514 PART V + GROWING AND SUSTAINING BRAND EQUITY. OREO In launching its Creo brand of cookies worldwide, Kraft chose to adopt a consistent global postoning, 'Miks Favorite Cookie.” Although not necessarily highly relevant inal countries, it did reinforce generally esiraole assocations Ike nurturing caring, and health. To help ensure global understanding, Kraft created a brand book with @ CD in an Oreo-shaped box that summarized brand management fundamentals—what needed to be common across countries, what coule be changed, and what could not In time, ciferences emerged across markets. In China, the original cook is less sweet than in the United States and has differ ent filngs, such as green tea ice ream, grape-peacn, mangc-orange, and raspbery-strawberty. In an ex ample of reverse innovation, Kraft has actually successful introduced some ofthese Oreo flavors into other countries. Oreo is alo making a big push in India, where its just entering the market and facing stiff com- petition from major local brands there, such as Pale, 8rtannia, and Sunfeast. Launch ads rected Oreo's Updated global postion ng based on moments of togetherness and featured a father and son in the “twist, Ick, dunk’ ritual. Socal mecia has Indian parents sign an "Oreo Togetherness Pledge” promising to spend ‘mote quality time with their children. An Oreo Togetherness Bus roams the country proving a platorr for parents and children to catch fun family moments. Thanks to international marketing acumen, Oreo now is 8 $2 billon global brand for Kralt, with 23 milion members in its Facebook community." Adapting its iconie Oreo cookie to reflect local tastes and, culture, Kraft has found much success in developing. ‘markets like China and India “Source: AP Phatotimaginechina Next, let’s consider the advantages and disadvantages of creating globally standardized ‘marketing programs for brands. ADVANTAGES OF GLOBAL MARKETING PROGRAMS A number of potential advantages attach to a global marketing program (sce Figure 14-1).!" In general, the less it varies from country to country, the more these advantages will be realized. Economies of Scale in Production and Distribution From a supply-side or cost perspective, the primary advantages of a global marketing pro- ‘gram are the manufacturing efficiencies and lower costs that derive from higher volumes in production and distribution. The more that strong experience curve effects exist—driving down the cost of making and marketing a product with increases in production—the more ‘economies of scale in production and distribution from a standardized global marketing pro- ‘gram will prevail,