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Kraft Marketing: Oreos Globally - Case Study Example

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 This essay discusses consumer research comes in; the research would enable Kraft Foods to devise marketing strategies that would appeal to their target audience. The primary target audience for Oreo is children. There is a significant chunk of secondary target market which includes adults…
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Kraft Marketing: Oreos Globally
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Kraft Marketing: Oreos Globally
Oreo is a global product manufactured by Kraft that has a global recognition and appeal. However Oreo cannot be marketed in the same manner globally. That is where consumer research comes in; the research would enable Kraft Foods to devise marketing strategies that would appeal to their target audience. The primary target audience for Oreo is children. There is also a significant chunk of secondary target market which includes adults. The cultures prevalent in different countries are different which is why designing an appropriate marketing strategy is essential for the success of the brand. The consumer research undertaken in each country should incorporate demographic reports to understand the characteristics of the target market and market surveys to determine their behavioural and consumption patterns.
Research Adaptation to the Marketing Mix
The information gathered from this research should then be incorporated into the Oreo’s marketing strategy. For example in terms of product consumer research in China revealed that the Chinese preferred a less sweet cookie, so the sugar content was altered to meet the specific Chinese market needs (Jargon). Similarly there is a higher preference for dark chocolate in the European market and milk chocolate in Venezuela, so Kraft altered the product specifications accordingly. In terms of packaging and distribution, different market demands were observed too. In North America the most commonly available size is the 18 oz version because consumers do their buying weekly from large stores. In countries like Brazil, China and Venezuela other size are available too such as single roll packs. Branding of Oreo biscuits varies too, although the essential product name is Oreo, the affiliated company names may change. For example in China the product is branded as Kraft’s Oreo and in Canada the product is branded as Christie’s Oreo. The promotional strategies adopted by Kraft also vary significantly across countries. The American markets are completely familiar with the product’s brand message: “Providing moments of childlike delight” (Luchtman). In order to communicate the same message through global marketing was a challenge. Consumer research also aided media selection, in China using television advertising adds credibility to the message so Kraft invested in broadcast media. On the contrary outdoor media were more effective in Venezuela due to the consumers. The Venezuelan consumers pursue busy lifestyles so the best way to reach them is during their commute. This research finding led for Oreo to invest in appealing billboards and non-traditional media.
Rituals Associated with Oreo Consumption
The most common ritual associated with Oreo consumption is the “twist, lick and dip” ritual. First we twist the Oreo biscuit to separate the part with the cream and lick it, and then we dip the cookie in milk and consume it. The brand has formed a strong association with milk. This association has led Oreo to become a trusted cookie for every parent who wants their child to drink milk—which most kids don’t enjoy plain.
The American markets are very familiar with the ritual so advertising in these markets depict the ritual being passed down from one generation to the next—which means from a grandfather to the father to the son. For markets where the product is relatively new, such as the Chinese, they have used the different approach. Their advertising shows children showing their parents, sibling or friends how to “twist, lick and dip”. This way they are familiarizing the actual and potential consumers of the product and at the same time and creating a timeless ritual that encourages interaction with the product.
The cultural consciousness in the advertising and global marketing efforts undertaken by Oreo, has resulted in the brand becoming the most-loved cookie brand in the world!
Works Cited
Jargon, Julie. Kraft Reformulates Oreo, Scores in China. The Wall Street Journal. May 1, 2008. Retrieved 7 December 2011 . Web. Case Study - Video “Kraft – Marketing Oreos Globally. Producer Kelly Luchtman.2008.Video 7 December 2011.< http://bevideos.mhhe.com>Read More
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