Cadbury enters Indian biscuit market with Oreo
Press Trust of India / New Delhi March 3, 2011, 15:00 IST
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TimesJobs.com/Upload_Resume Confectionery maker Cadbury India today announced its entry into the country's estimated Rs 12,000 crore biscuit market through the launch of 'Oreo' brand from the global portfolio of its parent Kraft Foods. "The introduction (of Oreo) marks the entry into a new category in India, with the aim to make the world¶s favourite biscuit, Oreo, one of India¶s favourite biscuits," Cadbury India said in a statement.
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Oreo is around 100 years old brand and currently generates a revenue of $1 billion globally. In India, the company will be launching the biscuit in dark chocolate flavour. "Introducing Oreo marks the beginning of our journey in this growing category and we are readying ourselves to make Oreo a preferred choice with Indian consumers," Kraft Foods President South Asia and Indo-China and Cadbury India Managing Director Anand Kripalu said. Quoting an AC Nielsen study, the company said the Indian biscuit market grew at 17% in 2010, with creams and biscuits leading overall growth. Parle, Britannia and Priya Gold are other major players in segment. "The Indian biscuits market continues to show remarkable growth, a testament to rapidly developing consumer tastes that provides us the perfect opportunity to enter this category," Kripalu said.
but the per capita consumption remains low. Oreo is the second product after orange drink Tang that Cadbury is launching in India from Kraft Foods' portfolio. Consumers will find Oreo on the shelves of "hundreds of thousands of retail outlets across urban and semiurban markets" at a price points of Rs 5. Oreo also had a hard-to-miss outdoor campaign where the Oreo biscuit packets were mounted on bus shelters. 0:08 IST
Acouple of months back.
. According to a Nielsen study. ³Our television campaign aims to highlight the bonding moments between a father and child. Oreo is the second product after orange drink Tang from the Kraft stable available in India. it added. The company also said the launch of the biscuit is part of its long-term strategy in India to gradually expand the business' operation from a confectionery company to a more broader foods company." it said. Dunk¶ (TLD) communication broke across media ² including television. confectionery maker Cadbury India entered the Rs 12.6 billion. indicating a big opportunity to grow. director. 2011. After Kraft Foods acquired Cadbury globally last year for $19. snacking & strategy. robust sales infrastructure and extensive consumer insights enables the company to introduce new Kraft Foods products as it enters new categories and transforms its local business. "Cadbury India's sales approach. there was a large fabricated glass of milk on a van and the biscuit could be seen moving up and down as though it was being dipped into the glass of milk.The company said it plans to sell the product across the country by April-end and will be locally manufactured here for the Indian market. Post launch Oreo¶s global µTwist. it has been looking to expand product offerings in India.
Cadbury India: Bonding over biscuits
Sarmistha Neogy / Mumbai July 11. A mobile van also carried the TLD communication forward. radio. Cadbury India. Oreo has used the TLD proposition in its communication in over 107 markets for nearly a hundred years. as they indulge in child-like delight while eating an Oreo and performing the µTwist Lick Dunk¶ routine. Says Venkatesan. Lick.´ says Chandramouli Venkatesan. ³We want our brand to encourage fathers and mothers to spend quality time with their children. Rs 10 and Rs 20.000 crore biscuit market with the launch of Oreo sandwich cookies from the global portfolio of its parent Kraft Foods. the category grew at 17 per cent in 2010. print.´ Oreo¶s maiden television campaign in India broke during the ICC World Cup 2011 to grab maximum eyeballs. the fastest growing processed food segment in India. below-the-line and digital. Cadbury sees great potential in biscuits.
Oreo decided to bridge the gap with its Oreo bus. People got to know of the arrival of the Oreo bus in their respective cities through hoardings. Lucknow. Kolkata and Mysore. the blue Oreo bus travelled across eight other cities ² Mumbai. Pune. Hyderabad. Interface Communications is handling the mass media and digital aspects of the campaign. This initiative by Oreo germinated from a survey conducted by Cadbury.Oreo started the second part of its campaign in India recently by introducing the concept of the Oreo Togetherness Bus. ³The bus provided parents with a platform to bond with their children and encouraged them to spend more time with their kids. Inside the bus. Bangalore. Starting from New Delhi on June 8. away from their hectic work schedules. ads in the city supplements of newspapers and through FM radio. Parents were also encouraged to take the Oreo Pledge ² a promise to spend more time with their children. 2011. which showed that parents today crave for a little more time with their children. parents and their children were encouraged to participate in activities based on Oreo¶s TLD proposition. Oreo Togetherness Quotient. Ahmedabad. and Candid Marketing is the supporting the brand¶s on-ground initiatives