Oreo Ppt.pptx123

A Report Writing On

OREO BISCUITS

1 REPORT ON OREO BISCUIT BY SHRUND KALSE

CONTENTS:

1. Objectives:

2. Introduction:

3. METHODS:

4. Result

5. Reference

Objectives:

A. To find out the growth of the product in the market.

B. To do a analysis on the marketing strategies used by

Oreo to fight out the competitors.

A. To do a research about its certain new upcoming to

remain the market.

Introduction:

A)About biscuit industries in India:

 Over 900 million Indians buy and eat biscuits with varying frequency in any year.

 The industry divided brand wise: a) Parle-G and Tiger,

b) Milk Bikis and Super Milk

c) Premium varieties Good Day and Monaco.

 The popular varieties account for close to 40 per cent of the total volumes.

 If the Marie category is also included in the sweet biscuits

category, it will easily account for close to 80% of the industry's total volumes of 7, 75,000 tones.

The biscuit industry in India annual growth as below:-

REPORT ON OREO BISCUIT BY SHRUND KALSE 5

0 2 4 6 8 10 12 14 16 18 20 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12

Annual Production

B) About Kraft food & Cadbury India:

Kraft food:

 Northfield, Ill.-based Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries

 Kraft Foods had 2011 revenue of $49.542million  Twelve of the company’s iconic brands –

including Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Trident and Tang

Cadbury India:

 Part of Kraft Foods.

 Operates in five categories – Chocolate confectionery, Beverages, Biscuits, Gum and Candy.

 Undisputed leadership over the years.

 Key brands are: Cadbury Dairy Milk, Bournvita, 5 Star, Perk,

Bournville, Celebrations, Gems, Halls, Éclairs, Bubbaloo, Tang

and Oreo.

C)About OREO:

• Oreo Launched in India in March 2011.

• the delicious combination of dark chocolate biscuit and vanilla cream was first introduced to the world in 1912.

• Each year more than 7.5 billion Oreo Biscuits are eaten, making it the world’s No. 1 biscuit.

• Paired with a glass of milk, it is the perfect snack.

METHODS:

1)SWOT analysis:

STRENGTH

Cadbury- kraft pdt Brand,better understanding of customer

psyche, Innovativation

WEAKNESS

Dependance on retailers for displaying diversification oreo pdt on shelf, dependance on kraft pdt

OPORTUNITIES

estimated annual growth of 35%, increase demand in

market, traditional Indian milk based sweets such as ‘Oreo

Rasgulla’ or ‘Oreo Gulab Jamun’

THREAT

Hike in raw material, Local

2) Porters five force:

REPORT ON OREO BISCUIT BY SHRUND KALSE ₁₁

Threat of substitute: Homemade snacks

Bakery pdts

Packged snacks

Threat of new entrant: Manufacturing,

advertising,

distribution network

Bargaining power of suppliers: Baasic commodity like wheat,

sugar etc increasing price Bargaining power of customers: bakery pdts, competitors pdts, low price pdts in mkt High competition among existing players

3) Primary market research: A) People preference:

Sales

indians prefer

vannila cream biscuit indian people prefer other biscuits

B) Major Players in chocolate with vanilla cream biscuit:

D) Oreo and place mix:

Outdoor activations in six cities Mumbai, Chennai, Bangalore,

Hyderabad, Delhi and Kolkata. The campaign will extend to on-ground shopper activation in malls, amusement parks, multiplexes and modern trade outlets to engage with

families, complimented by a digital campaign: website and Facebook page.

Oreo markets are:

Brazil, China, Russia, New Zealand, Australia, Indonesia, South Africa, Poland, Ukraine and Mexico

E) Oreo and promotion mix:

• Interface Communications

• The television commercial features the bonding shared by a father and child while eating an Oreo biscuit. The ‘Twist, Lick

and Dunk’ ritual forges an emotional bond between the two

4) Secondary market research:

A) Major market share:

REPORT ON OREO BISCUIT BY SHRUND KALSE 17

Sales priyagold 15% sunfeast 9% Britannia 31% Oreo 35% Other 10%

B) Oreo and price mix:

On Y axis=Weight; X axis=Price (1unit =10Rs)

REPORT ON OREO BISCUIT BY SHRUND KALSE

Dark Fantacy OREO Kids Cream Choco Pie 0 20 40 60 80 100 120 140 0 5 10 15 20 25 30 Y axis X axis

C) Strategic mapping

I) Innovation vs Technology:

Innovation

Y axis oreo

Choco pie Dark Fantacy

Parle Magic

Kids Cream

Technology X axis

II) Design Vs Packaging:

Packaging of its brands such as chewing gum brand Bubbaloo and pushed promotions to drive sales. Dark brown biscuit

sandwich with white cream filling in blue packaging

design

Pkg Choco Pie Dark Fantacy

OREO

Parle Magic Kids Cream

Results:

• OREO is among the top five most popular brands of Vanilla – chocolate Sandwich biscuit in India with smart marketing

strategies and good quality product since 1912 in world most popular in kids and youngsters with good market share in

India

Reference:

• Neutraceutical India 2012

• “Indian Biscuit Manufactures’ Association”

• www.theindiaexpert.com/oreos-cookies-launched-in-india-by-kraft-via-cadbury-subsidiary