'Oreo market research Essay\r'

'Nabisco is a keep company that has been in existence since 1898. During their 109 years in existence, they guide grown through natural growth, mergers, and acquisitions. This has each(prenominal)owed Nabisco to be the leading snack markr in the humans. The oreo chocolate sandwich cooky was first introduced in Hoboken, N. J. in 1911. oreos right away be far and away the human’s most popular cookie. The oreo family accounts for approximately 10 percent of completely store cookie salesâ€a $3 billion grocery. However in recent years Nabisco has been reluctant to conform to current mart archs.\r\nThe company was rivet on producing sensitive versions of existing products to make them more convenient. Situation Analysis In 1898, the New York Biscuit Company and the Ameri buttocks Biscuit and Manuf diddleuring Company merged everywhere 100 bakeries into the National Biscuit Company, subsequent called Nabisco. Fo down the stairss Adolphus Green and William Moor e, orchestrated the merger and the company quickly rose to first distance in the manufacturing and merchandiseing of cookies and crackers in America. To expand their global presence and to change their position in the fast-growe consumer snacks sector, Philip Morris Co.\r\nInc. acquired Nabisco Holdings in December 2000. Philip Morris purchased Nabisco for $14. 9 billion in cash plus assumed $4 one thousand million in debt. Eventually, Philip Morris integrated the Nabisco snitchs with its kraft paper diet operations. And straightway it includes brands such as Chips Ahoy, Fig Newtons, Mallomars, oreos, Premium Crackers, Ritz Crackers, etc.¢â‚¬Â¦.. Nabisco Arabia Company Ltd. (NAARCO) was organize in 1995 as a joint venture between Nabisco International and The Olayan assemblage of Saudi Arabia.\r\nIn 2000, NAARCO made a major investment in a red-hot plant to produce oreo cookie, the world’s most popular cookie. OREO cookies were launched in the Saudi marketplace in March 2001 with a major TV campaign. Internal Analysis The $3 million plant upgrade included a whole new production line, new offices, additional w argonhousing, and new mess d well up for the step-upd work force. Equipment from Spain, Italy, India, France, and Austria went into the world-class facility, under the supervision of Nabisco Technical Director discourteous Willemsen and the Technical Services Manager Anselmo Codina.\r\nThe pile of Kraft hold back recognized that the trading has an important role in society- a responsibility that included understanding and brush the public’s expectations, helping to get over important social, environmental and economic issues and reservation a difference in topical anaesthetic communities and the world. They firmly believe that â€Å"Our success go away depend importantly on our willingness and index to listen, get feedback on what we’re doing from those both inside and outside Kraft and act responsibly on is sues of important concern. ” 1 Stargate Institute\r\nMarket Analysis scar Market: The current target market for the original vanilla filling Oreo is electric shaverren. The original Oreo cookies have previously focused on and promoted the new colours for the creme filling and change the round determine cookies into rolls, which would generate new interest amongst children, who would in turn convince their parents to buy the new cookie. Geographic broker: This project is through and carried on in Riyadh, the capital and vaingloriousst metropolis of Saudi Arabia. Riyadh belongs to the historical regions of Nejd and Al-Yamama.\r\nThe universe of the city is 4,700,000 of which 60% are Saudis and 40 % are foreigners. And the density is 3,024 km square. demographic Factor: As Riyadh is know for its restrictions and being an Islamic country, the family life cycles followed here(predicate) are usually all family members. materialization single batch can not live separately a nd independently, fearing for them young advance boys/girls will live under their families until its cadence for them to start up their own families. And more often than not Saudi people are well known by their family sizes.\r\nMost of the family sizes are more then 6 or even far more than that. This is what makes the jejuneness population really high in the kingdom. And it is something obvious and general that Saudi people are known for their wealth and call uped as rich people and in make it earn high incomes. Behavioral Factor: As Riyadh is developing, people now are becoming aware of various(a) new brands which are attracting them to explore and ask things. Women here are obsessed more or less shopping and show a fond attitude and interest towards the different brands.\r\nThey are also considered as heavy users when it comes to brand loyalty. 2 Stargate Institute Marketing essential As Oreo is a cookie, and biscuits are food, so the most important wish the Oreo biscu its satisfy is Hunger. But if we push narrow down the desires, Oreo can be satisfying more than dependable the drive (hunger). *Oreo satisfies the nurturing need example, a mother having difficulties in feeding her 4 to 6 years old child with some nutrition food, can consider Oreo to feed her child with a sip of milk.\r\n*Oreo satisfies the imitation need example, kids watching the Oreo ad on TVs while the other kids are adoreing twisting, thrashing and dunking the cookie into a glass of milk. This forces the kids to demand that cookie right away and sham the same steps. *Oreo also satisfies the play need, and in this case not only kids will want to have pastime and enjoy Oreo even adults alike to have fun once in a while individually or even with their kids. Market Trends Various on-going and ever-changing trends in the consumer market affect the worry of an organization.\r\nSome of those having an meet on Oreo chocolate sandwich biscuits are: A 2004 TNS write up among st Saudis has found a trend towards small families. It revealed that Saudis †realize the need for smaller families to provide a better tonus of life for their children. Females have been given licence by the government to work which resulted in the amplification of purchasing power. Driven by changing lifestyles and population growth the impact on the food market has been positive. The market therefore witnessed rapid growth over the review block.\r\nThe consumers in Saudi market are seen as active switchers with a medium brand loyalty level. Lastly, a study was conducted by TNS in 2007 which showed that 99 per cent of Saudi respondents in the study consumed chocolate â€Å"food” (chocolates, chocolate milk, biscuits, etc. ) in the last seven days, an increase from 95 per cent in 2004. 3 Stargate Institute Market yield Growth in the Saudi Arabian biscuit market is being driven in the first place by two factors †firstly, the marked increase in advertising spen d by multinationals such as Nabisco, Master Foods and Danone.\r\nSecondly, the popularity of emerge products such as chocolate-coated biscuits and bread substitutes, which have recently been launched in the market. Researches have shown that biscuits, peculiarly sweet biscuits, are generally sell at low prices, averaging between SR0. 25 and SR2 (US $0. 06 †US $0. 53), for a single-serve pack and enjoy excellent distribution in all outlets. The biscuits sector is highly developed owing to the strength of the local industry in Saudi Arabia, represented by large manufacturers such as United Food Industries.\r\nOreo sales showed a move result during the past 13 years. When Oreo initially was launched into the market, sales increased to a high extent for about 3 years but then sales decreased for a long period during 1997 to 2002. Oreo marketing managers became aware of their loses and immediately went back to action and changed their marketing immingle and started to introduce several different new products. This effort resulted with high sales in 2008. Sales were amounted to $4 billion and market share 41%.\r\n'