Oreo Ppt.pptx123

A Report Writing On OREO BISCUITS REPORT ON OREO BISCUIT BY SHRUND KALSE

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CONTENTS: 1. 2. 3. 4. 5.

Objectives: Introduction: METHODS: Result Reference

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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.

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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.

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The biscuit industry in India annual growth as below:20 18 16 14 12 10

8 6 4 2 0 2005-06

2006-07

2007-08

REPORT ON OREO BISCUIT BY SHRUND KALSE

2008-09

2009-10

2010-11

2011-12 5

25

Annual Production (in lacks metric tones)

20

15

10

5

0 years

2005-06

2006-07

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2007-08

2008-09

2009-10

2010-11

2011-12 6

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

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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.  "make today delicious” REPORT ON OREO BISCUIT BY SHRUND KALSE

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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.

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METHODS: 1)SWOT analysis:

WEAKNESS STRENGTH Cadbury- kraft pdt Brand,better understanding of customer psyche, Innovativation

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’ REPORT ON OREO BISCUIT BY SHRUND KALSE

THREAT Hike in raw material, Local bakery pdt, Entry of new entrant

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2) Porters five force: Threat of substitute:

Threat of new entrant:

Homemade snacks

Manufacturing,

Bakery pdts

advertising,

Packged snacks

distribution network

High competition among existing players Bargaining power of Bargaining power of suppliers:

Baasic commodity like wheat, sugar etc increasing price

REPORT ON OREO BISCUIT BY SHRUND KALSE

customers:

bakery pdts, competitors pdts, low price pdts in mkt

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3) Primary market research: A) People preference: Sales

indians prefer vannila cream biscuit indian people prefer other biscuits

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B) Major Players in chocolate with vanilla cream biscuit:

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C) Oreo and Competitors:

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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

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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 as they enjoy the biscuit while sharing fun filled moments.

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4) Secondary market research: A) Major market share: Sales priyagold 15%

sunfeast 9% Britannia 31%

Oreo 35% Other 10%

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B) Oreo and price mix: On Y axis=Weight; X axis=Price (1unit =10Rs)

Y axis 140 OREO

120

Kids Cream

100

Dark Fantacy

80 60

Choco Pie

40 20 0 0

5

10

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20

25

30

X axis

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C) Strategic mapping I) Innovation vs Technology: Innovation Y axis

oreo

Choco pie Dark Fantacy Parle Magic Kids Cream

Technology

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X axis

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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

OREO Choco Pie

Dark Fantacy

Kids Cream Parle Magic Pkg REPORT ON OREO BISCUIT BY SHRUND KALSE

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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

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Reference: • Neutraceutical India 2012 • “Indian Biscuit Manufactures’ Association” • www.theindiaexpert.com/oreos-cookies-launched-in-india-bykraft-via-cadbury-subsidiary • Mediapanther.co.in

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