Segmentation of Oreo :

• SEGMENTATION- It defines the consumer.

• In the case of Oreo, geographic segmentation played an important role. For example, in Malaysia, all Oreo
products have become extremely popular. This is because coffee culture is widespread in this country. And
coffee is rarely drunk without cookies. Psychographic segmentation also played an important role here. It
takes into account the lifestyle and opinions of consumer, his expectations and interests. Depending on these
parameters, the consumer will build his impression of the product and will or will not prefer it. 
• Demographics segmentation allow you to break down your target market by age, gender, occupation, and
other indicators. Oreo focuses mainly on children and adolescents aged 6 to 18 years. Oreo has an affordable
price and a good view. So young adults will want to choose him. While Oreo has already won the hearts of
children in kindergartens, families and even university students, they are focusing on another market
segment that can be won - adults. Children choose ice cream for themselves, while adults drink tea with
Oreo Cookie Snow Cream Pie. This strategy satisfies all family members and creates an atmosphere of
comfort and tranquility.
Target market of Oreo :
• TARGET SEGMENT- It helps to select the consumer.
• The Target segment in India for Oreo should be split into two parts-
• 1)Primary Target Segment
• 2) Secondary Target segment
• PRIMARY BUYERS
• The primary segment is the one for whom the product is designed. Most revenue will come from the
primary target market. These customers share common characteristics and behaviors, account for the
highest volume of sales and are most likely to buy now.
• Here it is  CHILDREN & TEENAGERS & COLLEGE GOING
TARGET MARKET OF Oreo :
• The secondary market includes future primary buyers, those buying at a high rate within a small segment
and people who influence primary buyers. Their characteristics and buying behaviors usually differ from
those of the primary market.
• Here it is ADULTS, OFFICE GOING, PARENTS 
• The target segment for Oreo in India that is the  urban professionals between 24 and 39 years old. Based on
India census data, this market consists of 32 million individuals. In addition, Kraft‟s access to Cadbury‟s
urban distribution network makes this target market accessible and actionable.More importantly, this
segment is differentiable by its snacking habits. This target customer has a rising income, fast-paced lifestyle,
and irregular work schedule, which leads to a greater likelihood of snacking.
Positioning of Oreo :
• POSITIONING- It helps to tap the consumer.
• Oreo’s uses the emotional appeal here in to reinforce its product as a binding force between Parents and
their children. Oreo has used its global positioning ‘ Twist-lick-dunk’ for the Indian market as well but has
manipulate with the price. It helps tap the small children who would pester their  parents to buy them oreo
cookies.
• Indians snacking and eating out sector is huge and considering the same Oreo has positioned itself as a tasty
snaker or mid-meal. Although snacking is a part of Indian culture, it has traditionally been associated with
leisurely consumption. However, the purpose of snacking is changing as customers seek snacks that are
convenient, tasty, and easily portable for on-the-go consumption. It has recently appointed young and
zealous Ranbir Kapoor as its Brand Ambassador is an attempt to tap the young and adult market in India.