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  • Oreo Analysis

    Încărcat de

    Ron Dsouza
    2K vizualizări12 pagini
    This document provides a brand audit of Oreo cookies. It analyzes the brand from multiple perspectives: as a product, organization, and person/symbol. As a product, Oreo has been the top selling cookie for over a century with 30+ varieties. As an organization, Oreo has a global presence and strong distribution channels. As a person/symbol, Oreo evokes feelings of fun and happiness. The brand identity positions Oreo as light, fun, and associated with family moments. Oreo implements its identity through social media, TV advertisements, websites, and sponsorships.

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    oreo biscuit analysis

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    oreo analysis

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    This document provides a brand audit of Oreo cookies. It analyzes the brand from multiple perspectives: as a product, organization, and person/symbol. As a product, Oreo has been the top selling cookie for over a century with 30+ varieties. As an organization, Oreo has a global presence and strong distribution channels. As a person/symbol, Oreo evokes feelings of fun and happiness. The brand identity positions Oreo as light, fun, and associated with family moments. Oreo implements its identity through social media, TV advertisements, websites, and sponsorships.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    2K vizualizări12 pagini

    Oreo Analysis

    Încărcat de

    Ron Dsouza
    This document provides a brand audit of Oreo cookies. It analyzes the brand from multiple perspectives: as a product, organization, and person/symbol. As a product, Oreo has been the top selling cookie for over a century with 30+ varieties. As an organization, Oreo has a global presence and strong distribution channels. As a person/symbol, Oreo evokes feelings of fun and happiness. The brand identity positions Oreo as light, fun, and associated with family moments. Oreo implements its identity through social media, TV advertisements, websites, and sponsorships.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    din 12

    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!

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