Communication Plan for Oreo: Promoting Healthy Snacking Options

Assessment: Marketing communication
plan OREO
Maria-Alina Avasiloaie
Business Communication
UNESCO Chair in Inter-cultural and Inter-religious Exchanges
MBA

Introduction
Market review
Communication Plan
Communication Objectives
Architecture ; Positioning;
Identity; Equity; Logo ;
Communication
Social Media
Conclusions
Summary
2

3
Introduction
• First Sale – March 1912 in Hoboken, New Jersey
• Market Sector- Snack bars and cookies
• Major Competitors – BelVita and Nairns
• Target Market – Mums and children (but growing
everyday)
• Operating Geography – U.S. & Global markets
• $2 Billion in global annual revenue
• Three Biggest Markets – U.S., China and UK
• Fun Fact- 40 billion Oreo cookies are produced
around the world, if there were staked, they’d
circle the Earth 5 times!
DMA(2014), Mondelez International (2017)

4
Market review
• Oreo is part of the Mondelez International Inc. (NASDAQ: MDLZ)
2017 net revenues of approximately $26 billion; 42 % generated
by the Biscuits under the brand
• “We are a world leader in biscuits, chocolate, gum, candy and
powdered beverages. We hold the No.1 position*globally in
biscuits and candy as well as the No.2 position in chocolate and
gum.” (according to 2017 category positioning Source:
Euromonitor)
• Well established global brand with over 80,000 employees and a
consumers in approximately 160 countries
• Oreo part of the business represents more than $2 billion in
revenue
Interna
l
https://www.mondelezinternational.com/~/media/mondelezcorporate/uploads/downloads/mondelez_intl_fact_sheet.pdf

5
Market review
Extern
al
https://www.swotandpestle.com/mondelez-international/
PESTEL analysis for Oreo (Mondelez International)
Political Economical
Political risk in European markets
Political tension with Mexico and
Venezuela
Volatility in Global markets
Effect of Brexit
Social Technological
Demographic and consumer trends
Seasonality of demand
Social impact: Mondelez creates a
social impact helping the farmers
Emergence of E-commerce
Automation of activities
Legal Environmental
Intellectual property rights
Regulation of region on operation
Environmental regulation

6
Market review
Extern
al
https://www.swotandpestle.com/mondelez-international/
Political risk in European markets Mondelez generates more than 40% of his
revenue from European market. Events like Brexit tend to disturb the stability in
the region leading to political risk. This instability is spreading across Europe and
will require Mondelez to change and adapt the strategy of operation according to
each country rules and regulations
Political tensions between US and Mexico, Venezuela might affect the
development of the company brands in these specific countries, Mondelez has too
look close into this and come up with an alternative plan in case any sanctions will
ariseVolatility in Global markets: around 80% of Mondelez revenue is generate from
outside US market, therefore the volatility concerning labor force, infrastructure,
sensitivity of oil price, raw materials in the emerging markets (Brazil, China, Russia,
Middle East, Africa) will force Mondelez to find strategies and adapt constantly in
order to address specific issues according to each country they operate in.
Effect of Brexit: had/has a significant impact on the stock prices as the exchange
rate USD/Pound is not stable as term and condition for Brexit have not been
clarified. Due to the political instability in Europe and impact on USD/Euro might be
factored as well in the near future company forecasting
Political
Economic

7
Market review
Extern
al
https://www.swotandpestle.com/mondelez-international/
Demographic and consumer trends consumption of snack food is
corelated with urbanization and rising income of middle class. In the long term,
trends will move over the smaller snacks and increase consumption of
convenience food, therefore increase seals and revenue of confectionaries
Seasonality of demand: It has been observed that a large consumption
takes place during the holyday season, therefore the inventory has to be
closely monitored and properly maintained in order to meet the expected
consumption need, and this has to be adapted to each individual market .
Social
The emerge of E-commerce: e-commerce becomes the preferred mode of
purchase for the costumers, therefore the need of the hour is to evolve in line
with the technological advancement can come up with new ways to reach the
costumer.
Automation of activities: the company needs to keep up with the advance
in technology in order too keep up with the competitive environment; Special
focus in standardized operations, consistency and increase in quality
Technologi
cal

8
Market review
Extern
al
https://www.swotandpestle.com/mondelez-international/
Intellectual property rights: Intellectual property rights are very
important material of business as Mondelez owns many intellectual property
rights. The issued patents extend for a variety of durations according to
legal terms of the patents in various countries where patent protection is
obtained. The actual protection of the patent is determined by judiciary
system of the country.
Regulation of the region of operation: Every country of operation has
its laws and regulations which include selective food taxes, labelling
requirements, potential withdrawal of trade concessions, marketing
restrictions, etc. There are also government interventions on food
commodities that are used in operations.
Environmental regulation: Company needs to set up programs in order to
meet the environmental compliance requirements in each country that has
operations
Legal
Environmen
tal