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CONTENTS:
1. 2. 3. 4. 5. Objectives: Introduction: METHODS: Result Reference
Objectives:
A. To find out the growth of the product in the market. B. To do a analysis on the marketing strategies used by Oreo to fight out the competitors. A. To do a research about its certain new upcoming to remain the market.
Introduction:
A)About biscuit industries in India: Over 900 million Indians buy and eat biscuits with varying frequency in any year. The industry divided brand wise: a) Parle-G and Tiger, b) Milk Bikis and Super Milk c) Premium varieties Good Day and Monaco. The popular varieties account for close to 40 per cent of the total volumes. If the Marie category is also included in the sweet biscuits category, it will easily account for close to 80% of the industry's total volumes of 7, 75,000 tones.
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6 4 2 0 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12
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25
20
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Cadbury India:
Part of Kraft Foods. Operates in five categories Chocolate confectionery, Beverages, Biscuits, Gum and Candy. Undisputed leadership over the years.
C)About OREO:
Oreo Launched in India in March 2011.
the delicious combination of dark chocolate biscuit and vanilla cream was first introduced to the world in 1912.
Each year more than 7.5 billion Oreo Biscuits are eaten, making it the worlds No. 1 biscuit. Paired with a glass of milk, it is the perfect snack.
METHODS:
1)SWOT analysis:
WEAKNESS STRENGTH Cadbury- kraft pdt Brand,better understanding of customer psyche, Innovativation Dependance on retailers for displaying diversification oreo pdt on shelf, dependance on kraft pdt
OPORTUNITIES estimated annual growth of 35%, increase demand in market, traditional Indian milk based sweets such as Oreo Rasgulla or Oreo Gulab Jamun
REPORT ON OREO BISCUIT BY SHRUND KALSE
THREAT Hike in raw material, Local bakery pdt, Entry of new entrant
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High competition among existing players Bargaining power of Bargaining power of suppliers:
customers:
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indians prefer vannila cream biscuit indian people prefer other biscuits
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Interface Communications The television commercial features the bonding shared by a father and child while eating an Oreo biscuit. The Twist, Lick and Dunk ritual forges an emotional bond between the two as they enjoy the biscuit while sharing fun filled moments.
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sunfeast 9%
Britannia 31%
Oreo 35%
Other 10%
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Y axis
140 120 100 OREO
Kids Cream
Dark Fantacy Choco Pie
80
60 40 20 0 0 5 10 15 20
25
30
X axis
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oreo
Technology
X axis
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design
Results:
OREO is among the top five most popular brands of Vanilla chocolate Sandwich biscuit in India with smart marketing strategies and good quality product since 1912 in world most popular in kids and youngsters with good market share in India
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Reference:
Neutraceutical India 2012 Indian Biscuit Manufactures Association www.theindiaexpert.com/oreos-cookies-launched-in-india-bykraft-via-cadbury-subsidiary Mediapanther.co.in
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