group10 oreo
TRANSCRIPT
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CONSUMER BEHAVIOR AND MARKET
ANALYSIS FOR
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CONTENTS
1. Discover Cadbury
2. Fascinating History
3. Product Portfolio
4. OREOs Journey to India
5. 4 Ps
6. STP
7. SWOT Analysis8. Porters Model
9. Presence on Social Media
10. Market Research Analysis
11. Recommendations
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founded almost 200 years ago.
British multinational confectionerycompany owned by Mondelz International.
Second largest confectionery brand in theworld.
Revenue: 11,346,002,000
Cadbury means Quality.
Discover Cadbury
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Fascinating History
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Mondelez India
ChocolatesBeverages
Biscuits
Candy
Gum
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Nabisco was born on1898
First Oreo launchedat the ChelseaFactory in 1912
Discontinued lemonflavor in the 1920s
Created firstadvertising slogan
Oh! Oh! Oreo! in1950s
Introduced DoubleStuff Oreo in 1974
Became healthy in
the mid-1990s.Vegetable Oilreplaced Lard
2011 was the year oflaunch in India
Oreos Journey to INDIA
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PRODU T
Launched in classic flavour: darkchocolate colored biscuit withvanilla cream
Impulse purchases and trials:chocolate cookie with vanilla cream
Packaging: 3-pack, 7-pack and 14-pack
PRI E
Rs 5 for small packs Rs 10 and Rs20 for heavy usage
PROMOTION
Television- main medium ofcommunication
Oreo India's Facebook page is one ofthe fastest growing in the world
Bus tour to push the concept oftogetherness across nine cities
PL E
Uses superior marketing anddistribution network of parentcompany
Focuses mainly on semi-urban andurban consumers
4 Ps
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As per location : Urban Semi-urban As per age: below 45 years of age.EGMENT TION
families, with a specific consumption focus onthe next generation.
top 10 million households which account for70 per cent of cream biscuit consumption
T RGETING
bringing fun filled moments of bonding tocountless families across the world.
good times with family, 'Twist, Lick and Dunk'
dunking culture which already exists in Indiawith adults dipping their biscuits in tea
POSITIONING
STP
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ADVERT VIDEO
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SWOT Analysis
Strengths
Low cost High quality product
reputation More value addedthrough packaging anddistribution
Well known Brand Name
Weaknesses:
Limited target audience i.e.people who prefer
chocolate based biscuits Not primarily for healthconscious consumers
Notall the varieties andflavours are availableeverywhere
Opportunities: Introducehealth and nutritional products (fat free Oreo)
Add more flavour fillingsTie-up with corporates /hotel chains
Threats:
Threat from other snacksegments like Lays,Bingo,etc
Threat from otherchocolate manufacturerslike Nestle and Amul
Rising commodity, packaging
and other input costs
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Porters 5 forces model
Bargainingpower ofSuppliers
Large numberof suppliers
Strongdistributionnetwork
Bargainingpower ofcustomers
Large numberof customers
Limited buyerchoice
Threat ofsubstitutes
Substituteproducts areinferior
Substituteproducts arefragmented
Threat ofnewcompetitors
Entrybarriers arehigh
Costumersare loyal to
existingbrands
Intensity ofcompetitiverivalry
Strongaggressivecompetitors
Exit barriersare moderate
Fast industrygrowth rate
% A
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Presence on Social Media53
70
Dark Fantasy Oreo
% Awareness
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Tries to relate Oreo with the
indian culture through oreooriented posters wishing peoplfor Janmashtami & Eid
Engages audience throughactivities on Social Mediaplatforms like Find the bitten
oreo
Promotes its newer flavours brelating it to other great
combinations
M R A
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Market Research Analysis
C I
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Consumer Insight Consumption Pattern
4026
20
4
35
46
38
18
18 2034
24
7 8 8
54
Frequently Sometimes Rarely Never
More than 70% of consumers who regularly eat cream biscuits whiletraveling, and almost 60% who eat while at work/college.
Almost 46% of who regularly eat cream biscuits
Introducing packaging sizing to cater to such large volume of snackingneeds in these situations can be beneficial
C I
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Consumer Insight Consumption Pattern Cont..
39
13
3
19
27
0 5 10 15 20 25 30 35 40 45
I AM A NO ADD-ONPERSON
COFFEE
ICE CREAM
MILK
TEA
While the majority enjoy their biscuits as is, a huge chunk of the
market surprisingly enjoy it as a tea accompaniment
C I
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Consumer Insight Buying Behavior
44%
29%
20%
7%
Flavor specific; decide brand in
store
Aware of brand, but willing to
substitute
Brand Loyalist
Only under promotional offers
Almost 95% of the consumers know what flavour they want when theyenter a shop
But 73% of consumers are willing to try out substitute brands in theirchoice of flavour
This lack of brand loyalty can be looked into as an advantage
Consumer Insight New Flavor
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Consumer Insight New FlavorExperimentation
21%
54%
22%
3%
Always
Sometimes
Rarely
Never
75% of the public is fairly open to trying out new flavours.Introducing them to the new orange/strawberry creme - chocolatewafer combination can result in a clear into the their considerationset, if not creating a loyal base for this unique cream biscuit flavourcombinations
Consumer Insight
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Consumer Insight Brand Preference
36%
23%
11%
30%Sunfeast Dark Fantasy
Cadbury Oreo
Britannia Treat
Boubon
Despite their positioning, distribution channels, ad campaigns, socialmedia presence - its still number 3 in the market.
Indepth analysis into this reveals that consumers don't relate to it aswell as Bourbon or Dark Fantasy since it is still "perceived" as a
global/international/american brand that Indians cannot relate to Status Quo needs to be changed and position improved
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Recommendations
Tie up with low fare airlines & railway caterers
Product enters the consideration set of a large consumer base Encourage Oreo consumption with tea & coffee
Launch an advertising campaign positioning it as a snack
Showcase Oreo as an by-itself indulgence snack while traveling or while at work
Will boost the impulse pack (Rs.5 for 3) sales
Introducing a pack with combination flavors
Create a combination pack of Oreo with Bournvita
Providing an exclusive rack to retailers to shelf Oreo exclusively
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