OREOS AND MILK, CHINESE

STYLE

By:
Coffee Group
 OREO
 A very popular chocolate cookie, that has its own way to
consume it, Twist, Lick, Dunk.
 Firstly introduced in 1912 in New York City, U.S.A.

 Has been the world’s best selling Cookie in history.

 OREO IN CHINA
 Was first introduced to Chinese consumers in 1996.

 KRAFT experienced difficulties for selling Oreo in China.

 After nine years of trying, Oreo sales remained flat.
 OREO MAKEOVER
 KRAFT changed the Oreo management team in China.

1. Oreos were too sweet for Chinese taste.

2. Oreos price was too expensive for Chinese consumers.
3. Chinese consumers have a growing thirst for milk.
 OREO MAKEOVER
 KRAFT took some actions to adapt with the Chinese
consumers.

 KRAFT developed reduced-sugar Oreos.

 Made new packages to make it more affordable, a
package of 6 pieces Oreos at 29 cents.
 Introducing the American tradition of pairing milk with
cookies to the Chinese consumers.
 Created promotion programs that involved students to
become Oreo brand ambassadors.
 PRODUCT DEVELOPMENT
 In order to capture a bigger share of the Chinese biscuit
market, KRAFT developed a new kind of Oreos, Oreo
WaferSticks launched in 2006.

 Within only 1 year, Oreo WaferSticks became the best-

selling biscuit in China.

 KRAFT also has begun selling the wafers in some place

in Asia, Australia, & Canada.
 CONCLUSION
 KRAFT has learned the term “think globally, act locally”, and
use this approach not only just to Oreos and not just in China,
but to all of its products worldwide.

 In Germany, KRAFT introduced dark chocolate under Mika brand.

 In Russia, KRAFT positioned Carte Noire freeze-dried coffee.
 In Philippines, KRAFT launched Iced-Tea-Flavored Tang.
THANKS