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/