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CONSUMER BEHAVIOR AND MARKET

ANALYSIS FOR

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CONTENTS

1. Discover Cadbury

2. Fascinating History

3. Product Portfolio

4. OREOs Journey to India

5. 4 Ps

6. STP

7. SWOT Analysis8. Porters Model

9. Presence on Social Media

10. Market Research Analysis

11. Recommendations

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founded almost 200 years ago.

British multinational confectionerycompany owned by Mondelz International.

Second largest confectionery brand in theworld.

Revenue: 11,346,002,000

Cadbury means Quality.

Discover Cadbury

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Fascinating History

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Mondelez India

ChocolatesBeverages

Biscuits

Candy

Gum

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Nabisco was born on1898

First Oreo launchedat the ChelseaFactory in 1912

Discontinued lemonflavor in the 1920s

Created firstadvertising slogan

Oh! Oh! Oreo! in1950s

Introduced DoubleStuff Oreo in 1974

Became healthy in

the mid-1990s.Vegetable Oilreplaced Lard

2011 was the year oflaunch in India

Oreos Journey to INDIA

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PRODU T

Launched in classic flavour: darkchocolate colored biscuit withvanilla cream

Impulse purchases and trials:chocolate cookie with vanilla cream

Packaging: 3-pack, 7-pack and 14-pack

PRI E

Rs 5 for small packs Rs 10 and Rs20 for heavy usage

PROMOTION

Television- main medium ofcommunication

Oreo India's Facebook page is one ofthe fastest growing in the world

Bus tour to push the concept oftogetherness across nine cities

PL E

Uses superior marketing anddistribution network of parentcompany

Focuses mainly on semi-urban andurban consumers

4 Ps

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As per location : Urban Semi-urban As per age: below 45 years of age.EGMENT TION

families, with a specific consumption focus onthe next generation.

top 10 million households which account for70 per cent of cream biscuit consumption

T RGETING

bringing fun filled moments of bonding tocountless families across the world.

good times with family, 'Twist, Lick and Dunk'

dunking culture which already exists in Indiawith adults dipping their biscuits in tea

POSITIONING

STP

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ADVERT VIDEO

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SWOT Analysis

Strengths

Low cost High quality product

reputation More value addedthrough packaging anddistribution

Well known Brand Name

Weaknesses:

Limited target audience i.e.people who prefer

chocolate based biscuits Not primarily for healthconscious consumers

Notall the varieties andflavours are availableeverywhere

Opportunities: Introducehealth and nutritional products (fat free Oreo)

Add more flavour fillingsTie-up with corporates /hotel chains

Threats:

Threat from other snacksegments like Lays,Bingo,etc

Threat from otherchocolate manufacturerslike Nestle and Amul

Rising commodity, packaging

and other input costs

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Porters 5 forces model

Bargainingpower ofSuppliers

Large numberof suppliers

Strongdistributionnetwork

Bargainingpower ofcustomers

Large numberof customers

Limited buyerchoice

Threat ofsubstitutes

Substituteproducts areinferior

Substituteproducts arefragmented

Threat ofnewcompetitors

Entrybarriers arehigh

Costumersare loyal to

existingbrands

Intensity ofcompetitiverivalry

Strongaggressivecompetitors

Exit barriersare moderate

Fast industrygrowth rate

% A

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Presence on Social Media53

70

Dark Fantasy Oreo

% Awareness

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Tries to relate Oreo with the

indian culture through oreooriented posters wishing peoplfor Janmashtami & Eid

Engages audience throughactivities on Social Mediaplatforms like Find the bitten

oreo

Promotes its newer flavours brelating it to other great

combinations

M R A

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Market Research Analysis

C I

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Consumer Insight Consumption Pattern

4026

20

4

35

46

38

18

18 2034

24

7 8 8

54

Frequently Sometimes Rarely Never

More than 70% of consumers who regularly eat cream biscuits whiletraveling, and almost 60% who eat while at work/college.

Almost 46% of who regularly eat cream biscuits

Introducing packaging sizing to cater to such large volume of snackingneeds in these situations can be beneficial

C I

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Consumer Insight Consumption Pattern Cont..

39

13

3

19

27

0 5 10 15 20 25 30 35 40 45

I AM A NO ADD-ONPERSON

COFFEE

ICE CREAM

MILK

TEA

While the majority enjoy their biscuits as is, a huge chunk of the

market surprisingly enjoy it as a tea accompaniment

C I

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Consumer Insight Buying Behavior

44%

29%

20%

7%

Flavor specific; decide brand in

store

Aware of brand, but willing to

substitute

Brand Loyalist

Only under promotional offers

Almost 95% of the consumers know what flavour they want when theyenter a shop

But 73% of consumers are willing to try out substitute brands in theirchoice of flavour

This lack of brand loyalty can be looked into as an advantage

Consumer Insight New Flavor

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Consumer Insight New FlavorExperimentation

21%

54%

22%

3%

Always

Sometimes

Rarely

Never

75% of the public is fairly open to trying out new flavours.Introducing them to the new orange/strawberry creme - chocolatewafer combination can result in a clear into the their considerationset, if not creating a loyal base for this unique cream biscuit flavourcombinations

Consumer Insight

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Consumer Insight Brand Preference

36%

23%

11%

30%Sunfeast Dark Fantasy

Cadbury Oreo

Britannia Treat

Boubon

Despite their positioning, distribution channels, ad campaigns, socialmedia presence - its still number 3 in the market.

Indepth analysis into this reveals that consumers don't relate to it aswell as Bourbon or Dark Fantasy since it is still "perceived" as a

global/international/american brand that Indians cannot relate to Status Quo needs to be changed and position improved

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Recommendations

Tie up with low fare airlines & railway caterers

Product enters the consideration set of a large consumer base Encourage Oreo consumption with tea & coffee

Launch an advertising campaign positioning it as a snack

Showcase Oreo as an by-itself indulgence snack while traveling or while at work

Will boost the impulse pack (Rs.5 for 3) sales

Introducing a pack with combination flavors

Create a combination pack of Oreo with Bournvita

Providing an exclusive rack to retailers to shelf Oreo exclusively

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