An Individual Brand Report for Oreo

Executive summary

This report is based on the brand ‘Oreo’ which is owned by Mondelez. Oreo is introduced in Australia in 2001 and gained worldwide popularity.

The market analysis was introduced to resolute and understand the impact of the marketplace, that will affect the brand to compete with other brands but not limited to political, economic, socio-cultural, technology and legal factors. The micro and macro-economic factors will be discovered to analysis the brand strength, weaknesses, opportunity and threats (SWOT).

The marketing mix analysis are 4P’s that are product, place, price, promotion. The reason for doing marketing mix is putting the right product in the right place at right time and price. It is important thing to reflect the different elements which go into promoting a brand and its product.

A persona of the market of Oreo is used to determine the consumer behaviour on the basis of age, region, gender, education.

Introduction and Background

Recently, Mondelez international introduced Oreo thins in Australian market. Oreo thins was first introduced in the US and China but now this is available in Australia also. Oreo has grown 19.8% in the Australian market within the last year and with response to Oreo’s growth, investment into Oreo has increased. The main focus is to changing Oreo because they want Oreo become world’s most iconic brand. To achieve they introduce Oreo thins which is their biggest innovation till now. Oreo are enough famous among the consumers as nowadays restaurant’s like Hungry Jack’s, Mcd provide Oreo shakes which is liked by the customers. The sale of the Oreo increased day by day and it is popular among everyone and everywhere. As they are launching new things into marketing like recently they launch Oreo thins which is liked by many consumers. Oreo become very popular in Australia.

Background

Oreo was first introduced in march 6, 1912 in United States. It is best-selling brand in United States. Oreo was introduced in Australia in 2001. It was invented by Sam Porcello and he also created a range of Oreo cookies that were covered in dark chocolate and white chocolate. Oreo are manufactured at newly installed factory lines at the Mexico plant and cookies are still made at U.S. In Australia, it was introduced in 2001 and since 2001 Oreo is popular among everyone. The wonderfilled concept of Oreo supports all marketing efforts. Consumers liked this marketing effort and now it is biggest brand investment in Australia.

Marketing Mix

Marketing mix of Oreo analyses the brand company which covers the 4Ps ( price, place, promotion, product) and Oreo marketing strategy about advertisement, price, distribution of the brand.

Product

Oreo is leading biscuit brand which is presence spread over hundreds of countries. The major product of Oreo is the two chocolate wafers separated by cream filling famously known the chocolate sandwich. Howeverthere has been greater development in terms of launching different variants of Oreo product to larger customer needs. They vary in shape, flavour, and some of them are different from the sandwich cookies. Some of the famous product of Oreo in marketing mix are:

• Double stuffed Oreo
• Sugar free Oreo
• Golden Oreo
• Oreo thins

The major factor was the design of the product of different varieties which has attracted large customers base for the product. Also the packaging for Oreo products have played a significant role in increasing the popularity of the product. Oreo products are generally perceived to have better taste and promotion of dunk and dip cookies have improved this feature.

Price

Prices of Oreo products are on the lower level of the meet the competitors pricing strategy. There has been lot of competition for the brand, however meeting the expectation in terms of value offering the products have succeeded in capturing the market share. Initially Oreo chose for lower marketing price strategy to gain higher market share in countries. Later when the popularity of the Oreo increased in such newly entered market it increased the pricing of the product. The variation in packing sizes sold at different prices also helped the brand to gain the better leverage in terms of volume across the country. Oreo was mainly launched to capture the urban market share hence there has been increase in the prices of the product.

Place

Oreo uses the widely distributed established network of Mondelez for making the product available to its consumers. There are manufacturing facilities available at each of the continents for different Oreo products meeting the needs of the consumers. It has been estimated that Oreo has been made available in almost 100 different countries across the world. The sales and marketing team ensures that the product is sold through right distribution channel as a part of its marketing mix distribution strategy.

Promotion

The consumers relate the brand mainly to dunk and dip cookies with reach cream and strong flavour. Also the different packing in terms of design also helps the consumer in identifying the brand easily. Oreo has strongly used the visual media in terms of television and social networking sites. It targets youth and children alike with concept of advertisement. There has been good promotion on terms of store display during the launch of brand across different countries. It is rare product which have been launched a century ago but has gained importance in recent decades with aggressive and marketing strategy.

The tagline of Oreo is ‘wonderfilled’ ‘Milk’s favourite cookie’.

Micro economic environment

Customers: one of the main factor the effect the marketing strategy for Oreo are the customers. Oreo is targeting their market of customers. The customers purchasing their products on daily basis.

Competitors: the biggest competitor is parallel brand products. The competitive advantage is that there is nothing else on the market like Oreo which create power above its competitors.

Macro economic environment

Demographic forces; the ads are intentionally targeted to those at an childhood age.

Economic forces: generally a middle class who is working full time with children influencing their purchasing power and buying behaviour. The low price influence those who do not afford.

Cultural forces: reduce fat Oreo stems from their original Oreo cookies. These cookies are reduced in fat which is benefited to those who are health conscious.

Demographics divided the market into the groups on age, gender, income, occupation, size of family, education. Oreo target children and young adult age around 6 years old. Oreo are normally attracted by primary school children.

Conclusion

Oreo are mostly liked by the kids from age of 6 to 12 years. They like their creamy favoured biscuits. Kids like Oreo shakes which are very popular among everyone nowadays. Oreo has done a great job of not only creating a cookie, but owning an experience. They are delicious, crispy, crunchy cookie like no other with rich vanilla cream.