits
D) Thickness of the biscuits
E) Overall Taste
ANSWER CHOICES RESPONSES
A) Flavor of the filling 14.53% 51
B) Amount of the filling 5.41% 19
C) Crunchiness of the biscuits 7.69% 27
D) Thickness of the biscuits 1.42% 5
E) Overall Taste 69.23% 243
F) Brand name 1.71% 6
TOTAL 351
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Q2 What are your biggest concerns when buying biscuits?
C) Artificial ingredients
A) Sugar
B) Calories
A) Sugar 31.34% 110
B) Calories 36.18% 127
C) Artificial ingredients 32.48% 114
TOTAL 351
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Q3 Which of the following convince you to buy biscuits?
F) Product Availability
(E.g.: Available in A) Recommendations
small supermarkets
nea...
E) Product Placement
(E.g.: Easy to find on the
shelfs at...
D) Discounts
C) Advertising
B) Social media reviews
A) Recommendations 39.89% 140
B) Social media reviews 14.53% 51
C) Advertising 7.12% 25
D) Discounts 2.28% 8
E) Product Placement (E.g.: Easy to find on the shelfs at Carrefour) 5.41% 19
F) Product Availability (E.g.: Available in small supermarkets near to your residence) 30.77% 108
TOTAL 351
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Q4 Do you eat/drink desserts/drinks that are made with Oreo biscuits/filling? (E.g.: Oreo Tarts,
cupcakes with Oreo frosting topping, Iced Coffee,. etc.)
A) Other products using

D) None the filling only.
B) Other products using

the biscuits only.
C) Both
A) Other products using the filling only. 2.85% 10
B) Other products using the biscuits only. 7.98% 28
C) Both 74.64% 262
D) None 14.53% 51
TOTAL 351
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Q5 How many pieces do you usually eat per time of the current Oreo biscuits?
C) 1-2 Packs (12pcs)
D) Above 12pcs (More

than 2 Packs)
A) Small Pack (3pcs)
B) 1 Regular Size Pack (6pcs)
A) Small Pack (3pcs) 41.31% 145
B) 1 Regular Size Pack (6pcs) 51.28% 180
C) 1-2 Packs (12pcs) 5.41% 19
D) Above 12pcs (More than 2 Packs) 1.99% 7
TOTAL 351
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Q6 According to you, what is the most effective media advertising that raises your awareness
(knowledge) about a biscuits brand?
D) Radio
A) TV
C) Billboards
B) Social media
A) TV 14.53% 51
B) Social media 77.78% 273
C) Billboards 7.41% 26
D) Radio 0.28% 1
E) Magazines/Newspaper 0.00% 0
TOTAL 351
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Q7 Which of the following Oreo substitutes do you consume?
F) Borio
A) McVities Cookies
E) Oreo-Cadbury
D) Biskrem B) Lotus Cookies
C) Nutella Biscuits
A) McVities Cookies 34.76% 122
B) Lotus Cookies 9.40% 33
C) Nutella Biscuits 5.98% 21
D) Biskrem 20.51% 72
E) Oreo-Cadbury 21.94% 77
F) Borio 7.41% 26
TOTAL 351
Page 17 of 43
Q8 Which of the following do you prefer?
B) Vanilla biscuits
A) Choco biscuits
A) Choco biscuits 67.24% 236
B) Vanilla biscuits 32.76% 115
TOTAL 351
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Q9 How interested would you be in using Oreo Cream Spray if it was available?
E) Not at all interested
D) Not so interested
A) Extremely interested
C) Somewhat interested
B) Very interested
A) Extremely interested 29.63% 104
B) Very interested 25.64% 90
C) Somewhat interested 29.06% 102
D) Not so interested 9.69% 34
D) Not at all interested 5.98% 21
TOTAL 351
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Oreo Spray - NEW Product Testing SurveyMonkey
Q10 What are your overall expectations about Oreo Cream Spray?
C) Below expectations
A) Exceeded expectations
B) Met expectations
A) Exceeded expectations 28.21% 99
B) Met expectations 62.96% 221
C) Below expectations 8.83% 31
TOTAL 351
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Q11 Do you believe that the Oreo Cream Spray is different and uniquefrom the normal whipping
cream?
B) No
A) Yes
A) Yes 86.61% 304
B) No 13.39% 47
TOTAL 351
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Q12 Which of the following flavors do you expect to see? You're able to select up to three choices.
A) Vanilla
B) Chocolate
C) Strawberry
D) Coffee
E) Peanut
Butter
F) Lotus
G) Raspberry
H) Blueberry
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
A) Vanilla 66.38% 233
B) Chocolate 64.39% 226
C) Strawberry 17.38% 61
D) Coffee 41.60% 146
E) Peanut Butter 19.94% 70
F) Lotus 36.47% 128
G) Raspberry 8.83% 31
H) Blueberry 16.24% 57
Total Respondents: 351
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Q13 Would you love as an adult (+16) to consume a healthier version ofOreo Spray? This question is
targeting a specific age range, kindly skip if you're not included.
B) No
A) Yes
A) Yes 83.62% 291
B) No 16.38% 57
TOTAL 348
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24 / 27
Q14 Kindly rank each concept according to your preference from the 1st tothe 6th. (Do NOT assign the
same number to the same concept twice)
*1 =means your favorite concept*6 = means your least favorited concept
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Q15 For which purpose would you buy an Oreo Cream Spray/Plainbiscuits/Party-box?
A) Starving.
I) Not a specified reason. B) Snack.
C) Time pass.
H) Trying a new experience
of filling the biscuits
Myself.
G) Working/Studying D) Movie nights/At cinemas.
F) Dessert.
E) In love with the filling taste.
A) Starving. 0.28% 1
B) Snack. 21.08% 74
C) Time pass. 1.14% 4
D) Movie nights/At cinemas. 19.37% 68
E) In love with the filling taste. 5.98% 21
F) Dessert. 19.94% 70
G) Working/Studying 2.56% 9
H) Trying a new experience of filling the biscuits Myself. 17.09% 60
I) Not a specified reason. 12.54% 44
TOTAL 351
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Q16 "You get what you pay for"
Kindly review the value you receive from each product before answering:
1) OREO SPRAY (BASIC) = A 500- 550ML Spray + Around 50-75pcs of Plain biscuits
2) OREO SPRAY (EXTENDED) = 750-1ML Spray+100pcs
3) OREO SPRAY (JUNIOR) = A 250-350ML Spray + 35-50pcs of Plain biscuits
4) OREO PLAIN BISCUITS = Plain biscuits ONLY. (Might be up to 24pcs per package)
5) OREO PARTY-BOX= 250+ Plain biscuits + Different flavors of the Cream.
Based on the description above what is the maximum price you are willing to payfor your chosen
concept?
F) Above 100EGP
A) 1 - 10EGP
E) 75-100EGP
B) 10- 25EGP
D) Above 50-75EGP
C) 25- 50EGP
A) 1 - 10EGP 5.13% 18
B) 10- 25EGP 21.08% 74
C) 25- 50EGP 39.89% 140
D) Above 50-75EGP 21.08% 74
E) 75-100EGP 10.26% 36
F) Above 100EGP 2.56% 9
TOTAL 351
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Q17 Where do you expect your chosen concept to be sold?
A) Booth Stores
C) Hypermarkets
B) Supermarkets
A) Booth Stores 16.81% 59
B) Supermarkets 47.29% 166
C) Hypermarkets 35.90% 126
TOTAL 351
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Q18 How old are you?
D) 50 – less than 65
A) Under 20
C) 35 – less than 50
B) 20 – less than 35
A) Under 20 13.39% 47
B) 20 – less than 35 81.48% 286
C) 35 – less than 50 3.13% 11
D) 50 – less than 65 1.99% 7
E) 65 and above 0.00% 0
TOTAL 351
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Q19 Highest Completed Level of Education.
E) Other A) Elementary School
D) Post Graduate Degree B) High School
C) College Degree
A) Elementary School 0.85% 3
B) High School 26.78% 94
C) College Degree 56.13% 197
D) Post Graduate Degree 13.96% 49
E) Other 2.28% 8
TOTAL 351
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Q20 Gender
A) Male
B) Female
A) Male 18.80% 66
B) Female 81.20% 285
TOTAL 351
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Q21 Marital Status
D) Divorced
C) Widowed
B) Married
A) Single
A) Single 83.19% 292
B) Married 15.67% 55
C) Widowed 0.57% 2
D) Divorced 0.57% 2
TOTAL 351
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Q22 Number of Children
D) More than two
C) Two
B) O
ne
A) None
A) None 91.17% 320
B) One 5.13% 18
C) Two 2.28% 8
D) More than two 1.42% 5
TOTAL 351
34 / 27
Q23 City of residence
C) Other
A) Alexandria
B) Cairo
A) Alexandria 24.22% 85
B) Cairo 72.08% 253
C) Other 3.70% 13
TOTAL 351
35 / 27
Q24 Current job status
A) Manager/Executives
H) Other B) Clerks
C) Professionals
D) Academics
E) Self Employed
F) Laborers
G) Students
A) Manager/Executives 10.26% 36
B) Clerks 2.28% 8
C) Professionals 9.69% 34
D) Academics 8.26% 29
E) Self Employed 4.56% 16
F) Laborers 0.85% 3
G) Students 43.59% 153
H) Other 20.51% 72
TOTAL 351
36 / 27
Survey Explanation:
Our Oreo Cream Spray Survey of 351 consumers, most of them are females aged 20 and above
found:
• The majority of the respondents used Oreo’s filling and biscuits as an ingredient of other
products.
• Oreo Cream Spray (Basic Pack) attracted the respondents the most.
• People perceived that there is a distinct edge between the whipped cream and Oreo
Cream Spray.
• People understand the value introduced in the Oreo Cream spray and they are willing to
pay for it.
• Most of the respondents expect the Oreo Cream Spray to be available at Hyper and
supermarkets.
We asked a total of 351 respondents 9 general questions related to their consumption of biscuits
and 9 questions related to our new product testing and their consumption of Oreo biscuits in
specific and lastly 8 demographic questions and after examining the results the answers came as
follows: 81.48% of the respondents aged 20 – 25 , 13.39% aged below 20, 3.13% aged 35 – 50,
1.99% aged 50 – less than 65. The majority of 56.13% completed their college degree 69.23%,
26.78% high school education, 13.96% postgraduate degree, 2.28% other type of degrees, 0.85%
elementary school. 81.20% of the respondents were females, while 18.80% were males. The
marital status of 83.19% of them are single, 15.67% are married, and identical result 0.57% for
widowed or divorced. 91.17% are single, 5.13% has one child, 2.28% has two children, 1.42%
has more than 2 children. Majority of the respondents residence in Cairo with 72.08%, 24.22%
residence in Alexandria, 3.70% in other cities. 43.59% are still students, 10.26% are
managers/executives, 9.69% are professionals, 8.26% are academics, 4.56% are self-employed,
2.28% are clerks, 0.85% are laborers, and 20.51% work in other jobs. Their average household
income is over 10,000EGP for 55.84%, 5,000 – less than 10,000 for 23.65%, 2,000 – less than
5,000 for 12.54% and 7.98% are below 2,000 EGP. Starting with the general questions, the
overall taste of the filling as the most important factor when buying biscuits, 32.48% are
concerned about the artificial ingredients found in biscuits. Additionally, word of mouth
(recommendations) has the strongest impact when it comes to affecting consumers’ purchase
intention. When asked about if people used Oreo biscuits/filling as an ingredient of other
desserts/drinks 74.64% responded yes for both using the biscuits itself and the filling inside.
Consumers mostly consume the regular size pack (6pcs) of Oreo biscuits which represents
51.28% and 41.31% consumes the small sized pack (3pcs). Then, 77.78% respondents voted for
social media as the greatest channel for raising their awareness about biscuits. Furthermore,
McVities cookies has the largest number of respondents as an Oreo substitute with 34.76%,
followed by Oreo-Cadbury cookies with 21.94%, Biskrem 20.51%, then Lotus cookies 9.40%,
Borio 7.41%, and the lowest votes goes to Nutella biscuits with 5.98%. 32.76% respondent
preferred chocolate biscuits over vanilla biscuits with 67.24% and 32.76% respectively. Moving
to part two of the questionnaire which is the actual product testing. When asked if consumers
would be interested to buy the Oreo Cream Spray if it was available 29.63% said they would be
extremely interested, 25.64% very interested, 29.06% somewhat interested, 9.69% are not so
interested, and 5.98% are not at all interested. Additionally, 28.21% mentioned that our product
exceeded their expectations, while 62.96% said it met their expectations, and 8.83% said it was
below their expectations. 104 individuals representing 29.63% said they would be extremely
interested to buy the spray if it was available, 25.64% said they would be very interested, 29.06%
would be somewhat interested and the least votes said they not so interested and not interested at
all representing 9.69% and 5.98% respectively. Not only but also people who perceived the Oreo
Cream Spray as unique represents 86.61% while only 13.39% perceived it as similar product to
the whipped cream. Along with, asking the participants about the flavors they would like to see
most giving them to choose up to 3 choices, vanilla came on the top of the list with 66.38% and
chocolate 64.39%, strawberry 17.38%, coffee 41.06%, Peanut butter 19.94%, Lotus 36.47%,
raspberry 8.83%, blueberry 16.24%. Most of the respondents like to consume a heathier version
of the Oreo Cream Spray with 83.62% and 16.38% wouldn’t like so. Now moving on the most
important part of our questionnaire which is the concepts ranking, 32.48% preferred Oreo Cream
Spray (Basic) as their first choice, while nearly the same percentages received for the Party-box
and plain biscuits with 19.94% and 19.66% respectively, followed by the flavors concept
17.09%, then the junior version 5.98% and the least preferred concept was the extended version
with 4.84%. Snack is the most chosen purpose of using the Oreo Cream Spray with 21.08%,
followed by 19.94% who like to consume the spray as a dessert, 19.37% who like to eat at movie
nights/cinemas, 17.09% are going to buy to experience filling the biscuits themselves, 12.54%
would buy for no reason, 5.98% are in love with the filling taste, 2.56% would buy it to consume
while working/studying, 1.14% for time pass, and lastly 0.28% when they are starving. After
introducing the different values the consumers’ would get from each concept we asked them to
highlight the price they are willing to pay for 39.89% mentioned they are willing to pay 25 – 50
EGP, two identical results received for people who are willing to pay 10 – 25 EGP and 50 – 75
EGP which is 21.08% for each range, followed by 10.26% for 75 – 100 EGP, then 5.13% for 1 –
10 EGP and lastly 2.56% for above 100 EGP. 47.29% are expecting the new product to be sold
at supermarkets, 35.90% at hypermarkets and 16.81% at booth stores.
Interview Explanation:
Interview Questions
1) Do you like the idea of Oreo making an Oreo cream spray?
2) What flavors would you like to see?
3) What is the expected price?
4) How often do you consume Oreo biscuits?
5) Do you perceive the distinct edge between the whipped cream and Oreo Cream Spray?
Above are the questions asked to 6 members at Sporting club, in addition to two students on
campus. Yehia, aged 20 mentioned that Oreo biscuits is always appealing to him whenever he
founds it and that our new product gives him the same feeling. More so, he said that using the
spreading the filling on a toast will be more eased using the Oreo Cream Spray. He would like to
see the Oreo filling with lemon or strawberry flavors that he previously experienced as Oreo
biscuits, he added. The second interviewee named Abdallah and aged 20, said that the idea is
nice and new, but he would like to see chocolate and caramel flavor. Furthermore, he mentioned
that he expects the texture of the Oreo Cream which he prefers over the whipped cream to be
more intense. Two interviewees aged below 20 liked the idea mentioned that it should be
available in other flavors for those who prefer something else other than Vanilla. Mariam aged
26, mentioned that she has often used the filling in making desserts and that our product would
ease the process for her. She added that she would like to see flavors as coffee, lotus, and
chocolate of the spray. Last but not least, she expects it to be expensive from a range of 40 – 50
EGP, and lastly, she mentioned she would use it as a movie night snack and that she doesn’t
recommend it for children because of the high sugar included. Another interviewee a student at
political science department, said that she likes the filling of the Oreo over the biscuits and that
she consumes Oreo biscuits once a week.
4. CONCLUSION AND RECOMMENDATIONS: -
4.1 Recommendations
➢ Based on the results, we decided that our concept will be the basic pack of Oreo Spray cream
– because the majority chose it, it will also be a good chance for Oreo to evaluate the success
of such a new product in market with one variant, then expand according to market’s interest.
➢ Although not many people preferred the junior concept to be used by children, however a
change in the ingredients has been made towards a healthier version, 291 adult respondents
said they would like to see a healthier version of the Oreo Cream Spray. This contradiction
led us to revise the way we branded the junior concept. From this point of view, we suggest
merging the junior concept with the basic one by replacing the cartoon characters on the
packaging and the word junior with just a noticeable statement on the basic pack
(healthy/low sugar/free of artificial ingredients) would be enough to be appealing to our
target audience and more.
➢ Because Oreo is usually sold in small quantities and people don’t consume much of it as
found in the results, and due to the high sugar in it, we plan to reduce the amount of the
filling from 500ML to 300-350ML which will also be perceived as more-for-more (in terms
of quantity) compared to most of the whipped cream found in stores. While remaining the
amount of the biscuits as it is.
➢ Taking in consideration, the social class and household income of the respondents we are
planning to limit the launch cities to two cities only which are Alexandria and Cairo which
we expect our target audience to be residents of them.
➢ Limiting the launch cities to Alexandria and Cairo where we believe our target audience to
be residents of these two.
➢ Recommending introducing different flavors as chocolate and coffee as soon as the basic
version proves success in the market.
4.2 Conclusion
To summarize, the food and beverage industry are facing major change and shifting
expectations, and brands must decide whether to adapt, or risk losing out. For Oreo Cream Spray
consumers, snacking is best served with a side of Netflix. Oreo snackers spend a lot of time on
social media and the recommendations reinforce their buying decisions. Oreo snackers value
health in their lifestyle as artificial ingredients and high sugar. Throughout uncovering cross-
brand pairing preferences between Oreo snackers and snackers of other brands, among the top
strongest pairing preferences, we found that, Oreo snackers are more likely to prefer McVities as
an Oreo substitute. Although Oreo biscuits is considered affordable for 3-6 pieces pack, but Oreo
snackers are willing to pay more for a product that is different from other products offered in the
market. Oreo’s popularity begins to diminish among the age group 50 and above.

NPD - Oreo 12th Report - Final Version

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NPD - Oreo 12th Report - Final Version

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New Product Planning

Spring 2020-2021 Class

Our first concept relies on separating the Oreo filling

Concept (2): Oreo Cream Spray (Extended)

This concept is about introducing an Extended size of the

Concept (3): Oreo Cream Spray (Flavors)

Concept (4): Oreo Cream Spray (Junior)

Concept (6): Oreo Party-box

B) Amount of the ﬁlling

C) Crunchiness of the biscuits

D) Thickness of the biscuits

ANSWER CHOICES RESPONSES

A) Flavor of the filling 14.53% 51

B) Amount of the filling 5.41% 19

C) Crunchiness of the biscuits 7.69% 27

D) Thickness of the biscuits 1.42% 5

E) Overall Taste 69.23% 243

F) Brand name 1.71% 6

ANSWER CHOICES RESPONSES

A) Sugar 31.34% 110

B) Calories 36.18% 127

C) Artificial ingredients 32.48% 114

ANSWER CHOICES RESPONSES

A) Recommendations 39.89% 140

B) Social media reviews 14.53% 51

E) Product Placement (E.g.: Easy to find on the shelfs at Carrefour) 5.41% 19

A) Other products using

B) Other products using

ANSWER CHOICES RESPONSES

A) Other products using the filling only. 2.85% 10

B) Other products using the biscuits only. 7.98% 28

C) Both 74.64% 262

C) 1-2 Packs (12pcs)

D) Above 12pcs (More

A) Small Pack (3pcs)

B) 1 Regular Size Pack (6pcs)

ANSWER CHOICES RESPONSES

A) Small Pack (3pcs) 41.31% 145

B) 1 Regular Size Pack (6pcs) 51.28% 180

C) 1-2 Packs (12pcs) 5.41% 19

D) Above 12pcs (More than 2 Packs) 1.99% 7

ANSWER CHOICES RESPONSES

B) Social media 77.78% 273

D) Biskrem B) Lotus Cookies

ANSWER CHOICES RESPONSES

A) McVities Cookies 34.76% 122

B) Lotus Cookies 9.40% 33

C) Nutella Biscuits 5.98% 21

ANSWER CHOICES RESPONSES

A) Choco biscuits 67.24% 236

B) Vanilla biscuits 32.76% 115

E) Not at all interested

ANSWER CHOICES RESPONSES

A) Extremely interested 29.63% 104

B) Very interested 25.64% 90

C) Somewhat interested 29.06% 102

D) Not so interested 9.69% 34

D) Not at all interested 5.98% 21

ANSWER CHOICES RESPONSES

A) Exceeded expectations 28.21% 99

B) Met expectations 62.96% 221

C) Below expectations 8.83% 31

ANSWER CHOICES RESPONSES