INTRODUCTION

FMCG Sector in India:

Fast moving consumer goods (FMCG) is the fourth largest sector in the Indian

economy The overall FMCG market is expected to increase at a compound annual growth

rate (CAGR) of 14.7 per cent to touch US$ 110.4 billion during 2012-2020, with the rural

FMCG market anticipated to increase at a CAGR of 17.7 per cent to reach US$ 100 billion

during 2012-2025.

The FMCG sector has grown at an annual average of about 11 per cent over the last

decade. Food products is the leading segment, accounting for 43 per cent of the overall

market. Personal care (22 per cent) and fabric care (12 per cent) come next in terms of market

share. Growing awareness, easier access, and changing lifestyles have been the key growth

drivers for the sector.

The Government of India's policies and regulatory frameworks such as relaxation of

license rules and approval of 51 per cent foreign direct investment (FDI) in multi-brand and

100 per cent in single-brand retail are some of the major growth drivers in this sector. The

government has also amended the Sugarcane Control Order, 1966, and replaced the Statutory

Minimum Price (SMP) of sugarcane with Fair and Remunerative Price (FRP) and the State

Advised Price (SAP).

There is a lot of scope for growth in the FMCG sector from rural markets with

consumption expected to grow in these areas as penetration of brands increases. Also, with

rising per capita income, which is projected to expand at a CAGR of 7.4 per cent over the

period 2013-19, the FMCG sector is anticipated to witness some major growth.

BISCUIT INDUSTRY IN INDIA - AN OVERVIEW

India Biscuits Industry is the largest among all the food industries and has a turnover

of around Rs.3000 crores. India is known to be the second largest manufacturer of biscuits,

the first being USA. It is classified under two sectors: organized and unorganized. Bread and

biscuits are the major part of the bakery industry and covers around 80 percent of the total

bakery products in India. Biscuits stands at a higher value and production level than bread.

This belongs to the unorganized sector of the bakery Industry and covers over 70% of the

total production.

India Biscuits Industry came into limelight and started gaining a sound status in the

bakery industry in the later part of 20th century when the urbanized society called for

readymade food products at a tenable cost. Biscuits were assumed as sick-man's diet in earlier

days.

Now, it has become one of the most loved fast food product for every age group. Biscuits are

easy to carry, tasty to eat, cholesterol free and reasonable at cost. States that have the larger

intake of biscuits are Maharashtra, West Bengal, Andhra Pradesh, Karnataka, and Uttar

Pradesh. Maharashtra and West Bengal, the most industrially developed states, hold the

maximum amount of consumption of biscuits. Even, the rural sector consumes around 55

percent of the biscuits in the bakery products.

The total production of bakery products have risen from 5.19 lakh tonnes in 1975 to

18.95 lakh tonnes in 1990. Biscuits contributes to over 33 percent of the total production of

bakery and above 79 percent of the biscuits are manufactured by the small scale sector of

bakery industry comprising both factory and non-factory units.

The production capacity of wafer biscuits is 60 MT and the cost is Rs.56,78,400 with

a motive power of 25 K.W. Indian biscuit industry has occupied around 55-60 percent of the

entire bakery production. Few years back, large scale bakery manufacturers like Cadbury,

Nestle, and Brooke bond tried to trade in the biscuit industry but couldn't hit the market

because of the local companies that produced only biscuits.

The Federation of Biscuit Manufacturers of India (FBMI) has confirmed a bright

future of India Biscuits Industry. According to FBMI, a steady growth of 15 percent per

annum in the next 10 years will be achieved by the biscuit industry of India. Besides, the

export of biscuits will also surpass the target and hit the global market successfully.

Mondelēz International

Mondelēz International, Inc. is an American multinational confectionery, food and

beverage conglomerate, employing around 107,000 people around the world. It comprises the

global snack and food brands of the former Kraft Foods Inc. The Mondelēz name, adopted in

2012, came from the input of Kraft Foods employees at the time, a combination of the words

for "world" and "delicious" in Romance languages.

Mondelēz International manages snack brands around the globe, including cookies and

crackers (Oreo, Chips Ahoy!, TUC, Belvita, Triscuit, Club Social, Barni, Peek Freans),

chocolate (Milka, Côte d'Or, Toblerone, Cadbury Dairy Milk, Lacta), and gum and candy

(Trident, Dentyne, Chiclets, Halls, Stride, Cadbury Dairy Milk Eclairs).

Company Overview of Mondelez India Foods Limited

Mondelez India Foods Limited manufactures and sells food products in India. The

company offers chocolates under the Cadbury Dairy Milk, Celebrations, Bournville, 5 Star,

Perk, Gems, Toblerone, and Choclairs brand names; and produces, purchases, and sells milk.

It also provides malted food drink under the Cadbury Bournvita brand name; powdered

beverage under the brand name of Tang; biscuits under the Oreo brand name; medicated

candy under the brand name of Halls; and bubble gum under the Bubbaloo brand name.

Mondelez India Foods Limited exports its products to Bangladesh, Sri Lanka, Maldives, the

United States, Bahrain, and Kenya. The company was formerly known as Cadbury India

Limited and changed its name to Mondelez India Foods Limited in March 2014. Mondelez

India Foods Limited operates as a subsidiary of Mondelez International, Inc. The company

was incorporated in 1948 and is headquartered in Mumbai, India.Cadbury India Limited

operates as a subsidiary of Mondelez International, Inc.

About Oreo

In 1912, the same year the South Pole was discovered, Oreo was first sold in

Hoboken, NJ. Since then, it has become the world‘s favourite cookie and the best-selling

cookie brand of the 21st century. Oreo‘s marketing campaigns always spoke to the target

audience in a traditional way and the brand developed a very traditional image. Last year,

celebrating its 100th birthday, Oreo wanted to rejuvenate it and as part of the centennial, the

company launched an outstanding campaign called the ―Daily Twist‖.

The origin of Oreo Cookie

In 1890, a group of eight large New York City bakeries combined to form the New

York Biscuit Company and built a giant six-story factory in West Chelsea. Eight years later,

they merged with their competitor, Chicago‘s American Biscuit and Manufacturing to form

an even larger conglomerate – the National Biscuit Company, but the factory and

headquarters remained in Chelsea. In 1901, the National Biscuit Company put their

abbreviated company name on a box of wafers for the first time – Nabisco. Soon, Nabisco

became the company‘s official name.

On April 2, 1912, the National Biscuit Company announced to their sales team that

they were introducing three ―highest class biscuits,‖ in a grouping they called the ―Trio.‖

Two of the cookies, the Mother Goose Biscuit and Veronese Biscuit, didn‘t sell particularly

well and quickly disappeared from the shelves. The third, the Oreo Biscuit, did. ―Two

beautifully embossed chocolate-flavored wafers with a rich cream filling,‖ the Oreo Biscuit

was sold in a yellow tin with a glass cover for approximately 30 cents a pound (about $7.13

today). While it went national in April, it was just a month before that the National Biscuit

Company first registered the product with the US Patent and Trademark Office (registration

number 0093009). It is commonly stated the given date of registration was March 6th, which

is why that is National Oreo Day. However, a simple patent and trademark search reveals

that oft-repeated date is incorrect. In fact, it was actually filed on March 14, 1912 and

registered on August 12, 1913.

So how did they come up with the idea of the Oreo? By using the time-honored

business practice of stealing the idea from a competitor and then marketing it better than the

original. You see, there was another popular creme-filled sandwich cookie that came before

the Oreo, made by Sunshine Biscuits. Sunshine Biscuits was a company run by Joseph and

Jacob Loose and John H. Wiles, the former of which were originally part of the great bakery

conglomeration of 1898 (the one that formed into the National Biscuit Company).

Wanting a more personal

approach to baking and not wanting

to be lost in the bakery conglomerate,

Loose liquidated his assets and

helped form Sunshine Biscuits. (The

company actually was the third

largest cookie baker in the US when

it was acquired in 1996 by Keebler.

To this day, the Sunshine brand still appears on Cheez-its, among other products.)

In any event, in 1908, four years before the Oreo, Sunshine debuted the upscale, and

soon to be very popular, Hydrox biscuit, which the Oreo was a pretty blatant rip-off of, cream

filling, embossing and all. Of course, Nabisco denies this is where the idea for the Oreo came

from, but the evidence at hand strongly indicates otherwise.

As for the name, there has never been a firm answer for why the National Biscuit

Company chose ―Oreo,‖ though there are several theories. There is speculation that ―Oreo‖ is

derived from the French word for gold – ―or,‖ since the original packing was gold and the

item was meant to be a ―high-class‖ confectionery. It could also come from the Greek word

for mountain or mound – ―oros,‖ since an Oreo is a ―mountain‖ of a cookie. It has also been

speculated that maybe it was named for the cookie itself, two ―O‖ shape cookies sandwiching

the cream, O-cream-O.

The identity of the designer behind the distinctive emboss on top of each cookie – or

what the emboss signifies – has also become part of the Oreo mystery. The first design was

simple enough – with the name ―Oreo‖ and a wreath at the edge. In 1924, the company

augmented the original design to go with a 1921 name tweak – from ―Oreo Biscuit‖ to ―Oreo

Sandwich.‖ The 1924 design added a ring of laurels and two turtledoves. Twenty years later,

in 1952, is when today‘s elaborate, beautiful, design first appeared.

But what does the design signify, if anything? Historians believe the circle that

encases the word ―oreo‖ with antenna-type symbol on top was an early European symbol for

quality. Cookie conspiracists believe that the antenna symbol is actually a Cross of Lorraine,

a symbol identified with the famed Knights Templar. The ―four-leaf clovers‖ that surround

the name could be just that or it could be the cross pattee – a geometric pattern of four

triangles radiating outwards that is also associated with the Knights Templar and the

Freemasons. It‘s up to the individual what they want to believe, but this author thinks the

Oreo cookie is a delicious Da Vinci Code style map leading to a treasure buried a thousand

years ago… Or as I like to call it, the probable plot to National Treasure 3.

Now, who designed the emboss? Evidence points to William Turnier. However, while

Nabisco admits that a man by the name of William Turnier worked for them for fifty years,

they deny that he developed the 1954 design. That said, his son and drawn proof indicate

otherwise. Turnier joined the company in 1923, working in the mail room. He eventually

worked his way up to the engineering department, helping make the dies that made the

cookies, the industrial-sized cookie cutters as it were.

So where‘s the evidence? In the home of Bill Turnier, William‘s son, perched on a

wall is a framed 1952, line drawn blueprint of the modern Oreo design. (If you‘re

curious, Why Blueprints are Blue) Underneath the blueprint, it is written ―Drawn by

W.A.Turnier 7-17-52,‖ two years before the design would find itself on the Oreos sold in

stores. Despite this evidence, the Kraft (who now owns Nabisco) Corporate Archives only

says that Turnier was a ―design engineer‖ and he received a Suggestion Award in 1972 for an

idea ―that increased the production of Nilla Wafers on company machinery by 13 percent.‖

So can Bill shed any light on what his father was thinking when he seems to have drawn the

design? Not really, though he did admit that the design, while beautiful and resembling more

mysterious symbols, probably had nothing to do with the Knights Templar. His father wasn‘t

a Mason either.

As for the stuff between the intricately-designed cookies, the filling- it was made

partially of lard – pig fat – until 1997. In 1994, Nabisco embarked on a nearly three year

revamping process of the filling to take the lard out. In charge of this was Nabisco‘s principal

scientist Sam Porcello, otherwise known as ―Mr. Oreo.‖ By that point, Porcello was already a

cookie legend, holding five Oreo related patents, including Oreos encased in white and dark

chocolate. By December 1997, the Oreo cookie was lard-free, but there was another problem

– the lard had been replaced by partially hydrogenated vegetable oil; yes, the very much not

good for you trans fats. As the Chicago Tribune put it, ―Later, research showed that trans fat

was even worse for the heart than lard.‖ Finally, in January 2006, healthier (and more

expensive) non-hydrogenated vegetable oil was put into Oreos instead. Today‘s filing is

additionally made with loads of sugar and vanilla extract creating a cookie that still is

delicious, but slightly better for you.

Competitors

1. Britannia Bourbon

2. ITC Sunfeast Sandwich Biscuits

3. Parle Hide n Seek

TITLE OF THE CAMPAIGN:

‘’The Oreo “Daily Twist” campaign’’

In 2012 Oreo was celebrating its 100th birthday and wanted to use the anniversary to

rejuvenate the brand. As part of the centennial, the company launched the ―Daily Twist‖

campaign, which some of the industry colleagues believe has ―set a new standard for

marketing in the digital age‖.

About Campaign

Oreo‘s ―Daily Twist‖ campaign – playing on the ―twist, lick and dunk‖ ritual

followed by many Oreo fans – offered a whimsical, humorous or eye-catching ad each day

that reflected the latest happenings, pop culture news, milestones or celebrations taking place

in the world. The artwork featured images of the iconic cookie and perhaps the usual Oreo

sidekick – a glass of milk.

Oreo‘s birthday mission was to ―help everyone around the world celebrate the kid

inside‖ and ―Daily Twist‖ aimed to filter the world through the ―playful imagination of

Oreo‖, Cindy Chen, director of marketing for Oreo at Kraft Foods, told Ad Age. The goal of

the daily ads was ―to show the world how relevant this brand is now,‖ Chen told the New

York Times, by commenting on ―real-time happenings‖.

The campaign started on 25th June 2012 with a bold move – a polarizing image of the

cookie, stuffed with rainbow filling to celebrate Gay Pride Month. There was also a Shark

Week Oreo, a Mars Rover Oreo and a tribute to panda Shin-Shin‘s newborn cub – just a

handful of 100 iterations that rolled out daily through to 2nd

October. It then ended with a live

campaign production conducted for all Times Square to see and for all the industry to see

what a brand newsroom looks like.

Some might mistake ―Daily Twist‖ as a print campaign, because at its heart are

simple yet striking images. But Chen told Ad Age that it was ultimately a social and digital

campaign to engage the brand‘s growing fan base. There was a dedicated website –

brands.nabisco.com/Oreo/dailytwist and a presence on Pinterest, Tumblr and Facebook. The

chosen content was designed to spark conversation and sharing. ―Consumption of media has

shifted quite a bit too digital, social and mobile. To be on pace with that is really important

for the brand to continue to grow; that‘s why the Daily Twist program was born,‖ Chen

emphasized to Ad Age.

This was a group effort from an integrated agency team consisting of DraftFCB New

York, 360i, Weber Shandwick and MediaVest. DraftFCB creative director Megan Sheehan

described the day-to-day work of the campaign to Ad Age. She said that although some

cookie designs for ―Twist‖ were predetermined, most of the work happened in real time.

Every morning the team concentrated on ―what‘s trending and what‘s right for Oreo‖. And

every day was production day, with photo shoots involving real Oreos. ―We‘ve shot cookies

at every angle known to man – and a few new ones.‖ All this had to happen very quickly. As

Chen told ABC News, many ―Daily Twists‖ were turned around from concept to completion

in as little as six or seven hours.

Business Market Environment

India has an estimated market of Rs 13,000 crore biscuits market here. The snaking

and eating out sector in India is on the rise. Abroad Oreo is undoubtedly a cookie brand with

the highest brand equity and know all over the world. The business markets will also see the

sales and revenue models of Oreo across the globe and compare it to the Indian market. It

helps in gauging the gaps in the business and devising strategies to overcome them.

Consumer Market Environment

Oreo takes care of the cultural aspect as it tries to position itself as a family brand and

spreads the idea of togetherness. Personal factors would include the taste and wants of its

target segment. Here is also becomes important to understand what stimuli and response

encourage the customer to buy the cookie. Also the decision making model and purchase and

post purchase behaviour needs to be analysed. Thus it is more like talking a look at ‗a life in

the day of your consumer‘ and understanding it to ingrain consumer insights.

B2C and B2B focus of Oreo

B2C – Oreo mainly engages in B2C business where the biscuits and manufactured for

the customers and sold to them directly via retail outlets. This is more transactional in nature

and short lived process. Customer satisfies his own personal need.

B2B – Oreo under Cadbury engages into B2B business when it ties up with

McDonalds for McFlurry or Cafe Coffee day for Oreo shake on their menu. This will be

more relational and long term in nature.

Results

The content created during this campaign was received very positively. As outlined

on the Cannes Lions website, the campaign got 433 million Facebook views with +280%

increase in shares, created 231 million media impressions, +2,600 media stories recognizing

the rejuvenation and making Oreo the brand with the highest buzz increase in 2012 (+49%).

See an illustrative video of the campaign here. In the words of 360i, ―By the end of the 100

days, Oreo became a living, breathing part of culture – and people looked at the brand in a

completely new way.‖

As Chen highlighted to ABC News, the campaign‘s success was not only relying on

headlines. ―The biggest reach of one single post during the campaign was not the Pride, but

the panda daily twist in honor of the birth of the Chinese panda Shin Shin‘s baby. As a result

of such strong global engagement the post‘s reach was 4,409,344 — more than 21,000 higher

than Pride.‖

The success of the campaign has also been widely recognized across the industry. In

total, it has received four Cannes Lions, three Clio, three Effie, one Facebook Studio and one

Webby award. Based on 360i, some of the industry colleagues believe this campaign has ―set

a new standard for marketing in the digital age‖.

AWARDS

Oreo Daily Twist Campaign Wins The 2nd Annual Facebook Studio Blue Award

Facebook‘s Creative Council evaluated hundreds of Facebook ad campaigns submitted by

brands and agencies from across the globe to select winners for the 2013 Facebook Studio

Awards. The winner was Oreo, taking home the Blue Award for the Oreo Daily Twist

Campaign, a social program that marked Oreo‘s 100th Birthday Celebration by posting 100

pieces of social content referencing culturally-relevant events in 100 days.

What Made Oreo’s “Daily Twist” Campaign So Engaging?

To celebrate the centennial of the world‘s most iconic biscuit, Oreo teamed up with

agency 360i to create a social and digital campaign with 100 days of creative and whimsical

visualizations of ―America‘s favorite cookie‖ from June 25th until October 2nd. Each day,

Oreo shared an image of a cookie depicting all thinkable (and unthinkable) events of the day

in question, such as important milestones or current events.

I. Using milestones and popular-culture events to engage

Using milestones is in general a great way of creating engagement, both through

location specific celebrations and worldwide events, as a large number of people can easily

relate to this. Oreo has brought this way of engaging fans to a new level with the ―Daily

Twist‖ campaign with 100 days of milestone celebrations, making people curious and

wanting to tune in to see what creative and quirky way Oreo had decided to celebrate an

event. Besides the ―Daily Twist‖ site where users could suggest their ―twist‖, the campaign

was driven onFacebook, but also on Twitter, Tumblr and Pinterest.

Some events are of course more predictable than others, such as the Olympics, Labour

Day and the beginning of new school year, but most of the celebrated events were surprising,

such as Talk like a pirate day, Elvis Week and the Mars Rover landing. Even though some of

the cookie designs were obviously planned ahead, you could sense that the Oreo design team

monitored trending topics and enhanced current events, such as the premiere of Batman ―The

Dark Knight Rises‖ and the release of the iPhone5 ensuring that the content was always

relevant and timely.

II. Combining the offline and online worlds

The campaign finale took place at Times

Square with the last ―Daily Twist‖ cookie design

created in real-time in a pop-up agency, based on ideas

from consumerssuggested through social media or

from people showing up on Times Square for the

finale. Oreo‘s creative showed the process in real-time

with a video displaying how they were putting together the final ―Daily Twist‖. People could

then vote for their favorite Oreo iteration among the finalists through social media. The result

was a cookie celebrating the first high-five displayed on a digital billboard.

This combination of the online and offline worlds and the mix of social and traditional

marketing allowed for a greater experience and showed that Oreo is mastering the integrated

marketing approach.

BIBILOGRAPHY

http://www.mindjumpers.com/blog/2012/10/oreo-daily-twist/

https://milksfavouritecookie.wordpress.com/2014/09/20/integrated-marketing-

communications-promotions/