Uh-Oh Oreo!

After conducting the creative strategy exercise in class with Nabisco's Double Stuff Oreos, I was able to connect with milk's favorite cookie from a consumer perspective and from a business perspective. This exercise forced us to use our five senses, and by using these senses it created different types of emotion.

On the consumer level, this exercise brought us back to a place of nostalgia. Over the years Nabisco has done a great job in connecting generations with their advertisements. As the millennials are getting older Nabisco has began to relate the advertisements to our generation and the newer generations. Now that Nabisco has already created a memory in our head from our childhood they do not have to do much more other than connect it to certain trends. For example, Generation Y, millennials, have become a more liberal generation and Oreo has started a campaign for Gay Pride. Even though their marketing tactics have evolved in the direction of society today doesn't mean that they shy away from being "Milk's Favorite Cookie."

From the business/marketing perspective, this exercise has brought me back to concepts I learned in Principles of Marketing. We learned the Growth-Share Matrix, which is a matrix based on the observation that a company's business units can be classified into four categories based on combinations of market growth and market share relative to the largest competitor. Market growth serves as a proxy for industry attractiveness, and relative market share serves as a proxy for competitive advantage. The growth-share matrix thus maps the business unit positions within these two important determinants of profitability. The four categories include: Dogs, Questions Marks, Stars, and Cash Cows. In Princples of Marketing, Dr. Elam mentioned that one of the most famous Cash Cows was the Oreo cookie. Cash Cows are leaders in a mature market, cash cows exhibit a return on assets that is greater than the market growth rate, and thus generate more cash than they consume. With Oreo's influential branding strategy they have created the ultimate product of nostalgia for adults and teens, and the easy recognizable brand of four lettters for kids.


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