Oreo Analysis [PDF]

Zitiervorschau

Brand Audit

BRAND ANALYSIS 1912

Company Division

Start

1952 1898

Modern Oreo with Nabisco

1996 Worldwide Ambition

Products

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

Strengths

•Branding. •More than 75k outlets US and abroad •ROI: A payback of 20:1 •Strategies: Usage of brand with characters

across all the categories •Acquisitions: Bake-Line Products, Sunshine Biscuit Company.. •Technology: Artificial intelligence program. •Customers: Customers’ Perception is good. •Interaction with customers •Quality products •Advertising mascots: Community of elfin creatures living in a hollow tree.

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)

•Advancing in commodity costs

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

Strengths & Capabilities Partnerships with companies (Dominos Pizza, Mc Donald’s, Baskin Robbins, Jack in the Distribution channel (retailers, supermarkets). Customer relationships (Partnership to promote the movie Rio / Present in Social Medias).

Box).

SELF ANALYSIS

Organization Values “As the world’s 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 can’t be found everywhere. 4. Limited ability to raise price due to competitors’ low prices.

BRAND IDENTITY SYSTEM Brand Identity As Product

As Organization

As Person

As Symbol

30+ types Good Quality, established share of mind/heart

Friendly(buy to share) Funny (moments)

Consumer Centric Innovative Well Valued Global Presence

Distinctive imagery “Something to enjoy the good moments” Known for decades

BRAND IDENTITY SYSTEM Value Proposition

Functional

•satisfies hunger as food •can be diversified into variety of sweets such as drinks, candies, pies, cakes,etc. •satisfies late nigh hunger served as a night snack •Easy to bring small package together

Emotional

•satisfies the fun need for not only kids also for adults want to have fun. •happy and delicious when eating Oreo

Self-Expressive

•satisfies nurturing by feeding children nutritionally balanced cookies •satisfies the imitation need that kids watching the Oreo ads on TVs while the •other kids are enjoying " Twist, lick, Dunk "

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+)

Twitter

Website

Slogan: Twist, lick, Dunk

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

Sponsorship Logo

Package

THANKS!