Oreo Biscuit in India - Launching and

Establishing A Global Brand in India Using

Integrated Marketing Communications
Effectively

The company was developed and produced by

National Biscuit Company in 1912.
The company wanted to establish itself in the
markets of developing countries so they
entered India but had a lot of competitors
present in the market beforehand.
Mondelez was the company which was already
established under a big name for producing
chocolates, beverages and candy categories. Then the company was
challenged by the three companies for biscuits already present in the
market- Parle (41%), Britannia (26%) and ITC (8%). They actually had an
upper hand in the market. Parle and Britannia good day had more than 5%
market share whereas companies like Monaco, Bourbon and Hide and seek
had less than 2% market share.

Key challenge for Oreo in Indian Market:

They had to decide the firm they had to merge with to establish themselves
in the market to be productive enough and to attract customers even. So
Oreo was launched in India in 2011 with collaboration with Cadbury as it
was a strong brand name.
SWOT Analysis of Oreo in reference to other companies
S: The Company was a new brand in association with another established
brand so could have attracted customers.
W: Company was new in the market and no one was ready to do any
experiment.
O : Company had a very different product in which two decoratively
chocolate cookies filled with sweet vanilla cream were filled and it was a
unique product.
T: There were chances that they could fail to establish their market place.

SWOT

STRENGTH WEAKNESS OPPORTUNITY THREATS

Communication strategies of Oreo:

These had a mix element of Advertising, sales promotion, events.
The company was focused about the promotion of the product “moments of
togetherness” and they promoted the product through TV as well as social
media platforms by ads. They also promoted the product through hoardings
and radio spots. As they wanted the attention of the customers towards the
product.
Various elements of Integrated Marketing Communications:
Integrated marketing communications (IMC) is defined as the process of
organization, planning, and monitoring of marketing components and data
to control and influence brand information, associations, and experience.
1. TV CAMPAIGN
2. BILLBOARDINGS
 3. DIGITAL ENGAGEMENT
Oreo strategy was to drive point-of-purchase sales with store displays and
in-store consumer activations to generate trial and build consumer
preference for the brand.

The Oreo ritual of ‘Twist, Lick and Dunk’ became a platform to connect
with people beyond the product, and bring about taste, joyousness and
family bonding.

Oreo’s communication message focused on creating:

1. A ‘Ritual of Pleasure’ for the child, centred on the joy of consumption.

2. A ‘Ritual of Emotion’ for the parent, that sparks these slowed-down
moments of togetherness and enhances the bonding between child and
parent.

OREO ‘TOGETHERNESS MOVEMENT’

Oreo initiated a ‘Togetherness Movement’ through activities like TQ Quiz,
TQ Survey, Togetherness Pledge and TQ Bus, to encourage parents and kids
to spend time together.

The critical factors that are responsible for the brand success are that in
order to establish in the market they should actually study the competition
or the competitors present in the market and then they should prepare their
strategies of product promotion.
They should also prepare their promotion strategy in an effective manner
so that in can connect with the customer seeing that particular ad.
Like for eg : Oreo made the ad in such a way to portray the relationship
between father spends far lesser time with the kids. So when the father is
around, kids want to grab every opportunity they can to spend time with
him. Children do this by constantly engaging with the father and bringing
him into their world. Fathers, in turn, join in and cherish these delightful
poignant moments by becoming childlike themselves and giving in to the
kids’ requests.
The next phase of the Brand’s Integrated Marketing Communication
programme that should be taken up by Oreo should be promotion by other
social media platforms like Instagram, Youtube (frequent ads) as well as on
linkedin and even on google ads in order to promote the product to a mass
number of people at the same time.