The document summarizes market research conducted on Oreo cookies in India. A survey found that 90% of respondents like Oreos, with the top flavors being plain, chocolate, and strawberry. Most respondents were interested in new flavors, especially mango, orange, and pistachio. As a result, Cadbury will launch new Oreo Mango, Orange, and Pistachio cookies, as well as variety packs. The cookies and packs will be promoted and sold in metro and sub-metro cities of India, targeting kids and youth.

1. Marketing Head:
Kirk Coutinho

2. Survey Analysis

3. Do You Like Cadbury Oreo?
90%
10%
Yes
No

4. Favourite Flavour of Oreo
22%
22%
22%
34%
Oreo Plain
(Vanilla)
Oreo Choco
Creme
Oreo
Strawberry
Creme
All of the
above

5. Interested In Buying New Flavours of
Oreo?
0%
20%
40%
60%
80%
100%
Yes No Maybe
Yes
No
Maybe

6. New Flavours of Oreo, one would like
to see?
33.33%
33.33%
33.33%
Mango
Orange
Pistachio

7. Product
Introducing Three New Flavours:
1) Oreo Mango
2) Oreo Orange
3) Oreo Pistachio
And
Introducing Two New Packs:
1. Triple Oreo Pack
2. Oreo For Two

8. Oreo Mango
“Mango never tasted so chocolaty”
 Most Indians like mango & most like chocolate, so why
not give a combination of both?
 Oreo Mango is the first mango & chocolate biscuit.
 The same chocolaty biscuit but with a mango-filled
creamy centre.

9. Oreo Orange
“See the Chocolate, taste an Orange”
 Another fruit loved in this country is Orange.
 Oreo Orange gives a wonderful combination of two much
loved flavours in a biscuit.
 Oreo Orange gives you the same chocolaty biscuit with a
new creamy orange centre.

10. Oreo Pistachio
“Chocolate aur Pista khao, ek naya
rishta banao”
 Cadbury is introducing Oreo Pistachio which has real
pistachio flavour.
 Oreo Pistachio is the world’s first chocolate & pistachio
biscuit.
 Taste the Oreo biscuit with an all-new pistachio centre.

11. Triple Oreo Pack
 The triple Oreo pack will contain 3 different types of
Oreos.
 The first Triple Oreo pack will be the Oreo Tiranga,
which will contain Oreo Orange, Oreo Plain(Vanilla) &
Oreo Pistachio.
“Oreo Tiranga, Made For India”

12. Triple Oreo Pack
 The other Triple Oreo pack will be the Oreo MVP
Oreo MVP will contain Oreo Mango, Oreo Plain(Vanilla)
& Oreo Pistachio.
“The MVP of Snacks”

13. Oreo For Two
 This pack will be a specially made pack of Two Oreo
biscuits.
 It will be available for all flavours.
 It is made to share with your ‘best friend’ or a ‘loved one’
or ‘your sibling’.
“Share the best biscuit in the world with your best person
in the world”

14. Price
 Oreo Mango, Oreo Orange & Oreo Pistachio will be
Rs.30 for the 125gms pack & Rs.10 for the 60gms pack.
 Triple Oreo Pack will be Rs. 33 & will include 5 biscuits
of each flavour.
 Oreo For Two will be Rs.4 & each pack will contain 2
Oreos.

15. Place
 Metro Cities
 Sub-Metro Cities

16. Promotion Schemes
 Buy 2 (125 gms) packs of any new Oreo flavour & get 1
free.
 Buy 3 Triple Oreo packs for just Rs. 90
 Distribute free ‘Oreo For Two’ packs to:
a) Schools- Friendship Day & Children’s Day
b) Colleges- Friendship Day & Valentine’s Day

17. Targeting
 Kids & Youth
 Targeting kids & youth because kids have always loved
eating Oreos with milk as a snack & the youth i.e. college
students like Oreos because it’s a good snack to eat
between lectures.

18. Segmentation
 Demographic
 Because we’ll be targeting kids between the ages of 3-14
& youth between the ages of 15-25.

19. Distribution

20. Advertising
Television: Cartoon Network, Pogo & Nickelodeon (7-9
am & 3-6 pm) & Comedy Central, Vh1 & Channel V (8-
11 pm)
Online: Facebook ads & promotional tweets on Twitter
Outdoor: Hoardings near schools & colleges

21. Orientation
 Product & Marketing Orientations
 Focussing on making & believing that Oreo is the
World’s #1 biscuit.
 Focussing on making good quality biscuits & also on
packaging to do better than competitors.

22. Consumer Behaviour
 Focussing on Objective Of Purchase
 As the survey has shown that kids & youth like it because
it’s ‘chocolaty’ & ‘yummy’.
Why buy Oreo? Simple, because it’s the World’s #1
Biscuit!

23. SWOT Analysis
Strengths:
• World’s #1 Biscuit
• Low Cost
• Good Quality & Packaging
Weaknesses:
• Limited Target Audience
• Still needs proper recognition
in some sub-metro cities
Opportunities:
• Launch of new flavours
• Tie-Up with Mad Over
Donuts & McDonalds
Threats:
• Competition from Britannia &
Sunfeast
• Threat from other snack
segments like Lays, Bingo etc.
• Threat from other chocolate
manufacturers like Nestle &
Amul

24. TOWS Matrix
Internal
Factors
External
Factors
Strengths Weaknesses
Opportunities
• Establish as a proper
snack (promote MOD &
McDonalds products that
include Oreo)
• Promotional Activities
on various holidays
• More advertising
in sub-metro cities
• Try to attract a
larger audience with
introduction of new
flavours
Threats
• Use low cost & good
quality to minimize
competition
• Open an Oreo
outlet (that sell only
Oreo-based
products)

25. DONT FORGET TO....