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    Oreo in India - Launching and Establishing A Global Brand in India Using Integrated Marketing Communications Effectively

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    NIKITA SONI
    This document summarizes Oreo's successful entry and marketing strategies in India. It discusses how Oreo used integrated marketing communications, including advertising, sales promotions, events, and public relations, to establish its brand strategy in India. Key elements of Oreo's strategy included sponsoring events and experiences to interact with consumers, large PR campaigns around milestones like its 100th birthday, and mall activations featuring games to promote new products. Through these integrated efforts, Oreo has become a well-established global brand generating $2 billion annually.

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    Oreo in India - Launching and Establishing A Global Brand in India Using Integrated Marketing Communications Effectively

    Uploaded by

    NIKITA SONI
    376 views2 pages
    This document summarizes Oreo's successful entry and marketing strategies in India. It discusses how Oreo used integrated marketing communications, including advertising, sales promotions, events, and public relations, to establish its brand strategy in India. Key elements of Oreo's strategy included sponsoring events and experiences to interact with consumers, large PR campaigns around milestones like its 100th birthday, and mall activations featuring games to promote new products. Through these integrated efforts, Oreo has become a well-established global brand generating $2 billion annually.

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    This document summarizes Oreo's successful entry and marketing strategies in India. It discusses how Oreo used integrated marketing communications, including advertising, sales promotions, events, and public relations, to establish its brand strategy in India. Key elements of Oreo's strategy included sponsoring events and experiences to interact with consumers, large PR campaigns around milestones like its 100th birthday, and mall activations featuring games to promote new products. Through these integrated efforts, Oreo has become a well-established global brand generating $2 billion annually.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    376 views2 pages

    Oreo in India - Launching and Establishing A Global Brand in India Using Integrated Marketing Communications Effectively

    Uploaded by

    NIKITA SONI
    This document summarizes Oreo's successful entry and marketing strategies in India. It discusses how Oreo used integrated marketing communications, including advertising, sales promotions, events, and public relations, to establish its brand strategy in India. Key elements of Oreo's strategy included sponsoring events and experiences to interact with consumers, large PR campaigns around milestones like its 100th birthday, and mall activations featuring games to promote new products. Through these integrated efforts, Oreo has become a well-established global brand generating $2 billion annually.

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    of 2

    Now let us take a brief of this case study

    • Oreo in India – Launching and Establishing A Global Brand in India Using


    Integrated Marketing Communications Effectively
    • This case demonstrates how Oreo brand’s successful entry into the Indian market using
    the Communication Mix elements such as Advertising, Sales Promotion, Events and
    experiences and Public Relations to establish the brand strategy.
     Next
     OREO is the world’s favorite cookie, enjoyed by families and friends in more than 100
    countries around the world. The OREO cookie twist, lick and dunk ritual has become the
    signature way to enjoy this iconic cookie for many different cultures around the world. It
    is a brand from Kraft foods group.
    For most of its 100-year plus existence, Oreo was consistently America’s best loved cookie, but
    today it is a well-established global brand
    A brief journey-
     The Oreo biscuit was first developed and produced by the national biscuit company
    (today known as Nabisco) in1912.
     It is currently owned by Mondelez International. Mondelez International which also owns
    and controls countless everyday brands. Oreo has its own marketing mix and strategy
    that differentiate from the other brands, so orea is one of the company’s dozen billion-
    dollar brand.
     Oreo has grown to become the bestselling cookie brand of the 21st century generating $2
    billion in global annual revenues.
     Oreo is launched in India by Cadbury on March 3rd 2011.
     EVENTS & EXPERIENTIAL– Events are sponsored activities by the company that are
    designed to create interactions with the consumers and let them experience the brand
    first hand.
    While Experiential marketing involves the consumer highly and engages them totally. 
    These could be sports, arts, entertainment, fashion shows, social cause events, awareness
    drives, gaming etc.
     As we can see in this images oreo has done so many campaigns one of them is
    fun together zone in mall to attract the target audience.
     Talking about the PR CAMPAIGN-The 100th birthday of OREO was huge PR
    program where games and interesting activities were designed for the people.  Huge
    space of newspapers, supplements, social media were full of stories about OREO.
     1)The new global creative platform, coined 'Oreo People', is the latest installment of the
    brand’s Wonderfilled campaign. Oreo People is built on the idea that when we connect
    with Oreo, playfulness is evoked in us all – despite differences, playing with Oreo brings
    people together. Every time an Oreo cookie is twisted opened, a new playful side comes
    out which is optimistic, with limitless possibilities.
     2) It has also launched a campaign that aims to get people logging off devices,
    set around the story of a father and daughter.

     3)recently ,Oreo promotes new variant with mall activations


    The set up for the activations at malls included a huge LED screen on which flash-based Twist Lick Dunk
    games were played with a Wii Remote. Elaborating on the game,"There were three phases to be
    completed on the LED screen game - phase one was twist the cookie, phase two was lick the cream off
    the biscuit and phase three was catch as many Oreos as you can in a glass of milk. Scores of all three
    phases would decide the score of an individual."

    The activation also had games like Fish the Oreo to engage the target audience. For the game, a small
    pond was created and filled with magnetic Oreos. Participants were handed a fish-catching rod with a
    metal hook and were asked to catch as many magnetic Oreos as possible within a span of 30 seconds.
    Basis the scores achieved, they were gratified with Oreo Chocó Crème packets and Oreo Hampers.

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