Marketing Orientation and New Product Development: Oreo Case Study

Launching Oreo
1

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Krafts food demonstrated marketing orientation via Oreo case..................................................3
Steps and decision required while developing and operationalization a new product................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6
2

INTRODUCTION
Marketing is a combination of some activities which are being performed by company in
order to promote its products and services (Huizinga and Kruse, 2016). This study is based on
Kraft Food Co, and its Oreo case study in which it makes use of effective marketing strategy for
successful development and expansion of Oreo brand in China and India.
MAIN BODY
Krafts food demonstrated marketing orientation via Oreo case
In the context of Kraft food it can be said that Oreo is the big and the most favorite brand
of Kraft food group. Before it was the mostly loved cookie of America but now it has become a
global brand. After development and successful launching and expansion of Oreo brand in
America, Kraft food Co. thought to expand its brand in India and China and in 1996 it launched
its brand in China. When it developed and launched its brand Oreo in China then it faced several
problems.
Marketing orientation: Marketing orientation can be defined as an approach to business
in which company focus on identifying needs of customers and create products accordingly for
satisfying them. In the context of Kraft it is identified that after failure of launching in China,
Kraft started research and found that why Chinese did not like Oreo and from research and
marketing functions they identified that Chinese found that cookie too sweet and they like
contrast of sweet and bitter. They also found that 72 cent for 14 Oreo cookies was too expensive
for them. So, for making it successful Krafts modified its Oreo recipe and made it more
chocolaty and cream less cloying. For developing this new formula they developed around 20
prototypes of less sugar Oreos and tested them with different age group of Chinese. They also
consider other main factor price and for making it affordable they also changed packaging and
made it for just 29 cents of small packages (Kraft Changed it Biscuits for China, 2020).
Marketing concept: In this regard it is identified that this company focuses on content
marketing technique in its recipe. It also allows all its users of creating a large portion of content.
Rather, this strategy one of the main key strategy of success of market orientation and successful
development of Oreo cookies in India and China is direct marketing. In this marketing technique
they found needs and taste of Chinese by meeting them directly and accordingly they modify
cookies and made it 4 layers of crispy wafer filled with vanilla and chocolate cream (Mu and
et.al., 2017).
3