The presentation gives a detailed description about oreo case study. It onsist solutions to the problem oreo faced during its introduction. The case study also contains the SWOT Analysis of cadbury India.
2. About Oreo
⢠Oreo is a billion dollar biscuit brand.
⢠It is a brand from Kraft foods group, Inc, Chicago, USA.
⢠Oreo is launched in India by Cadbury on March 3rd 2011.
⢠The initial pricing of Oreo was rs5/- rs10/- rs20/-.
⢠Initially oreo was launched in one variant i.e., vanilla cream
flavour.
⢠oreo notched up a market share of 6% , during a quarter
ended September 2011.
3. STP of Cadbury Oreo
â˘SEGMENT : Quality conscious children and youth.
â˘TARGET GROUP : Children and youth.
â˘POSITIONING : The biscuit with goodness of milk.
SWOT ANALYSIS OF CADBURY OREO
Strength:
1. Low cost
2. perceived as worldâs number one biscuit
3. Good product quality and packaging.
4. Leadership in world for sandwich category
Weakness:
1. limited target audience i.e. People who prefer chocolate based biscuits
Opportunity:
1. Launch various flavours for cream like Treat-O
Threats:
1. Severe threat from wafer and salted snack segment
2. Similar biscuit category
3. Chocolates
5. 1.Explain the market launch strategy of oreo?
Product
⢠vanilla flavoured cream biscuits
Price
⢠Offered at three prices targeting impulse, family, and heavy
consumption
Promotion
⢠TLD ritual
⢠Togetherness bus
Place
⢠Distribution using 1.2 million stores of Cadbury
6. 2. Do you think the volume-driven growth strategy could hurt
Oreo's brand equity in long run?
⢠Based on low prices
⢠High sales volume but no profits
⢠Substituting oreo to other brands
7. 3. Why did Kraft choose to launch as Cadbury Oreo?
⢠Lions share of confectionery market in India
⢠Launch of oreo is a part of Kraft long term strategy
⢠Wide distribution network
⢠Brand recognition of Cadbury
8. 4. What helped oreo to gain instant market share in Indiaâs highly
competitive biscuit market?
⢠Low pricing
⢠No variants
⢠Advertising & awareness as family brand
⢠Brand image
⢠Positioning
9. 5. Do you think the brand lacks suitable differentiation?
⢠Failed in USP
⢠Substitutes offer similar products
⢠Failed in understanding Indian customers
insights
10. 6.What product differentiation strategy do you suggest?
⢠Increasing the grammage of premium pack
⢠Cashing out the growth rate of premium pack
⢠Offering all flavours in a special pack
11. 7. Suggest other market penetration strategy for oreo?
⢠Targeting the semi urban and rural areas
⢠Rapidly targeting schools
12. 8. What are the key challenges before Cadbury oreo?
⢠Retaining present customers
⢠Cut throat competition
⢠Sustaining in the market
⢠Understanding the Indian customers insight time to time
⢠Introducing the rest of flavours in India
⢠Controlling the cost