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CONSUMER BUYING BEHAVIOR

OF OREO

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Oreo

Started in US in 1912 by Kraft Company

Sandwich Cookie

No. 1 cookie in US till date

Introduced in India in March, 2011

Introduced under company name Cadburyacquired by Kraft

Dark Chocolate and Vanilla Cream

Sold in 113 countries

Market Leader in 58 countries

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4 Ps

PRODUCT

Cream Biscuits Classic Chocolate

Oreo flavor only

Toppings for Ice-creams and Cakes

PRICE

Rs 5, Rs 10 and

Rs 20

Marked Down Pricing competitive pricing

PLACERetail Stores

McDonalds

Caf Coffee Day

Company Retailer - Consumer

PROMOTIONIntroduction as Worlds No.1 BiscuitTelevision Advertisements - Tagline twist

karo, lick karo, dunk karo

Partnership with McDonalds - McFlurry

Free Sampling

Sales Promotions to retailers via trade schemesDirect Marketing on facebook

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SWOT

STRENGTHS

Brand Equity

Market Leaders

Wide market Coverage

Good promotional Strategies

WEAKNESS

Segmentation in Indian market

OPPORTUNITY

Indian mass market

Not forayed into collaborative marketing

THREAT

ITC and Britannia

Diabetic nation

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Segmentation and Positioning

Segmentation

Demographic (Age: 25 and below)

Geographic (Modern markets)

Psychographic (Middle and Upper Middle Class)

Positioned as a cream biscuit for children wholike to eat in their own way.

Positioned as a multi-utility biscuit whichcould be used as a topping with many otherdesserts.

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Primary Research

Objective: To study the buying parameters of

customers for Oreo

Problem Question: Why has Oreo not been

able to capture a high market share in India?

Method: Questionnaire

Sample: 50 customers from varied age groups

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Statistical Tools and Inference

Chi Square Method

Ho: Age does not play a role in people liking

the taste of Oreo

Ha: Age does play a role in people liking the

taste of Oreo

Inference: People like the taste of Oreo irrespective of their

age.

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FINDINGS AND RECOMMENDATIONS

Findings:

Purchase of Oreo not linked to price and age

Purchase of Oreo linked to quality and promotions

Health Consciousness

Recommendations:

Go mass

Position based on its richness and quality

Different product lines like sugar free and dietOreo

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THANK YOU