Cadbury Oreo

Marketing Head:

Kirk Coutinho

Survey Analysis

Do You Like Cadbury Oreo?

90%

10%

YesNo

Favourite Flavour of Oreo

22%

22%22%

34% Oreo Plain (Vanilla)

Oreo Choco Creme

Oreo Strawberry CremeAll of the above

Interested In Buying New Flavours of Oreo?

Yes No Maybe0%

10%20%30%40%50%60%70%80%90%

Percentage

New Flavours of Oreo, one would like to see?

33.33%

33.33%

33.33%

Mango

Orange

Pistachio

ProductIntroducing Three New Flavours:

1) Oreo Mango

2) Oreo Orange

3) Oreo Pistachio

And

Introducing Two New Packs:

1. Triple Oreo Pack

2. Oreo For Two

Oreo Mango“Mango never tasted so chocolaty” Most Indians like mango & most like chocolate, so why

not give a combination of both?

Oreo Mango is the first mango & chocolate biscuit.

The same chocolaty biscuit but with a mango-filled creamy centre.

Oreo Orange“See the Chocolate, taste an Orange”

Another fruit loved in this country is Orange.

Oreo Orange gives a wonderful combination of two much loved flavours in a biscuit.

Oreo Orange gives you the same chocolaty biscuit with a new creamy orange centre.

Oreo Pistachio“Chocolate aur Pista khao, ek naya rishta banao” Cadbury is introducing Oreo Pistachio which has real

pistachio flavour.

Oreo Pistachio is the world’s first chocolate & pistachio biscuit.

Taste the Oreo biscuit with an all-new pistachio centre.

Triple Oreo Pack

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

The other Triple Oreo pack will be the Oreo MVP

Oreo MVP will contain Oreo Mango, Oreo Plain(Vanilla) & Oreo Pistachio.

“The MVP of Snacks”

Oreo For Two

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”

Price

Oreo Mango, Oreo Orange & Oreo Pistachio will be Rs.30 for the 125gms pack & Rs.10 for the 60gms pack.

Triple Oreo Pack will be Rs. 33 & will include 5 biscuits of each flavour.

Oreo For Two will be Rs.4 & each pack will contain 2 Oreos.

Place

Metro Cities

Sub-Metro Cities

Promotion Schemes

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

Targeting

Kids & Youth

Targeting kids & youth because kids have always loved eating Oreos with milk as a snack & the youth i.e. college students like Oreos because it’s a good snack to eat between lectures.

Segmentation

Demographic

Because we’ll be targeting kids between the ages of 3-14 & youth between the ages of 15-25.

Distribution

Organization

C & F Agents

Stockists

Retailers

Customers

Advertising

Television: Cartoon Network, Pogo & Nickelodeon (7-9 am & 3-6 pm) & Comedy Central, Vh1 & Channel V (8-11 pm)

Online: Facebook ads & promotional tweets on Twitter

Outdoor: Hoardings near schools & colleges

Orientation

Product & Marketing Orientations

Focussing on making & believing that Oreo is the World’s #1 biscuit.

Focussing on making good quality biscuits & also on packaging to do better than competitors.

Consumer Behaviour

Focussing on Objective Of Purchase

As the survey has shown that kids & youth like it because it’s ‘chocolaty’ & ‘yummy’.

Why buy Oreo? Simple, because it’s the World’s #1 Biscuit!

SWOT AnalysisStrengths:• World’s #1 Biscuit• Low Cost• Good Quality & Packaging

Weaknesses:• Limited Target Audience• Still needs proper recognition in some sub-metro cities

Opportunities:• Launch of new flavours• Tie-Up with Mad Over Donuts & McDonalds

Threats:• Competition from Britannia & Sunfeast• Threat from other snack segments like Lays, Bingo etc.• Threat from other chocolate manufacturers like Nestle & Amul

TOWS Matrix Internal FactorsExternalFactors

Strengths Weaknesses

Opportunities• Establish as a proper snack (promote MOD & McDonalds products that include Oreo)• Promotional Activities on various holidays

• More advertising in sub-metro cities• Try to attract a larger audience with introduction of new flavours

Threats• Use low cost & good quality to minimize competition

• Open an Oreo outlet (that sell only Oreo-based products)

DONT FORGET TO....

Thank You