Chat with AI
Contemporary Marketing 16th Edition by Louis Boone,David Kurtz
Edition 16ISBN: 978-1133628460Contemporary Marketing 16th Edition by Louis Boone,David Kurtz
Edition 16ISBN: 978-1133628460 Exercise 10
Perhaps it's not entirely marketing expertise that has made Oreo reportedly the most popular cookie in the world. After all, it also tastes good, and it's fun to eat. But marketing has certainly helped the beloved chocolate wafer sandwich sail past competitors to celebrate its 100th birthday.
Successful early advertising pushed Oreos ahead of Hydrox, its nearest (and now defunct) rival. Wise strategizing led Oreo's producer Kraft Foods to tailor the creme and wafers to different consumer tastes in China, Japan, Indonesia, and Argentina, and later to switch to a trans-fat-free formula. Innovative marketing led to partnerships with Burger King, Carl's Jr., and the Cheesecake Factory, all of which now promote their use of Oreos as ingredients in their dessert offerings. Oreos have gone digital, too. The cookie racked up the most Facebook "likes" ever in a single day and now has 23 million Facebook fans. So it's understandable that 70 million cookies are eaten globally every day, earning $2 billion a year for the Nabisco brand. But perhaps the most elaborate marketing plan of all is the year-long global birthday party.
Kraft (which owns Nabisco) is celebrating with live events, prizes, promotions and public relations efforts around the world, plus a special ad campaign and online happenings, all tied to the theme, "Celebrate the kid inside." Fans can post photos, stories, and videos to a special Facebook gallery and qualify to be a "Birthday of the Day" celebrant on their own special day. "Flash" birthday parties in the United States will culminate in a multinational celebration in New York. China will host a fireworks display, a playground for all ages is opening in Indonesia, and there will be party games and cake in Dubai and piñatas in Venezuela. Fans in 200 countries can watch these events in real time on Facebook, too. Television ads will showcase adults and kids sharing Oreos and milk, print ads will commemorate iconic moments of the last 100 years, and the company website will feature games and recipes. There's even a special birthday variety of the treat in stores around the world, with rainbow candy sprinkles.
QUESTIONS FOR CRITICAL THINKING
1. How do Oreo's birthday celebration activities meet the definition of marketing?
2. What accounts for Oreo's popularity on Facebook, and is Kraft using this factor to the best marketing advantage?
Successful early advertising pushed Oreos ahead of Hydrox, its nearest (and now defunct) rival. Wise strategizing led Oreo's producer Kraft Foods to tailor the creme and wafers to different consumer tastes in China, Japan, Indonesia, and Argentina, and later to switch to a trans-fat-free formula. Innovative marketing led to partnerships with Burger King, Carl's Jr., and the Cheesecake Factory, all of which now promote their use of Oreos as ingredients in their dessert offerings. Oreos have gone digital, too. The cookie racked up the most Facebook "likes" ever in a single day and now has 23 million Facebook fans. So it's understandable that 70 million cookies are eaten globally every day, earning $2 billion a year for the Nabisco brand. But perhaps the most elaborate marketing plan of all is the year-long global birthday party.
Kraft (which owns Nabisco) is celebrating with live events, prizes, promotions and public relations efforts around the world, plus a special ad campaign and online happenings, all tied to the theme, "Celebrate the kid inside." Fans can post photos, stories, and videos to a special Facebook gallery and qualify to be a "Birthday of the Day" celebrant on their own special day. "Flash" birthday parties in the United States will culminate in a multinational celebration in New York. China will host a fireworks display, a playground for all ages is opening in Indonesia, and there will be party games and cake in Dubai and piñatas in Venezuela. Fans in 200 countries can watch these events in real time on Facebook, too. Television ads will showcase adults and kids sharing Oreos and milk, print ads will commemorate iconic moments of the last 100 years, and the company website will feature games and recipes. There's even a special birthday variety of the treat in stores around the world, with rainbow candy sprinkles.
QUESTIONS FOR CRITICAL THINKING
1. How do Oreo's birthday celebration activities meet the definition of marketing?
2. What accounts for Oreo's popularity on Facebook, and is Kraft using this factor to the best marketing advantage?
Explanation
Verified
Verified
The product O celebrated its hundredth b...
Contemporary Marketing 16th Edition by Louis Boone,David Kurtz
Why don’t you like this exercise?
Other Minimum 8 character and maximum 255 character
Character 255
