Case Study_Coca-Cola Company_Senrith_Borin_Sovannuth_Rasmey_Chheangmai.pdf
28443502 market-research-on-oreo
1. Stargate Institute
Executive Summary
Nabisco is a company that has been in existence since 1898. During their 109 years in
existence, they have grown through natural growth, mergers, and acquisitions. This has
allowed Nabisco to be the leading snack maker in the world. The Oreo chocolate
sandwich cookie was first introduced in Hoboken, N.J. in 1911. Oreos today are far and
away the world’s most popular cookie. The Oreo family accounts for approximately 10
percent of all store cookie sales--a $3 billion market.
However in recent years Nabisco has been reluctant to adapt to current market trends.
The company was focusing on producing new versions of existing products to make them
more convenient.
Situation Analysis
In 1898, the New York Biscuit Company and the American Biscuit and Manufacturing
Company merged over 100 bakeries into the National Biscuit Company, later called
Nabisco. Founders Adolphus Green and William Moore, orchestrated the merger and the
company quickly rose to first place in the manufacturing and marketing of cookies and
crackers in America. To expand their global presence and to strengthen their position in
the fast-growing consumer snacks sector, Philip Morris Co. Inc. acquired Nabisco
Holdings in December 2000. Philip Morris purchased Nabisco for $14.9 billion in cash
plus assumed $4 million in debt.
Eventually, Philip Morris integrated the Nabisco brands with its Kraft Food operations.
And now it includes brands such as Chips Ahoy, Fig Newtons, Mallomars, Oreos,
Premium Crackers, Ritz Crackers, etc…..
Nabisco Arabia Company Ltd. (NAARCO) was formed in 1995 as a joint venture
between Nabisco International and The Olayan Group of Saudi Arabia.
In 2000, NAARCO made a major investment in a new plant to produce OREO, the
world’s most popular cookie. OREO cookies were launched in the Saudi market in March
2001 with a major TV campaign.
Internal Analysis
The $3 million plant upgrade included a whole new production line, new offices,
additional warehousing, and new mess rooms for the increased work force. Equipment
from Spain, Italy, India, France, and Austria went into the world-class facility, under the
supervision of Nabisco Technical Director Frank Willemsen and the Technical Services
Manager Anselmo Codina.
The people of Kraft have recognized that the business has an important role in society- a
responsibility that included understanding and meeting the public’s expectations, helping
to address important social, environmental and economic issues and making a difference
in local communities and the world. They firmly believe that “Our success will depend
importantly on our willingness and ability to listen, get feedback on what we’re doing
from those both inside and outside Kraft and act responsibly on issues of important
concern.”
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Market Analysis
Target Market:
The current target market for the original vanilla filling Oreo is children. The original
Oreo cookies have previously focused on and promoted the new colors for the crème
filling and change the round shaped cookies into rolls, which would generate new interest
amongst children, who would in turn convince their parents to buy the new cookie.
Geographic Factor:
This project is done and carried on in Riyadh, the capital and largest city of Saudi Arabia.
Riyadh belongs to the historical regions of Nejd and Al-Yamama.
The population of the city is 4,700,000 of which 60% are Saudis and 40 % are foreigners.
And the density is 3,024 km square.
Demographic Factor:
As Riyadh is known for its restrictions and being an Islamic country, the family life
cycles followed here are usually all family members. Young single people can not live
separately and independently, fearing for them young mature boys/girls will live under
their families until its time for them to start up their own families.
And generally Saudi people are well known by their family sizes. Most of the family
sizes are more then 6 or even far more than that. This is what makes the youth population
really high in the kingdom. And it is something obvious and general that Saudi people are
known for their wealth and considered as rich people and in return earn high incomes.
Behavioral Factor:
As Riyadh is developing, people now are becoming aware of various new brands which
are attracting them to explore and investigate things. Women here are obsessed about
shopping and show a favorable attitude and interest towards the different brands.
They are also considered as heavy users when it comes to brand loyalty.
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Marketing Need
As Oreo is a biscuit, and biscuits are food, so the most important need the Oreo biscuits
satisfy is Hunger.
But if we further narrow down the needs, Oreo can be satisfying more than just the drive
(hunger).
*Oreo satisfies the nurturing need example, a mother having difficulties in feeding her 4
to 6 years old child with some nutrition food, can consider Oreo to feed her child with a
sip of milk.
*Oreo satisfies the imitation need example, kids watching the Oreo ad on TVs while the
other kids are enjoying twisting, licking and dunking the cookie into a glass of milk. This
forces the kids to want that cookie right away and imitate the same steps.
*Oreo also satisfies the fun need, and in this case not only kids will want to have fun and
enjoy Oreo even adults like to have fun once in a while individually or even with their
kids.
Market Trends
Various on-going and changing trends in the consumer market affect the business of an
organization. Some of those having an impact on Oreo chocolate sandwich biscuits are:
A 2004 TNS study amongst Saudis has found a trend towards smaller families. It
revealed that Saudis - realize the need for smaller families to provide a better quality of
life for their children.
Females have been given permission by the government to work which resulted in the
increase of purchasing power.
Driven by changing lifestyles and population growth the impact on the food market has
been positive. The market therefore witnessed rapid growth over the review period.
The consumers in Saudi market are seen as active switchers with a medium brand loyalty
level.
Lastly, a study was conducted by TNS in 2007 which showed that 99 per cent of Saudi
respondents in the study consumed chocolate "food" (chocolates, chocolate milk, biscuits,
etc.) in the last seven days, an increase from 95 per cent in 2004.
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Market Growth
Growth in the Saudi Arabian biscuit market is being driven mainly by two factors –
firstly, the marked increase in advertising spend by multinationals such as Nabisco,
Master Foods and Danone. Secondly, the popularity of emerging products such as
chocolate-coated biscuits and bread substitutes, which have recently been launched in the
market.
Researches have shown that biscuits, particularly sweet biscuits, are generally sold at low
prices, averaging between SR0.25 and SR2 (US $0.06 – US $0.53), for a single-serve
pack and enjoy excellent distribution in all outlets.
The biscuits sector is highly developed owing to the strength of the local industry in
Saudi Arabia, represented by large manufacturers such as United Food Industries.
Oreo sales showed a fluctuating result during the past 13 years. When Oreo initially was
launched into the market, sales increased to a high extent for about 3 years but then sales
decreased for a long period during 1997 to 2002. Oreo marketing managers became
aware of their loses and immediately went back to action and changed their marketing
mix and started to introduce several different new products. This effort resulted with high
sales in 2008. Sales were amounted to $4 billion and market share 41%.
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SWOT Analysis
Strengths Weaknesses
1. Nabisco is ranked as the top cookie 1. Sales have slowly declined the past
maker, selling nine of the top twenty few decades.
cookies worldwide, including Oreo, 2. They do not manufacture products
the world’s largest selling cookie that serve the health conscious
brand. society.
2. Oreo recipes are confidential and 3. Poor advertisements and marketing
not led to the public, that’s why they promotions.
stand out uniquely. 4. Nutritional problems, high fat
3. Over 491 billion Oreo cookies have content and calories.
been sold since they were first 5. Not all the varieties and flavors are
introduced, making them the best available everywhere.
selling cookie (biscuit) of the 20th 6. Oreos all different products are not
century. available in the kingdom only in
4. Oreos have been produced in many Europe countries.
different varieties since they were 7. limited ability to raise price due to
first introduced. competitors’ low prices
5. Oreo has formed acquisitions with 8. Not properly defined target market.
Dominos Pizza, Mc Donalds, Cakes,
and Baskin Robbins etc….
6. Nabisco began a marketing program
in 2008, advertising the use of Oreos
in a game called DSRL, which
stands for "Double Stuf Racing
League."
7. Every day more than 20.5 million
Oreo cookies are consumed
internationally.
8. First purchase would look at
packaging- blue color stands out the
most.
9. A well known Brand Name.
10. Affordable products.
11. Established distribution channel
(retailers, supermarkets).
12. More value added through
packaging and distribution.
13. Established customer relationships
14. Stock of technology including
patents, trademark and copyrights.
15. Brand reputation.
16. High quality product reputation.
17. Reputation with inputs' suppliers,
labor, etc.
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Opportunities Threats
1. Kraft holds the number one share 1. Large market of biscuits exists in
position in 21 of the top 25 country KSA, which results with many
categories internationally. This competitors like Prince chocolate,
advantage places Kraft in the Ulker biscuits, etc….
position to obtain a significant share 2. Low involvement product and
of a category’s growth and profit, consumers can easily switch.
generating additional resources to 3. Growth of private label products.
reinvest in marketing and 4. Threat of New Entrants
innovation. 5. No immediate advertising/marketing
2. Invest in advertising/marketing campaigns.
campaigns. 6. Rising commodity, packaging and
3. Introduce health and nutritional other input costs (sugar, cocoa).
products (fat free Oreo) in KSA. 7. Changing preferences and demands
4. Add more flavor fillings. of consumers.
8. Lifestyle changes towards health and
nutrition.
9. Declining fraction of income spent
on snack food by consumers.
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Competition
The food industry in kingdom is really wide and the competitions exist at a high range.
Biscuits, cookies or sandwiches have a large market which makes it a tensed environment
for Oreo.
There are a lot of competitors in the same industry providing the same products but the
most competitive companies are:
Prince Chocolate Biscuit
Product Strength weakness Taking advantage
of their weakness
Strong brand name Lack of varieties Produce more
and image and flavors varieties with
different appealing
flavors
Americana
Strength weakness Taking advantage
Product of their weakness
The recipe of this Weak promotional A strong TV
unprecedented media through TV commercial that will
ascent to success ads. attract existing, and
mainly came from new customers.
the deep
understanding for
Arab taste, strong
technical
capabilities and
experienced
manpower.
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Ulker
Product Strength Weakness Taking
advantage of
their weakness
Strong Packaging Weak A strong TV
Division Ülker Group is promotional commercial that
one the world's leading media will attract
packaging materials through TV existing, and new
manufacturer. ads. customers.
IT Division Ülker
Group has been active in
IT sector for a long time,
this division has several
companies in software
development, PC and
notebook
manufacturing, retail
chain, and a distribution
company.
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Digestive Dark Chocolate
Product Strength Weakness Taking advantage
of their weakness
Introduced into the Maintain stable and
kingdom’s market lower prices to
High prices.
“The Orginal Light attract more
Digestive” . customers
Product Offering
Serving
Product Image Flavor Size per
container
OREO
SANDWICH
COOKIES
OREO
Vanilla 18 oz 15
OREO
SANDWICH
COOKIES
GOLDEN
ORIGINAL Vanilla 18 oz 15
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OREO 8
SANDWICH
COOKIES
MINI BITE
SIZE SNAK Vanilla 8 oz
SAKS
OREO
SANDWICH
COOKIES
CHOCOLATE
2 oz
Chocolate 6
OREO
SANDWICH
COOKIES
CHOCOLATE
SANDWICH Vanilla 8.46 oz 7
WITH
ORGANIC
FLOUR &
SUGAR
OREO
SANDWICH
COOKIES
DUO VANILLA
& Vanilla,
13.8 oz 11
CHOCOLATE chocolate
OREO
SANDWICH
COOKIES
PURE WHITE
FUDGE Vanilla 8.5 oz 12
COVERED
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OREO 6
SANDWICH
COOKIES
PURE MILK
CHOCOLATE Chocolate 7.5 oz
COVERED
MINT
OREO
SANDWICH
COOKIES
WINTER
WITH RED Red cream 18 oz 18
CREME
OREO
SANDWICH
COOKIES
SPRING
PURPLE Purple
18 oz 18
CREME cream
OREO
SANDWICH
COOKIES
GOLDEN UH-
OH WITH Chocolate 18 0z 15
CHOCOLATE
CREME
Stock Keeping Unit and Products Available
These products shown below are those of which exist in the kingdom’s market. And the
stock keeping unit chosen for this project is 66gram, SR 1.
Name Weight Price
Oreo Sandwich 66 gram SR 1
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Vanilla/chocolate
Oreo Sandwich 176 gram SR 2.95
Vanilla/chocolate
Oreo Sandwich 792 gram SR 11.50
Vanilla/chocolate
Nabisco Oreo Sandwiches, a brand that is older than the automobile assembly line. It is
estimated that an average of 4.3 billion sandwiches have been eaten each year over the
last 90 years.
Marketing Strategies
Mission Statement
“We want our consumers to regard us as their primary snack food. We want our
customers to know that we have their wants and needs in mind along with working to
create products that will cater to their health conscious lifestyles.”
Marketing Objectives:
• Maintain demand of customers
• Introduce new sandwiches
• Create Awareness through effective media
• Attract more customers
• Retain current customers
• Stay ahead of competitors
• Reduction or elimination of other supply chain inefficiencies
• To achieve superior consumer exposure
• Establishment of regional marketing specialists
• To reinforce and reaffirm the Oreo cookie brand position.
Tagline:
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“Twist, lick, dunk”
Positioning:
The Oreo has long been the best-selling sandwich in the whole world. Whenever the
name of Oreo comes into the minds of consumers, the 1st thing that jogs their memory is-
twisting it, licking the middle portion and dunking the chocolate sandwich into the milk.
Beside kids, it also emotionally attracts adults as their childhood memories are connected
to Oreo. Though couple of adults have a negative positioning about the Oreo sandwich
and the association but in the point of view of kids, Oreo is strongly and highly
positioned.
Current Strategies
Oreo, by observing its product lines and what it has been offering the past years, we can
realize that they are adopting the Product Development Strategy.
Product development means offering new or improved products for present markets. In
this manner Oreo can find different ways to satisfy the customers.
Market Research
Sample
The sample selected for the research is kids, youngsters and adults. The sample size
chosen for quantitative research is 30 and for qualitative 4 people of different ages.
Sampling Technique
To accomplish the market survey, hybrid research (qualitative and quantitative) has been
performed.
∙Qualitative research – in-depth interview (triad as well as diad) and ethnography have
been chosen.
∙ Quantitative research- questionnaires containing open and close ended questions have
been selected.
QUALITATIVE RESEARCH
Objectives:
1. Whether people are aware of the brand Oreo
2. Find out the time (weekends, monthly,etc.) when customers buy OREO
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3. How often do people purchase and use Oreo products
4. Find out whether customers are contented
5. Will customers go for close substitutes of Oreo
6. Find out what they think and see from the brand’s association “Twist, Lick,
Dunk”
7. The reason for purchasing this particular product
8. Suggestions for new features (if any)
9. Will customers remain loyal and profitable
Summary:
Name: Sana Saeed Age: 7 Occupation: Student
Name: Israa Age: 10 Occupation: Student
Name: Sami Age: 15 Occupation: Student
Name: Mrs. Tahseen Age: 37 Occupation: Housewife
Everyone is attentive towards the Oreo sandwich in the market. Kids reacted
energetically when they saw Oreo sandwiches in TV ads and insisted their parents to
buy one for them. Almost all the kids loved the tagline ( Twist,Lick,Dunk) but some
of them disagree, “I love to dunk it only but don’t like to twist and lick it.” as said by
Sana Saeed. Though teenagers and parents love Oreo too, but they consider the
tagline as “kiddish”. For some people these steps remind them of their childhood
memories. The grown ups purchase the sandwiches on occasions when it is their
child’s birthday or any celebration. But young people buy immediately when they
crave for it and satisfy their hunger drive.
People purchase Oreo Sandwiches for different purposes.
“Have fun eating chocolate biscuits, tastes good”said by Isra.
“Because I love dark chocolate” as said by Mrs. Tahseen.
Oreo is a low involvement product and due to this prospect customers can easily
switch to the close substitutes. But still, brand loyal customers are devoted to their
brands and won’t let go easily. When 7 year old Sana was asked if she went to the
market and didn’t find any Oreo sandwich, she replied, “I will search in the next store
and if I didn’t find there, I will wait for tomorrow and go to my school and purchase
one there.”
Finally, due to the different needs, wants, and tastes of the consumers, they all have
suggested different recommendations.
“Not to sell the chocolate filling Oreo” said by Sami.
“Improve the present flavor to some extent” said by Israa
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Quantitative Research
Objectives:
1. Identify the target customers
2. Find out the level of brand awareness
3. Find out the time (weekends, monthly,etc.) when customers buy OREO
4 .Find the percentage of product usage among consumers
5. Find out their level of satisfaction
6. Find out the level of brand loyalty among customers
7. Find out what they think and see from the brand’s association “Twist, Lick, Dunk”
8. The reason for purchasing this particular product and suggestions for new features
(if any)
Result Analysis
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Why do you like Oreo cookies?
80.00%
60.00%
40.00%
20.00%
0.00%
Its shape Love for dark Like the
chocolate chocolate/v anilla
combination
70%
60%
50%
40%
30%
20%
10%
0%
Positive Negative
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The positive associations were “OK, GOOD, FUN, YUMMY, CATCHY,
LOVE TO WATCH MY KIDS DOING IT, DELICIOUS, TASTES BETTER, NICE,
And TASTY.”
The negative associations were “KIDISH, WHATS THAT, ONLY DUNKING,
CHANGE IT, DON’T LIKT IT.”
How often do you purchase Oreo cookies?
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
Weekly Occasions Whenever you
desire
Table
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Decision Making Process
Evaluation
Need Information Purchase Cognitive
of
Recognition Search Decision Dissonance
alternatives
When the customers recognize the various needs of hunger, nutrition, imitation and
fun they enter the first step of decision making process.
Now, they come across various cues of different products to satisfy those needs for
example TV commercials, billboards, information from friends or relatives or their
own previous experience.
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In the next step, customers evaluate the various alternative ways and brands
that can satisfy their specific needs. (Here customers also compare the different
products and brands based on benefits, price, quantity, etc.)
Finally, the customer decides on either purchase of OREO or rejection
If the customer after consuming OREO sandwich feels dissatisfied then he is said to
have entered cognitive dissonance.
Current Marketing mix
Product:
Oreo makes sandwiches with premium quality two thin chocolate which is enclosed with
white, rich cream filling. They associate their product with beautiful human emotions of
love and care. Oreo comes in a variety of flavors such as:
Oreo Fudge Rings
Golden Oreo
Strawberry Oreo
Oreo also offers Reduced Fat Oreo, Golden Chocolate Cream Oreo, Oreo Wafer Stix,
Banana Split Cream Oreo etc. Oreo’s recognized for its beautiful product designing. Oreo
is best to be used for breakfast, snacks as well as party purposes.
Price:
“A product is only worth, when customers are ready to pay for it.” – keeping that in
mind, Oreo has developed a price range which is affordable by everyone. In times of
Ramadan season, Oreo gives special offerings and discounts.
Small size – SR 1
Medium size – SR 2.95
Large size – SR 11.50
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Place:
As being famous, Oreo sandwiches can be found everywhere. They can be easily
purchasable in any supermarkets such as Sunbulah, Al-Halwani Bros etc or even in the
well known malls like Granada center, Carrefour, Hyper Panda etc.
The distribution channel of Oreo is given below-
Producer Retailer Consumer
Promotion:
Promotion is the way a company shows what it does and what it can offer to the
customers. Oreo adapted an aggressive promotional campaign. Beside magazines, Oreo’s
doing promotional campaigns through television and their website too. Although it is the
most expensive form, it is also most effective. Among TV networks, one of the network
they chose is MBC (MBC 3) because it has the ability to reach the younger portion of
their target market. They also offer coupons on their website. Oreo aims at making their
customer’s life beautiful with their mouth watery products by filling those with the
beautiful colors of love and care.
Suggested Marketing Mix
Product:
• Develop new sandwiches which contain less calories, less fat, less cocoa powder
and less salt.
• Customers have been complaining about the packaging for the past years. And in
order to overcome this issue, the package should be given a new look to attract
more customers.
• The labeling should be clear and nutritional information should be specific and
not hypothetical such as “May contain milk protein”!!!
Price:
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• Maintain their current prices.
• Maintain a fixed price for all specific products overall the Riyadh market.
Place:
• Oreo should improve their market existence. Example: In Hail-Al-Wazarat, the
cold stores “Bagalas” don’t have Oreo products.
• Nabisco Arabia Inc. should improve their Import/Export channels. They should
also import the extra features of Oreo products ( Oreo cereal, cakes, and ice
creams ) into the kingdom.
Promotion:
• Their promotions haven’t shown much about their organizations. TV commercials
were for a short time and ever since they haven’t shown any other particular
promotions.
• They should get in contact with Advertising Agencies for better improved
commercials.
• Their websites provide less information about the whole organization ( Internal
/External).
• Redesign the website ( http://www.nabiscoworld.com/oreo/) and provide more
corporate information.
• Aim for different promotional medias such as Bill boards, Flyers, etc………
Production:
According to a statement from Kim McMiller, an Associate Director of Consumer
Relations, a two-stage process is used to make Oreo sandwiches. The base cake dough is
formed into the familiar round sandwiches by a rotary mold at the entrance of a 300-foot-
long oven. Much of current Oreo production is done at the Kraft/Nabisco factory in
Richmond, Virginia. Oreos for the Asian market are manufactured in Indonesia.
Australian Oreos are made in China. Oreo Kingdom sandwiches are manufactured by
Nabisco Arabia Inc.(NAARCO) which’s located in Dammam. These sandwiches are also
exported to Gulf areas.
Controls
Any branded product can’t be perfectly flawless.
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• Previously, Oreo sandwiches were made of animal fats which weren’t
halal in the Islamic Law. This caused a huge problem for the organizations’
products. Later on, when their sales were getting affected, they realized the
concept and switched to the use of vegan fats.
• Customers complained of deceptive packages because they found that some of the
packages were double sized than the contents. This leads to a negative positioning
in customers’ mind and affects the brand image.
• Families are suffering from the obesity problem of their children due to the
continuous consumption of Oreo sandwiches. The products should be amounted
with less cholesterol and fats for a healthy life.
• Mothers are complaining about the bitterness of the Oreo sandwiches. Due to that
they should lessen the amount of Cocoa powder.
• Kids getting frustrated about the sandwiches being cracked before they even
implement the steps (Twist, Lick, and Dunk). This may be due to the hard fillings
or the softness of the two layers.
Contingency Plan
• If their current marketing mix is resulting with unsatisfactory outputs they
should consider the suggested marketing mix.
• “A future forecast plan” for the entrance of competitors into the market,
price inflation, and changes in the external marketing environment.
• Technology plays a vital role and directly affects businesses. To increase
sales and to provide quality products, Oreo may take the advantage of the
latest equipments available.
• Oreo factory should have high density voltage stabilizer in case, anything
goes wrong with the electricity.
• If current promotions through TV commercials are not giving them much
satisfying sales, they should go for flyers pamphlets and maybe
newspapers.
Recommendation
• Oreo has targeted only kids as their main target customers. Our research has
shown that not only kids eat Oreo but also a large percentage of teenagers and adults
adore it too. So, Oreo must re-target their customers and include these segments.
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• They should try to maintain a stable sales growth. Because too many
losses and sales fluctuations affects the company’s image and positioning.
• Introduce other product features of Oreo into the kingdom's market, e.g. cereals,
different flavors and shapes.
• Make people more aware of the nutritional facts.
• They should get an expert web designer to redesign their site because instead of
useful information about their organization, it’s full of useless games.
• Improve their marketing campaign by sponsoring bill boards. Because kids want
to see their favorite Oreo in Bill board rather than TV ads.
• Oreo should introduce a zip lock package as it keeps the cookies fresh for a
longer time.
• They should make sure all of their products are available in all the stores of KSA
as well as the Gulf countries.
Conclusion:
For Over 90 years, the Oreo sandwich has remained as an icon. Millions of people can
recall childhood memories with dunking Oreos in milk, and spark that emotional
experience to life by hearing the famous jingle or watching a commercial.
Nabisco/Kraft Company enjoys brand loyalty and has stretched the brand to retain 28%
of the market maintaining strong sales within an oligopoly market like snack foods.
Oreo Sandwiches have touched people’s heart of different ages, lifestyles, and
characteristics in a way or another. Oreo was capable to show its customers that it is one
of a kind when it comes to taste, flavor and experience. Though the food industry is an
edgy market, but yet no competitors were capable to pinch the undisclosed ingredients of
Oreo Sandwich Cookies.
References
http://www.nabiscoworld.com/
http://www.nabiscoworld.com/Oreo/
http://74.125.77.132/search?
q=cache:UPbD7GT7HR8J:www.americasgreatestbrands.com/volume6/pdf/Oreos.pdf+m
arketing+plan+of+original+oreo&cd=3&hl=en&ct=clnk
http://www.nabiscoworld.com/Brands/ProductInformation.aspx?
BrandKey=oreo&Site=1&Product=4400000820
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