Kraft’s Chinese Oreo Cookies as an Example of Successful Consumer Product Adaptation vs Apple’s Iphone as an Example of Consumer Product Personalization

Assignment in Marketing:

“Kraft’s Chinese Oreo Cookies as an example of successful consumer product adaptation

VS

Apple’s iPhone as an example of consumer product personalization”

Table of contents

Introduction 3

1. Adaptation as the marketing strategy 4

2. Kraft’s Chinese Oreo Cookies as the example of successful adaptation 5

3. Personalization as the marketing strategy 8

4. Apple’s iPhone as an example of consumer product personalization 10

5. Conclusions 13

References 14

Introduction

Before entering new markets companies should carefully consider their marketing strategies and address the question of need for product adaptation and modifications to meet the needs and preferences of local consumers. On the other hand, company should also consider the needs of existing customers and try to build brand loyalty to stay competitive in fast changing market conditions. While in first case – entering new market – adaptation strategy could play an important role for achieving companies’ goals, personalization strategy could prove very useful in the second case.

Adaptation is described as “the mandatory modification of domestic target market-dictated product standards – tangible and/or intangible attributes – as to make the product suitable to foreign environmental conditions”.

Personalization technology enables the dynamic insertion, customization or suggestion of content in any format that is relevant to the individual user, based on the user’s implicit behavior and preferences, and explicitly given details.

This paper considers adaptation strategy used by Kraft’s Oreo in China to enter the market and grab its market share and compares it with personalization strategy used by Apple iPhone to promote its product and build up brand loyalty globally. The main reasons for both successes are discussed and compared.

1. Adaptation as the marketing strategy

Adaptation is described as “the mandatory modification of domestic target...