Marketing

Oreo’s Global Marketing (HW1)

1. What local needs Oreo meets in Chinese Market? Please Explain.

1. Taste: Oreo reduce 27% sweetness in order to meet the local customer taste in China.

2. Package: Oreo smaller its packages which attribute to the local shopping style and customer income in China. People in China not used to buy a large package as in USA.

3. Price: Oreo reduce the price from 70 cents to 35 cents each package which in order to meet the average income of customer in China.

2. Which strategic alternatives Oreo uses in Chinese Market? (Hint: the alternatives offered in Ansoff’s opportunity matrix)? Please Explain.

Oreo use Diversification (New Product and New market) in China. For an instance, Oreo create a new product which called wafer biscuit in China. Then, Oreo sell this product back to USA and Canada which is Market development.

3. What environmental factors Oreo considers in Chinese Market? Please Explain.

1. Social factor: Oreo create a new lifestyle in China which educate Chinese kids the way to eat Oreo biscuit via TV advertisement, then Chinese children teach back to parents this lifestyle.

2. Economic factor: Oreo change their price from 70 cents per pack to 35 cents per pack, which to meet the local customer income in China.

3. Technology factor: Oreo invented a new product in China. (Wafer biscuit)

4. What marketing mix strategies Oreo uses in Chinese market? Please Explain.

1. Promotion adaption: Oreo print their mother company’s name “Kraft” on the package to improve their brand awareness, because Kraft was a well-known company in China.

2. Product innovation: Oreo invent Wafer biscuit in China.

3. Pricing: Oreo reduce their price from 70 cents to 35 cents per pack in China.

5. What are the potential challenges Oreo faces in Chinese Market? Please Explain.

Creating promotions: There is no...