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20131026951109602281MBA20128Masterdegreegraduatethesisby2013SchoolCode10269Number51109602281EastChinaNormalUniversityStudyonOreoBrandStrategyinChina’sMarketCollegeMBAEducationCenterSpecialityBusinessAdministrationInterestsMarketingManagementNameShenYanruPreceptorHejiaxunprofessorAug2012//1.*2.*IIIOreo,whichisthemostfamousbiscuitbrandaroundtheworld,wasfirstlylaunchedinUnitedStatesin1912.Ithasbeenexisted100years.ItistheemblemoftheUnitedStatesCulture,togetherwiththeBasketballandCoco-cola.OreolaunchedinChinain1996.ItstartedtogainitsmarketpositionfromtheChinesefamousbrandlikeKangShifufromthattime.NowithasbeentheNo.1biscuitbrandinChinaBiscuitMarketwiththemarketshare14.3%.WhileitsbiggestcompetitorKangShifu'smarketshareisonly6.8%.ThisthesisaimstoresearchOreo’stheGlobalmarketstrategyanditsLocalpracticeinChina.ItaimstosummarizehowtheglobalbrandOreolaunch,expandandleadtheChinaBiscuitMarketinasuccessmode.ItisagreatexperiencetothosemoreandmoreglobalbrandstoopentheChinaMarket.Thisthesishas6chapters.Thefirstchapterintroducesthebackground,objective,contentandmethod.ItillustratethesuccesswayofOreotoopentheChinaMarketistheimportantexperiencetotheotherglobalbrand.ThesecondchapterdevotesthedefinitionoftheGlobalBrand.Itraisesthe5processestoestablishamightyglobalbrand,andhowtomakeitcreatevaluecontinuously.ThethirdchaptermainlyintroducestheOreo'sdevelopprocessandthecurrentstatusintheworldandinChina.TheforthchaptermainlyexplainstheglobalbrandOreo'slocalizedmarketstrategyproblem.ItincludesthecharacteristicsoftheChineseconsumers'habits,Chinacities'differentconsumptioncapacity,etc.Thefifthchaptermainlyfocusesonthesolutionandtheexperienceinthelocalization.Thesixthchapteristheconclusion.KeyWordsMarketStrategyLocalizationChineseConsumerPurchaseHabitMarketShareIIIIV5110960228111912200950008101996200012AC14.3%6.8%1.2.DUNNHUMBYAC5110960228123.51109602281315110960228142.2.1511096022815511096022816511096022817351109602281814--3.1511096022819313.25110960228110MATLYMATTYMATLYMATTYMATLYMATTYMATLYMATTYTotalBiscuit13,219,697.215,758,891.813.119.2501,259.2500,891.53.4-0.1YTDLYYTDTYYTDLYYTDTYYTDLYYTDTYYTDLYYTDTYTotalBiscuit13,219,697.215,758,891.813.119.2501,259.2500,891.53.4-0.1Volume%ChgYASalesValue('000RMB)Value%ChgYASalesVolume('000Kg)AC010,00020,00030,00040,00050,00060,000DEC08JAN09FEB09MAR09APR09MAY09JUN09JUL09AUG09SEP09OCT09NOV09DEC09JAN10FEB10MAR10APR10MAY10JUN10JUL10AUG10SEP10OCT10NOV10DEC10JAN11FEB11MAR11APR11MAY11JUN11JUL11AUG11SEP11OCT11NOV11DEC110200,000400,000600,000800,0001,000,0001,200,0001,400,0001,600,0001,800,000SalesVolume('000Kg)SalesValue('000RMB)AC5AC20123.220112010511096022811125.527.925.527.925.524.821.723.526.226.227.126.526.126.826.82626.726.323.825.628.228.929.729.529.929.728.828.227.67.67.47.67.48.37.46.47.48.287.77.87.77.97.87.87.66.56.26.97.47.67.67.67.77.87.97.97.64.85.54.85.54.23.83.64.44.84.44.55.25.34.95.75.95.34.44.45.25.75.55.65.865.55.96.25.55.55.35.55.35.65.54.76.25.765.95.95.85.65.25.1544.65.45.45.65.75.75.55.55.75.55.64.84.84.84.85.25.34.34.84.74.855.35.24.74.54.64.33.63.94.34.34.54.95.45.85.35.25.15.52.83.12.83.13.73.12.52.72.82.92.52.42.62.83.23.13.53.133.23.13.12.72.62.63.13.43.83.62.32.42.32.42.42.222.52.42.42.32.22.22.32.42.62.41.92.12.52.52.62.72.52.32.42.52.52.52.42.32.42.32.42.32.42.12.12.32.52.42.52.42.52.42.43.22.42.42.42.12.12.2222.22.22.11.61.61.61.61.61.31.71.71.71.71.71.71.71.61.51.61.61.61.61.61.71.81.61.61.71.51.51.61.51.20.91.20.91.41.31.11.41.31.21.11.11.21.21.11.21.40.91.111.10.90.90.80.80.70.70.80.7MATLYMATTYYTDLYYTDTYDEC09JAN10FEB10MAR10APR10MAY10JUN10JUL10AUG10SEP10OCT10NOV10DEC10JAN11FEB11MAR11APR11MAY11JUN11JUL11AUG11SEP11OCT11NOV11DEC11ZhengHangSiLangGardenJiaShiLiNestleORionDaLiGlicoKSFKraftAC201127.9%7.4%6.6%6.3%4.8%3.1%2011MATLYMATTYMATLYMATTYMATLYMATTYMATLYMATTYTotalBiscuit2,266,201.82,905,385.116.228.246,981.049,657.9-0.25.7YTDLYYTDTYYTDLYYTDTYYTDLYYTDTYYTDLYYTDTYTotalBiscuit2,266,201.82,905,385.116.228.246,981.049,657.9-0.25.7Volume%ChgYASalesValue('000RMB)Value%ChgYASalesVolume('000Kg)AC3.32010—20113.320112010511096022811205001,0001,5002,0002,5003,0003,5004,0004,5005,000DEC08JAN09FEB09MAR09APR09MAY09JUN09JUL09AUG09SEP09OCT09NOV09DEC09JAN10FEB10MAR10APR10MAY10JUN10JUL10AUG10SEP10OCT10NOV10DEC10JAN11FEB11MAR11APR11MAY11JUN11JUL11AUG11SEP11OCT11NOV11DEC11050,000100,000150,000200,000250,000300,000SalesVolume('000Kg)SalesValue('000RMB)AC25.6%201124.8%201042011201017.5%3.42010--201151109602281132625.62625.623.923.125.925.827.524.925.126.927.326.426.826.325.927.525.926.727.625.624.924.724.323.725.426.724.62724.82724.829.831.73128.726.527.127.927.926.826.324.12323.724.625.523.822.823.424.225.225.925.925.423.826.88.617.58.617.55.25.255.15.26.16.26.58.29.312.717.314.813.815.415.415.316.817.917.919.819.918.419.518.2MATLYMATTYYTDLYYTDTYDEC09JAN10FEB10MAR10APR10MAY10JUN10JUL10AUG10SEP10OCT10NOV10DEC10JAN11FEB11MAR11APR11MAY11JUN11JUL11AUG11SEP11OCT11NOV11DEC11Corp.KraftOrionGlicoAC3.55110960228114511096022811519821984199651109602281165110960228117Consumer1.1.Y2.“”“”“”2.“”“”Y3.3.Y5110960228