Marketing Plan to Launch OREO

Analysis of Market

1. The market for biscuits is very promising.

2. The global biscuits market is expected to reach USD 135 billion

by 2023, at a CAGR of 5%.

3. The biscuits and cookies industry in India is projected to touch

Rs.27,900 crores by FY 2019.

4. The global biscuits market is classified into North America,

Europe, Asia-Pacific, Middle-East and Africa.

Source: mordorintelligence.com
 Customer Insight- Consumer Pattern
Demographics

1st Qtr Below 25 69%

2nd Qtr B/w 25-45 24%
Age Group: 3rd Qtr Above 45 7%

1st Qtr Male 75%

Gender: 2nd Qtr Female 25%

Location:

100 Never
Rarely
Sometimes
Frequently

Source: giiresearch.com
 Porter’s 5 forces analysis

BARGAINING BARGAINING THREAT OF THREAT INTENSITY OF

POWER OF POWER OF SUBSTITUTES OF NEW COMPETITIVE
SUPPLIERS CUSTOMERS COMPETITORS RIVALRY

• Large number • Large number • Substitute  Entry barriers  Strong

of suppliers of customers products are are high aggressive
inferior competitors
• Strong • Limited buyer  Customers are
distribution choice loyal to existing
• Substitute  Exit barriers
network products are brands are moderate
fragmented
 Fast industry
growth rate
SWOT Analysis

• Limited target audience

i.e. people who prefer
• High quality product
chocolate based biscuits
reputation
• Not primarily for health
• More value added through
conscious consumers
packaging and distribution
• Not all the varieties and
• Well known brand name
flavors are available
everywhere

• Threat from other snack

segments like Lays,
• Introduce health and
Bingo, etc.
nutritional products(fat
• Threat from other
free Oreo)
chocolate manufacturers
• Add more flavor fillings
like Nestle and Amul
tie-up with
• Rising commodity,
corporates/hotel chain.
packaging and other input
costs
 Target objectives
 Promoting the Fat Free OREO packaging by using new colors to
help it stand out against the original OREO.
 Promoting a healthier product to health conscious consumers.

Mascot

Tagline
Only Oreo
 Promotional plan
 Digital advertising
1. Social Media: Promote the product through social media by
organizing events and games like “Find the bitten Oreo”.
2. Google Adwords: Make an ad with website URL, description and
proper extensions like promotional coupons and exciting offers.
3. Display Advertisement: Display ads on ecommerce and food
products websites like Bigbasket.com, Flipkart.com, etc.
4. Email Marketing: Send personalized emails to targeted customers.

 Traditional advertising
1. Newspaper, magazine, radio, television, billboard, subway, banner
advertising, flyer advertising etc.
2. Sales promotion and personal selling.
3. Tries to relate Oreo with the Indian culture through Oreo oriented
posters wishing people for Janmashtami & Eid meets.
4. Poster Bus tour concept.