The survey about Oreo gave us interesting results and proved some of our hypotheses about target consumers. The survey was carried out by us (with preselection of interviwees to match the target audience), so we based our conclusions on primary data as well (65 respondents took part in the survey). Here we would like to give some explanations about it.
1. As we can see the main cases of consumption occur at home or at work - 51% and 23 % respectively.
2. Majority of our interviewed said that they would buy Oreo if it would be introduced in Russia.
3. Results of this question showed that the price for the Oreo should be set between 50 and 70 RUB as the majority would set price like that.
4. Avoiding cannibalization is an important target for us as Mondelez has a well-established portfolio of brands in Russia. As we see our main concern are Yubilejnoe and Yubilejnoe Utrennee.
Here are our target groups:
Additionally:
- 28-35 y.o.consumers are our sub-target group, so we won't target it at the pilot stage (year 1), but after it when we test the product and get primary market data
