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Marketing plan for Cadbury Oreo- 4P's, STP, Marketing Models
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Cadbury Oreo
Marketing Head:
Kirk Coutinho
Survey Analysis
Do You Like Cadbury Oreo?
90%
10%
YesNo
Favourite Flavour of Oreo
22%
22%22%
34% Oreo Plain (Vanilla)
Oreo Choco Creme
Oreo Strawberry CremeAll of the above
Interested In Buying New Flavours of Oreo?
Yes No Maybe0%
10%20%30%40%50%60%70%80%90%
Percentage
New Flavours of Oreo, one would like to see?
33.33%
33.33%
33.33%
Mango
Orange
Pistachio
ProductIntroducing Three New Flavours:
1) Oreo Mango
2) Oreo Orange
3) Oreo Pistachio
And
Introducing Two New Packs:
1. Triple Oreo Pack
2. Oreo For Two
Oreo Mango“Mango never tasted so chocolaty” Most Indians like mango & most like chocolate, so why
not give a combination of both?
Oreo Mango is the first mango & chocolate biscuit.
The same chocolaty biscuit but with a mango-filled creamy centre.
Oreo Orange“See the Chocolate, taste an Orange”
Another fruit loved in this country is Orange.
Oreo Orange gives a wonderful combination of two much loved flavours in a biscuit.
Oreo Orange gives you the same chocolaty biscuit with a new creamy orange centre.
Oreo Pistachio“Chocolate aur Pista khao, ek naya rishta banao” Cadbury is introducing Oreo Pistachio which has real
pistachio flavour.
Oreo Pistachio is the world’s first chocolate & pistachio biscuit.
Taste the Oreo biscuit with an all-new pistachio centre.
Triple Oreo Pack
The triple Oreo pack will contain 3 different types of Oreos.
The first Triple Oreo pack will be the Oreo Tiranga, which will contain Oreo Orange, Oreo Plain(Vanilla) & Oreo Pistachio.
“Oreo Tiranga, Made For India”
Triple Oreo Pack
The other Triple Oreo pack will be the Oreo MVP
Oreo MVP will contain Oreo Mango, Oreo Plain(Vanilla) & Oreo Pistachio.
“The MVP of Snacks”
Oreo For Two
This pack will be a specially made pack of Two Oreo biscuits.
It will be available for all flavours.
It is made to share with your ‘best friend’ or a ‘loved one’ or ‘your sibling’.
“Share the best biscuit in the world with your best person in the world”
Price
Oreo Mango, Oreo Orange & Oreo Pistachio will be Rs.30 for the 125gms pack & Rs.10 for the 60gms pack.
Triple Oreo Pack will be Rs. 33 & will include 5 biscuits of each flavour.
Oreo For Two will be Rs.4 & each pack will contain 2 Oreos.
Place
Metro Cities
Sub-Metro Cities
Promotion Schemes
Buy 2 (125 gms) packs of any new Oreo flavour & get 1 free.
Buy 3 Triple Oreo packs for just Rs. 90
Distribute free ‘Oreo For Two’ packs to:
a) Schools- Friendship Day & Children’s Dayb) Colleges- Friendship Day & Valentine’s Day
Targeting
Kids & Youth
Targeting kids & youth because kids have always loved eating Oreos with milk as a snack & the youth i.e. college students like Oreos because it’s a good snack to eat between lectures.
Segmentation
Demographic
Because we’ll be targeting kids between the ages of 3-14 & youth between the ages of 15-25.
Distribution
Organization
C & F Agents
Stockists
Retailers
Customers
Advertising
Television: Cartoon Network, Pogo & Nickelodeon (7-9 am & 3-6 pm) & Comedy Central, Vh1 & Channel V (8-11 pm)
Online: Facebook ads & promotional tweets on Twitter
Outdoor: Hoardings near schools & colleges
Orientation
Product & Marketing Orientations
Focussing on making & believing that Oreo is the World’s #1 biscuit.
Focussing on making good quality biscuits & also on packaging to do better than competitors.
Consumer Behaviour
Focussing on Objective Of Purchase
As the survey has shown that kids & youth like it because it’s ‘chocolaty’ & ‘yummy’.
Why buy Oreo? Simple, because it’s the World’s #1 Biscuit!
SWOT AnalysisStrengths:• World’s #1 Biscuit• Low Cost• Good Quality & Packaging
Weaknesses:• Limited Target Audience• Still needs proper recognition in some sub-metro cities
Opportunities:• Launch of new flavours• Tie-Up with Mad Over Donuts & McDonalds
Threats:• Competition from Britannia & Sunfeast• Threat from other snack segments like Lays, Bingo etc.• Threat from other chocolate manufacturers like Nestle & Amul
TOWS Matrix Internal FactorsExternalFactors
Strengths Weaknesses
Opportunities• Establish as a proper snack (promote MOD & McDonalds products that include Oreo)• Promotional Activities on various holidays
• More advertising in sub-metro cities• Try to attract a larger audience with introduction of new flavours
Threats• Use low cost & good quality to minimize competition
• Open an Oreo outlet (that sell only Oreo-based products)
DONT FORGET TO....
Thank You
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