Type of Product
An example of incremental innovation, Oreo Thins have introduced to the U.S. alimentary product market five years ago as a thinner version of traditional Oreo cookies (Lennerts, Schulze, & Tomczak, 2020; Mondeléz International, 2020). The product has a range of flavors, including traditional chocolate taste, chocolate-free Oreo Thins Golden, lemon, pistachio, coconut, and mint (Mondeléz International, 2020). The type and category of the selected object for analysis can be defined as follows: food product – Oreo – cookies.
Target Audience
Compared to traditional Oreos, Oreo Thins have more variety in flavors. Also, they are thinner, which probably makes them more convenient to eat and contain less fat and sugar (Mondeléz International, 2020; Tuder, 2015). The reduced number of calories, however, does not make Oreo Thins suitable for those keeping to a healthy diet daily. Based on this, the following target audiences can be suggested:
- College/university students/some office employees (variability of flavors, easy to take as a snack);
- People that watch TV series or dramas regularly (Oreo cookies are supposed to be eaten with milk, which makes them a good home snack idea);
- Adults/young adults that have an active lifestyle but do not keep to strict diets (easy to take as a snack).
Promotion
The first area to advertise the product includes popular TV channels, especially those specializing in entertainment content, and popular video streaming services that use ads, including YouTube and other platforms. Another opportunity is to place physical outdoor advertisements near educational institutions and large office buildings to increase the target categories’ exposure to information about Oreo Thins. Regarding the areas’ characteristics, it is preferable to make the marketing strategy undifferentiated. It is because there are no serious factors, except for food allergies, diabetes, and BMI abnormalities, that would prevent an average consumer from purchasing Oreo Thins. Simply focusing on the product’s advantages (size, convenience, reduced fat/sugar, flavor selection) that any consumer appreciates would probably be an effective approach to advertising.
Competition
In terms of external competition, Voortman cookies that exist in nine variations, including cookies with real chocolate, deserve close attention. Although Voortman Bakery (2020) generates much less revenue than Oreo, Voortman cookies can provide competition for Oreo Thins. It is because both products are popular, can be eaten with milk, and come in different flavors. Additionally, it is possible that the introduction of Oreo Thins was an attempt to improve the brand’s reputation by offering a healthier alternative to traditional Oreo cookies. Voortman Bakery’s (2020) reputation in terms of health promotion is probably better since the brand offers sugar-free cookies and emphasizes “healthier” ingredients, such as dried cranberries and raisin apart from chocolate. Thus, the existence of Voortman cookies can affect Oreo’s chances to change the perceptions of its products.
FCB Grid
Type of Research/Research Objectives
The type of market research that should be suitable for the chosen product is consumer insights. Oreo Thins is presented as a “healthier” and more convenient version of Oreo cookies. However, it is not perfectly clear whether Oreo’s target customers actually see the product’s new nutritional characteristics as a good move towards achieving the balance between taste and health benefits. Therefore, the research objectives that I would set for the product would involve studying consumers’ opinions about the compatibility of a healthy lifestyle and sandwich cookies, flavor preferences, and the demand for sugar-free Oreo Thins.
References
Lennerts, S., Schulze, A., & Tomczak, T. (2020). The asymmetric effects of exploitation and exploration on radical and incremental innovation performance: An uneven affair. European Management Journal, 38(1), 121-134. Web.
Mondeléz International. (2020). Oreo Thins. Web.
Tuder, S. (2015). Side-by-side comparison of new Oreo Thins to Original: Here’s how these skinnier snacks stack up to the original. ABC News. Web.
Voortman Bakery. (2020). Cookies. Web.