Download - oreo analysis
Brand AuditBrand Audit
1898
Company
Division
BRAND ANALYSISBRAND ANALYSIS
Products
1912 Start
1952Modern Oreo with Nabisco
1996 Worldwide Ambition
2000Kraft buys Nabisco and Oreo
201130+ kinds, 491+ bi units, Top Seller
CUSTOMER ANALYSISCUSTOMER ANALYSIS
Trends Motivations Segments Unmet Needs
COMPETITOR ANALYSISCOMPETITOR ANALYSIS
Brand as a product: Cookies
Brand as an organization:Global organizationOld and trustful brandCustomer loyalty
Brand as a person and symbol: Elf and slogan: “uncommonly made, uncommonly good”
COMPETITOR ANALYSISCOMPETITOR ANALYSIS
•Branding.
•More than 75k outlets US and abroad•ROI: A payback of 20:1•Strategies: Usage of brand with characters across all the categories•Acquisitions: Bake-Line Products, Sunshine
Biscuit Company..
•Technology: Artificial intelligence program.
•Customers: Customers’ Perception is good.
•Interaction with customers•Quality products
•Advertising mascots: Community of elfin
creatures living in a hollow tree.
•Oreo as direct competitor•Famous worldwide.
•Marketing and advertising campaign
•Lack of innovation.
•Kellogs: Losses in many brands (Sesame
Street, Grahams, Droxies, and certain
saltines)
•Advancing in commodity costs
Strengths Weakness
SELF ANALYSISSELF ANALYSISHeritage
Brand ImageBest selling cookie of the century(491+bi).
Many variations.Introductions of new products(ex.:Oreo Fudge Cremes).
Oreo evokes happiness
Strengths & Capabilities Partnerships with companies (Dominos Pizza, Mc Donald’s, Baskin Robbins, Jack in the Box).
Distribution channel (retailers, supermarkets).
Customer relationships (Partnership to promote the movie Rio / Present in Social Medias).
SELF ANALYSISSELF ANALYSIS
Weaknesses1. Sales Declining.2. The products with fat and calories not meeting the health conscious people.3. Some varieties and flavors can’t be found everywhere.4. Limited ability to raise price due to competitors’ low prices.
Organization Values“As the world’s favorite cookie, Oreo has been a part of memorable family
moments.”
BRAND IDENTITY SYSTEMBRAND IDENTITY SYSTEMBrand Identity
As Product30+ types
Good Quality, established share of mind/heart
As OrganizationConsumer Centric
InnovativeWell Valued
Global Presence
As PersonFriendly(buy to share)
Funny (moments)
As SymbolDistinctive imagery
“Something to enjoy the good moments”
Known for decades
BRAND IDENTITY SYSTEMBRAND IDENTITY SYSTEM
•satisfies hunger as food•can be diversified into variety of sweets such as drinks, candies, pies, cakes,etc.
•satisfies late nigh hunger served as a night snack•Easy to bring small package together
•satisfies the fun need for not only kids also for adults want to have fun.
•happy and delicious when eating Oreo
•satisfies nurturing by feeding children nutritionally balanced cookies•satisfies the imitation need that kids watching the Oreo ads on TVs while the•other kids are enjoying " Twist, lick, Dunk "
Functional
Emotional
Self-Expressive
Value Proposition
IDENTITY IMPLEMENTATIONIDENTITY IMPLEMENTATIONBrand Position - Light, Fun, Family Moments
“To every person that feels happy, enjoys life and wants to have or share a unique taste, Oreo is the answer and your
experience enhancer”
IDENTITY IMPLEMENTATIONIDENTITY IMPLEMENTATIONExecution
Slogan: Twist, lick, Dunk
TV advertisement: since 1968MBC (MBC3) target to younger marketKid "Telly" series of TV advertising: specially featured how to "Twist, lick, Dunk"
Coupon: Oreo Cookies offer $1 printable coupon online
Website
Package
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Sponsorship
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