1. Hiteshkumar Patel

2. Krupal Patel3. Mehul Patel

CADBURY OREO

Student Name: -

Introduction

The "Oreo Biscuit" was first developed and produced by the National Biscuit Company (today known as Nabisco) in 1912 at in New York City. The name Oreo was then first trademarked on March 14, 1912. However, the mystery behind how Oreo got its name still remains unsure.

Today, Oreo is not only the best selling cookie in United States but it is the world's favorite best-selling cookie brand of the 21st century with $1.5 billion in global annual revenues. Kraft Foods is the proud custodian of Oreo, and Oreo is one of the company's 12 “billion-dollar” brand.

Introduction

Oreo is now enjoyed in more than 100 countries around the world like Middle-East, UK, India, Pakistan, etc. In markets around the world, Oreo comes in surprising local flavors, like blueberry and green tea ice cream, and fun shapes and forms, like Oreo Minis and Triple Double Oreo and several others. We also see many international food companies using Oreo as a part of their desserts and beverages like Starbucks, Baskin Robbins, Cadbury, etc and co-marketing accordingly.

One thing remains right at the heart of milk's favorite cookie: the iconic “twist, lick, dunk” ritual that brings people togetherlike no other biscuit can

Analysis

• Nabisco is a company that has been in existence since 1898. During their 109 years in existence, they have grown through natural growth, mergers, and acquisitions. This has allowed Nabisco to be the leading snack maker in the world. The Oreo chocolate sandwich cookie was first introduced in Hoboken, N.J. in 1911. Oreo today are far and away the world’s most popular cookie. The Oreo family accounts for approximately 10 percent of all store cookie sales—a $3 billion market.

• In 1898, the New York Biscuit company and the American Biscuit and

manufacturing company merged over 100 bakeries into the national biscuit company, later called Nabisco founders Adolphus green and William Moore, Orchestrated the manager and the company quickly rose to first place in the manufacturing and marketing of cookies and crackers in America. To expand their global presence and to strengthen their position in the fast-growing consumer snacks sector, Philip Morris Co. Inc. acquired Nabisco Holding in December 2000. Philips Morris purchased Nabisco for $14.9 billion in cash plus assumed $4million in debt.

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Competitor :- Keebler Brand as a Product :- Cookie Brand as an Organization :-

Global Organization Old and trustful brand Costumer loyalty

Slogan :- “uncommonly made uncommonly good” Brand as a person & Symbol :-

Competitor :- Keebler

• The Keebler Company is the largest cookie and cracker manufacturer in the United States. Founded in 1853, it has produced numerous baked snacks.

• Keebler has marketed its brands such as Cheez- It (which have the Sunshine Biscuits brand), Chips Deluxe, Club Crackers, E.L.

• Keebler cookie selling in united states(U.S)

Selling Point• Oreo maker Mondelez International Inc

said it had entered into a partnership with Alibaba Group Holding Ltd to sell its products through the Chinese e-commerce giant's online marketplace to expand its reach in China.

• Mondelez said it would sell a fuller range of its products, including Oreo, Toblerone, Cadbury and Trident, on Alibaba's online marketplace Tmall.com.

• The Oreo, consistently America’s top-selling cookie, is the topping on a new Domino’s dessert pizza, a main ingredient on the dessert menus of the country’s top-three burger chains, and a staple at the top-three frozen dessert restaurants in America. And McDonald’s solely credits an Oreo caramel sundae for increasing same-store sales in Japan in August 2007.

• Restaurants say the choice to add the cream-filled cookie to their dessert menu is pretty simple: it’s got huge name recognition with the public and a solid track record with companies that have used it for years.

• “Oreo is our No. 1 flavor,’’ says Aric Nissen, vice president of brand marketing for Dairy Queen. To wit, when Dairy Queen promoted an Oreo Mint Blizzard in March 2007 same-stores sales shot up 33 percent. Dairy Queen has used Oreos in its ice cream for more than 20 years.

Unique Selling Point• Oreo was initially launched in India in Metropolitan cities.• After making its presence it expanded to Sub-metro cities. (e.g. Bangalore, Ahmadabad etc)• Oreo ensured its availability of products in Malls,

Supermarkets, Departmental stores, Kirana shops in these cities.

• The traditional channels for fast-moving consumer goods (FMCG) include General stores, convenience stores, Supermarts, malls ,hand cart vendors, and kirana. Of the 12 million retail food outlets in India, 7.3 million sell FMCG and 41% are in urban areas.

• Through Cadbury, Kraft has obtained access to more than 1.2 million of these outlets

Why you buy Oreo Cookie? Satisfies hunger as food.

Satisfies late night hunger served as a night snack.

Satisfies the fun need for not only kids also for adults want to have fun.

Satisfies the imitation need that kids watching the Oreo ads on TVs while the Other kids are enjoying ‘Twist, lick, Dunk’.

Satisfies the fun need for not only kids also for adults want to have fun.

Happy and delicious when eating Oreo.

Conclusion :-

For Over 104 Years, The Oreo Sandwich has remained as an icon. Million of people can recall childhood memories with dunking Oreos in milk, and spark that emotional experience to life by hearing the famous jingle or watching a Commercial.

Nabisco/krafts Company enjoys brand loyalty and has stretched the brand to retain 28% of the market maintaining strong sales within an oligopoly market like snack food.

Oreo sandwiches have touched people’s heart of different ages, lifestyles, and characteristics in a way or another, Oreo was capable to show its customers that it is one of a kind when it come to taste, flavor and experience. Thought the food industry is an edgy market, but yet no competitors were capable to pinch the undisclosed ingredients of Oreo Sandwich Cookies.

Thank You

References :-

• https://en.wikipedia.org/wiki/Oreo• http://www.reuters.com/article/us-mondelez-intl-alibaba-idUSKCN0X41QI

• https://www2.qsrmagazine.com/articles/features/110/oreo-1.phtml