SENSORY BRANDING: OREO IN

THE INDIAN CONTEXT

 INTRODUCTION

Indian marketing scenario has been experiencing a new wave of

consumer behaviour after liberalization of markets.

FMCG and durable brands in several categories have made an impact

on the lifestyle and mind-set of consumers.

Chocolates and biscuits categories that are entered in the Indian

market, competed with traditional snacks though they have their
origin in western countries.

In this context Oreo, the well-known

biscuit brand in the US market was
launched in India by Cadbury.

The brand competed with well-known Indian brands of cream biscuits

and was positioned to attract children teenagers and young adults.
 INDIAN BISCUIT INDUSTRY

The Indian Biscuit Industry had a size of INR 240 billion in 2014.

Industry was dominated by Parle, Britannia & ITC.

Market growth
rate over the In 2014
last decade Growth Rate :
8%
: 11%

This slowdown in the growth along

with the consumer preferences for
better varieties of biscuits
encouraged the leading brands to
include them in premium offerings.
 INDIAN BISCUIT INDUSTRY

The cookie and cream biscuit market segment was the fastest
growing among different segments of biscuit industry.

In this situation, Cadbury launched its cream cookie O r e o in

India in March 2011.
CADBURY OREO

Launched in 2011 in India

Premium segment of sandwhich cookies
Cream cookie segment
Western influence
Urban & Rural distribution

Target group
Children & teenagers
Fun loving adults(25-40)
>>middle/upper class
 OREO ADVERTISEMENT

Twist, lick & dunk ritual

Family-oriented with social value
Binding force between relationships(siblings, parents, kids)
Quality oriented
Traditional
BRITANNIA

Leading brand in premium cookie market

Huge spectrum with various brands( Marie Gold, Pure Magic,
etc.)
Brand was restructured many times
It re-launched in 2012 providing new packaging and variants

Target group
Neo-rich, self indulgent, young beings who lived the moment
Identify with excess, luxury and indulgence
 ADVERTISEMENT

Create a mood of greed and craving through packaging

Satisfaction of hunger or sweet carvings
Magical escape into a chocolicious world
Pure Bliss, Pure Magic
Product presentation in mouth-watering way
 ITC
Dark Fantasy brand
Large brand in the cream biscuit market
Known for quality & innovation

Target group
Teenagers & young fun loving adults
Age (15-25)
Middle / upper class
Conscious about quality and enthusiastic about new tastes
 ADVERTISEMENT

It is more than a biscuit: its a luxurious mix of cocoa and

vanilla
Brand as- luxurious , premium and aspirational product in rich
royal settings
Offering Indulging experience
Ultra premium, colourful packaging
High price
 DIFFERENTIATION FROM COMPETITORS

What is Oreo-
Emotional
Social gatherings
Quick snack
Family oriented with social value
Quality
Premium
DIFFERENTIATION FROM COMPETITORS

Offer small
packages

More creamy,
variants Offer biscuits with
less calories
(Taste).

Attractive
packaging More
(visualization)
Aroma(smell)
SHOULD OREO REPOSITION ITSELF AFTER IT
HAD CREATED AWARENESS IN INDIA?

Should emphasize its strengths.

Comparatively products strengths like
emotional,indulgence,sharing are doing well
Oreo Dark Pure
fantasy magi
Statement c

3.45 3.34 3.23

I consume& share these brands of biscuits with my friends

These brands of biscuits induce strong feelings & sentiments 2.82 2.77 2.63
in me
These brands of biscuits are indulgent 3.63 4.11 3.71
 SUSTAINABILITY

Strengthen their current positioning

Small packaging
(as customers wish to complete the package in
one go)
Improve the emotional appeal
Target Kirana & mom-pop shops + Modern
Stores
Use the brand recognition & distribution
channels of Cadbury