Sensory Branding: Oreo in the Indian Context Harvard Case Solution & Analysis

Indian marketing scenario (an emerging market) has been experiencing a new wave of consumer behavior after liberalization of markets. FMCG and long-lasting brands in several classes have made an effect on the lifestyle and mindset of consumers. It is interesting to notice that in a marketplace that has diversified culture across its geographical spread; the multinationals have made substantial headway in domains which are strongly related to the traditional culture. Snacking is a habit among Indians that covers several types of snacks that are ethnic. Kurkure sold by a multinational was successful with its marketing mix that contained an offering, which tasted and appeared similar to a traditional bite that is ethnic. Chocolates and biscuits, categories that are strongly entrenched in the Indian context (though they have their source in western nations) competed with conventional snacks in an environment that had proliferated western lifestyles. It is in this case the Oreo brand, which is the well-known American brand that was established in India by Cadbury. The brand competed with well-known Indian brands of cream biscuits and was positioned to bring children, teens and young adults. In a category that lacked faithfulness and was prone to brand switching (assortment of offerings in the market makes the consumer switch brands as the purchasing is done with a low involvement mindset by the majority of consumers) Oreo that had attained considerable degree of success faced the challenge of sustaining its success. The survey results reflect the demand for a deeper evaluation beyond a generic brand placement strategy. An analysis of sensory branding facets consumer perception, and careful consideration of many different needs of consumers that shape consumer comprehension of brands in the class seem to be the direction Oreo needs to pursue. How should Oreo use perceptual principles to reposition itself to sustain itself to support its success?

This is just an excerpt. This case is about SALES & MARKETING

PUBLICATION DATE: July 21, 2015 PRODUCT #: IMB519-HCB-ENG

 

 

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