Skip to main content

News and Updates

Bhagat Singh : True Face of FEARLESSNESS

Bhagat Singh was a prominent freedom fighter of India. The courage with which Bhagat Singh fought the mighty British government for the independence of the country is a great role model for the youth of today. He also refused to run away by throwing a bomb in the Central Parliament (Central Assembly). As a result of which he was hanged on 23 March 1931 along with his two other companions, Rajguru and Sukhdev. The whole country remembered his sacrifice very seriously. First the Saunders-Slaughter in Lahore and then the Explosion of the Central Assembly in Delhi with Chandrashekhar Azad and other members of the Party gave rise to an open rebellion against the British Empire. Bhagat Singh was interested in anarchist and Marxist ideology. Early Life: Bhagat Singh was born on 27 September 1907. His father's name was Sardar Kishan Singh and mother's name was Vidyavati Kaur. It was a Sikh family. The Jallianwala Bagh massacre that took place in Amritsar on April 13, 1919 had a profoun

OREO -- GLOBAL BRAND

OREO IN INDIA- LAUNCHING AND ESTABLISHING A GLOBAL BRAND IN INDIA USING INTEGRATED MARKETING COMMUNICATIONS EFFECTIVELY

INTRODUCTION

For most of its 100 years existence, Oreo was consistently America's best loved cookie, but today it is a well established global brand. Mondelez International moved it into emerging markets quickly learning the rules of success in these unfamiliar markets, changing and refining the brand strategy and ultimately triumphed in winning over customers. This is the case demonstration how Oreo brand's successful entry into the Indian market was well orchestrated using the Communication Mix elements such as Advertising, Sales Promotion, Events and experiences and Public relations to establish the brand during the launch phase and subsequently stabilizing the brand in India.


MARKET BACKGROUND AND BRAND STRATEGY

Market was present in India by chocolates, beverages and candy categories. The company entered into Rs. 17,000 crore as a competitive India Biscuit with their lead brand Oreo in 2011. It entered into the Cadbury brand in India as it is the strongest brand in India, and initially focusing on awareness and rapid trials. The key objectives of the launch were

  • Gain a 1% share of the Biscuit category in the first year.
  • Build awareness, 40% trials and 40% repeat purchase in priority markets.


OREO BRAND ADVERTISING AND COMMUNICATION

Communication and advertising have been consistent across many markets as the customer and the brand truths remain the same. The company focused on the "moments of togetherness" proposition for Oreo in India, with the television forming the main medium of communication. In addition, other media platforms were tapped as well. It also presented with the digital media as well as with the Facebook page,adding fans at a rapid rate. It created "oreo togetherness bus" which toured cities and made togetherness concept. It made a strategy with the consumer preferences with the brand.


ADERTISING THEME: BRINGING PEOPLE TOGETHER THROUGH THE OREO RITUAL OF TWIST, LICK AND DUNK -'TLD'

Rituals play an important role in the lives of Indians, and they follow them with zeal and enthusiasm. Rituals also help in bringing people together. So, this created an opportunity for Oreo to bring familiar in the families together. The twist, lick and dunk became a platform to concept with the people beyond the product, and bring about taste, joyousness and family bonding.

Oreo's communication message focused on creating,

1. A RITUAL OF PLEASURE for the child, centered on the joy of consumption

2. A RITUAL OF EMOTION for the parent, that sparks these slowed messages of togetherness and enhances the bonding between child and parent.


HOW THEY ABLE TO DO THIS?

COMMUNICATION STRATEGY 

 We would see in the ice cream biscuit segment, mothers are the buyers. Kids are the majority of the consumption. It warms the mother's heart by seeing the joyous moment in their kids eyes.

Unlike the mother, father spends less time with their kids and so the twist, lick and dunk concept grasped the opportunity around the people. The Oreo dunked into the Indian hearts. 


THEY WON THE HEARTS

Oreo has been able to get a vey firm foothold in the highly competitive biscuits market in India by creating compelling differentiation at every level- in product offering in store in the tradtional and Modern trade channels by leveraging a unique consumer insight, addressing desires of them and establishing a new ritual. Marketing is all about creating differentiation and they won the hearts of the people by doing that and they are now the highly crowded and fiercely competitive biscuit market in India.




Popular posts from this blog

Doctrine of Notional Extension under the Workmen Compensation Act, 1923

  There is no problem in detecting that the accident occurred in the course of employment when a workman is injured in the working place and in the working hour and doing his duty. The problem arises when these elements do not coincide together. But a workmen if injured just near the work premises or just before joining the work or in the way to work problem arises. To address this kind of problem and giving some kind of relief to the workmen the theory of notional extension evolved. “As a rule, the employment of a workman does not commence until he has reached the place of employment and does not continue when he has left the place of employment, the journey to and from the place of employment being excluded. It is now well-settled, however, that this is subject to the theory of notional extension of the employer’s premises so as to include an area which the workman passes and repasses in going to and in leaving the actual place of work. There may be some reasonable extension in bot

Peace - A Way Of Life

To be peaceful is the sign of a conqueror.  We have often heard people saying 'follow the path of peace and you will be happy', 'preach peace' and many other phrases emphasising on a way of living- Peace. But what is it really about?  With reference of the holy Bible, peace is defined with notions like  totality or completeness, success, fulfillment, wholeness, harmony, security and well being.  The definition of peace changes with mindsets of people. For one, it is a sense of accomplishment, non- violence for another, salvation to a few and a lot more to others. But what peace exactly is? And how can we attain it? Peace is acceptance. A vision of seeing things and extracting optimism out of it. Peace makes life easier. To be satisfied is what peace is. To be able to look back at your life and accept all its darks and jewels is what peace feels like. Peace is a state of mind where your soul feels calm, free from the dirt of hatred, negativity, criticism, inferiority and

Must Do activities for College Student

As a college student and a teen you are at the most important entropy peak of your life, because it's the turning point moment in your life where you can, build the best version of yourself and excel in life. So for doing that there are lots of ways and methods to do that but the basic things which we can add up in our daily life routine and it will definitely proved to be an asset in your life. 1. Planning The Day. At this young age we mostly focus on enjoying life and not taking thing's seriously and we end up wasting lots of time. So have a fixed sleeping routine, plan your Daily work schedule and stick to it. Because this will not only make you productive but also saves lots of time to enjoy, because enjoying is also necessary for healthy and happy life. 2. Daily Exercise or Workout  It is mandatory for everybody to exercise daily, whether its Gyming or doing Yoga thats your choice. Because for working productively you need to be healthy. So, try to sleep early at night and