Professional Documents
Culture Documents
BRAND ANALYSIS
Company Division Products
1898
1912
Start
1952
Modern Oreo with Nabisco
1996
Worldwide Ambition
2000
Kraft buys Nabisco and Oreo
2011
30+ kinds, 491+ bi units, Top Seller
CUSTOMER ANALYSIS
Trends
Motivations
Segments
Unmet Needs
COMPETITOR ANALYSIS
Brand as a product: Cookies Brand as an organization:
Global organization Old and trustful brand Customer loyalty
Brand as a person and symbol: Elf and slogan: uncommonly made, uncommonly good
COMPETITOR ANALYSIS
Branding. More than 75k outlets US and abroad ROI: A payback of 20:1 Strategies: Usage of brand with characters
Strengths
Weakness
Oreo as direct competitor Famous worldwide. Marketing and advertising campaign Lack of innovation. Kellogs: Losses in many brands (Sesame
Street, Grahams, Droxies, and certain saltines)
across all the categories Acquisitions: Bake-Line Products, Sunshine Biscuit Company.. Technology: Articial intelligence program. Customers: Customers Perception is good. Interaction with customers Quality products Advertising mascots: Community of eln creatures living in a hollow tree.
SELF ANALYSIS
Heritage
Brand Image
Best selling cookie of the century(491+bi). Many variations. Introductions of new products(ex.:Oreo Fudge Cremes). Oreo evokes happiness
SELF ANALYSIS
Organization Values
As the worlds favorite cookie, Oreo has been a part of memorable family moments.
Weaknesses
1.
Sales Declining. 2.
The products with fat and calories not meeting the health conscious people. 3. Some varieties and flavors cant be found everywhere. 4. Limited ability to raise price due to competitors low prices.
As Product
As Organization
Consumer Centric Innovative Well Valued Global Presence
As Person
Distinctive imagery Something to enjoy the good moments Known for decades
As Symbol
satises hunger as food can be diversied into variety of sweets such as drinks, candies, pies, cakes,etc. satises late nigh hunger served as a night snack Easy to bring small package together
satises the fun need for not only kids also for adults want to have fun. happy and delicious when eating Oreo
Emotional
satises nurturing by feeding children nutritionally balanced cookies satises the imitation need that kids watching the Oreo ads on TVs while the other kids are enjoying " Twist, lick, Dunk "
Self-Expressive
IDENTITY IMPLEMENTATION
Brand Position
- Light, Fun, Family Moments
To every person that feels happy, enjoys life and wants to have or share a unique taste, Oreo is the answer and your experience enhancer
IDENTITY IMPLEMENTATION
Execution
Facebook(21mi+)
Slogan: Twist, lick, Dunk
Website
YouTube
TV advertisement: since 1968 MBC (MBC3) target to younger market Kid "Telly" series of TV advertising: specially featured how to "Twist, lick, Dunk" Coupon: Oreo Cookies offer $1 printable coupon online
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