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Brand Audit

BRAND ANALYSIS
Company Division Products
1898

1912
Start

1952
Modern Oreo with Nabisco

1996
Worldwide Ambition

2000
Kraft buys Nabisco and Oreo

2011
30+ kinds, 491+ bi units, Top Seller

CUSTOMER ANALYSIS

Trends

Motivations

Segments

Unmet Needs

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

COMPETITOR ANALYSIS

Branding. More than 75k outlets US and abroad ROI: A payback of 20:1 Strategies: Usage of brand with characters

Strengths

Weakness
Oreo as direct competitor Famous worldwide. Marketing and advertising campaign Lack of innovation. Kellogs: Losses in many brands (Sesame
Street, Grahams, Droxies, and certain saltines)

across all the categories Acquisitions: Bake-Line Products, Sunshine Biscuit Company.. Technology: Articial intelligence program. Customers: Customers Perception is good. Interaction with customers Quality products Advertising mascots: Community of eln creatures living in a hollow tree.

Advancing in commodity costs

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 Donalds, Baskin Robbins, Jack in the Distribution channel (retailers, supermarkets). Customer relationships (Partnership to promote the movie Rio / Present in Social Medias).
Box).

SELF ANALYSIS

Organization Values
As the worlds 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 cant be found everywhere. 4. Limited ability to raise price due to competitors low prices.

BRAND IDENTITY SYSTEM


Brand Identity
30+ types Good Quality, established share of mind/heart

As Product

As Organization
Consumer Centric Innovative Well Valued Global Presence

Friendly(buy to share) Funny (moments)

As Person

Distinctive imagery Something to enjoy the good moments Known for decades

As Symbol

BRAND IDENTITY SYSTEM


Functional
Value Proposition

satises hunger as food can be diversied into variety of sweets such as drinks, candies, pies, cakes,etc. satises late nigh hunger served as a night snack Easy to bring small package together

satises the fun need for not only kids also for adults want to have fun. happy and delicious when eating Oreo

Emotional

satises nurturing by feeding children nutritionally balanced cookies satises the imitation need that kids watching the Oreo ads on TVs while the other kids are enjoying " Twist, lick, Dunk "

Self-Expressive

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

IDENTITY IMPLEMENTATION
Execution

Facebook(21mi+)
Slogan: Twist, lick, Dunk

Twitter

Website

YouTube

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

THANKS!