The Oreo Brand in The Spain Market

The culture of breakfast and snacks in Spain is associated with particular brands that have been present since the beginning of advertising with the consumer. These brands are such as Cola Cao or María Fontaneda cookies. It was in 1995 when Oreo entered the Spanish market, achieving success as a well-studied marketing campaign and continuing to renew itself over the years.

Market Environment

Oreo in Spain has many competitors such as desserts, breadsticks, and cereals but the ones that stand out most in the category of sweet cookies would be prince cookies, ahoy chips!

The main actors to which the marketing campaigns are directed are the children. The company tries to get their attention from an early age to generate memories related to the brand. The public is usually middle and upper class. Oreo tries little by little to expand to the adult public that has been growing with this cookie and create a new category. Fine Oreos are more of a snack than breakfast or snack with fewer calories than traditional cookies and thinner.

The suppliers are the key category of Nabisco which allow for increasing sales. In Spain, some of the best-known suppliers are Carrefour, El Corte Ingles or Mercadona (Mini Oreo).

The substitutes of oreo are the white marks like Neo of the company Sondey, Zaps from Hacendado or Black and Roll from Carrefour. These substitutes have an appearance and taste almost identical to the original but with a lower price.

In Spain, there are no new entrants to the cookie industry. Established markets try to innovate to continue attracting new consumers and keep the most loyal.

Economic Forces: In Spain, it is common for both mother and father to work so that families have little time to prepare breakfast, lunch, and snacks. Its low price and its transport convenience make Oreo adapts to the need for a substitute to the traditional sandwich that children like and does not require preparation time.

Demographic Forces: Advertising is focused on a young public. One of his best-known campaigns was advertising on Instagram with an oreo that contained a fill of the colors of the homosexual flag to celebrate gay pride day, with Madrid being the meeting point (reference).

Cultural Forces: In Spain, health is much more valued than in countries like the United States, which is why the most common packaging in Spain is a box containing individual packages of 4 and 6 cookies for comfort such as lunch at lunch break or guarantee the quality of the cookies since all cookies are not exposed abroad.

STDP Process

The sale of Oreos in the global market is 20 billion units in the world, with Spain being the seventh country that consumes most of these cookies. Their clients are divided into children (6-18), young people (18-24), and adults (24-39). They are usually the middle and upper class that can afford certain luxuries in the diet. It is usually the product of urban or semi-urban areas.

Its greatest benefits come from the primary segment, that is, for children and young people. The advertising campaigns are designed for this sector which has similar behaviors. The message of the family is usually very marked in advertising which attracts families. The secondary segment is people who influence primary buyers such as parents or family members. These represent a high rate but they are still a minority market compared to the primary segment.

Oreo uses emotions to link the product to consumers for both parents and children. Also, be associated with fun as it is one of the few cookies in the Spanish market which allows you to play and experiment with food.

The differentiation with other brands is evident since an oreo is an interactive cookie that allows you to play with the consumer. Principe or ChipsAhoy. They are just simpler cookies but the slogan of oreo and its campaigns show that Oreo can be eaten in different ways depending on the taste of the consumer.

The 8 P´s of Marketing

Its main product is a snack consisting of two cocoa cookies with vanilla cream inside. It is usually consumed with milk. The packaging is blue and white having different formats, but the most common is a box that has individual bags. Its main slogan is 'Open, suck and wet' this attracts the attention of all ages as it lets you experiment with the product. In Spain, you can find more than 20 Oreos varieties or foods that contain this cookie. Working with brands such as Milka or Royal.

Its price is not fixed since it usually varies according to the supplier the average is 3 euros in the family format of 440 grams. The format of 154 grams has a fixed price of one euro in all establishments. The price usually goes down or up according to the price of its main competitors, ChipsAhoy and Prince.

Oreo belongs to the company Nabisco which has factories spread all over the world. In the European market, the factories that supply it is located in Spain and Ukraine. This reduces the transport cost. Its supply in all kinds of supermarkets from the most expensive as El Corte Ingles supermarket and the most affordable as Mercadona allows the company to be recognized.

The most important promotion strategy is television because they usually make very original advertisements that attract the consumer. Oreo is not far behind in terms of innovation and its Twitter account, Instagram and youtube are in constant interaction with users. The interaction is as much as with tendencies to solve doubts or problems of the consumer.

The Oreos distributed in Europe are manufactured in Spain and Ukraine. In the Spanish market, cookies are produced locally. These are sent by trucks to the stores of the different supermarkets in the cities, which distribute the units according to the needs of the establishments.

The Oreos are obtained in supermarkets so the environment is of food products. They are placed in the part of sweets and cookies so that the consumer of these goods can find them easily. The decoration is what the supermarket decides unless they make a marketing campaign in space which comes with a presentation card or a specific gift.

The quality and productivity are specific and must meet the standards of the European Union in addition to warning of all the ingredients contained in the cookies. Any side effect must be exposed to the consumer.

Conclusion

The Oreo brand is attractive to both children and adults around the world. Its values ​​refer to the importance of the family, which is universal. Today's parents have grown up with Oreos, so they want their children to follow the same routine. These cookies are present in more than 100 countries, which China being the second-biggest consumer after the United States. Thanks to its adaptation to cultures and flavors, Oreo remains the best-selling cookie in the world. His constant innovation in social networks and reformulation of the recipe in markets such as Japan and China make him achieve success. Oreo achieves success by thinking globally, and acting according to local preferences.