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Oreo analysis

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A brief analysis of the Oreo Brand. A brand that started with just a cookie and nowadays consists in an empire of 30+ varieties, many countries and participation in many other brands and products such as Ice Creams, pizzas, fudges and pretty much every thing which is chocolate-cookie-related-thingy..
The data presented here was a result of the work of many people including myself.

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Oreo analysis

  1. 1. Brand Audit
  2. 2. BRAND ANALYSIS 1912Company Start 1952 Modern Oreo with NabiscoDivision 1898 1996 Worldwide AmbitionProducts 2000 Kraft buys Nabisco and Oreo 2011 30+ kinds, 491+ bi units, Top Seller
  3. 3. CUSTOMER ANALYSISTrends Motivations Segments Unmet Needs
  4. 4. COMPETITOR ANALYSIS Brand as a product: Cookies Brand as an organization: Global organization Old and trustful brand Customer loyaltyBrand as a person and symbol: Elf and slogan: “uncommonly made, uncommonly good”
  5. 5. COMPETITOR ANALYSIS Strengths Weakness•Branding. •Oreo as direct competitor•More than 75k outlets US and abroad •Famous worldwide.•ROI: A payback of 20:1 •Marketing and advertising campaign•Strategies: Usage of brand with charactersacross all the categories •Lack of innovation.•Acquisitions: Bake-Line Products, SunshineBiscuit Company.. •Kellogs: Losses in many brands (Sesame•Technology: Artificial intelligence program. Street, Grahams, Droxies, and certain•Customers: Customers’ Perception is good. saltines) •Interaction with customers •Quality products •Advancing in commodity costs•Advertising mascots: Community of elfincreatures living in a hollow tree.
  6. 6. 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 happinessStrengths & CapabilitiesPartnerships with companies (Dominos Pizza, Mc Donald’s, Baskin Robbins, Jack in the Box).Distribution channel (retailers, supermarkets).Customer relationships (Partnership to promote the movie Rio / Present in Social Medias).
  7. 7. SELF ANALYSIS Organization Values “As the world’s favorite cookie, Oreo has been a part of memorable family moments.”Weaknesses1. 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.
  8. 8. BRAND IDENTITY SYSTEMBrand Identity As Product As Organization 30+ types Consumer CentricGood Quality, established share Innovative of mind/heart Well Valued Global Presence As Person As Symbol Distinctive imagery Friendly(buy to share) “Something to enjoy the good Funny (moments) moments” Known for decades
  9. 9. BRAND IDENTITY SYSTEM FunctionalValue Proposition •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 "
  10. 10. IDENTITY IMPLEMENTATIONBrand Position - Light, Fun, Family Moments“To every person that feels happy, enjoys life and wants tohave or share a unique taste, Oreo is the answer and your experience enhancer”
  11. 11. IDENTITY IMPLEMENTATIONExecutionFacebook(21mi+) Twitter Website YouTubeSlogan: Twist, lick, DunkTV 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
  12. 12. THANKS!

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