The presentation gives a detailed description about oreo case study. It onsist solutions to the problem oreo faced during its introduction. The case study also contains the SWOT Analysis of cadbury India.

1. A presentation of case study on
Cadbury Oreo
By
Nikhil gupta

2. About Oreo
• Oreo is a billion dollar biscuit brand.
• It is a brand from Kraft foods group, Inc, Chicago, USA.
• Oreo is launched in India by Cadbury on March 3rd 2011.
• The initial pricing of Oreo was rs5/- rs10/- rs20/-.
• Initially oreo was launched in one variant i.e., vanilla cream
flavour.
• oreo notched up a market share of 6% , during a quarter
ended September 2011.

3. STP of Cadbury Oreo
•SEGMENT : Quality conscious children and youth.
•TARGET GROUP : Children and youth.
•POSITIONING : The biscuit with goodness of milk.
SWOT ANALYSIS OF CADBURY OREO
Strength:
1. Low cost
2. perceived as world’s number one biscuit
3. Good product quality and packaging.
4. Leadership in world for sandwich category
Weakness:
1. limited target audience i.e. People who prefer chocolate based biscuits
Opportunity:
1. Launch various flavours for cream like Treat-O
Threats:
1. Severe threat from wafer and salted snack segment
2. Similar biscuit category
3. Chocolates

4. Questions and solutions

5. 1.Explain the market launch strategy of oreo?
Product
• vanilla flavoured cream biscuits
Price
• Offered at three prices targeting impulse, family, and heavy
consumption
Promotion
• TLD ritual
• Togetherness bus
Place
• Distribution using 1.2 million stores of Cadbury

6. 2. Do you think the volume-driven growth strategy could hurt
Oreo's brand equity in long run?
• Based on low prices
• High sales volume but no profits
• Substituting oreo to other brands

7. 3. Why did Kraft choose to launch as Cadbury Oreo?
• Lions share of confectionery market in India
• Launch of oreo is a part of Kraft long term strategy
• Wide distribution network
• Brand recognition of Cadbury

8. 4. What helped oreo to gain instant market share in India’s highly
competitive biscuit market?
• Low pricing
• No variants
• Advertising & awareness as family brand
• Brand image
• Positioning

9. 5. Do you think the brand lacks suitable differentiation?
• Failed in USP
• Substitutes offer similar products
• Failed in understanding Indian customers
insights

10. 6.What product differentiation strategy do you suggest?
• Increasing the grammage of premium pack
• Cashing out the growth rate of premium pack
• Offering all flavours in a special pack

11. 7. Suggest other market penetration strategy for oreo?
• Targeting the semi urban and rural areas
• Rapidly targeting schools

12. 8. What are the key challenges before Cadbury oreo?
• Retaining present customers
• Cut throat competition
• Sustaining in the market
• Understanding the Indian customers insight time to time
• Introducing the rest of flavours in India
• Controlling the cost