Presentation 2: Oreo
Oreos new slogan
"Wonderfilled"
Promotion/Ads/Social Media
- Commercials 1980's - kids - lick & race - double stuff commercials - cookies vs. cream commercials (2013) - promote as a family-based company - Oreo uses social media websites now more than TV ads
Companies Oreo has partnered with
- Dairy Queen - Sonic - Jell-O - Culvers - Breyers - Klondike bar
What oreo ingredient is illegal in many countries?
- Iron Salts
What is Oreo's closest competitor?
- Keebler's (cheaper priced & high quality)
Packaging
- Oreo changes packaging according to season cookies/ superhero/Star Wars figures
History/Beginning of Oreo
- first produced in 1912 - Hydrox cookies were put out of business - "twist, lick, dunk" - Double stuffed oreos were introduced - licking race (global competition)
Competitors
- generic brands - no prospective competitors: hard to compete with Oreo - Oreo is in market maturity - been around for over 100 years
Product Life Cycle - Oreo
- market maturity - since 1912 - cash cow - high market share, low potential growth
Demographics for Oreo
- original target market - children - trying to focus on social media platforms for youth
Positioning
- position in stores so that children will convince parents to buy Oreos - intensive distribution
Recommendations
- rewards program - T.V. ads - more social media - not too many flavors at a time - healthier options (gluten free, reduced fat)
Oreo: International/Global
- sells their products in many countries: - Australia, Poland, Germany, China, Greece, France, etc. - national and international - Threats: health concerns - Oreos cost more than generic brands because of brand name and flavor
