Promotional Campaign for "Oreo"

In: Other Topics

Submitted By verseau
Words 1947
Pages 8
PROMOTIONAL CAMPAIGN FOR ‘OREO’

Introduction

The purpose of this project is to promote the three ‘Oreo’ products to a specific buying public and inform the prospective consumers about their existence and their advantages that would answer their nutritional needs. It focuses on a powerful advertising campaign that specifies the benefits of the products and their role in a customer’s life. This project aims to create a positive image of our products and persuade customers to switch to our brand.

As the rising obesity tide continues to plague the U.S. and other states and as childhood obesity is a growing concern, the World Health Organization has compiled food-based dietary guidelines to encourage an improved quality of both diet and lifestyle. Thus, with the new health and wellness consumer trends, we have developed and introduced healthier and portion controlled snacks that are amounted with less cholesterol and fats.

The world-famous Oreo brand continues to expand and fulfill new customer demands. Due to the fact that lifestyle changes towards health and nutrition are highly promoted, Oreo introduced health and nutritional products. Now, people can maintain their weight with 100 Calorie Pack Oreo, Sugar Free Oreo and Reduced Fat Oreo.

1. Product characteristics and 4)target customer 3. logo slogan

The origin of the name ‘Oreo’ has a three-fold meaning. It is speculated to be a derivative of the French word, ‘or’, meaning gold, since the original packaging was golden. Another hypothesis is that it was named after the Greek word for mountain, ‘Oreo’, because the test version of the cookie had a curved-hill type shape. The third variant is that they took the ‘re’ from ‘cream’ and put it between two ‘o’ s and had ‘o-re-o’.

As cookie sales began to slowly decline a few years ago because consumer’s buying habits were shifting towards…...

Similar Documents

Vodafone Promotional Campaign

...Vodafone - iPhone 5 Promotional Campaign Campaign brief: Background: Regarded as one of the world’s largest telecommunications company, Vodafone wants to massively promote the brand new iPhone 5 they are selling along with its highly beneficial packages. Although Apple’s latest creation is not exclusive for Vodafone, their pricing plans are just irresistible and most recommended. Objectives: The board of directors at Vodafone are hoping that the promotional campaign CRM Marketing produce and develop must help them reach an overall market share of more than 25% from the products launch within 6 months. The campaign should not just advertise the iPhone 5 and its pricing packages, but also portray Vodafone’s persona and standards. Target Audience: The primary targeted market for a while has been between the ages of teens of around 15to fairly young adults of around 31. Competitors: Vodafone’s main competitors have been T-Mobile, Three, Orange, and 02 who offer similar products and services. Product Details: The best of its kind iPhone 5 is packed with technology and class. Some of the vital improvements are listed below: * Full High Definition Video and Photo Features with 8MP Camera * 4G Connectivity also available * Full High Quality Signature Retina Display Budget: Vodafone is going to splash out more than 1 million pounds for the campaign. Time: The promotional campaign must be finished and ready to launch alongside the iPhone 5’s release date. ......

Words: 1665 - Pages: 7

P3 Explain the Role of Advertising Agencies in the Development of a Successful Promotional Campaign.

...P3 Explain the role of advertising agencies in the development of a successful promotional campaign. The major role as advertising agency is to work alongside the clients to develop and sustain the brands that they mutually serve, through consumer understanding and insight and through creative and media delivery skills to provide best advice and the best execution thereof to those clients for the advertising of those brands. A product is something that is made, in a factory: a brand is something that is bought, by a customer. A competitor can copy a product; a brand is unique. A product can be quickly out-dated; a successful brand is timeless. The role of advertising and the advertising agency is to help effect this transformation from product or service to brand by clearly positioning the offering to the consumer, and by communicating the brand's own personality. There are few reasons why to choice an agency: • An advertising agency brings together people with the required expertise and experience of the various sub-disciplines of advertising. Thus, it has the copywriters, visualizes, researchers, photographers, directors, planners and people who get business and deal with clients working in ad agencies. An agency moulds all these people into a team and gives them a highly conducive work atmosphere. The agency makes the best use of their talents and experience to deliver rapidly, efficiently and in greater depth than a company or organization could do on its own. •...

Words: 1329 - Pages: 6

Market Research on Oreo

...The Oreo chocolate sandwich cookie was first introduced in Hoboken, N.J. in 1911. Oreos 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. However in recent years Nabisco has been reluctant to adapt to current market trends. The company was focusing on producing new versions of existing products to make them more convenient. Situation Analysis 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 merger 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 Holdings in December 2000. Philip Morris purchased Nabisco for $14.9 billion in cash plus assumed $4 million in debt. Eventually, Philip Morris integrated the Nabisco brands with its Kraft Food operations. And now it includes brands such as Chips Ahoy, Fig Newtons, Mallomars, Oreos, Premium Crackers, Ritz Crackers, etc….. Nabisco Arabia Company Ltd. (NAARCO) was formed in 1995 as a joint venture between Nabisco International and The Olayan Group of Saudi Arabia. In 2000, NAARCO made a major investment in a new plant to produce OREO,......

Words: 4728 - Pages: 19

Promotional Activites

...Task 4 Jasmine Tucker Promotional activities Suitability of the promotional methods- Although I have came up with four different methods of promotion I will have to analyse the suitability of each of the methods. I will have to see if the budget that TOPSHOP currently have will be enough in order to be able to afford to use these methods, I will need to ensure that these methods would work within the town and I will also need to ensure that each of them would work within the business. Method 1- Newspaper article. As you can see below I have created a newspaper article that I would like to show in The Bucks Herald, one of the most popular local pages. The reason In Adv- primary research shows that majority of pregnant people read newapaper Adv- The bucks herald is a local newspaper with … readers and whole range will be shown Disad- Even though pregnant people read newspaper it would not be for sure they would see article Disadv- article is quite small and therefore customers would not be able to Cost- Metod 2- Merchandising Explination Adv- whole range will be shown Adv- by having in shop window pregnant people will become aware Disadv- hiring a merchandiser is quite expensive Disadv- if maternity id on mannequins for 6 weeks the other ranges wont be shown and may stop selling as well Cost Method 3-Competition Explination Adv-......

Words: 373 - Pages: 2

Oreo: Us vs China Market

...Oreo: US Vs China Market Oreo is a sandwich cookie that is made of two outer chocolate round biscuits filled with cream. The “Oreo Biscuit” was first introduced in the United States in 1912 in New York City by The National Biscuit Company, now known as Nabisco. Currently, Nabisco is a division of the Mondelez International brand. In its long history, the Oreo has been known by various different names including the “Oreo Sandwich”, introduced in 1921, the “Oreo Crème Sandwich” in 1948 and finally the “Oreo Chocolate Sandwich Cookie” in 1974. The very first Oreo design was a simple wreath around the embossed word Oreo. In 1952, William A Turnier, created the Oreo design that is still used today, complete with the Nabisco logo and much further embossing around the cookie. In the 1990's, concerns about the health of Oreo's, regarding the lard in the cream filling, sparked a change in the recipe. The cookie filling was now made with partially hydrogenated vegetable oil. In 1997, following a three year recipe development, Oreo made their cookies Kosher and many consumers were over-joyed by this change. Later, Oreo suffered some criticism still, and in 2006 the recipe was changed again, only with the use of non-hydrogenated vegetable oil. This put Oreo on the “accidentally vegan” list on Peta.org and has since changed its previously negative views on the cookie's health to very positive, in moderation. On March 6th 2012, Oreo celebrated it's 100th anniversary in......

Words: 452 - Pages: 2

Promotional Mix

...that promotion is all about television advertising, advertising agencies and big bills. This report will analyse where the promotional mix lies in the marketing mix, what the promotional mix is, the four key elements it comprises of and whether TV advertising really is the most important. Research was conducted by drawing on marketing text books, industry magazines and phone/email questionnaires with marketing professionals. The results of the research indicate that the promotional mix is imperative to a marketing campaign and is tailored to suit the marketing message. The report concludes that the promotional mix should definitely be a part of any marketing campaign. Introduction There are many ways businesses choose to promote themselves or their next product or service and the consensus seems to be promotion is all about television advertising, advertising agencies and big bills. But what is promotion? Promotion forms a vital part of the marketing mix. The marketing mix has four to seven elements that form part of its structure – product, price, promotion, place, people, processes and physical evidence; and can be defined as a framework describing the different elements that marketers need to consider (Elliot, Rundle-Thiele & Waller, 2010, pp18). This report will analyse where the promotional mix lies in the marketing mix, what the promotional mix is, the four key elements it comprises of and whether TV advertising really is the most important. Promotion is a......

Words: 1577 - Pages: 7

Smart Cookie - Oreo

...Smart cookie - OREO Executive Summary: For most of its 100-year existence, Oreo was America's best loved cookie, but today it is a global brand. Faced with stagnation in the domestic market, Kraft Foods moved it into emerging markets where it made some mistakes, learnt from them and ultimately triumphed. This case study looks at the strategies used to win over customers in China and India. On March 6, 2012, the famous cookie brand, Oreo, celebrated its 100th birthday. From humble beginnings in a Nabisco bakery in New York City, Oreo has grown to become the bestselling cookie brand of the 21st century generating $1.5 billion in global annual revenues. Currently owned by Kraft Foods Inc, Oreo is one of the company's dozen billiondollar brands. Until the mid-1990s, Oreo largely focused on the US market - as reflected in one of its popular advertising slogans from the 1980s, "America's Best Loved Cookie". But the dominant position in the US limited growth opportunities and spurred Kraft to turn to international markets. With China and India representing possibly the jewels in the crown of international target markets due to their sheer size, Oreo was launched in China in 1996. The China launch was based on the implicit assumption that what made it successful in its home market would be a winning formula in any other market. However, after almost a decade in China, Oreo cookies were not a hit as anticipated, according to Lorna Davis, in charge of the global biscuit......

Words: 1905 - Pages: 8

Promotional Mix

...10 Minute Guide Promotional Mix What it is The 'promotional mix' is a term used to describe the set of tools that a business can use to communicate effectively the benefits of its products or services to its customers. The promotional mix includes the following tools – — advertising — public relations — sales promotion — direct marketing — personal selling The promotional mix is part of the wider marketing mix. To find out about the marketing mix see the 10-minute Marketing Mix. The challenge is to select the right mix of promotional activities to suit your particular business at a particular time – and to then use it correctly to achieve a result. The combination of tools you use will depend on the target audience, the message you wish to communicate and the budget you make available. There would be little point in advertising new gas boilers in a fashion magazine – much more appropriate to advertise in a trade magazine for builders and gas fitters. Here is a 10-step checklist for developing and managing your promotional mix. 1. Decide how the products and services you provide can be 'packaged' together. The image of your business is formed by the way you promote the elements of the marketing mix – your products, prices and the places through which you sell. It is often helpful to think about promoting the business as opposed to a single product or service. If you need to think more about the marketing mix before going any further, take a look at the 10-minute Marketing...

Words: 2261 - Pages: 10

Oreos and Production

...Oreo: Crafting a Truly Global Brand 1. Discuss the various factors which have caused Oreo to customize its marketing mix across country or culture. Have its globalization efforts been successful in meeting local needs? Could it do more? Explain. Oreo is the most popular cookie in the world. Being sold in over 100 different countries, Oreo has managed to adjust the product, packaging, and promotion to match consumer tastes and expectations in each country. For example, in China, Oreo adjusted to the consumer preference by making a lightly sweetened version of Oreo which comes with 27% less sugar. Where as in Venezuela, Oreo introduced a milk chocolate version. Packaging is another key factor where Oreo has adjusted to based on the countries market. For instance, the US sells Oreos in the 18 oz form due to the fact that consumers are shopping at large format stores on a weekly basis and have larger pantry sizes at home. In other countries however, the size adjustment is much smaller, being sold in kiosks and in smaller packs. When it comes to promotions, countries like China like to advertise on tv because they link that to a higher quality product. Where as in Venezuela advertisement is seen more outdoors on buildings or big billboards since most people are always on the go. Oreo could always have room for improvements. By adjusting to the preference of the consumers throughout the world they will continue to succeed. 2. What is the core Oreo “brand image” globally?......

Words: 449 - Pages: 2

Oreo Milk Cookies

...Nyein Chan Soe Oreo milk Cookies Nyein Chan Soe Oreo milk Cookies Oreo Company Name http://web.b.ebscohost.com.ezproxy.mdx.ac.uk/ehost/detail/detail?sid=ae3789f9-b562-4163-b25a-4526c15e3586%40sessionmgr113&vid=0&hid=102&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&AN=108384758 * Mondelez Inernational Inc. * www.mondelezinternational.com (Company website link) http://content.ebscohost.com.ezproxy.mdx.ac.uk/ContentServer.asp?T=P&P=AN&K=108402786&S=R&D=bth&EbscoContent=dGJyMNHr7ESep7Q4v%2BvlOLCmr02ep7dSsK24TbGWxWXS&ContentCustomer=dGJyMPGrski3r7JOuePfgeyx44Dt6fIA Website link * www.oreo.com Social Media links * Facebook- www.facebook.com/oreo (40M people like this page) * Twitter- www.twitter.com/Oreo (Followers 723K) * Instagram- www.instagram.com/oreo (803K followers) * Youtube- www.youtube.com/user/Oreo (104,99 Subscribers) Head Office http://web.b.ebscohost.com.ezproxy.mdx.ac.uk/ehost/detail/detail?sid=ae3789f9-b562-4163-b25a-4526c15e3586%40sessionmgr113&vid=0&hid=102&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&AN=108384758 Mondelez International, Inc. Three Parkway North Deerfield lllinois 60015 USA Phone Number- +1 847 943 4000 1) Products of OREO (Total 64) www.snackworks.com/search/product-results.aspx?searchText=Oreo&page=2&searchType=Product Nabisco Oreo- Sandwich Cookies......

Words: 496 - Pages: 2

Promotional Campaign

...Promotional Campaign In this report, we will use statistical data, as well as academic theory to aid the creation of a promotional campaign to launch a reinvented product within the spreads and dips market, specifically marmalade. Secondary data helps us to identify a specific demographic from which we are able to identify key factors within our campaign, such as age, gender and behaviour which will form the basis of the invention of the product and essentially, how it is marketed. It gives us a basic understanding of the industry, and the needs of our target market. First of all, we found that sweet spreads; such as jam, marmalade and curd were primarily purchased by females, families and over-55's (Mintel, 2014). Specific to marmalade, only 36% of adults eat the product as a result of declining purchases of bread as a rise in healthier alternatives have more recently entered the market; such bagels, pittas and 'thins' (Mintel, 2014). After researching the consumption of marmalade within the UK, it was again apparent that the over 55's were a larger group of consumers with 57% of this demographic eating marmalade, in comparison with only 18% of 16-24 year olds. (BBC, 2013). Whilst sweet spreads such as marmalade continue to decline in volume of sales, it came to our attention that other sweet spreads such as chocolate spreads are more appealing than ever, with 40% of 16-24 year olds eating either chocolate or hazelnut based spreads compared with honey and marmalade......

Words: 1828 - Pages: 8

Oreo

...factors which have caused Oreo to customize its marketing mix across country or culture. Have its globalization efforts been successful in meeting local needs? Could it do more? Explain. Oreo is known to be the number one cookie in the world; the reason behind the product being on top is due to its marketing mix across countries and cultures. Oreo has been very effective with meeting their local’s needs. Such as reducing the amount of sugar added on the product in China or even changing it’s original recipe in Venezuela to milk chocolate rather than the dark intense cocoa. Also, packaging is a key factor in their market aspect; in the U.S. the packaging is 18oz due to the way American’s shop. Americans usually go grocery shopping weekly rather than daily. On the other hand, in other countries consumers are a custom to certain packaging such as the tube like shape, which Oreo has adjusted their packaging to their consumers liking. As for the 103-year-old product, Oreo always has room to improve and adjust to their consumers needs. Oreo should introduce the different types of Oreo for a trail period and see its success rate. Years ago Oreo came out with a cereal named Oreo O’s, as a child that was one of my cereal but it was taken off the shelves years ago. Hopefully, Oreo brings out the product again. * Question 2:  What is the core Oreo “brand image” globally? What sorts of advertising approaches has it used to communicate this image? The Oreo cookie is a unique......

Words: 413 - Pages: 2

Role of Advertising Agencies in Promotional Campaign

...Role of advertising agencies in the development a good promotional campaign. Advertising agencies work alongside clients to the serve the major role of developing, enhancing the image of and sustaining a brand in the market. The perception of a brand by the consumer is of vital importance in its acceptance and longevity. This in turn places a huge responsibility the advertising agency in building a brand through consumer insight and understanding in a way that grants it acceptance and growth. The market today is flooded various products and services most of which closely resemble each other in one way or another. Advertising agencies focus their talents on their client’s product or service making it stand out from the rest thereby causing it to emerge successfully as a brand. Good advertisement campaigns will grab eyeballs or persuade consumers to choose the brand they are promoting over all the others. An advertising agency also brings together people with the required expertise and experience of the various sub disciplines of advertising has the copyrighters, visualizers, researchers, photographers, directors, planners and people who get businesses and deal with clients with working in ad agencies. An agency moulds all these into a team and gives them a highly conducive working atmosphere. This means that the advertising agency makes best use of their talents and experience in order to deliver rapidly efficiently and in greater depth than a company or organization could......

Words: 385 - Pages: 2

Retail Management - Develop a Promotional Campaign for Sports Authority to Capitalize on “the Authority” Image.

...questionnaire for Burger King to use in assessing its 3-D CAD simulations. 1. Describe how accounting irregularities can play havoc with a firm’s reputation, supplier relations, and manager morale. 2. Discuss other means of measuring and improving financial performance at Dollar General. 3. What are the financial management pros and cons of Dollar General’s placing greater emphasis on perishables? 4. Evaluate Dollar General’s inventory management initiatives. 1. Evaluate Sports Authority’s new design in light of the retailer’s objectives. 2. Discuss the pros and cons of Sports Authority’s use of specialty boutiques instead of its previous warehouse format. 3. Develop a promotional campaign for Sports Authority to capitalize on “the authority” image. 4. Do you think the WTSA network will prove to be a major contributor to Sports Authority’s atmospherics or will it turn out to be a fad? Explain your answer. Need Answer Sheet of this Question paper, contact aravind.banakar@gmail.com www.mbacasestudyanswers.com ARAVIND – 09901366442 – 09902787224...

Words: 414 - Pages: 2

Marketing Plan Oreo Cookies in Poland

...Marketing Plan for Oreo Cookies in Poland TABLE OF CONTENT Executive Summary 4 Business Mission 4 External Marketing Audit 5 Macro-environment - PEST Analysis 5 The Market 6 Competition for Oreo in the Polish market 7 Internal Marketing Audit 8 Operating Results 8 Strategic Issue Analysis 8 Marketing Mix Effectiveness – 4 P’s 9 SWOT Analysis OREO 10 Marketing Objectives 11 Strategic Thrust 11 Strategic Objectives 11 Core Strategy 12 Target Markets 12 Competitor Targets 12 Competitive Advantage 12 Marketing Mix Decisions for Poland 13 Product 13 Promotion 13 Price 13 Place 13 Budget 14 Sales and breakeven 14 Promotion expenditure 14 Organisation 14 Implementation 15 Marketing control 15 Action plan (see excel) 15 Reviews 15 Bibliography 16 Executive Summary This report is the marketing plan for the proposed market development of Oreo brand to Poland. The purpose of the plan is to analysis the feasibility and profitability of introducing Oreo brand to Poland market. Oreo brand is one of our leading brands and it constitutes a substantial part of our revenue in the previous years. Oreo is the biggest selling cookies in china in 2006 and it sales reach $1 billion in US in six months. Oreo is a sweet, creamy chocolate with moderate amount of calories and also serve as complementary products. Well packaged and easy to......

Words: 3886 - Pages: 16