Brand strategy

According to all mentioned above (market and competitive analysis), we are ready to introduce our recommendations for Oreo in Russian market. We will begin with the general brand strategy.

Brand strategy

• Oreo in Russian market should be positioned as a premium product, with price not much higher than other competitors (approximately 10-15 % higher than the prices for chocolate coated biscuits of Russian producers)
• Oreo should be positioned as a product for children and their parents mostly and as a product for young people too (teenagers, schools children). Mainly we shall target 30-45 y.o. middle-class individuals having one or more children and the children in particular. School children and students maybe considered as a supplementary group of consumers.

This concept was already used in other markets and we may borrow it with some little adaptatition in advertising (e.g. slavic appearance family)

• As competition is very high and low-price products can easily substitute Oreo, we should introduce more than a product, but an “unique culture of consumption” (as in video where children eating cookies with their parents: divide the cookie, put it in the milk etc.)

• Oreo is ahead of the curve in the practice of ‘agile marketing’: to duplicate this strategy in Russian market. With this strategy we may catch up the premiumisation trend and trend for constant innovations. Oreo is very surprising brand, which offers new receipts each time – it is perfect for Russian market.