Transcript
Cadbury Oreo
Sr. no. Name Roll no.1. Harshneel Bhasin 652. Shefali Rao 993. Pratik Shelar 1114. Chaitali Wankhede 120
GROUP MEMBERS
CURRENT 4 P’s OF MARKETING
Oreo is a trademark for a popular sandwich cookie by the Nabisco Division of Kraft Foods. The current design consists of a sweet, white filling commonly referred to as 'cream' or 'creme', sandwiched between two circular chocolate or golden cookie pieces.
Now there are many different types of Oreos. Oreo strawberry,Oreo orange,Oreo choco cream.
INTRODUCTION
Product attributes :-1) Sandwich creme cookie2) Gives Nutrition3) Premium cookie/ Good quality4) Good taste5) Consumable with milk5) Attractive Packaging6) International Brand/ Good Brand image7) Apt Pricing
Brand name and connect :- Oreo- black on the outside and white in the inside.Oreo uses the concept of togetherness, emotional connects to tingle the soft corner of its customers.Moreover the idea of splitting the Oreo with your loved ones and the adorable characters used in theads makes the user fall for it.Brand positioning :-Cadbury has positioned Oreo as a family brand. And that’s why the communication of the brand
stresses on a special way of enjoying Oreo cookies “Twist, Lick and Dunk” ritual’ as they call it.
PRODUCT
Kraft uses a variety of packaging for Oreos, which are mostly present in all countries, but the prevalence of each size varies. US Oreo packages often contain a lot of cookies while Chinese and Indian packages contain only a few per package with average UK packaging being in between Big boxes of 10 x 13 packets of Oreos, a common sight in the US.
UK packaging is often a little more modest, with the 30 pack being popular. Whereas, Oreos are often sold in rolls or small boxes of 7 to 14 Oreos each
in India and China.
Packaging
In India, Oreo comes in three different packages starting Rs 5 for a 3 biscuit pack, Rs 10 for a 7-pack, and Rs 20 for a 14-pack.
Packaging
It’s most recent packaging slogan is "Milk's Favorite Cookie", which is a slight change from the original, "America's Favorite Cookie" (though some packages in the U.S. still use the original slogan).
Oreo was initially launched in India in Metropolitan cities. After making its presence it expanded to Sub-metro cities. (eg: Bangalore, Ahmedabad etc) Oreo ensured its availability of products in malls, supermarkets, departmental
stores, kirana shops in these cities. The traditional channels for fast-moving consumer goods (FMCG) include
general stores, convenience stores, supermarts, malls ,hand cart vendors, and kirana. Of the 12 million retail food outlets in India, 7.3 million sell FMCG and 41% are in urban areas.
Through Cadbury, Kraft has obtained access to more than 1.2 million of these outlets
PLACE
PRODUCER —–> RETAILER —-> CONSUMER (LEVEL1)
PRODUCER —–>DISTRIBUTOR—-> RETAILER —-> CONSUMER (LEVEL3)
Oreo launched its traditional chocolate cookie with vanilla cream at Rs. 5 for a pack of three to drive impulse purchases and trials
Rs 10 for a pack of seven and Rs 20 for a pack of 14 for heavy usage. In 2011, initially Oreo started with discounted pricing strategy and later
switched to penetration pricing. After the successful inception and acceptance of the product and price,
Oreo inflated its market price slightly. Rs. 5 for a pack of 3 Oreos Rs.15 for a pack of 7 Oreos Rs.35 for a pack of 14 Oreos
PRICE
The main medium of communication in India was through Television also other media of communication are also being tapped.
The company started bus tour to push the concept of togetherness among families across nine cities and across 450 small towns.
Oreo is driving point-of purchase sales with store displays and in-store promotions (eg: Dunkathon) in a bid to overtake market leader Britannia Good Day's distribution.
Oreo India’s Face book page is the of the fastest growing in the world.
Brand Endorsement
https://www.youtube.com/watch?v=8g-_M3aNtLY
https://www.youtube.com/watch?v=YfFlaavmqSU
40M+ on Facebook714K+ on Twitter763K+ on Instagram105M+ on YouTube
The launch of the commercial was backed by outdoor activations in six cities – Mumbai, Chennai, Bangalore, Hyderabad, Delhi and Kolkata.
The campaign extended to on-ground shopper activation in malls, amusement parks, multiplexes and modern trade outlets to engage with families
Oreo also has its own website www.oreo.com which offers around 475 recipes and Flash Games
FUTURE 4 P’s OF MARKETING
New Flavours of Oreo, one would like to see?1)Black current2)Cheese cake3)Red velvet cream4)Pistachio5)Mango6)Tiramisu
PRODUCT
25.71%
20.00%22.86%
8.57%
14.29%5.71%
Black currentCheese cakeRed velvet MangoTiramisuPistachio
SURVEY ANALYSIS
Introducing Three New Flavours:
Oreo Black currentOreo cheese cake Oreo red velvet cream
Introducing Two New Packs:
Triple Oreo PackOreo For Two
Oreo Black current“Black current never tasted so chocolaty”
Oreo Cheese Cake“ Be chocolaty and cheezy ;)
Oreo Red Velvet“Chocolate aur Red Velvet khao, ek naya rishta banao”
The Triple Oreo pack will contain 3 different types of Oreos.
The first Triple Oreo pack will be the Oreo Tiranga, which will contain Oreo Orange, Oreo Plain(Vanilla) & Oreo Pistachio.
“Oreo Tiranga, Made For India”
Triple Oreo Pack
This pack will be a specially made pack of Two Oreo biscuits.
It will be available for all flavours.
It is made to share with your ‘best friend’ or a ‘loved one’ or ‘your sibling’.
“Share the best biscuit in the world with your best person in the world”
Oreo For Two
Oreo Wafer Stick Oreo chocolate cones
Future Products
Oreo Slim Oreo double trouble
PLACE
Mondelēz International is building country’s largest chocolate manufacturing plant near Hyderabad.
Targeting smaller towns and expand grocery stores.
Oreo Should Exclusively Open Outlets And Stores In The Metropolitan Cities And Specifically Inside The College And School Campuses To Expand The Market Coverage And Share Amongst The Targeted Segments.
PRICE
Oreo red velvet, Oreo cheese cake & Oreo black current will be Rs.40 for the pack of 14 & Rs.20 for the pack of 7.
Triple Oreo Pack will be Rs. 33 & will include 2 biscuits of each flavour.
Oreo For Two will be Rs.4 & each pack will contain 2 Oreos. Oreo double Trouble will be Rs.35 for pack of 7. Oreo Cones will be for Rs 150 for pack of 12. Oreo slim Rs 35 for pack of 10. Oreo wafer sticks Rs 300 for 350 gms.
PRICE
PROMOTION
- The plan is to design a vending machine with an interactive screen. The screen will include face detection technology.
- Users will make different expressions and the face detector will detect the expression of the face and convert it into relevant emoji.
- User will get an Oreo at the end of it. The cream in that Oreo will be in the shape of the emoji detected.
How will we achieve this?
Step - 1
Login with your Social ID
Users will login on a tablet to generate a unique code
Step - 2
Here’s your Oreo Code, now let the fun begin.
OR321331
Step - 3
Enter your Oreo Code
Interactive Screen
Vending Machine
OR321331
Step - 4Webcam
Make an expression of the emoji of your choice
Camera preview
Oh great, we have detected your emoji.
Now just wait and get ready for a surprise.
Step - 5
Oreo outlet
Webcam
Get your Oreo with the emoji of your choice and share your experience on Facebook.
Step - 6
New Oreos
Oreo outlet
Webcam
Buy 2 (125 gms) packs of any new Oreo flavour & get 1 free.
Buy 3 Triple Oreo packs for just Rs. 90
Distribute free ‘Oreo For Two’ packs to:a) Schools- Friendship Day & Children’s Dayb) Colleges- Friendship Day & Valentine’s Day
Promotion Schemes
DONT FORGET TO....
Thank You
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