Oreo 2.6

Oreo Services Marketing

     Oreo focused completely on its products and offer almost nothing as service. However, the only service which Oreo is giving is the excursions to their factories. In this work, I will use 7P’s model in order to create a marketing mix for this service.

Product. Oreo has 21 factories but only 3 of them are available for visiting. Usually, they give an excursion to school kids and people who won an opportunity to visit Oreo during Oreo promotion events.  

Price. It is for free, however, victors paying for transport or use their own.

Promotion. A tour is a tool of promotion it pushes Oreo lovers to buy even more Oreo to get bigger chance to visit one of the Oreo factories. For schools, it is one of the Oreo charity events.

Place. Location, where the biggest amount of tours occur, is Canada, Montreal, Viau street.  

People. It is no information at the official website and across the internet about the special employee involved. However, it is logical that the regular workers and a tour guide are involved.

Physical Evidence. The visitors are able to try whatever they want from the available Oreo products, also, it during the excursion it will be an interactive guide for people “how to cook Oreo cookies at home”.

Process. You need to send the unique code by the website and if you win you will get all instruction about time and place. If it is a school trip you need to contact Oreo office to put your school on the line.

(Banerjee, 2012)

I don’t see any services that Oreo should offer. It is a market leader in a lot of countries and well-known brand. However, it would be great for fans to visited the factories. I recommend to Oreo create tours for people who want, of course not for free.

The intangibility of this service is obvious. You cannot touch or smell the tour. You would be only able to order it on the Oreo website.

Inseparability isn’t really occurred, because you order a tour and you have to wait until enough people will order the same one.

Perishability is related to inseparability because it is impossible to give a tour without people who order it. Also, I believe that it won’t be extremely popular and if somebody wants to visit the factory he/she need to wait until group will be full in another case it will damage the profit of the company.

Variability of this service is not important for our type of service. You don’t need any representatives of the company if you want to visit factory alone or with friends. All information will be given at the website.

     It is important for the company to provide qualitative service. For the tour, it is not that hard. For example, it is important to have a skilled guide person. This person has to be able to work with children, to have more than average communication skills and be able to answer all types of question (had knowledge not only about Oreo but also about technical part). Moreover, it would be nice to create as much interaction as possible. It doesn’t matter you give a tour for children or adults everybody who visited this kind of excursions would like to interact to be involved in the process, etc.   

     Oreo is selling in more than 100 countries across the world. It is a well-known brand with a reputation of the qualitative product. It is important to mention that Oreo becomes popular because of marketing campaign “twist lick dunk” and know it created new one – “racing”. I believe that now Oreo is not selling only at the countries of the 3ed World (with the lowest economy) and I will not recommend exporting there at all. However, if it is a task and if it is necessary to export I would at least not do any expensive promotions in order to sell cookies at the lower price for people to be able to buy it. Also, people at the under developing countries might have no idea what is Oreo and in this case, I would recommend to give for a free one pack of Oreo just for people to try, to create a stimulus to buy cookies. (The World of Oreo, 2014)

     Regular personnel doesn't have a big influence on Oreo. Oreo factories are robotized and don’t need a lot of stuff, just to control robots. Also, there is no face to face communication with clients which let workers be less qualified. However, in highest levels of management only best of the best professionals have to be. Because it is a huge company, it is hard to control and take a decision. Moreover, the majority of the loyal customers like Oreo because of advertisement, therefore, advertising department have to be extremely qualified.

References

Banerjee, S. (2012, March 1). Inside the Oreo. Retrieved from Arts&Life: http://thechronicleherald.ca/artslife/68901-inside-the-oreo-factory-opens-doors-for-cookies-100th-birthday

The World of Oreo. (2014, September 20). Integrated Marketing Communication. Retrieved from Milks Favorite Cookies: https://milksfavouritecookie.wordpress.com/category/uncategorized/