Oreo

In: Business and Management

Submitted By IP034
Words 413
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* Question 1: Discuss the various factors which have caused Oreo to customize its marketing mix across country or culture. Have its globalization efforts been successful in meeting local needs? Could it do more? Explain.

Oreo is known to be the number one cookie in the world; the reason behind the product being on top is due to its marketing mix across countries and cultures. Oreo has been very effective with meeting their local’s needs. Such as reducing the amount of sugar added on the product in China or even changing it’s original recipe in Venezuela to milk chocolate rather than the dark intense cocoa. Also, packaging is a key factor in their market aspect; in the U.S. the packaging is 18oz due to the way American’s shop. Americans usually go grocery shopping weekly rather than daily. On the other hand, in other countries consumers are a custom to certain packaging such as the tube like shape, which Oreo has adjusted their packaging to their consumers liking. As for the 103-year-old product, Oreo always has room to improve and adjust to their consumers needs. Oreo should introduce the different types of Oreo for a trail period and see its success rate. Years ago Oreo came out with a cereal named Oreo O’s, as a child that was one of my cereal but it was taken off the shelves years ago. Hopefully, Oreo brings out the product again.

* Question 2: What is the core Oreo “brand image” globally? What sorts of advertising approaches has it used to communicate this image?

The Oreo cookie is a unique cookie with the fun cream in the middle of the cookie. It is globally know for it’s unique taste and look. Oreo’s real name and logo will remain the same but their promotion on the product is different. Oreo’s brand message is providing moments of child-like delights, such as “twisting, licking, ducking in milk” which is passed on from generations to…...

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