CASE 17

Oreo in India – Launching and Establishing A Global Brand in India Using Integrated Marketing Communications Effectively

INTRODUCTION

For most of its 100-year plus 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 hitherto unfamiliar markets, changing and refining the brands strategy and ultimately triumphed in winning over consumers. This case demonstrates 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 ...

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