среда, 30 ноября 2016 г.

Oreo 2.3

The brand positioning map where created by me based on the interviews. For the interviews I found 3 “snacks addicted” persons and ask them question from my questionner. Majority believe that Kraft produce high qualitied and expensive cookies. In addition, I gather data from the different databases about main Kraft competitors and also put them in my market positioning map.

Consumer perceptions of Oreo survey: https://docs.google.com/forms/d/e/1FAIpQLSciaviavYAwWq1-Tk54MZgS1EVPWibdvqJIYo3tZsKhx9lFVQ/viewform

среда, 23 ноября 2016 г.

Oreo 2.2


Oreo Segmenting markets   

Market segmentation defined as a process of dividing a market into distinct group of consumers who have common characteristics, needs or behavior to selecting one or more segment to target with a distinct marketing mix. (TrackMaven, 2016). Oreo have their own abilities to serve their target market and they putting much effort and attention on specific segment. First, geographic segmentation is dividing the market into different geographical units. For example, Malaysia has a good condition for the cookie industry. That is because coffee stands for cookie culture. Consequently, Malaysians can go through the coffee to know more about the cookie culture. Oreo had chosen to focus on psychographics, demographics lifestyle of consumer.

Psychographics is also referred as behavioral segmentation, it based on consumer's lifestyle, interests, activities, expectation and attitude, which mean what customer preferred, how they spent their time, and the most important is how they feels about issued and event. Oreo heavily involved and promoted in education, charity and the environment. They satisfied their customers Oreo provide some program where their customer can win some goods. Also, Oreo participates in charity activity. (Gavronski, 2015)
Demographics divided the market into groups based on age, gender, income, occupation, size of family, education, race, nationality and religion. Oreo target small children and teenagers 6 - 17 years. Their products are normally aimed in primary school, high school, and even college. The price for Oreo's product is affordable and fair. Even if people do not have a big income they still can buy Oreo products. (Milksfavouritecookie, 2014)
A company can enter one or more of these segments after they defined market segments. Market targeting involves breaking a market into segments, and then focused, selecting on one or more segments to enter. Oreo is focuses on kindergarten kids, primarily school students and family.
Oreo does not target adult directly, but they have some products like ice-cream, cake and pie. So, Oreo also suits for family. Nowadays, Oreo is trying to refine and improve their products to satisfy their customer more. (Gutierrez, 2012)
Position is arranging for product to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumers. Company wants to develop a unique market position for its product. Therefore, Oreo products always have been perceived with a high-status image by their advertisement. With their high quality products, variety of tastes, customers are willing to pay for the products. Oreo is uses the emotional appeal here in to reinforce its product as a binding force between Parents and their children (‘Twist-lick-dunk’ game). It helps tap the small children who would pester their parents to buy them Oreo cookies. (Milksfavouritecookie, 2016)

References

Gavronski, M. (2015, Apri; 11). Oreo campaign analysis . Retrieved from Prezi: https://prezi.com/9vkkdr2dny45/copy-of-oreo-campaign-analysis/
Gutierrez, M. (2012, December 3). The Ethics of Social Media Marketing. Retrieved from The Huffington Post: http://www.huffingtonpost.com/mateo-gutierrez/social-media-marketing_b_2206357.html?
Milksfavouritecookie. (2014, September 12). MARKETING MIX ELEMENTS. Retrieved from The World of Oreo: https://milksfavouritecookie.wordpress.com/2014/09/12/marketing-mix-elements/
Milksfavouritecookie. (2016, November 22). Segmentation, Targeting, Positioning. Retrieved from The World of Oreo: https://milksfavouritecookie.wordpress.com/2014/09/21/segmentation-targeting-positioning/

TrackMaven. (2016, November 22). Market Segmentation. Retrieved from TrackMaven: http://trackmaven.com/marketing-dictionary/market-segmentation/

среда, 16 ноября 2016 г.

Oreo 2.1

Oreo attitude survey

In order research consumer attitudes towards Oreo the attitude survey where created by me. Unfortunately, it is impossible to make it good enough in Word so I used Google forms. You can look on it in original version by clicking on link below. The screenshots of survey are in appendix. (app.1)

Nielsen retail panel


It is two marketing datasets
·        Consumer Panel Data
·        Retail Scanner Data

“Retail Scanner data consist of weekly pricing, volume, and store environment information generated by point-of-sale systems from more than 90 participating retail chains across all US markets.” (University of Chicago Booth School of Business, 2016)
For the Oreo it would be nice to have and they can buy information about:  participating stores report units, price, price multiplier, baseline units, baseline price, feature indicator, and display indicator of their competitors’ products. The benefit of this information is that Oreo would know how business of competitors going, they can see which new products they have, see how big is market share of each separate product, etc. After collecting all this information, it would be easy to understand in which aspects company have problems, or evaluate how everything going compared by previous year/planning for this year. In addition, it saves a lot of time for company staff because they do not need to do researcher by themselves.  

GfK


GfK is a marketing research company, which can provide date related to: retail panel, consumer panel, cross-media panel, social media intelligence and ad-hoc market research data.
For the consumer panel GfK can provide information abouth who your consumers are, their attitudes and behaviors, across all channels. Moreover, data about: shopping behavior; where consumers go to find new products, how they research and compare products, how they use them and the factors that drive their decision making and path to purchase, also could be given. In addition, the GfK consumer panel also can provide data and strategy for became market leader but Oreo is already market leader and do not need this data. (Knaeble, 2016)

Therefore, for Oreo it would be great to know factors that drive product decision making of people in cookies market. Firstly, because of high competitor ratio. Secondly, to know how to attract new customers for the company. Of course all information provided by GfK consumer panel is important, however, Oreo already know a lot about attitudes and behaviors of their customers while factors of product decision making changing extremely fast.

 If you want to see appendix please contact me on bogdan.salij@gmail.com.

References

Knaeble, S. (2016, November 16). Consumer panels. Retrieved from GfK: http://www.gfk.com/solutions/consumer-panel/
University of Chicago Booth School of Business. (2016, November 16). Nielsen Datasets. Retrieved from ChicagoBooth: https://research.chicagobooth.edu/nielsen/datasets/#simple2