http://www.canadianbusiness.com/business-news/industries/marketing-to-china-oreos-chinese-twist/
This is a true success story for Oreo. They started really bad their launch on the Asian continent but thanks to good managing and marketing they show wonderful adaptability to win market shares in China. They created a whole new Oreo biscuit for the country which don't have the same form. No circle cookie but a stick wafer cookie stuffed with Oreo cream. The effect was immediate and opened a new range of opportunities with different flavour. They choose the NBA superstar Yao Ming to advertise their product, this celebrity endorsement was a perfect choice because Ming is almost a god in his country. This article shows well that it's not because you are the best on a market that you will succeed easily on others. It always requires market research and good positioning.
No comments:
Post a Comment