The Indian Biscuit Industry had a size of INR 240 billion in 2014.
Market growth
rate over the In 2014
last decade Growth Rate :
8%
: 11%
The cookie and cream biscuit market segment was the fastest
growing among different segments of biscuit industry.
Target group
Children & teenagers
Fun loving adults(25-40)
>>middle/upper class
OREO ADVERTISEMENT
Target group
Neo-rich, self indulgent, young beings who lived the moment
Identify with excess, luxury and indulgence
ADVERTISEMENT
Target group
Teenagers & young fun loving adults
Age (15-25)
Middle / upper class
Conscious about quality and enthusiastic about new tastes
ADVERTISEMENT
What is Oreo-
Emotional
Social gatherings
Quick snack
Family oriented with social value
Quality
Premium
DIFFERENTIATION FROM COMPETITORS
Offer small
packages
More creamy,
variants Offer biscuits with
less calories
(Taste).
Attractive
packaging More
(visualization)
Aroma(smell)
SHOULD OREO REPOSITION ITSELF AFTER IT
HAD CREATED AWARENESS IN INDIA?
These brands of biscuits induce strong feelings & sentiments 2.82 2.77 2.63
in me
These brands of biscuits are indulgent 3.63 4.11 3.71
SUSTAINABILITY