SURVEY:

The factors that influence

the consumer behavior of
OREO Cream Biscuits.
Team members:
Nguyen Thanh Tai
Nguyen Van Quyet Tien
Pham Thi Khanh Quy
Nguyen Thi Trang
 OUTLINE
1. ABOUT OREO and OREO CREAM BISCUITS
2. PERSONAL INFORMATION
3. DATA SURVEY
4. MARKETING MIX 4Ps - SOLUTIONS
 I. ABOUT OREO and OREO CREAM BISCUITS

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%

Under 3 millions 3-5 milions Above 5 millions

 III. DATA SURVEY
OBJECTIVE:
Understanding Oreo Cream Biscuits perception in
consumers, then innovate their range of products and
proposed solution to meet consumers satisfaction.

FORM
Online survey

NUMBER OF TESTERS
166
 III. DATA SURVEY

1. Usage Rate: No
2%

Yes
No

Yes
98%

Have you ever used Oreo Cream Biscuits?

 III. DATA SURVEY
Use frequency according to income (monthly)
80
71
70

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%

Small Medium Big

 III. DATA SURVEY
5. Price Evaluate opinions about price of
Oreo
120
102
100
88
78
80

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

Agree Completely Agree

 III. DATA SURVEY
9. Levels of satisfaction about each element of the product:
100

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

Price Flavor Package Promotion Brand Recommendation

Very Dissatisfied Dissatisfied Neutral Satisfied Very Satisfied
 III. DATA SURVEY
10. Which channels do customers frequently get information the
product?
120
109
102
100

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

8. People haven’t used 2

2 2

Oreo cream biscuits yet

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

Flavor: Chocolate, Vanilla, Milk, Blueberry, Strawberry,…

- Mostly choose Chocolate and Vanilla Oreo biscuits
=> other flavors will lose their position in the market
 Solution: Tying of Product, Create Combo and discount
when buying combination flavor.
 Campaign “Milk Oreo Month” or “Blueberry Oreo Month”
 IV. MARKETING MIX - SOLUTIONS
1. PRODUCT:
Package: a blue background, outstanding and eye-catching product images just
over 50 people think that the package is the difference feature of Oreo
 Solution: change package by seasons, change theme color according to big
holidays.
 Create Oreo emoji or sticker collections, Comic Card Collection for Kids

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)

Wonder Wheat 9000 (115g)

Magic Cream 15,000 (108g)

Cosy 5,900 (65g) 11,900 (120g)

Quite Higher than Other brands

Solution: Keep Using Psychology Pricing, Combo Price, more expensive

pricing for more quality products
 IV. MARKETING MIX - SOLUTIONS
3. PLACE:
Distribution Channels: Online and Offline

Online: Shopee, Tiki…

Offline: Grocery Store,
Supermarket, Convenience Store
Only 16 people buy Online =>
Online Market is not effective

Solution: Create a combo campaign to promote online purchases in large combos,

create competitive prices when selling online
 IV. MARKETING MIX - SOLUTIONS
4. PROMOTION:
Advertising:
+ primarily used TVC and social media
+ Booking KOLs like Son Tung MTP and Min for
online advertising >< Only 19 people know
Oreo through KOLs

 Solution: Create more advertising channels

like Tik Tok like O.reo x Tik Tok, Dance with
Oreo, Cooking with Oreo…
 Various types and creative advertising
campaigns: MV remake, Short film
 IV. MARKETING MIX - SOLUTIONS
1. PROMOTION:
Sales Promotion: buy Oreo get free keychain, buy Oreo get
free porcelain cup...
Data Survey: Only 16 people choose Promotion is the reason
for them to choose Oreo => Discount is not attractive enough
Suggestion: Create “Promotion Day” and fixed it monthly. Make
Oreo Card to accumulate points and redeem gifts
Public Relations: Joy Schools Campaign (2020), Food Supporting
for central region (2020)
Suggestion: Connect with the University or high school, Create
Oreo x <school name> campaign to make a design package
competition –> Create Media Effect among the students
 IV. MARKETING MIX - SOLUTIONS
1. PROMOTION:
Direct and Digital Marketing:
+ Oreo Music Box, Oreo LGBT
- Suggestion: Campaign “Scan me” – Scan Oreo
Image in the Package, customer can see a random
quotes and also can see a virtual OREO version
that can move and dance
THANK YOU
FOR LISTENING