Pop Culture Engineering
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Go to your local grocery store - not the big chain super market - the little corner store, 7-11. Walk the aisles - look at the products on the bottom shelf, with the worst in store placement. Select a product/brand from what you see. Now, rebuild this brand - not redesign the packaging alone - but make it relevant for the 21st century. Do your research, learn the history of the brand, who owns it, when was it founded, is it privately or publicly held, what other products do they have in their portfolio, is it regional, national - everything.
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EXECUTIVE SUMMARY:
For most of its 100-year existence, Oreo
was Americas best loved cookie, but today
it is a global brand. Faced with stagnation
in the domestic market, Kraft Foods moved
it into emerging markets where it made
some mistakes, learnt from them and
ultimately triumphed. This case study
looks at the strategies used to win over
customers in China and India.
By STEPHEN CLEMENTS, TANVI JAIN, SHERENE JOSE,
BENJAMIN KOELLMANN
March 31 2013 BUSINESS TODAY 109
CASE STUDY Oreo
SMA RT
spurred Kraft to turn to international
markets. With China and India rep-
resenting possibly the jewels in the
crown of international target mar-
kets due to their sheer size, Oreo was
launched in China in 1996.
The China launch was based on
the implicit assumption that what
made it successful in its home market
would be a winning formula in any
other market. However, after almost
a decade in China, Oreo cookies were
not a hit as anticipated, according to
Lorna Davis, in charge of the global
biscuit division at Kraft. And the
team even considered pulling Oreo
out of the Chinese market altogether.
In 2005, Kraft decided to re-
search the Chinese market to under-
stand why the Oreo cookie that was
so successful in most countries had
failed to resonate with the Chinese.
Research showed the Chinese were
not historically big cookie eaters.
According to Davis, Chinese con-
sumers liked the contrast of sweet
and bitter but they said it was a little
bit too sweet and a little bit too bit-
ter. Without the emotional attach-
ment of American consumers who
grew up with the cookie, the taste
and shape could be quite alien. In
addition, 72 cents for a pack of 14
Oreos was too expensive for the
value-conscious Chinese.
Krafts Chinese division used this
information to formulate a modified
recipe, making the cookie more
chocolatey and the cream less cloy-
ing. Kraft developed 20 prototypes of
reduced-sugar Oreos and tested
them with Chinese consumers before
arriving at a formula that tasted
right. They also introduced different
packages, including smaller packets
for just 29 cents to cater to Chinese
buying habits.
The changes had a positive im-
pact on sales and prompted the com-
pany to ask some basic questions
challenging the core attributes of the
traditional Oreo cookie. Why does an
Oreo have to be black and white?
And why should an Oreo be round?
This line of questioning and an
ambition to capture a greater share
of the Chinese biscuit market led
C KIE
XECUTIVE SUMMARY:
or most of its 100-year existence, Oreo
spurred Kra
markets. W
resenting p
c o n of inO
n March 6, 2012, the fa-
mous cookie brand, Oreo,
celebrated its 100th birth-
day. From humble begin-
nings in a Nabisco bakery in New
York City, Oreo has grown to become
the bestselling cookie brand of the
21st century generating $1.5 billion
in global annual revenues. Currently
owned by Kraft Foods Inc, Oreo is
one of the companys ...EXECUTIVE SUMMARY For most of its 100-year existence, Oreo .docx
EXECUTIVE SUMMARY For most of its 100-year existence, Oreo .docxSANSKAR20
油
EXECUTIVE SUMMARY:
For most of its 100-year existence, Oreo
was Americas best loved cookie, but today
it is a global brand. Faced with stagnation
in the domestic market, Kraft Foods moved
it into emerging markets where it made
some mistakes, learnt from them and
ultimately triumphed. This case study
looks at the strategies used to win over
customers in China and India.
By STEPHEN CLEMENTS, TANVI JAIN, SHERENE JOSE,
BENJAMIN KOELLMANN
March 31 2013 BUSINESS TODAY 109
CASE STUDY Oreo
SMA RT
spurred Kraft to turn to international
markets. With China and India rep-
resenting possibly the jewels in the
crown of international target mar-
kets due to their sheer size, Oreo was
launched in China in 1996.
The China launch was based on
the implicit assumption that what
made it successful in its home market
would be a winning formula in any
other market. However, after almost
a decade in China, Oreo cookies were
not a hit as anticipated, according to
Lorna Davis, in charge of the global
biscuit division at Kraft. And the
team even considered pulling Oreo
out of the Chinese market altogether.
In 2005, Kraft decided to re-
search the Chinese market to under-
stand why the Oreo cookie that was
so successful in most countries had
failed to resonate with the Chinese.
Research showed the Chinese were
not historically big cookie eaters.
According to Davis, Chinese con-
sumers liked the contrast of sweet
and bitter but they said it was a little
bit too sweet and a little bit too bit-
ter. Without the emotional attach-
ment of American consumers who
grew up with the cookie, the taste
and shape could be quite alien. In
addition, 72 cents for a pack of 14
Oreos was too expensive for the
value-conscious Chinese.
Krafts Chinese division used this
information to formulate a modified
recipe, making the cookie more
chocolatey and the cream less cloy-
ing. Kraft developed 20 prototypes of
reduced-sugar Oreos and tested
them with Chinese consumers before
arriving at a formula that tasted
right. They also introduced different
packages, including smaller packets
for just 29 cents to cater to Chinese
buying habits.
The changes had a positive im-
pact on sales and prompted the com-
pany to ask some basic questions
challenging the core attributes of the
traditional Oreo cookie. Why does an
Oreo have to be black and white?
And why should an Oreo be round?
This line of questioning and an
ambition to capture a greater share
of the Chinese biscuit market led
C KIE
XECUTIVE SUMMARY:
or most of its 100-year existence, Oreo
spurred Kra
markets. W
resenting p
c o n of inO
n March 6, 2012, the fa-
mous cookie brand, Oreo,
celebrated its 100th birth-
day. From humble begin-
nings in a Nabisco bakery in New
York City, Oreo has grown to become
the bestselling cookie brand of the
21st century generating $1.5 billion
in global annual revenues. Currently
owned by Kraft Foods Inc, Oreo is
one of the companys ...![oreoinindia-2-231108161014-f8d1aa44[1].pptx](https://cdn.slidesharecdn.com/ss_thumbnails/oreoinindia-2-231108161014-f8d1aa441-240707061842-e41e35af-thumbnail.jpg?width=560&fit=bounds)
Trends 2015 SCB
Trends 2015 SCBCristiana Pearson
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The document outlines 15 trends for 2015 including nostalgia, premium experiences, designer farms, discount luxury goods, men's fashion, connected home technologies, Seoul as a travel destination, boutique hostels, indoor parkour gyms, brand communities, mini-vacations for employees, editorial shopping directly from magazines, Amazon opening physical stores, luxury air travel, and sticker customization for adults. Key themes are nostalgia, knowledge, experience, personalization, and premium goods and services.Formal proposal
Formal proposalMedia Studies
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This document proposes an advergame called "Super Diet Coca Cola" to promote Diet Coca Cola. The game would target online and iOS platforms globally. It would tell the story of how Diet Coca Cola is free from sugar and fat through gameplay. The style would be similar to Coca Cola games using a red and silver color scheme. The target audience is teenagers aged 16-19 since they enjoy Coca Cola but Diet Coca Cola has no fat which would not be an issue for diabetics. Legal and ethical considerations for the game include avoiding offense, lies, forcing gameplay on young children, or copyright issues by drawing original characters and images not copying from the internet.Nutella university project
Nutella university projectMagdalena Grdanoska
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Nutella began in 1944 in Italy as a cream called Supercrema. It was created by Pietro Ferrero in his bakery. Nutella has since become the world's most famous hazelnut spread, a symbol of family and friendship. Thanks to its unique taste and carefully selected ingredients, Nutella has become part of many people's breakfast rituals. While Nutella is enjoyed by people of all ages, its most loyal fans are those who consume it frequently as part of their morning routine. However, Nutella also faces some criticism for potential allergies, negative skin effects, obesity risk with overeating, and lack of nutritional balance compared to alternatives like cereals.English 215 Fall 2015Essay 1 What is rea.docx
English 215 Fall 2015Essay 1 What is rea.docxYASHU40
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English 215 Fall 2015Essay 1: What is real about race?
Essay question:
If race is an illusion, without biological reality, were Rachel Dolezals actions acceptable or unacceptable? Why or why not?
Directions: In the beginning of your essay, paraphrase the overall message of Race The Power of an Illusion Part I and explain the Rachel Dolezal controversy. Then, present your perspective on the essay question, and support it with facts and ideas from the source materials. Finally, finish your essay with a conclusion that states your message on this topic what should we understand about race after reading your essay?
Source Materials:
揃 You may use any of the materials posted on iLearn, including those we did not discuss. You must use the documentary film as one of your sources out of a minimum of three sources total.
揃 Paraphrase the material you use in your essay. You may also include 2-3 well-chosen quotations.
揃 Cite all paraphrases and quotations using APA format, and include an APA list of references at the end of your essay
揃 Note: For this essay, please only use the sources on iLearn. All material in your essay should come from these sources; no others should be used.
Length: Your essay should be a minimum of 2.5 pages (approximately 750 words) and a maximum of 3.5 pages (approximately 1000 words), not including references page.
Format: Your essay should be a minimum of 2.5 pages (approximately 750 words) and a maximum of 3.5 pages (approximately 1000 words), not including references page. Use 12 point font and double-space. Leave 1.5 inch margins on the left & right, and 1-inch margins on the top & bottom. Please leave a ragged (unjustified) right side.
Important Notes:
揃 Plagiarized work on any drafts, including proofreading, will result in an essay grade of No Credit. You must submit your final draft to TurnItIn.com(through iLearn) by the due date.
揃 You must turn in all drafts of your essay (including a proofreading draft) in a flat, two-pocket folder.
DUE DATES:
Idea draft (in class): Tuesday, 9/8
Final Draft (in a folder with ALL drafts): Thursday, 9/17
Optional conferences are available with Lisa or Sofia by appointment.
EXECUTIVE SUMMARY:
For most of its 100-year existence, Oreo
was Americas best loved cookie, but today
it is a global brand. Faced with stagnation
in the domestic market, Kraft Foods moved
it into emerging markets where it made
some mistakes, learnt from them and
ultimately triumphed. This case study
looks at the strategies used to win over
customers in China and India.
By STEPHEN CLEMENTS, TANVI JAIN, SHERENE JOSE,
BENJAMIN KOELLMANN
March 31 2013 BUSINESS TODAY 109
CASE STUDY Oreo
SMA RT
spurred Kraft to turn to international
markets. With China and India rep-
resenting possibly the jewels in the
crown of international target mar-
kets due to their sheer size, Oreo was
launched in China in 1996.
The China launch was based on
th ...10 steps for jco
10 steps for jcoChanne de Lumen
油
The document outlines a 10 step marketing plan for J.CO Donuts, an Indonesian donut chain. It details J.CO's target market as kids, teenagers, and business people, and proposes strategies around product flavors, pricing, promotion, and positioning J.CO as providing an elegant donut at a medium price point to compete with brands like Krispy Kreme and Dunkin Donuts. The plan also analyzes J.CO's competitors and competitive advantages in the Southeast Asian market.10 steps for jco
10 steps for jcoChanne de Lumen
油
This document provides a 10 step marketing plan for J.CO Donuts. It begins with disclaimers and then outlines the plan in two sections of 5 steps each. The first 5 steps discuss that J.CO's primary target market are kids to business people and that they offer mixed donut flavors to enjoy with friends or unwinding from work. The next 5 steps detail their quirky donut flavors, pricing, and promotion through billboards, internet, events and word of mouth across Southeast Asia. It concludes by positioning J.CO as providing elegant donuts at a medium price to satisfy customers across different income levels.Recently uploaded (20)
How to make a strong marketing plan.pptx
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includes how to make a marketing plan for a product marketing Professional Digital Marketing Agency | Boost Your Online Presence
Professional Digital Marketing Agency | Boost Your Online Presenceanshika49913
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Looking for a results-driven digital marketing agency? Our expert team specializes in SEO, social media marketing, PPC, content strategy, and more to help grow your business online. We create customized strategies that deliver measurable results, driving traffic, increasing conversions, and building your brands presence in the digital world. Let us help you achieve your marketing goals and stand out in a competitive market.
Boost Your Brand with Content Marketing for Maximum Growth
Boost Your Brand with Content Marketing for Maximum GrowthEleque Infra
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Discover how content marketing can elevate your brands presence, engage your audience, and drive sales. Create impactful content strategies to fuel your brands growth today!BEST SELLER! WA 081225036194, Jahit Dress Brukat Payet by Rumah Jahit Azka
BEST SELLER! WA 081225036194, Jahit Dress Brukat Payet by Rumah Jahit AzkaJahit Custom Azka
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BEST SELLER! WA 081225036194, Jahit Dress Brukat Payet by Rumah Jahit Azka
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GetResponse-The-All-in-One-Marketing-Platform.pdf
GetResponse-The-All-in-One-Marketing-Platform.pdfMarc Clarysse
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Getresponse has evolved significantly since its inception as a simple autoresponder over two decades ago. Today, it stands out as a comprehensive all-in-one marketing platform that caters to the needs of businesses at various stages of growth. The Getresponse Autoresponder not only streamlines email automation but also enhances user engagement by allowing for tailored communication strategies.
Users appreciate its intuitive interface, which simplifies the process of setting up email sequences and workflows. With features designed to manage lists effectively and provide insightful analytics, Getresponse empowers marketers to make informed decisions. This review will dissect these essential capabilities, highlighting how they can benefit businesses aiming to optimize their email marketing efforts.What is WhatsApp Marketing Strategies for Business Success.pdf
What is WhatsApp Marketing Strategies for Business Success.pdfMiddle Mania Marketing Agency
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This document, "WhatsApp Marketing Strategies for Business Success," explores how to use WhatsApp, a powerful communication tool, to improve your company's marketing effectiveness. It covers effective customer communication techniques, personalized marketing plans, and how to expand brand influence through group and broadcast functions. By implementing these strategies, companies can enhance customer loyalty, increase sales conversion rates, and achieve sustainable business growth.
The Secret Guide to Marketing Your Local Business For More Sales & Customers!
The Secret Guide to Marketing Your Local Business For More Sales & Customers!Hopeton Wilson
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Discover the best Video Marketing tips for Local Businesses. Learn how to: 皚 Attract more customers and leads with targeted online strategies 皚 Leverage social media to boost visibility 皚 Convert leads into loyal customers with proven techniques and strategies. Learn how to use video marketing to build local trust and attract customers with testimonials.
This guide is a must-read for local businesses aiming to attract customers, boost sales, and stay competitive in the digital age.what is Digital Marketing For beginners
what is Digital Marketing For beginnersrajiabegum1970bd
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This presentation covers essential digital marketing strategies such as SEO, content marketing, PPC, email marketing, and social media marketing. Discover how businesses use these methods to reach target audiences, generate leads, and boost sales. Ideal for marketers, entrepreneurs, and students! Simpatico PR - B2B PR agency Client Case studies Feb 25.pdf
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This presentation provides a snapshot of some of our recent B2B PR agency work. We are a team of senior consultants. Our B2B PR agency is built around experts who can offer informed advice, challenge and enhance your ideas and offer effective views on how to present your proposition, team and business brand to the audiences that matter.
We offer decades of experience in B2B PR, journalism and content creation working with global enterprises as well as with smaller businesses and entrepreneurs.
We've run marketing teams, businesses and supported millions of pounds in incremental growth for clients.
Our client experience covers a wide variety of industries such as martech, ecommerce, adtech, media, marketing, creative advertising, design, service design, data management, B2B SaaS, telco, fintech and venture capital amongst others.The Power of Digital Marketing: How to Grow Your Business Online
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In todays fast-paced digital era, businesses must adapt to the ever-evolving online landscape to remain competitive. Digital marketing has become an essential tool for reaching potential customers, increasing brand awareness, and driving sales. Whether youre a small business owner or an entrepreneur, leveraging digital marketing strategies can significantly enhance your online presence and growth.
Your Website is Losing You Money. Lets fix that!
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Your website might be costing you money and you dont even know it. A slow, unoptimised or outdated site means lost traffic, leads and sales.
TAM AdEx-A Glimpse into Print Advertising Trends for Y 2024.pdf
TAM AdEx-A Glimpse into Print Advertising Trends for Y 2024.pdfSocial Samosa
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TAM AdEx reports 58% rise in print ad space since 2020
Overview of Print Advertising Trends
The latest TAM AdEx report reveals a 58% increase in print ad space in 2024 compared to 2020, with a modest 1% rise over the previous year. The quarterly trends show a 9% growth in ad space per publication in the fourth quarter of 2024 compared to the first quarter.
Leading Sectors and Categories
The auto sector led print advertising in 2024, contributing 15.2% of the total ad space, followed closely by the services sector at 14.9%. Within the auto category, cars accounted for 8% of ad space, while two-wheelers secured a 6% share. Notably, two-wheelers recorded the highest growth among the top 10 categories, increasing by 29% year-on-year.
Advertisers and Brands
Over 78,000 advertisers and 104,000 brands utilised print advertising in 2024. Among them, Maruti Suzuki India emerged as the top advertiser, while Honda Activa H Smart led the brand rankings. The top 10 advertisers collectively contributed 14% of the total ad space, with notable entries from Hero Motocorp, Honda Motorcycle & Scooter India, and Tata Motors.
Sales Promotions
Sales promotion ads played a significant role, occupying 32% of total ad space in 2024. Multiple promotions accounted for the largest share at 48%, followed by discount promotions at 39%.
Over 78,000 advertisers and 104,000 brands utilised print advertising in 2024. Among them, Maruti Suzuki India emerged as the top advertiser, while Honda Activa H Smart led the brand rankings. The top 10 advertisers collectively contributed 14% of the total ad space, with notable entries from Hero Motocorp, Honda Motorcycle & Scooter India, and Tata Motors.
Sales promotion ads played a significant role, occupying 32% of total ad space. Multiple promotions accounted for the largest share at 48%, followed by discount promotions at 39%. Brand promotion ads, without additional incentives, made up 65% of the ad space.
Festive Advertising
Deepavali remained the most prominent festival for print advertising, capturing 28% of the total ad space in 2024. It was followed by Navratri/Durga Puja at 21% and Christmas/New Year at 15%.
Ad Innovations and Positions
Ad innovation also marked a notable trend, with figured outline emerging as the leading innovative ad layout, followed by French window and tab formats. The top five innovative ad layouts collectively accounted for 0.6% of total ad space.
In terms of ad positioning, jacket-full page ads were the most preferred, with more than 8,400 brands opting for this format, led by Allen Career Institute.
Conclusion
The report highlights the resilience of print advertising, with sectors like auto, services, and education driving ad volumes, while festive themes and promotional strategies continue to shape the landscape.
2025 March - High Performing Landing Pages - Greeville HUG.pptx
2025 March - High Performing Landing Pages - Greeville HUG.pptxBoundify
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Learn how to create stunning, high-converting landing pages with HubSpots intuitive drag-and-drop editor!
Join us for our next Greenville HUG event where well explore proven strategies and practical tips for designing landing pages that drive action. From layout design to optimizing for mobile and incorporating smart content, youll discover how to make the most of HubSpots tools to elevate your marketing efforts.
Whether youre new to HubSpot or a seasoned user, this event will provide actionable insights to improve your landing pages and boost your conversions!
Outline:
Why Landing Pages Matter
Key Elements of a High-Converting Landing Page
HubSpots Drag-and-Drop Editor Overview & Best Practices
Advanced Techniques for High-Converting Pages
Common Mistakes to Avoid
Who Should Attend:
Marketing professionals
Sales professionals
Business owners
Anyone interested in learning more about HubSpot Landing Pages!
Pop Culture Engineering
- 1. Pop Culture Engineering By Adrian Bautista & Eunice Hahn
- 2. What is an OREO? An OREO is a simple sandwich cookie consisting of two chocolate wafers with a sweet creme filling in between. For being such a simple chocolate cookie, OREO has a wide variety of products to choose from. OREO is also known for its creative and effective advertising and branding plan ever since their You Can Still Dunk in the Dark advertisement during the 2013 Super Bowl.
- 3. History of OREO The OREO was first developed and produced by the National Biscuit Company (today known as Nabisco) in 1912 at its Chelsea, Manhattan factory. The name Oreo was first trademarked on March 14, 1912. It was launched as an imitation of the Hydrox cookie manufactured by Sunshine company, introduced in 1908 and the original design of the cookie featured a wreath around the edge of the cookie and the name "OREO" in the center. In the United States, they were sold for 25 cents a pound in novelty cans with clear glass tops. The first Oreo was sold on March 6, 1912 to a grocer in Hoboken, New Jersey. Since then, OREO has been developing since and is still produced today.
- 4. However, there is one OREO product that doesnt live today...
- 5. the IDEA BIG
- 7. This time around, our audience will be young adults and mothers... Who doesnt like a little guilty pleasure? Our young adults and mothers have a craving for something sweet, but who can blame them? After an intense workout or a long day at work, everyone has a right to treat themselves to something sweet. So why not with a bowl of OREO Os?
- 8. Advertisement Being aware of guilty pleasures can be connected with lust and confidence. Imagine a television advertisement with a young mother knowing a bowl of OREO Os may not be the right choice of snack, but understands that she can be confident even after having a filling bowl of cereal. Song choices in mind: Demi Lovato - Confident Ariana Grande - Dangerous Woman
- 9. Things just got #awkward With so many oreo products, this Instagram post allows the audience to feel as though they are breaking up with the OREO cookie and leaving it for the newly rebranded OREO Os Cereal.
- 10. Celebrity Indorsement Advertisement #DANGEROUS Theres nothing wrong with being a little dangerous although, licking random doughnuts at a doughnut shop is something you shouldnt do. #Dangerous #TheOs
- 11. Pop Culture Engineering Summary OREO Os is rebranded to make the everyday mother feel young and risky again. With platforms like Instagram, Twitter, and Youtube, OREO Os now has the opportunity to not only to be rediscovered by word of mouth, but by an audience who is constantly on the go and ready to settle down for something sweet.