Oreos cookies marketing strategy

Oreos cookies marketing strategy
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Introduction
This paper evaluates marketing strategic management of Oreo products. The history of product has been highlighted as well as an overview of product positioning and marketing strategies. Reasons for its sustainability in global markets and marketing strategies used in penetrating the Japanese markets have also been discussed.
History of Oreos Cookies
Oreo product was born on 6th march 1912 and has significantly developed its brand name to become the top selling cookie in the world today. Enjoyed in more 100 countries, Oreo is milk cookie biscuit which have been innovated into local flavors of to different regions and markets they are consumed in, (Company Overview, n. d).
Oreo was first sold in Hoboken, New Jersey, where the product was packaged in bulk tins and sold in weight. The original Oreo was made at Nabisco library and has a street named after it, Oreo way in the in New York. It is the most favorite and best selling cookie brand in the world, generating global annual revenue of over 1.5 billion dollars for the Kraft foods company as at 2010 statistics.
In 1913, Oreo cookie was registered as a Nabisco trademark and changed its name from ‘Oreo Biscuit ‘to Oreo sandwich in 1921 and later to ‘Oreo crème sandwich‘ in 1937. Two years later, the product was first advertised on Trolley cars and was first exported to Spanish speaking nations of central and Latin America. Global moments campaigns for the product were launched in 1998 and a variety of its brands were introduced into different countries.
Kraft Company is the custodian of Oreo products which are found in more 100 countries worldwide. Its biggest markets are in the US, China, Venezuela, Canada, Indonesia, Mexico, Spain, UK, Central America, Argentina and the Caribbean. Oreos are made in 21 bakeries of Kraft foods spread across the world. The product has over 23 million facebook...