How Kraft Changed the Oreo and Its Global Marketing Strategy for Success in China By Scott Bragg, Managing Editor, Business Insights, Global QUESTIONS 1) What did marketing research reveal about the failure of Kraft's Oreo cookie to take hold in the Chinese market? 2

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How Kraft Changed the Oreo and Its Global Marketing Strategy for Success in China By Scott Bragg, Managing Editor, Business Insights, Global QUESTIONS

1) What did marketing research reveal about the failure of Kraft's Oreo cookie to take hold in the Chinese market?

2. Describe the new marketing strategy that Sanjay Khosla, president of developing markets, implemented at Kraft. Why did this strategy work in countries like China, where brands like Oreo had met with rejection by consumers previously?

3. What product, packaging and branding changes did Kraft institute to achieve success with Oreo in China?

4. Was pricing a factor in the attitude of Chinese consumers toward Oreo? If so, how did Kraft respond to this issue?

5. Were there any distribution issues that had to be addressed in getting products like Oreo to customers in emerging markets such as China and Brazil?

6. The last of the 4 P's of marketing is promotion. Did Kraft localize its advertising and promotion strategies with respect to the Chinese market for Oreo cookies?