Communication & distribution

Communication

As we are targeting families – children and young parents – we need to launch advertising campaign on the TV. It will show happy families and will deliver the main messages to the customer in a standard way of advertising.

Another idea is to use advertising in the cinemas, before cartoons, to capture the target audience – families that go to the cinemas with their kids can also allow themselves to buy Oreo cookies that are not for the lowest class.

And, of course, digital marketing is a very important part so Internet as a communication channel must be utilized as well. Before the launch it is recommended to create a group in Vkontakte and twitter account, that will increase brand awareness and announce about the oncoming launch of Oreo. This will target kids that spend a lot of time in social networks and also young parents who are involved into the world of social media as well.

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Distribution

Here we have a big advantage – the firm Mondelēz International which sells Oreo is already presented in the Russian market with some other products and has a ready supply chain. So Oreo will use this supply chain and will have minimum distribution setup costs. 

As selling points we will use supermarkets where people are used to buying European goods. And also, as we are targeting on kids, we should locate Oreo cookies in the small shops that children usually visit after school to buy some cool snacks. The same reason can be a motivation to put Oreo production in the school canteens.