Brand Bra nd Audit
BRAND ANALYSIS 1912
Company
Start
1952
Division
1898
Modern Oreo with Nabisco
1996 Worldwide Ambition
Products
2000 Kraft buys Nabisco and Oreo
2011 30+ kinds, 491+ bi units, Top Seller
CUSTOMER ANALYSIS
Trends
Motivations
Segments
Unmet Needs
COMPETITOR ANALYSIS Brand as a product:
Cookies
Brand as an organization: Global organization Old and trustful brand Customer loyalty
Brand as a person and symbol: Elf and slogan: “uncommonly made, uncommonly good”
COMPETITOR ANALYSIS
Strengths
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. •
Weakness 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
•
SELF ANALYSIS
Heritage Brand Image Best 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 Distribution channel (retailers, supermarkets). Customer relationships (Partnership to promote the movie Rio / Present in Social Medias).
Box).
SELF ANALYSIS
Organization Values “As the world’s favorite cookie, Oreo has been a part of memorable family moments.”
Weaknesses 1. 2. 3. 4.
Sales Declining. The products with fat and calories not meeting the health conscious people. Some varieties and flavors can’t be found everywhere. Limited ability to raise price due to competitors’ low prices.
BRAND IDENTITY SYSTEM
Brand Identity As Product 30+ types Good Quality, established share of mind/heart
As Person Friendly(buy to share) Funny (moments)
As Organization Consumer Centric Innovative Well Valued Global Presence
As Symbol Distinctive imagery “Something to enjoy the good moments” Known for decades
BRAND IDENTITY SYSTEM
Functional
V a satisfies hunger as food l u can be diversified into variety of sweets such as drinks, candies, pies, cakes,etc. e satisfies late nigh hunger served as a night snack • • •
Easy to bring small package together
•
P r o p satisfies the fun need for not only kids also for adults want to have fun. o happy and delicious when eating Oreo s i t i o n satisfies nurturing by feeding children nutritionally balanced cookies
Emotional •
•
Self-Expressive •
satisfies the imitation need that kids watching the Oreo ads on TVs while the other kids are enjoying " Twist, lick, Dunk " •
•
IDENTITY IMPLEMENTATION
Brand 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 IMPLEMENTATION
Execution
Facebook(21mi+) Twitter
Website
Slogan: Twist, lick, Dunk
YouTube
TV advertisement: since 1968 MBC (MBC3) target to younger market Kid "Telly" series of TV advertising: specially featured how to "Twist, lick, Dunk" Coupon: Oreo Cookies offer $1 printable coupon online
Sponsorship Logo
Package
THANKS!
