Until the mid-1990s the famous cookie brand, Oreo, was mainly sold in the domestic US market. By
Question:
Until the mid-1990s the famous cookie brand, Oreo, was mainly sold in the domestic US market. By the end of 1990s Oreo had been successfully introduced in Europe and other places.
Even if Oreo was launched in China already in 1996 it was not successful there until the management decided to understand why the Oreo cookie that was so successful in most countries had failed in China. Research showed the Chinese were not historically big cookie eaters. Chinese consumers liked the contrast of sweet and bitter but found that the cookie was a little bit too sweet and too bitter. As a result of this market research the Kraft management
formulated a modified recipe for the Chinese market, with four layers of crispy wafers filled with vanilla and chocolate cream, coated in chocolate. Furthermore, a campaign to market the American style of pairing Oreos with milk paid off and Oreos became one of the bestselling cookies of China.
The Oreo production is done at the Kraft/Nabisco factory in Richmond, Virginia and partly in Mexico.
Furthermore, Oreo is produced at different regional locations around the world.
Oreo is sold in more than 100 countries around the world. More than 500 billion Oreo cookies have been sold worldwide since their debut in 1912.
Questions
1. What are the foundations of Oreo’s global success?
2. What demographic changes and cultural issues might influence the future global market for Oreo?
3. What should be important screening criteria for Oreo (Mondelēz) in the IMS?
Step by Step Answer:
1 The foundations of Oreos global success include Adaptation to local tastes As demonstrated in China Oreos willingness to modify its recipe to suit the specific tastes of local consumers was crucial ...View the full answer
