Team Members:

CONSUMER BEHAVIOR AND MARKET

ANALYSIS FOR

Rishabh Prasad
Ashmita Sengupta
Avishek Dutta
Shivika Sethi
Mayank Kishore
Saurabh Shukla

CONTENTS
1.

Discover Cadbury

2.

Fascinating History

3.

Product Portfolio

4.

OREOs Journey to India

5.

4 Ps

6.

STP

7.

SWOT Analysis

8.

Porters Model

9.

Presence on Social Media

10. Market Research Analysis

11. Recommendations

Discover Cadbury
founded almost 200 years ago.
British multinational confectionery
company owned by Mondelz International.
Second largest confectionery brand in the
world.
Revenue: 11,346,002,000

Cadbury means Quality.

Fascinating History

Mondelez India
Chocolates

Beverages

Biscuits

Candy

Gum

Oreos Journey to INDIA

Nabisco was born on
1898

Became healthy in
the mid-1990s.
Vegetable Oil
replaced Lard

First Oreo launched

at the Chelsea
Factory in 1912

Introduced Double
Stuff Oreo in 1974

Discontinued lemon
flavor in the 1920s

Created first
advertising slogan
Oh! Oh! Oreo! in
1950s

2011 was the year of

launch in India

PRODUCT

PRICE

Launched in classic flavour: dark

chocolate colored biscuit with
vanilla cream
Impulse purchases and trials:
chocolate cookie with vanilla cream
Packaging: 3-pack, 7-pack and 14-pack

Rs 5 for small packs

Rs 10 and Rs20 for heavy usage

4 Ps
PROMOTION
Television- main medium of
communication
Oreo India's Facebook page is one of
the fastest growing in the world
Bus tour to push the concept of
togetherness across nine cities

PLACE
Uses superior marketing and
distribution network of parent
company
Focuses mainly on semi-urban and
urban consumers

STP
SEGMENTATION

TARGETING

POSITIONING

As per location : Urban Semi-urban

As per age: below 45 years of age.

families, with a specific consumption focus on

the next generation.
top 10 million households which account for
70 per cent of cream biscuit consumption

bringing fun filled moments of bonding to

countless families across the world.
good times with family, 'Twist, Lick and Dunk'
dunking culture which already exists in India
with adults dipping their biscuits in tea

ADVERT VIDEO

SWOT Analysis
Strengths
Low cost
High quality product
reputation
More value added
through packaging and
distribution
Well known Brand Name

Weaknesses:
Limited target audience i.e.
people who prefer
chocolate based biscuits
Not primarily for health
conscious consumers
Not all the varieties and
flavours are available
everywhere

Opportunities:
Introduce
health and nutritional produ
cts (fat free Oreo)
Add more flavour fillings
Tie-up with corporates /
hotel chains

Threats:
Threat from other snack
segments like Lays,
Bingo,etc
Threat from other
chocolate manufacturers
like Nestle and Amul
Rising commodity, packaging
and other input costs

Porters 5 forces model

Bargaining
power of
Suppliers

Bargaining
power of
customers

Large number
of suppliers
Strong
distribution
network

Large number
of customers
Limited buyer
choice

Threat of
substitutes
Substitute
products are
inferior
Substitute
products are
fragmented

Threat of
new
competitors

Intensity of
competitive
rivalry

Entry
barriers are
high
Costumers
are loyal to
existing
brands

Strong
aggressive
competitors
Exit barriers
are moderate
Fast industry
growth rate

% Awareness
70

Presence on Social Media

53

Dark Fantasy

Oreo

 Tries to relate Oreo with the

indian culture through oreo
oriented posters wishing people
for Janmashtami & Eid
Engages audience through
activities on Social Media
platforms like Find the bitten
oreo
Promotes its newer flavours by
relating it to other great
combinations

Market Research Analysis

Consumer Insight
Consumption Pattern
7

18

20

8
34

54

35
46
38

24

40
26

18

20

Frequently

Sometimes

Rarely

Never

More than 70% of consumers who regularly eat cream biscuits while
traveling, and almost 60% who eat while at work/college.
Almost 46% of who regularly eat cream biscuits
Introducing packaging sizing to cater to such large volume of snacking
needs in these situations can be beneficial

Consumer Insight
Consumption Pattern Cont..
27

TEA

19

MILK

ICE CREAM

13

COFFEE

I AM A NO ADD-ON
PERSON

39
0

10

15

20

25

30

35

40

While the majority enjoy their biscuits as is, a huge chunk of the
market surprisingly enjoy it as a tea accompaniment

45

Consumer Insight
Buying Behavior
7%

20%
44%

Flavor specific; decide brand in

store
Aware of brand, but willing to
substitute
Brand Loyalist

Only under promotional offers

29%

Almost 95% of the consumers know what flavour they want when they
enter a shop
But 73% of consumers are willing to try out substitute brands in their
choice of flavour
This lack of brand loyalty can be looked into as an advantage

Consumer Insight New Flavor

Experimentation
3%
21%
22%
Always
Sometimes

Rarely
Never

54%

75% of the public is fairly open to trying out new flavours.

Introducing them to the new orange/strawberry creme - chocolate
wafer combination can result in a clear into the their consideration
set, if not creating a loyal base for this unique cream biscuit flavour
combinations

Consumer Insight
Brand Preference
30%

36%

Sunfeast Dark Fantasy

Cadbury Oreo
Britannia Treat
Boubon
11%
23%

Despite their positioning, distribution channels, ad campaigns, social

media presence - its still number 3 in the market.
Indepth analysis into this reveals that consumers don't relate to it as
well as Bourbon or Dark Fantasy since it is still "perceived" as a
global/international/american brand that Indians cannot relate to
Status Quo needs to be changed and position improved

Recommendations

Tie up with low fare airlines & railway caterers

Product enters the consideration set of a large consumer base

Encourage Oreo consumption with tea & coffee

Launch an advertising campaign positioning it as a snack

Showcase Oreo as an by-itself indulgence snack while traveling or while at work

Will boost the impulse pack (Rs.5 for 3) sales

Introducing a pack with combination flavors

Create a combination pack of Oreo with Bournvita

Providing an exclusive rack to retailers to shelf Oreo exclusively