oreoinindia-2-231108161014-f8d1aa44.pptx

Marketing of oreo

1. Oreo in india Launching and Establishing a Global Brand in India Using Integrated Marketing Communication Effectively Presented By Case Study Ashwini Hemanth V Vijaya Nagesh Sujay G Gowda Bharath H J Syed Sajid

2. For most of its 100-year plus existence, oreo was consistently America's best loved cookie, but today it is a well-established global brand. This case demonstrates how oreo brand's successful entry into the indian market was well organised using the communication mix elements such as advertising, sales promotion, events and experiences and public relations to establish the brand during the launch phase and subsequently stabilize and grow the brand in India. INTRODUCTION

3. Background & History The "Oreo Biscuit" was first developed by the National Biscuit Company (today known as Nabisco) in 1912 at its Chelsea Manhattan factory in New York, US. Today, location of this factory is known as " Oreo Way ." On March 6, 2012, the famous cookie brand, Oreo, celebrated its 100th birthday. Currently it is owned by Mondelez International. Until the mid-1990s, Oreo largely focused on the US market - as reflected in one of its popular advertising slogans in 1980s, " America's Best Loved Cookie ". But limited growth opportunities in the US Market spurred the company to turn to emerging markets like China and India. Mondelez International, launched Cadbury Oreo in India in March 2011 .

4. Oreo in India Mondelez was present in India in chocolates , Beverage and candy categories. The company entered India Biscuit market with their lead brand Oreo in 2011 It launched as Cadbury Oreo because Cadbury is a strong brand name in India, and initially focused on generating awareness and rapid trials. Key objectives of the launch were Gain a 1% share in Biscuit category in first year. Build awareness, 40% trials and 40% repeat purchase in priority markets.

5. Competitive scenario in the biscuit category in 2011 The Biscuit category was growing at 17% in India(2010). Others T hree Biscuit category - Parle (41%), Britannia (26%) and ITC (8%), who dominated the biscuit market with a total of 75% market share. These players had been present in the market f or many years and had a strong portfolio. And the Biscuit category was a very competitive market - only two brands (Parle-G and Britannia Good Day) in a pool of about 1000 brands had garnered more than a 5% market share. Even established brands like Hide and Seek, Monaco and Bourbon had less than 2% market share. Biscuit Company Market Share in India This shows the seemingly difficult for new brand to enter into Biscuit category in India. From being a leader in chocolates category in India, Mondelez was now a challenger in the Buiscuits category.

6. Rank Brand % Value share 7 3.0 % 8 2.5 % 12 1.6 % 14 1.4 % 15 1.4 % Market share of brands in the biscuits category ( in 2011) Rank Brand % Value share 1 19.9 % 2 8.7 % 4 4.2 % 5 3.5 % 6 3.5 %

7. SWOT ON THE COMPETING BRAND & OREO STRENGTHS Parle, Britannia and ITC Oreo More market share Very Good brand recognition. Diverse product portfolio Strong household products like good day, Parle-G and Sunfeast . Strong distribution network Consumer loyalty S trong brand name of Cadbury in India. It offered a unique proposition with its cream-filled biscuits, targeting households with children. The brand had international recognition and a reputation for quality . WEAKNESS Parle, Britannia and ITC Oreo Parle-G and other Parle brands were associated with traditional and basic biscuits, lacking differentiation and innovation. Britannia and ITC faced the intense competition . Oreo faced the challenge of establishing itself in a market dominated by well-established players. Limited brand awareness

8. OPPORTUNITIES Parle, Britannia and ITC Oreo The growing biscuit market presented opportunities To expand its product offerings: Product innovation and differentiation. To introduce new flavors, packaging innovations To expansion into regional markets. The growing biscuit market and consumer willingness to try new offerings. Oreo could differentiate itself with its cream-focused product and capitalize on its international brand image. THREATS Parle, Britannia and ITC Oreo The entry of new players like Oreo with innovative offerings. Competition from other established . The dominant market share of Parle and Britannia. Competitive nature of the biscuit category. The need to create differentiation and build brand loyalty.

9. Communications strategy developed for orea in india Advertising Theme: Bringing People Together . (Movement of togetherness) Through THE OREO RITUAL OF “TWIST, LICK AND DUNK (TLD)” It became a platform to connect with people beyond the product and bring about taste, joyousness and family bonding Oreo’s Communication message focused on creating : Ritual of Pleasure for the children Ritual of Emotion for the parents

10. 2. Communication Strategy That Addresses The Mother 3. Father-child Relationship The Most Unique. This Photo by Unknown Author is licensed under CC BY-NC

11. Elements Of The Integrated Marketing Communication Developed And Executed For Oreo Launch 1. TV CAMPAIGN 3 . OUTDOOR 2. RADIO SPOTS 4. DIGITAL ACTIVATION 5. SHOPPER ACTIVATION Billboards Bus wrap Boards inside mall Train wrap etc Example: TLD based sampling in malls and modern trade stores

12. Modern Trade Store : Dispensers, Floor shelf units, Standees, Vinyl’s on wall and Specular displays Traditional Trade Store : Top outers, Sleev hangers, Communication window and Inflated pack danglers to aid purchase. 6. POINT OF SALE 7. OREO ‘TOGETHERNESS MOVEMENT’ TQ Quize , TQ Survey Togetherness Pledge TLD Games A Cookie Corner to Sample Oreo A Photo Corner to Capture Fun of Family Moments Togetherness Wall

13. Distribution and In-Store Presenence of Oreo : Launch Phase Early launch focus was on building strong distribution and adequate availability in Traditional Trade & Modern Trade. Hence unique Point of Purchase (POS) devices were developed. In Traditional Trade, Counter-top POS devices ensured the brand stands out and is easily spotted by the shopper. In Modern Trade also a similar strategy was followed. This virtually created a "Wall of Blue" effect in the trade channel emphasising and enhancing the brands compelling presence. The primary focus during the in-trade launch was on building the presence of brand Oreo and hence all trade investments were focused on improving the on-shelf presence for Oreo.

14. Brand success during the launch phase in india (Brand performance against its objectives) 1. Brand Share Oreo’s target 1% share was achieved within 6 months in the market. 2. Building Brand Trials and Repeats Brand trials and repeats exceeds targets for both children and adults within 4 months of the brand’s launch 3 . Brand Awareness Scores Oreo brand awareness beat other cream biscuits brand’s awarness 4. Oreo Launch – Facebook Results - Oreo among top 30 brands on Facebook in India - Oreo India Facebook Community crossed 45000 members in just 9 weeks - Within 5 months it crossed 5,00,000 members

15. Factor that contributed to the brand success during launch face Strong brand name cadbury Oreo brand international recognition, reputation and its best quality. Unique proposition with its cream-filled biscuits. Advertising theme bringing eople together through TWIST, LICK AND DUNK. Father-child relationship the most unique theme In Store Presence and Point of Sale (POS) Oreo Togetherness Movement Other integrated marketing communications such as TV, radio,digital website, social networking, out of home advertising, merchandising and sale promotions.

16. NEXT PHASE OF BRAND’S INTEGRATED MARKETING COMMUNICATION PROGRAMME The next phase of Oreo's integrated marketing communication (IMC) program could focus on further strengthening the brand's position in the Indian market and expanding its consumer base. Here are some key elements that could be included in the next phase: Enhanced Digital Presence Personalized Marketing Product Innovation and Expansion Experiential Marketing Cause Marketing and Corporate Social Responsibility Integrated Retail Strategies Continued Market Research and Consumer Insights: By implementing these strategies in the next phase of its IMC program, Oreo can continue to strengthen its brand presence, engage with consumers, and drive further growth in the Indian market.

17. conclusion In conclusion, Oreo's success in the competitive biscuit market in India can be attributed to its exceptional differentiation strategies. Through innovative product offerings, strategic in-store placements, and effective consumer engagement, Oreo has established itself as a preferred choice for consumers. The brand's keen understanding of consumer insights and ability to fulfill their desires has created a unique ritual around the brand. Oreo's extensive use of integrated marketing communication tools, including mass media, consumer programs, social media, and more, has further amplified its differentiation and solidified its position in the crowded market.

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