Marketing analysis of Oreo

Résumé du document

Everyone has a special Oreo story.
Nowadays, every person has heard about the Oreo cookies, thanks to the word of mouth and the different ways of advertising through TV, magazines, internet etc.

There are many theories pointing to the origin of the name ‘Oreo'.
Indeed, it was taken from the French word ‘or' meaning GOLD.
But it also came from the Greek word ‘Oros' meaning mountain or even the Greek word ‘Oreo' meaning beautiful or nice.
Other theories are that the‘re' from cream was –sandwiched- between the two Os from chocolate, or the word 'just seemed nice and a melodic combination of sounds'.
After an important increase of its sales all around the world, today, Oreos cookies are the most sold cookies in the United States. That's why everyone has a special place with Oreo.
During this report, we are going to analyse the history of the product from a marketing point of view:

At the beginning, we will focus on the internal point of view with the analysis of the global market of the company and the company itself.

Then, we'll develop the external analysis of the company which includes the competitors, the customers and the company's brand positioning.

Finally, we'll underline the important points of the Marketing Mix of our product.
So now…

Extraits

[...] Nabisco produces sixteen different snack products namely Barnum's, Cheese Nips, Chips Ahoy!, Fun Fruits, Handi-Snacks, Honey Maid, Nilla, Nutter Butter, Oreo, Ritz, Ritz Bits Sandwiches, Snackwell's, Teddy Grahams, Triscuit and Wheat Thins. Oreos cookies are also diversified: we can find a lot of varieties of Oreos such as reduced fat Oreo, Christmas Oreos, Golden Oreos, and Oreo Cereals etc. V. Competition A. Main competitors The company Nabisco and its famous product Oreos cookies have to face severe competition from many companies. B. [...]

[...] Marketing analysis of Oreo Table of contents Executive Summary II) Introduction III) Market Size and Structure A. Current market size and structure B. Past market evolution C. Future market evolution IV) The Company A. Company's current situation and recent history B. Main features of company's overall strategy C. Strategic place for products/services IV) Competition A. Identification of main competitors B. Market position of each competitor Customers A. Overall customer profile B. Customer market segments VI) Company Brand Positioning A. Products/services value offering B. [...]

[...] It has manufacturing facilities in Gentry, Arkansas; Stuarts Draft, Vancouver; Collegedale and Apison, Tennessee Chips Ahoy Founded in 1963, made with Nestle Candy Pieces and great as an After School Snack, Chips Ahoy is a great big re-sealable bag of chewy chocolate chips cookies and the number one competitor of Oreo cookies. The brand focuses on cookies and cakes. Chips Ahoy! is a leading seller of chocolate chips cookie in the US, after Oreo. VII. Customers A. Overall customer profile All around the world, people enjoy sharing Oreo and Milk moments with their families and friends. There is no profile type for the Oreo's customer. Indeed, nowadays, in United States, people are influenced by the brand NABISCO. However, there is an emphasis on the children and teenagers. [...]

[...] During this report, we are going to analyse the history of the product from a marketing point of view: At the beginning, we will focus on the internal point of view with the analysis of the global market of the company and the company itself. Then, we'll develop the external analysis of the company which includes the competitors, the customers and the company's brand positioning. Finally, we'll underline the important points of the Marketing Mix of our product. So now WELCOME TO OREO'S WORLD!!! III. Main result for Oreo's market A. Market Size and Structure Oreo is a biscuit and more particularly an original kind of cookie. This is why we will see the importance of the sweet biscuit market in the US. [...]

[...] SWOT Analysis B. Recommendations I. Executive Summary Oreo cookie was developed and produced by Nabisco, an American company at its Chelsea factory in New York City in 1912. At the beginning, Oreo was mound-shaped and available in 2 flavours: lemon meringue and cream. In America, they were sold for 25 cents a pound with transparent packaging, which allowed customers to see the cookies. Nowadays, the slogan of Oreo is ‘Milk's favourite Cookie' which is different from the first one ‘America's favourite Cookie'. [...]