INTEGRATED MARKETING COMMUNICATIONS PLAN

OREO

by

Dela Rosa, Shann Alexandra C.

Forbes, Fritz Gerald H.
Ruiz, April Jade F.
Ursal, James Neil A.

MMA22

Submitted to:
Ms. Nikka Abigail M. Natividad
I. SITUATION ANALYSIS
Overview
Oreos were first produced by the National Biscuit Company (presently named as
Nabisco), a division of Mondelez International, in New York at its Chelsea, Manhattan factory in
the current-day Chelsea Market Complex, located on Ninth Avenue between 15th and 16th
Streets. Today, this same location of Ninth Avenue is known as “Oreo Way.” The name Oreo
was first trademarkedon March 14, 1912.Oreos were developed as an imitation of Hydrox
cookies, which were first marketed by the Sunshine Company four years earlier in 1908.
Through better marketing, and arguably a much more appealing name, Oreo has become the
brand most consumers think of when they want a cream-filled chocolate sandwich.
Interestingly, the origin of the name of the cookie is unknown, though theories abound.While it
introduced new flavors for its filling, such as lemon crème, the only version that was retained is
the original white crème filling. Oreo is also popular with vegans because no animal products
were used to make its filling.
It is the best-selling cookie brand of the 21st century with global annual revenues of up
to $2.9 billion.Its largest markets are in the US, followed by China and Indonesia. More than 40
billion Oreos are produced every year in 18 countries to meet global demand.Recently sales
have been slowing down in the global snack industry, due to economic factors andthe
introduction of many new competitors. However, the company tackled this challenge by cost
cutting, which in turn result in a lift in profits by 0.9% this year. In a product life cycle, Oreo has
definitely attained maturity. This is as a strong brand name and loyal customers have absolutely
secured a large market share. Besides, it has also gone through a significant growth stage and
have had consistent sales increases.
From five to three years ago the company had a constant sales and growth. They had
balance sales, but during the 1999 to present there was a decline. There was decline due to the
Asian crisis making the company change its plans and its factory been transferred to Thailand.
Due to the high wage rate in the Philippines, The Company also removes some of its employees.
The company also changes its primary or sole distributorship in the Philippines. Transferring the
distributorship from Zuellig distributor to JDH PHIL, resulting in great changes in the whole
marketing plans. If the Asian crisis will continue the company will remain stagnant in its growth.
The company will also expand try to expand its product lines to guarantee the customer
satisfaction for the company and their products and also have to go on cost cutting plans.
 Now, although Oreo isn’t as leading compared to its siblings like Tang and Eden, it is still
among the fastest growing in sales in the market. For them to sustain this growth, they make
sure that they cater what their target market looks for and expects on the product.By doing so,
the classic Oreo cookie has been diversified into many snack productssuch as their Oreo Thins,
Double Stuff, Oreo Minis, etc. with each carrying the same brand colors and is consistent in
primary design.

Mondelez International which houses their snack brand Oreo

Product Review
SWOT
STRENGTHS
 Well established brand and customers
 Existing channels of distribution,
extremely accessible everywhere
 Strong collaborations with celebrities
 There’s no other well-known brands
for chocolate sandwich cookies
 Constantly putting out new campaigns
for new products
 Owned by a strong and reputable
company
OPPORTUNITIES
 International brand
 Younger audience to market
 Untapped TV market
 Primarily sold as a dessert not enough
as a snack
Existing Ad Materials
From 100 Daily Twists (Digital/Social Media)
WEAKNESSES
 More expensive compared to other
cookies
 Not the healthiest option
 Small amount of cookies in package
 Because it is “milks favorite cookie”
they are leaving out lactose intolerant
 Website is lacking in attractiveness and
vibrance
 Not taking on a large enough presence
in social media
 Not attractive to chocolate-haters
THREATS
 Competitors offer a more cost-friendly
product
 The “health” trend
 Severe threat from wafer and salted
snacks segment
 Similar biscuit categories e.g. Sandwich
Biscuits
 Chocolates
From 100 Daily Twists (Digital/Social Media)
Competitive Review & Competitive Advantage
The food industry in kingdom is really wide and the competitions exist at a high range.
Biscuits, cookies, or sandwiches have a large market which makes it a tensed environment for
Oreo. There are a lot of competitors in the same industry providing the same products, but a
few of the most competitive companies are:
Keebler

Keebler is a US company making cookiesand crackers. Keebler biscuits were first made
in 1853. They also offer a wide variety of biscuits and has more than 75,000 outlets in US and
abroad, thus making them a tough and direct competitor of Oreo. Their main market strategy is
the usage of the brand with characters across all categories. With a community of elves as their
advertising mascots, it definitely helped establish their branding and brand identity. They also
create animated commercial ads and even campaign ads; however, it tends to lack in
innovation and they only have a few ads in social media and focuses mainly on print ads that is
less likely to be effective for its consumers.
 Gamesa

Gamesa (formerly Galletera Mexicana S.A. de C.V. "Mexican Biscuit Company")

is Mexico's largest manufacturer of cookies. The company also makes flour, ready to eat cereals
and other related products. It is headquartered in San Nicolás de los Garza, Nuevo León, Mexico,
and have production facilities in eight states across Mexico and one in Colombia. In 1990, they
were acquired by PepsiCo, also owner of Pepsi, Sabritas and Sonric's in Mexico.Gamesa also
sells cookies in the United States, Central and South America and the Caribbean.Among their
most successful brands are "Marias Gamesa", "Emperador", "Arcoiris", "Mamut", "Chokis",
"Cremax", "Marca Gamesa", "Saladitas", "Crackets", among others which obviously tells that
they offer them in large flavors and varieties. They also showcase their attractive packaging that
catches the attention of consumers. Likewise, it its cost-effective price and bundled pricing
option allows flexibility to consumers. However, they do lack in enough sales representatives in
key account areas. Similar to Keebler, Gamesa does not market its products in social media
despite its popularity in some parts of the US which gives quite the advantage for Oreo in its
vast use of the platform.
Consumer Research
Market Segmentation of the consumer

With the brand reaching global recognition, Oreo has turned to segment its market
using various methods. Primarily beginning with geographic segments, the company has
identified its consumers according to where they reside, that they may cater consumers by
adopting, reflecting and integrating local cultures of the specific segment to their product. An
example would be Oreo’s expansion of flavors such as Green Tea Ice Cream, Grape, and Orange
& Mango for Chinese consumers, Blueberry Ice Cream for Indonesians, and Oreo Alfajor for
consumers in Argentina. As it is connected with the segments’ consumer behaviour, the
company also place their products on the country’s usual method of purchase. In Malaysia,
where retails stores are lacking, instead of placing products in far convenience stores, they
reach further down to rural areas in hopes of giving near catering access to consumers. This has
also been the case for the Philippine segment aside from groceries and malls.

In their early years, they segment their consumers into different demographics such as
parents & kids, adjusting the company’s marketing strategy to include parent-child playful
relationships in commercials and other ads. But with recent reports, Mondelez Ph plans to tap
on other demographics. This may have already been started with their global ad campaign
“OREO PEOPLE” where short commercial and animated films feature potential consumers of all
ages, gender, lifestyle etc.

Potential Target Audiences and User Profile of the design materials

GEOGRAPHIC BEHAVIORAL DEMOGRAPHIC PSYCHOGRAPHIC

Kids
Snack-Loving Taste-Conscious
Adolescents
Rural Residents
Urban Residents With source of
income
Treat-Giving Parents/Adults Price-Conscious
Consumer Decision Process

(External Factors)

Variety of
Oreo Price Options
Quality

Overall Buy/Patronize
Consumer
Satisfaction Product

Peer Preference Convenience

Referral of Acquisition

(Internal Factors)

II. MARKETING & ADVERTISING PLAN

Marketing Objectives
Oreo aims to deliver quality sweetness in forms of cookies to consumers regardless of time and
place. With Oreo, providing their characteristic sweetness to their consumer is done through creative
measures, Oreo likes to be playful and try new things to reach new consumers and deepen their
engagement with their fans.Oreoaspires to reach consumers wherever they are spending their time—
whether it’s on a social platform, a messaging app, or an e-commerce site. Throughout Oreo’s existence
in markets, it has reached its target to be in global markets, and best of all, topping the charts and
becoming the leader of the cookie market.

TargetAudience
Oreo targets mainly on children and young adult, age of range around 6 to 18 years old. Their
products are normally aimed in primary school, high school, and even college.Oreo focuses on
kindergarten kids, primarily school students and family on a global scale.
Oreo does not target adult directly, but they do offer ice-cream, cake and pie. Thus, Oreo also
suits for family.Oreo is trying their best to refine and improve their products to satisfy their customer
and creating harmony for family.

PositioningStrategy
Oreo is a cookie brand that gives consumers distinctive flavors for their taste buds. As Oreo
globally rose, it gradually developed an international rate of flavors, somehow making consumers think
that they’ve strayed too far from their identity. Before, Oreo was a sandwich cookie known for having
two wafers with a sweet crème feeling, but as of today, Oreo now has different flavors for different
kinds of people, leaving their consumers with a number of varieties to choose from.
Oreo is also known for having many taglines, one of them is “Milk's favourite Cookie”, this labels
Oreo that their cookie is best partnered with Milk, thus creating a window for their identity. With Oreo’s
tagline developing over decades, it showed their perseverance towards delivering a original distinctive
taste for their consumers. Their taglines used include Oh!, Oh! Oreo!,For the Kid in All of Us, America's
Best Loved Cookie, The One and Only, Who's The Kid with the Oreo Cookie?, Oreo, The Original Twister,
and with the latest tagline Milk's Favorite Cookie.
Oreo takes pride with its quality tasting cookies matched with an affordable price for kids, young
adults, teenagers, and families to enjoy.

Communication Objectives/Communication Mix

Oreo communicates with Oreo fans through social media, using celebrity figures, and taking
advantage of current events or holidays to catch their consumers’ eyes and interest.

 Social media platforms

Using social media platforms is helpful for Oreo as people mostly have their eyes focused on
screens of their phones, computers, and etc. There are millions of people using different social media
apps thus making it one of the easiest ways to connect to their fans. In this area, we focused with
Facebook and Instagram, as they are known for one of the most populated social media platforms with
the greatest number of active users.
  Celebrity figures
Oreo also uses celebrity figures to advertise their product. This strategy is effective as there are
a lot of people who are easily influenced by their idols, thus giving them ideas to buy a certain product
simply because an icon they look up to uses it.

 Current events or holidays

With the use of this strategy, it’s effective for Oreo as their product has varieties of flavors to
choose from making it somehow matching with a certain event or holidays. With this strategy, it’s best
paired with either TV ads, posters, and billboards. As people would get a more realistic feel when seeing
a seasonal ad.