Cadbury Oreo

Tracked By KARTHIK RAJA  

In what is its first major launch since the merger with Cadbury, Kraft foods has launched its globally best selling cookie powerbrand Oreo. With its price tag of Rs 5 for 3 biscuits, Rs 10 for 7 biscuits and Rs 20 for 14 biscuits, Cadbury-Kraft has made its intentions clear.


Cadbury has kicked of an agressive promotion campaign 'Twist,Lick, Dunk' to promote it.It used the ICC Cricket World Cup to announce itself to India. The prime target group are school going kids and its advertising has is designed to catch the attention of them. As is evident from the ads, it is also aiming to capture the attentions of parents with a sweet tooth as is the storyline of the ad. It is also running promotional events in malls and prominent city locations.The brand has also been active on social media platform,Facebook with Oreo Brand Ambassador campaign

The company has also put in significant efforts on its distribution ensuring the product is available at not only premium grocery outlets but also at kirana stores and other specialty channels. POS presence through special racks,dispensers,table tops which are easily accessible as well as posters and adequate presence in the category handler. The company however faces a stiff challenge .Before OREO could enter Indian market, local brands had tried to imitate the global brand and have reaped success in the local market. ITC Sunfeast created "Dark Fantasy" brand and Britannia created "Pure Magic" and "Treat-O" brands and today enjoy a distinct image in the cluttered market.