Tuesday, May 21, 2019

Marketing Manager of Oreos Essay

In this written assignment, I will be accepting the role of a marketplaceing manager that will select a intersection (good or service) thats sold in the United States and has sales opportunities in a foreign market. The product I fuck off chosen is Oreos, ar the worlds favorite cookie. Throughout this assignment, I will apply my critical thinking skills and the knowledge I go attained throughout this pattern to the product that I have chosen. The eldest steps in marketing be putting the right product out at the right monetary value and the right time. All of us have grown up with Oreo cookies, we all have our disputes as to the course to eat them dunking them in milk or twisting off one side then eating the middle first. Since the introduction in 1912, the Oreo cookies has become the bestselling cookie in the U.S. (Rosenbery). Since the Oreo has been near there has been 362 billion cookies sold which then makes it the best-selling cookie. The first Oreo to be sold was in Ho boken, NJ. At this time the packaging of the cookie was a bulk tin and was sold by the weight(Oreo).The Oreos time and place utility can be undercoat in more than 100 countries and in all super markets. The Ease of Possession utility adds value by reducing reasons not to buy or adding incentives to purchase (White). Oreos can be found in every store that sells food or any country so when you are feeling standardized an Oreo all you have to do is find a super market. Oreos target market is anyone over the age of 12, Kraft promised to stop advertising its most noble in calories products to kids under the age of 12, this is first major food company to do so (Callahan). The 100-year-old sandwich cookie, a $2 billion brand, is passing global in a big way. Emerging markets will account for about half of Oreo sales this year, and over the past five years emerging markets including Asia and Latin America have been the major drivers of the brands growth. Thanks to the overseas push, over all Oreo sales grew nearly 25 percent in 2011(Einhorn).The come up one foreign market for Oreos China is now the worlds largest Oreo market outside the United States, with 41.9% growth in measured consumption over the last year, according to ACNielsen (Wai-yin Kwok). Inorder for me to apply the STP approach in the American and foreign market is first I will have to determine which types of customers exist, select which ones we would be able to serve best, and then implement our segmentation by improving our cookies for that segment and say that we made the choice to stand out and remain rare. The elemental segment is one for who the product is designed for, maximum revenue will come from the primary target market. These customers that share common characteristics and behaviors account for the highest capacity of sales and are most likely to buy now.The positioning of Oreo cookie is tempting to kids and teenagers they are the highest consumers of cookies. The secondary market is f uture primary buyers, persons buying at a high rate in a small segment and people who function primary buyers. However their characteristics and buying behaviors usually are different from those of the primary market. For example this would be the persons that live a fast passed life style like adults, and working parents, and grandparents. In order s to implement our target, we must begin positioning by choosing what image the company would like to portray to our consumers.One way is for the company to maintain a strong competitive advantage. Consumers are more willing to have a bun in the oven premiums for products that are not harmful to the environment. I would develop, execute, and measure a campaign for this product considering the four ps (product, price, promotion, and place) by choosing what Oreo is known for. The product should in any case be of high quality, since consumers will not pay a premium price for none premium product. With pricing I would have a reasonable pr ice for the quality of product but also would guarantee freshness.Major trend in the foreign markets that will hurt business sales is some coutures dont like high in fat foods. In order to get into a foreign market and stay we will have to research and find out what they are looking for in a cookie. According to Global Journal of Finance and Management the reach they found was that the Chinese lacked the emotional attachment with the cookie pertaining to a strange shape, high value and even a taste that wasnt the best of what they liked. Krafts Chinese division used this information to enunciate a modified the recipe, making a cookie prototype of a formula that tasted right (republication). Research will have to be donewhen going in any foreign markets when it comes to marketing in a new area you want to have success the first time rather than ulterior having to figure out what went wrong.Global business ethics has a number of open difficulties, Always keep in mind every culture a nd area has its own values and traditions. Since there is no international code of conduct it is important for all companies to develop their own ethical values. I will have to develop standards that the Oreo company will at hear to at all times. As the marketing manager, I have studied the sales opportunities Oreos has in a foreign market. I applied my critical thinking skills and the knowledge I have learned throughout this course to the product that I have chosen. When companies are going into a foreign market it is imperative to really understand the markets before you lunch your products, also you need to connect with every market in order for your business to be successful.ReferencesRosenbery, Jen (2010) http//history1900s.about.com/od/1910s/a/oreohistory.htm http//oreofunandfacts.weebly.com/history-of-oreos.htmlWhite, S. (2012). Principles of Marketing (1st Ed.). San Diego, CA Bridgepoint Education, Inc. Einhorn, Bruce(2012) http//www.businessweek.com/authors/449-bruce-einho rn Wai-yin Kwok, Vivian(2008) http//www.forbes.com/2009/12/08/china-oreo-tang-cmo-network-kraft.html Amit Verma ISSN 0975-6477 Volume 6, Number 7 (2014), pp. 615-618 http//www.ripublication.com

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