Team Members:
CONSUMER BEHAVIOR AND MARKET
ANALYSIS FOR
Rishabh Prasad
Ashmita Sengupta
Avishek Dutta
Shivika Sethi
Mayank Kishore
Saurabh Shukla
CONTENTS
1.
Discover Cadbury
2.
Fascinating History
3.
Product Portfolio
4.
OREOs Journey to India
5.
4 Ps
6.
STP
7.
SWOT Analysis
8.
Porters Model
9.
Presence on Social Media
10. Market Research Analysis
11. Recommendations
Discover Cadbury
founded almost 200 years ago.
British multinational confectionery
company owned by Mondelz International.
Second largest confectionery brand in the
world.
Revenue: 11,346,002,000
Cadbury means Quality.
Fascinating History
Mondelez India
Chocolates
Beverages
Biscuits
Candy
Gum
Oreos Journey to INDIA
Nabisco was born on
1898
Became healthy in
the mid-1990s.
Vegetable Oil
replaced Lard
First Oreo launched
at the Chelsea
Factory in 1912
Introduced Double
Stuff Oreo in 1974
Discontinued lemon
flavor in the 1920s
Created first
advertising slogan
Oh! Oh! Oreo! in
1950s
2011 was the year of
launch in India
PRODUCT
PRICE
Launched in classic flavour: dark
chocolate colored biscuit with
vanilla cream
Impulse purchases and trials:
chocolate cookie with vanilla cream
Packaging: 3-pack, 7-pack and 14-pack
Rs 5 for small packs
Rs 10 and Rs20 for heavy usage
4 Ps
PROMOTION
Television- main medium of
communication
Oreo India's Facebook page is one of
the fastest growing in the world
Bus tour to push the concept of
togetherness across nine cities
PLACE
Uses superior marketing and
distribution network of parent
company
Focuses mainly on semi-urban and
urban consumers
STP
SEGMENTATION
TARGETING
POSITIONING
As per location : Urban Semi-urban
As per age: below 45 years of age.
families, with a specific consumption focus on
the next generation.
top 10 million households which account for
70 per cent of cream biscuit consumption
bringing fun filled moments of bonding to
countless families across the world.
good times with family, 'Twist, Lick and Dunk'
dunking culture which already exists in India
with adults dipping their biscuits in tea
ADVERT VIDEO
SWOT Analysis
Strengths
Low cost
High quality product
reputation
More value added
through packaging and
distribution
Well known Brand Name
Weaknesses:
Limited target audience i.e.
people who prefer
chocolate based biscuits
Not primarily for health
conscious consumers
Not all the varieties and
flavours are available
everywhere
Opportunities:
Introduce
health and nutritional produ
cts (fat free Oreo)
Add more flavour fillings
Tie-up with corporates /
hotel chains
Threats:
Threat from other snack
segments like Lays,
Bingo,etc
Threat from other
chocolate manufacturers
like Nestle and Amul
Rising commodity, packaging
and other input costs
Porters 5 forces model
Bargaining
power of
Suppliers
Bargaining
power of
customers
Large number
of suppliers
Strong
distribution
network
Large number
of customers
Limited buyer
choice
Threat of
substitutes
Substitute
products are
inferior
Substitute
products are
fragmented
Threat of
new
competitors
Intensity of
competitive
rivalry
Entry
barriers are
high
Costumers
are loyal to
existing
brands
Strong
aggressive
competitors
Exit barriers
are moderate
Fast industry
growth rate
% Awareness
70
Presence on Social Media
53
Dark Fantasy
Oreo
Tries to relate Oreo with the
indian culture through oreo
oriented posters wishing people
for Janmashtami & Eid
Engages audience through
activities on Social Media
platforms like Find the bitten
oreo
Promotes its newer flavours by
relating it to other great
combinations
Market Research Analysis
Consumer Insight
Consumption Pattern
7
18
20
8
34
54
35
46
38
24
40
26
18
20
Frequently
Sometimes
Rarely
Never
More than 70% of consumers who regularly eat cream biscuits while
traveling, 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 snacking
needs in these situations can be beneficial
Consumer Insight
Consumption Pattern Cont..
27
TEA
19
MILK
ICE CREAM
13
COFFEE
I AM A NO ADD-ON
PERSON
39
0
10
15
20
25
30
35
40
While the majority enjoy their biscuits as is, a huge chunk of the
market surprisingly enjoy it as a tea accompaniment
45
Consumer Insight
Buying Behavior
7%
20%
44%
Flavor specific; decide brand in
store
Aware of brand, but willing to
substitute
Brand Loyalist
Only under promotional offers
29%
Almost 95% of the consumers know what flavour they want when they
enter a shop
But 73% of consumers are willing to try out substitute brands in their
choice of flavour
This lack of brand loyalty can be looked into as an advantage
Consumer Insight New Flavor
Experimentation
3%
21%
22%
Always
Sometimes
Rarely
Never
54%
75% of the public is fairly open to trying out new flavours.
Introducing them to the new orange/strawberry creme - chocolate
wafer combination can result in a clear into the their consideration
set, if not creating a loyal base for this unique cream biscuit flavour
combinations
Consumer Insight
Brand Preference
30%
36%
Sunfeast Dark Fantasy
Cadbury Oreo
Britannia Treat
Boubon
11%
23%
Despite their positioning, distribution channels, ad campaigns, social
media presence - its still number 3 in the market.
Indepth analysis into this reveals that consumers don't relate to it as
well 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
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
