Professional Documents
Culture Documents
Khảo sát OREO - Marketing căn bản
Khảo sát OREO - Marketing căn bản
Oreo – the sweet sandwich cookie brand famous with the slogan “Twist, lick and dunk”
Established by Mondelez international corporate in Manhattan, USA (1912)
Oreo was sold all over the world and had many flavors
When the biscuits were first released in stores there were two flavours: original and lemon.
Every Oreo cream biscuit has a perfect ratio: 71% biscuit and 29% cream
Slogan: Wonderfilled, Milk’s favourite cookie, Only Oreo
II. Personal Information
Gender Age
12% 9%
Male
31%
Female
69%
79%
Male Female Under 18 18-22 Above 22
II. Personal Information
Income
Above 5 millions
16%
3-5 milions
25%
Under 3 millions
59%
FORM
Online survey
NUMBER OF TESTERS
166
III. DATA SURVEY
1. Usage Rate: No
2%
Yes
No
Yes
98%
60
50
40
30 25
20 17
13
10 8
10 7 6
2 3
0 0
0
1-2 times 3-5 times Over 5 times Others
Under 3 millions 3-5 millions Above 5 millions
III. DATA SURVEY
2, Reason for choosing OREO CREAM BISCUITS
160
140
140
120
105
100
80 70
60
40
20 16
1
0
Reasonable Price It suits my taste Famous Brand Attractive Curious about
Promotion new flavors
III. DATA SURVEY
3, Competitors Brand:
Priority Brands Base On Gender
120
99
100
80
60
43
40
28 25
21
20 16
12 10 9
7
0
Oreo Cream Biscuits Ritz Crackers with Cream Magic Cookies with Wonder Wheat Black Cosy Cream sandwich
Cheese Cream Cheese Sesame Cookies Cookies - Kinh Đô
Male Female
III. DATA SURVEY
4. Product:
Factors that distinguish Oreo from other brands
120
100 97
80
60
44 43
37 38
40
27
19 17
20 12 13
0
Eye-catching Flavors suit for Ensuring safety Catching up with Advertising
Product many ages consumer's product
demands campaign
Male Female
III. DATA SURVEY
Farvorite Flavor
140
127
120
104
100
79
80 72
66
60
40
20
1
0
Vanilla Chocolate Strawberry Blueberry Milk Red Velvet
III. DATA SURVEY
Product attributes evaluation
120
101 102
100 94
80 74
68
60
40
40
26
20 20
20 15 17 17
12 12
9
4 4 4 6
3
0
The sweetness of cream The fatness of cream The crispness of the crust The bitterness of the crust
Not enough
Less Quite Less Enough Quite much Too much
III. DATA SURVEY
Common Size
15,70%
22,80%
61,50%
60 51
39 39
40 31
23
18
20
10
4 2 4 2 5
0
You get what you pay for Price Stability Competitive Price
Completely disagree Disagree Neutral Agree Completely Agree
III. DATA SURVEY
If the product price increases by 10-20% (remain the same
weight), will you continue to buy Oreo Cream Biscuits?
34%
Consider
49%
No
Yes
17%
III. DATA SURVEY Product | Price | Place | Promotion
6. Place
Place where customers usually buy OREO Availability of Product
180 100
159 90 86
160
80
140
70
120
60 54
100
50
80
40
60
30
40 20 14
20 16 10 6
2
1
0 0
E-commerce platform (Shoppe, Lazada,..) Completely disagree Disagree Neutral Agree Completely agree
Supermarket, Convenience stores
Grocery stores
III. DATA SURVEY
7. Promotion
Evaluate opinions about promotion of
120
Oreo
101
100
80
69
65
60
43
40
19
20 10
4 5 3 5
0
Attractive Attractive Sales
Advertisement Promotion
Completely disagree Disagree Neutral
91 90 90 90
90
81
80
73
70
60
60
55
50
44
40 40
40
35
30
30 26
24
20 18
11 12 12
8 9
10 6
4 4 4 5 4
2 3
1
0
80
71
60
40
19
20
1 1
0
Collegues, Friends, Social Media TV Commercial Influencer Supermarket and Randomly choose
Family Convenience Store when going to the
supermarket
III. DATA SURVEY
11. Continue using product 12. Common levels satisfaction
160
about the product
140
0% 2%
120
Very Satisfied
100
14% 18%
Satisfied
80
60
Neutral
40 Dissatisfied
20
66% Very
0
Dissatisfied
Yes No Consider
Male 45 4 1
Female 105 1 6
III. DATA SURVEY
Reasons for not using OREO CREAM BISCUITS
2,5
2,4%
1,5
1 1
1
0,5
0
Do not use sweet cookies Promotions are not attractive
Price is not reasonable Not recommended
III. MARKETING MIX - SOLUTIONS
1. PRODUCT:
Product Variety - 10+ Flavors
- 100+ Product Lines
Product Attributes
Size: S (22,5g), M (66,5g), L (133g)
- Most of customers choose Medium Size => Small and Large Size can be inventory.
=> Solution: using combination sales with discount to push customer buy S & L size.
IV. MARKETING MIX - SOLUTIONS
1. PRODUCT:
Sweet & fatness of Cream + Crispness & Bitterness of
Crust Cream
- Quite Sweet (68 testers) & Quite Fat (40 testers)
=> Solution: Produce the “Oreo Zero Sugar” or “Oreo
less sugar, less fatness” Product
Brand: Oreo brand is only the third reason among the reasons people choose to buy
=> might be not recommended because many people do not know the brand.
=> Solution: Make a long-term communication plan with attractive messages, focus
on SEO standard articles to increase brand coverage, Use brand name Hashtag...
IV. MARKETING MIX - SOLUTIONS
2. PRICE:
Price segment in the market
BRAND SIZE M SIZE L
Oreo 8,000 (66,5g) 16,900 (133g)