Swot Analysis Of Cadbury Oreo

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Popularly known as Christie Oreo in Canada, Cadbury Oreo in India marked the coming of an era of fancy cookie-consumption led marketing. Today, Oreo is the largest and most popular cookie brand worldwide and its entry into the Indian subcontinent awarded Kraft entry into an estimated Rs.13, 000 crore biscuit market here. Cadbury, which has now been acquired by Kraft, has a stronger presence in India. It’s not just a bigger brand here than its parent company, but it also has a superior marketing and distribution network here, which is the outcome of decades of hard work and planning. This network is extensive and deep, reaching into villages in the bergschrunds of the country. Advertising for Cadbury Oreo follows the global script with the TV commercial depicting a father and son bonding over the usual ‘Twist, Lick and Dunk’ ritual while another one showed a brother and sister fighting to grab the last cookie. Cadbury India has not used its usual advertising agency, Ogilvy & Mather’s Indian subsidiary, for this campaign. But it’s an entry with a bang. The commercial’s launch is backed by OOH (Out-Of-Home) media in major cities like Mumbai, Chennai, Bangalore, Hyderabad, Delhi and Kolkata, setups in malls, amusement parks, multiplexes and retail outlets to engage with families and specially children. The basic positioning is that of the biscuit for ‘good times with the family’. The idea is to make them brand gospellers when they grow up, carrying the ‘Twist, Lick and Dunk’

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