cream or emotion in cookies

7/29/2019 Cream or Emotion in Cookies

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Assignment: ConsumerBehavior

Cream or Emotion in Cookies: Oreo Storm

Submitted To

Dr. Uma Gulati

Programme Coordinator

Submitted By

Karan Sharma

00319103912

MBA 3-A



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Assignment: Consumer Behavior

Cream or Emotion in Cookies: Oreo Storm

Q1. Brands that really connect with their consumers with positive experience find success.

Do you agree? Explain.

1.1 Yes I agree with the statement that “Brands that really connect with their consumers with

positive experience find success” because emotional brand attachment is a key branding

issue in today‟s marketing world. Emotional branding is a term used within marketing

communication that refers to the practice of building brands that appeal directly to a

consumer's emotional state, needs and aspirations.

1.2 Emotional branding is successful when it triggers an emotional response in the consumer,

that is, a desire for the advertised brand (or product) that cannot fully be rationalized.

Emotional brands have a significant impact when the consumer experiences a strong and

lasting attachment to the brand comparable to a feeling of bonding, companionship or love.

1.3 Kraft- Cadbury with its brand Oreo has played with the emotional factors of consumers; they

took an inanimate object, a cookie and gave consumers the message that sharing an Oreo is

a positive experience. Oreo has nurtured the idea of sharing-sharing a moment to connect

with your dad, mum, grandpa, your best friend. It is a strong brand whose brand

personalities are kids who enjoys Oreo moments with their parents.

1.4 Oreo has positive brand equity, as it has been able to capture consumer preference and

loyalty. Considering the facts that buying biscuits requires low involvement and consumers



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display variety-seeking behavior and engage in brand switching when buying cookies, Oreo

has maintained its brand loyalty.

1.5 Thus Oreo has connected with their consumer with positive experience and find success.

Although it is not easy to play with emotional factors of consumers, but Oreo took right.

Q2. Oreo advertisements are emotional and there is a sense of community. What

determinants of consumer behavior are used to hit the target segment?

2.1 Oreo is a biscuit, and biscuits are food, so the most important need the Oreo biscuits satisfy

is Hunger. But if we further narrow down the needs, Oreo can be satisfying more than just

the drive (hunger) Oreo satisfies the nurturing need along with emotional factor for

example, a mother having difficulties in feeding her 4 to 6 years old child with some

nutrition food; can consider Oreo to feed her child with a sip of milk. This will create a bond

of love and care between mother and child.

2.2 Oreo satisfies the imitation need example, kids watching the Oreo ad on TVs while the other

kids are enjoying twisting, licking and dunking the cookie into a glass of milk. This forces

the kids to want that cookie right away and imitate the same steps.

2.3 Oreo also satisfies the fun need, and in this case not only kids will want to have fun and

enjoy Oreo even adults like to have fun once in a while individually or even with their kids.

Thus Oreo creates emotional bonding and make consumer happy when eating Oreo.

2.4 The determinants of consumer behavior that are used to hit the target segment are:

1.Motivation

2.Beliefs and Attitudes



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2.5 A motive is a need that has become so sufficiently pressing that it directs the consumer to

Seek satisfaction of that need. Oreo fulfill the basic need of food and hunger along with that

it also fulfills the need of belongingness through its marketing efforts. Also it motivates kids

to drink milk as the value proposition „milk‟s favorite cookie‟ implies, Oreo encourage

consumers to be creative when eating.

2.6 Oreo has understood the attitude of the consumer and positions it on the basis of consumer

decision making. Through our daily activities, we build beliefs and attitudes that in turn

influence our buying behavior. Attitudes put people into specific frames of mind, and help to

move them towards or away from certain products and brands. Unfortunately attitudes can

be very difficult to change. Attitudes are a part of a consumer's learned behavior patterns.

Changing a consumer's attitudes and beliefs usually will require us try to change many other

perceptions and attitudes in other areas of the consumer's mind. Often it is easier to position

a product into an existing attitude, than to fight against them and try to change them. With

its taste and soft cream inside Oreo has created positive attitude towards its brand.



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cream or emotion in cookies

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