Sensory Branding : Oreo

in the Indian Context

GROUP 2

DEEPSHIKA MEENA 1911416

LALRINFELA 1911408
MAINAOSRI BASUMATARI 1911311
PANKAJ KUMAR 1911350
RAKSHAT RANJAN 1911203
SANGEETH ASOKAN 1911309
Methodology
 OBJECTIVES
To study the perceptions of consumers towards premium biscuits

To compare between Oreo and the chief competitors in the premium biscuit segment

To analyse the need for a repositioning strategy for Oreo

INDUSTRY OVERVIEW : BISCUIT INDUSTRY IN
INDIA
₹ 240 bn Industry (as of 2014), growing at a pace of 8% p. a

Once associated with kids, the biscuit category has now developed several niches targeting adults

Major Players in the industry are Brittania, ITC, and Parle, while Kraft with its Oreo brand has its own space in
the premium cookies segment

Large unorganized market for biscuits in India, and many regional players like Bisk Farm, Priya Gold,
Cremica and Anmol

Premium cookies and cream biscuits form around 30% of the market ( ₹72 bn) , and is the fastest growing
segment, at a rate of 17% p.a

The Premium Segment provided very high profit margins, nearly two and a half times more than the value
segment.
 BRANDS IN PICTURE

CADBURY OREO SUNFEAST DARK FANTASY BRITTANIA PURE MAGIC

Delicious, Family Oriented, traditional, sweet, Rich, Indulgence, Happiness, Satisfaction, Luxury, Indulgence, Pampering, Fine
Key Associations
chocolate etc Luxury Artistry

Target Segment Children,Teenagers, Young Adults(aged 25-40) College Going Students, Young Neo Rich, Self Indulgent Youth
Professionals ( aged 20-25)

SKU Small SKUs, to promote implusive purchase Small SKUs, to promote implusive purchase Small SKUs, to promote implusive purchase

Tagline Twist Lick Dunk Escape Into One Pure Bliss, Pure Magic

Marketing Emotional Appeal, portraying family relations Sensual Appeal, highlighting the appeal of Sensual Appeal, Depicting the cookies in a
Communication the product mouthwatering fashion

Motivation To Satisfice hunger at untimely hours, snack with Enthusiastic about new tastes, Cravings at Cravings at untimely hours, indulging
Purchase friends Untimely hours, indulging experience experience
 Positioning of Brands

Premium portable convenient snack Indulging Experience

Binding force between relationships
Premium & Aspirational Biscuit
Aspirational Cookie (American origin)

Magical Escape to self-indulgence

Pampering yourself
Statements Oreo Dark fantasy Pure magic
Consuming these brands of biscuits provides me energy 2.82 2.79 2.74
I consume these brands of biscuits as quick snack 3.5 3.39 3.34
These brands of biscuits are made by careful processing & handling 4.05 4 3.87
I consume these brands of biscuits for satisfying my hunger pangs 3.42 3.29 3.19
I can identiy with these brands of biscuits 3.35 3.16 2.94
These brands of biscuits induce strong feelings and sentiments in me 2.82 2.77 2.63
I consume and share these brands of biscuits with my friends 3.45 3.34 3.23
These brands of biscuits help me become the type of person I want to be 2.47 2.34 2.31
These brands of biscuits communicate who I am to other people 3.27 3.23 2.97
These brands of biscuits have a very crispy cookie 3.85 3.82 3.66
I feel like treating myself by consuming these brands of biscuits 3.27 3.56 3.18
These brands of biscuits are indulgent 3.63 4.11 3.71
These brands of biscuits are very creamy 3.87 4.03 3.66
These brands of biscuits have a great taste 4.13 4.16 3.77
These brands of biscuits have a very pleasing appearance 3.98 4.23 3.74
These brands of biscuits have wonderful aroma 3.45 3.77 3.40
These brands of biscuits have excellent quality 4.19 4.27 3.92
These brands of biscuits are consumed only by specific type of people 3.05 3.47 3.15
I associate these brands of biscuits with comfort food which makes me happy 3.52 3.63 3.48
I associate these brands of biscuits with expensiveness 3.34 4.18 3.73
 Perception Of Consumers
Common
• Consumed not as a daily snack; Many Confused about when to consume these premium biscuits
• Guilt feeling attached to consumption, calories and sugar issues
• Compelled to finish in one sitting
• Could be proudly served to guests

Dark Fantasy and Pure Magic

• Strongly Related to sensual appeal
• Something to enjoy alone
• Consuming these biscuits were like pampering themselves

Oreo
• More related to emotions
• Something to enjoy with friends and family
• Collective Consumption giving some emotional high
Perceived Risk

BEING SUGARY THEREFORE, THESE CONSUMERS ARE THIS GUILT IS THIS GUILT CAN
AND FULL OF BISCUITS POSE A FILLED WITH GUILT AGGRAVATED ALSO GIVE RISE TO
CALORIES, PHYSICAL RISK FOR FEELING WHEN WHEN COMPELLED PERCEIVED
EXCESSIVE USE OF THE CONSUMERS CONSUMING TO FINISH THE PSYCHOLOGICAL
SUCH BISCUITS IN THESE BISCUITS PACKET OF RISK
LONG TERM CAN BISCUITS IN ONE
BE HARMFUL FOR GO
THE CONSUMERS
Sensory Inputs
Sight Taste Scent

Oreo • Specially designed emboss on • Bitter Chocolate with sweet

cookie vanilla cream
• Two dark chocolate biscuits with
vanilla cream sandwiched

Dark • Thick, rich vanilla & chocolate • Delicious vanilla & • Luxurious mix
Fantasy cream packed between chocolate chocolate cream and crispy of aromatic cocoa
cookies & crunchy cookies and vanilla
• Packaging with matte finish, bold
use of rich colors, calligraphic
script invoking luxury
Pure • Packaging showed liquid cream • Gooey cream nestled
Magic sandwiched between two between crisp chocolatey
cookies in mouth watering biscuits
fashion
Ad Analysis
Oreo Dark Fantasy Pure Magic
• The ad shows an air force pilot • The ad shows two images: one • The ad shows strands of liquid
( Ranbir Kapoor) and his sister is an enticing depiction of cream and chocolate being
ingredients of the cookie molten cream and chocolate mixed together, sandwiched
chocolatey, crunchy, the sweet flowing and covering biscuits between two chocolates which
cream to himself and the and another of a beautiful lady then falls into melted chocolate.
crunchy wrapper to his sister. in a castle with expensive • A sophisticated voiceover says
• This ad is set in a middle-class jewellery, satin dress and exotic “pure crème……pure magic”.
background depicting a loving pets. • This ad depicts the quality of the
and playful relation among • The voiceover says in a sensual biscuits as mouth-watering and
young adults. manner…”how far will you the sophisticated voice gives a
• This ad gives a sense of connect go……Escape into one”. sense of luxury and the package
sharing, relatability. • This ad gives a sense of luxury displayed at the end of the ad is
and indulgence with the meant for enticing.
depiction of riches and the
sensual voice over.

Learning : Although all three biscuits are of the premium category, the Oreo ad hints at sharing and connecting
whereas the ads of the other hints at indulgence, luxury and extravagance as a result of which Oreo might be
lacking a premium feel.
 Issues Identified
• Oreo is used as a basic snack which is functional. The biscuit signifies relatability with the customers, induces a feeling
of sharing but Dark fantasy scores higher in terms of being indulgent, pampering oneself, a better aroma and
appearance.
• Consumers perceive that Dark fantasy have an excellent quality compared to Oreo, perceives it to be more
aspirational and expensive.
• Pure magic, scored the least in all the aspects except in comfort food, expensiveness, indulgent where it lay between
Oreo and Dark Fantasy.
• Therefore Oreo lacks in the luxury & indulgence experience and the perceived richness of taste and aroma.

Recommendations
• Consumers find Oreo relatable which works in its favour against the other two cookies therefore it need
not reposition.
• To counter the perception of being merely a functional snack, it can improve its packaging to give a more
premium feel.
• Oreo can make more product variants that improve consumer’s perception of aroma, quality and taste.
• The ads communicating to the consumers can emphasise more on the sensory aspects to improve
consumer perception.
Thank You