Brand AuditBrand Audit

1898

Company

Division

BRAND ANALYSISBRAND ANALYSIS

Products

1912 Start

1952Modern Oreo with Nabisco

1996 Worldwide Ambition

2000Kraft buys Nabisco and Oreo

201130+ kinds, 491+ bi units, Top Seller

CUSTOMER ANALYSISCUSTOMER ANALYSIS

Trends Motivations Segments Unmet Needs

COMPETITOR ANALYSISCOMPETITOR ANALYSIS

Brand as a product: Cookies

Brand as an organization:Global organizationOld and trustful brandCustomer loyalty

Brand as a person and symbol: Elf and slogan: “uncommonly made, uncommonly good”

COMPETITOR ANALYSISCOMPETITOR ANALYSIS

•Branding.

•More than 75k outlets US and abroad•ROI: A payback of 20:1•Strategies: Usage of brand with characters across all the categories•Acquisitions: Bake-Line Products, Sunshine

Biscuit Company..

•Technology: Artificial intelligence program.

•Customers: Customers’ Perception is good.

•Interaction with customers•Quality products

•Advertising mascots: Community of elfin

creatures living in a hollow tree.

•Oreo as direct competitor•Famous worldwide.

•Marketing and advertising campaign

•Lack of innovation.

•Kellogs: Losses in many brands (Sesame

Street, Grahams, Droxies, and certain

saltines)

•Advancing in commodity costs

Strengths Weakness

SELF ANALYSISSELF ANALYSISHeritage

Brand ImageBest selling cookie of the century(491+bi).

Many variations.Introductions of new products(ex.:Oreo Fudge Cremes).

Oreo evokes happiness

Strengths & Capabilities Partnerships with companies (Dominos Pizza, Mc Donald’s, Baskin Robbins, Jack in the Box).

Distribution channel (retailers, supermarkets).

Customer relationships (Partnership to promote the movie Rio / Present in Social Medias).

SELF ANALYSISSELF ANALYSIS

Weaknesses1. Sales Declining.2. The products with fat and calories not meeting the health conscious people.3. Some varieties and flavors can’t be found everywhere.4. Limited ability to raise price due to competitors’ low prices.

Organization Values“As the world’s favorite cookie, Oreo has been a part of memorable family

moments.”

BRAND IDENTITY SYSTEMBRAND IDENTITY SYSTEMBrand Identity

As Product30+ types

Good Quality, established share of mind/heart

As OrganizationConsumer Centric

InnovativeWell Valued

Global Presence

As PersonFriendly(buy to share)

Funny (moments)

As SymbolDistinctive imagery

“Something to enjoy the good moments”

Known for decades

BRAND IDENTITY SYSTEMBRAND IDENTITY SYSTEM

•satisfies hunger as food•can be diversified into variety of sweets such as drinks, candies, pies, cakes,etc.

•satisfies late nigh hunger served as a night snack•Easy to bring small package together

•satisfies the fun need for not only kids also for adults want to have fun.

•happy and delicious when eating Oreo

•satisfies nurturing by feeding children nutritionally balanced cookies•satisfies the imitation need that kids watching the Oreo ads on TVs while the•other kids are enjoying " Twist, lick, Dunk "

Functional

Emotional

Self-Expressive

Value Proposition

IDENTITY IMPLEMENTATIONIDENTITY IMPLEMENTATIONBrand Position - Light, Fun, Family Moments

“To every person that feels happy, enjoys life and wants to have or share a unique taste, Oreo is the answer and your

experience enhancer”

IDENTITY IMPLEMENTATIONIDENTITY IMPLEMENTATIONExecution

Slogan: Twist, lick, Dunk

TV advertisement: since 1968MBC (MBC3) target to younger marketKid "Telly" series of TV advertising: specially featured how to "Twist, lick, Dunk"

Coupon: Oreo Cookies offer $1 printable coupon online

Website

Package

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Sponsorship

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THANKS!