Analysing business markets-
India represents perhaps Kraft’s (Mondelez) most promising developing market, with its ballooning population and growing consumer base. Given the way Oreo is performing in India there is a high possibility that Oreo will introduce its other products as well. India has an estimated market of Rs 13,000 crore biscuits market here. The snaking and eating out sector in India is on the rise. Abroad Oreo is undoubtedly a cookie brand with the highest brand equity and know all over the world. The business markets will also see the sales and revenue models of Oreo across the globe and compare it to the Indian market. It helps in gauging the gaps in the business and devising strategies to overcome them.
B2B and B2C focus
B2C – Oreo mainly engages in B2C business where the biscuits and manufactured for the customers and sold to them directly via retail outlets. This is more transactional in nature and short lived process. Customer satisfies his own personal need.
B2B – Oreo under Cadbury engages into B2B business when it ties up with McDonalds for McFlurry or Cafe Coffee day for Oreo shake on their menu. This will be more relational and long term in nature.
Analysing consumer markets–
Building consumer insights by taking a 360 degree view of the daily lives of your consumers, their consumption habits, their buying habits, lifestyle and the changes that occur in their lifetime are important so that the right products are always marketed to the right customers in the right way and the product keeps evolving as the customer evolves so as to remain relevant. Oreo takes care of the cultural aspect as it tries to position itself as a family brand and spreads the idea of togetherness. Personal factors would include the taste and wants of its target segment. Here is also becomes important to understand what stimuli and response encourage the customer to buy the cookie. Also the decision making model and purchase and post purchase behavior needs to be analysed. Thus it is more like talking a look at ‘a life in the day of your consumer’ and understanding it to ingrain consumer insights.
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