The document provides a comprehensive brand audit of Oreo, detailing its history from 1912 to its acquisition by Kraft in 2000, along with its marketing strategies and customer loyalty. It highlights Oreo's strengths, such as being a globally recognized brand with diverse products, and its weaknesses, including declining sales and competition. The brand identity is described as fun and family-oriented, focusing on memorable experiences and emotional connections with consumers.

1. Brand Audit

2. BRAND ANALYSIS
1912
Company Start
1952
Modern Oreo with Nabisco
Division 1898
1996
Worldwide Ambition
Products 2000
Kraft buys Nabisco and Oreo
2011
30+ kinds, 491+ bi units, Top Seller

3. CUSTOMER ANALYSIS
Trends Motivations Segments Unmet Needs

4. COMPETITOR ANALYSIS
Brand as a product: Cookies
Brand as an organization:
Global organization
Old and trustful brand
Customer loyalty
Brand as a person and symbol: Elf and slogan: “uncommonly made, uncommonly good”

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 characters
across all the categories
•Lack of innovation.
•Acquisitions: Bake-Line Products, Sunshine
Biscuit 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 elfin
creatures living in a hollow tree.

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 happiness
Strengths & Capabilities
Partnerships 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. SELF ANALYSIS
Organization Values
“As the world’s favorite cookie, Oreo has been a part of memorable family
moments.”
Weaknesses
1.
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. BRAND IDENTITY SYSTEM
Brand Identity
As Product As Organization
30+ types Consumer Centric
Good 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. BRAND IDENTITY SYSTEM
Functional
Value 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. IDENTITY IMPLEMENTATION
Brand Position - Light, Fun, Family Moments
“To every person that feels happy, enjoys life and wants to
have or share a unique taste, Oreo is the answer and your
experience enhancer”

11. IDENTITY IMPLEMENTATION
Execution
Facebook(21mi+) Twitter Website
YouTube
Slogan: Twist, lick, Dunk
TV 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. THANKS!