Archana sinha(89)

Avinash kumar(95)
Deepsikha Rai(16)
Devesh kumar(114)
Neha Agarwal(117)
Priya kumari(123)
Shalini kumari(110)
Shuhanshi priya(93)
ABOUT OREO:

 Develop by National Biscuit Company(Nabisco) in 1912.

 At Chelsea Manhattan factory in New York, US.
 Parent company ‘Mondelez International’
 Entered India in March,2011.
 By this, Cadbury for the first time entered into Indian biscuit market.
 Already Cadbury had many products like gems,5-star, bournville, tang,
perk in india.
 Today twist, lick,dunk had become a ritual.
LAUNCH PHASE OF OREO IN INDIA

 The main focus was on building strong distribution and adequate

availability in Indian market.
 Point Of Purchase devices were developed to ensure Oreo stand out within
biscuit category.
 This virtually created a ‘wall of Blue’ effect and enhanced compelling
presence.
 All trade investment at that time was focused on improving the on-shelf
presence for oreo.
 MICRO ENVIRONMENT

o Customers- One of the main factors that influence the marketing strategy
for oreo are the customers. The oreo is targeting their market of customer
from young age. The customer purchasing their product on their daily basis,
around the globe creates not only demand in the products but an increase
in the revenue.
o Suppliers- Main source of revenue for Nabisco had increase the demand
for oreo’s world wide with the strategic marketing plans put in place by the
suppliers,consumer are spending more and oreo global sales are increasing
per annum.
 Competitors- the biggest competitors was fellow products produced by
Kraft.
MACRO ENVIRONMENT

 Demographic forces: The ads are consciously targeted to those at an

adolescents age.
 Economic force: generally a middle income,usually a busy family who is
working full time with children influencing their purchase patterns and
consumer buying behavior. The low price appeals to those who do not
have a high income such as university students and teens, who are
considered primary buyers.
 Cultural Forces: Reduced fat oreo stems from their original Oreo cookie.
These cookies are reduced in fat which appeals to those who are health
conscious. This creates a whole new market catering to a new segment in
the marketing strategy.
SEGMENTATION

 Geographic
Urban area( north, west, east and south) & semi urban area
 Demographic
Age:6-18, 18-24, 24-39
Income: (upper & middle)
 Psychograhic: Lifestyle is comfortable, readiness to try new products,
Brand conscious, experimental by nature.
TARGETING

 Urban and semi urban areas

 Upper and middle class people
POSITIONING

 Oreo uses emotional appeal to create force between parents and children.
 Oreo advertisement of “ Twist-lick-dunk” attract children a lot.
 Oreo has positioned itself as a tasty snacks or mid-day meal.
 It has recently signed Ranbir Kapoor as its brand ambassador to tap young
and adult market in India.
USP

 Oreo was initially launched in India in metropolitan cities.

 After making its presence it expanded to sub-metro cities( e.g Bangalore,
Ahmedabad).
 The traditional channels for FMCG include general store, supermarts, malls
of the 12 million retail food outlet in India, 7.3 million FMCG & 41% are in
Urban areas.
MARKET SHARE

 Mondelez India Foods Pvt. Ltd said that the market share of Oreo alone is
around 10 per cent of the premium biscuit market.
 The company is currently manufacturing the biscuits in a facility in Ludhiana
in Punjab and Bengaluru, in Karnataka. The capacity utilization is upwards
of 60 per cent and it produces and sells around 20,000 tones of biscuits
PRODUCT LEVEL

• Hunger • Biscuit with

satisfaction cream

Core Basic

Accepted Augmented

• Tasty and • Flavoured

nutrition dishes
4P’s OF MARKETING MIX :
Product

 Biscuits
 Red velvet cake
 Oreo Sandwich
 Oreo cake
 Oreo Ice-cream
 Oreo Chocolate
Price

 Oreo launched its chocolate cookies with vanilla cream at Rs 5 for a pack of
3, Rs 10 for a pack of 7 and Rs 20 for a pack of 14.
 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.
Promotion

 Oreo became very known on social media such as Twitter, Tv, Instagram,
Facebook, etc
 Oreo did a contest on Instagram that helped increase the fan base for the
product.
Place

 Oreo are sold in common grocery stores.

 It can be ordered online with ease.
 One can find them in convenience stores.