Oreo Biscuit case study

The presentation gives a detailed description about oreo case study. It onsist solutions to the problem oreo faced during its introduction. The case study also contains the SWOT Analysis of cadbury India.

1. A presentation of case study on Cadbury Oreo By Nikhil gupta

2. About O reo Oreo is a billion dollar biscuit brand. It is a brand from Kraft foods group, Inc, Chicago, USA. O reo is launched in India by Cadbury on March 3 rd 2011. The initial pricing of Oreo was rs5/- rs10/- rs20/-. Initially oreo was launched in one variant i.e., vanilla cream flavour. oreo notched up a market share of 6% , during a quarter ended September 2011.

3. STP of Cadbury Oreo SEGMENT : Quality conscious children and youth. TARGET GROUP : Children and youth. POSITIONING : The biscuit with goodness of milk. SWOT ANALYSIS OF CADBURY OREO Strength : Low cost perceived as world’s number one biscuit Good product quality and packaging. Leadership in world for sandwich category Weakness : limited target audience i.e. People who prefer chocolate based biscuits Opportunity : Launch various flavours for cream like Treat-O Threats : Severe threat from wafer and salted snack segment Similar biscuit category Chocolates

4. Questions and solutions

5. Explain the market launch strategy of oreo? Product vanilla flavoured cream biscuits Price Offered at three prices targeting impulse, family, and heavy consumption Promotion TLD ritual Togetherness bus Place Distribution using 1.2 million stores of Cadbury

6. 2. Do you think the volume-driven growth strategy could hurt Oreo's brand equity in long run? Based on low prices High sales volume but no profits S ubstituting oreo to other brands

7. 3. Why did K raft choose to launch as C adbury Oreo? Lions share of confectionery market in India Launch of oreo is a part of Kraft long term strategy Wide distribution network Brand recognition of C adbury

8. 4. What helped oreo to gain instant market share in India’s highly competitive biscuit market? Low pricing No variants Advertising & awareness as family brand Brand image Positioning

9. 5. Do you think the brand lacks suitable differentiation? Failed in USP Substitutes offer similar products F ailed in understanding Indian customers insights

10. 6.What product differentiation strategy do you suggest? Increasing the grammage of premium pack Cashing out the growth rate of premium pack Offering all flavours in a special pack

11. 7. Suggest other market penetration strategy for oreo? Targeting the semi urban and rural areas Rapidly targeting schools

12. 8. What are the key challenges before Cadbury oreo? Retaining present customers Cut throat competition Sustaining in the market Understanding the Indian customers insight time to time Introducing the rest of flavours in India Controlling the cost

13. Thank you... Happy Twist Lick Dunk