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“OREO” CASE STUDY RESPONSE FETCHES ME A PRIZE…..

 

“OREO” CASE STUDY RESPONSE FETCHES ME A PRIZE…..
IN BUSINESS TODAY (BT) ISSUE OF 31ST MARCH 2013,THERE WAS AN INTERESTING CASE STUDY ON ” OREO” TITLED “SMART COOKIE”.I LIKED IT AND HAD MAILED MY RESPONSE TO BT.THE LATEST ISSUE OF BT DATED 26TH MAY 2013 HAS ON ITS PAGE 104 PUBLISHED AN EDITED VERSION OF MY RESPONSE AND AWARDED ME A PRIZE -A BOOK BY TWO WELL KNOWN AUTHORS.WAITING TO RECEIVE MY PRIZE.READ ON….
MY RESPONSE TO OREO CASE STUDY IN BUSINESS TODAY OF 31ST MARCH 2013, SENT ON 28TH MARCH 2013.

The OREO case study (Business Today, March 31st 2013) was undoubtedly one of the best in recent times and it throws new light on marketing and brand management strategies of the company. However, had it added a few more insights specially about its name and its TLD strategy, I feel it would have connected more with the readers.

I had often wondered about the cookie’s queer name. So I did a little research to know how OREO got its name? The people at Nabisco aren’t quite sure. Some believe that the cookie’s name was taken from the French word for gold, “or” (the main color on early Oreo packages). Others claim the name stemmed from the shape of a hill-shaped test version; thus naming the cookie in Greek for mountain, “oreo.” Still others believe the name is a combination of taking the “re” from “cream” and placing it between the two “o”s in “chocolate” – making “o-re-o.” And still others believe that the cookie was named Oreo because it was short and easy to pronounce. Anyway, all said and done, it is a catchy name and if you pronounce it with breaks saying “O” “RE” “O”, it sounds as if you are calling some one’s attention in Hindi! (Hey You There)
I also found its “TLD” strategy very innovative. The sandwich biscuit, launched in early 2011 with its global ‘Twist, Lick, Dunk’ communication, had broken across various types of media, including television, print, outdoor, radio, and digital. The ritual referred to, is about twisting an OREO biscuit open, licking the vanilla cream, then dunking the biscuit in a glass of milk, before relishing it. The TV Commercial depicting a playful prank between a father and his son, centered upon the biscuit’s ‘twist-lick-dunk’ ritual, was enjoyable and hard-to-miss.
I also recall seeing novel advertising tactics to garner more mind-share. There was an outdoor campaign like the OREO biscuit packets mounted on bus shelters. A mobile van had also carried the ‘twist, lick, dunk’ communication, with a large fabricated glass of milk on the van where the biscuit could be seen moving up and down, making it seem as though it was being dunked into the glass. Such “out-of-the-box” and creative advertising has gelled well with the company’s goals and plans. I remember to have read somewhere that: (Quote) “Research points towards the insight that Indian mothers love to see their children bond with their fathers. It was also equally critical to establish the twist-lick-dunk ritual which the brand has owned for over 100 years, and uses across the globe consistently.”  (Unquote).True indeed!
I also recall that Robby Mathew, National Creative Director, Interface Communications, (the Agency behind the OREO campaigns) had said in a media report somewhere that: “The childlike delight of twisting, licking and dunking an OREO captures the simple pleasures, missing from our hectic lives. The ritual allows kids to be kids and parents to be kids, too.” I agree whole-heartedly with his views.
A BIG THANK YOU TO THE BT TEAM! I am shortly going to discuss this case study in my MBA class. I am sure the “smart cookies” ** in my class will enjoy it! Of course, it will be discussed while sampling a few tasty bites of OREO.
(**a smart cookie (American): someone who is clever and good at dealing with difficult situations. Example: ”If anyone can make this company succeed, it’s Broca – he’s one smart cookie.”)
——————————————————————————————–
RESULTS OF THE
RESPONSES TO THE ABOVE CASESTUDY HAVE BEEN PUBLISHED IN THE LATEST ISSUE OF BUSINESS TODAY DATED 26TH MAY 2013 (Received my copy on 15th May 2013). A highly edited version of my response has been published on Page 104 with the usual title : “BEST OF THE LOT
BT receives scores of responses to its case studies. Below is the best one on Oreo in the March 31, 2013 issue.

Smart cookie
J S Broca, Retired Chief Manager, Bank Of India, jsbroca@yahoo.com

The Oreo case study (Business Today,
March 31st 2013) was undoubtedly one of the best in recent times and it throws new light on marketing and brand management strategies of the company. However, had it added a few more insights specially about its name and its Twist, Lick and Dunk (TLD) strategy, I feel it would have connected more with the readers. I had often wondered about the cookie’s name. The people at Nabisco aren’t quite sure. Some believe that the cookie’s name was taken from the French word for gold, “or” which was the main color on early Oreo packages. Others believe the name is a combination of “re” from “cream” and the two “O”s in chocolate – “O-re-o.” And still others believe that the cookie was named Oreo because it was short and easy to pronounce.
All said and done, it is a catchy name and if you pronounce it with breaks as “O” “RE” “O”, it sounds as if you are calling some one’s attention in Hindi! (Hey, You There). I also found its TLD strategy very innovative. The sandwich biscuit, launched in early 2011 with its global Twist, Lick and Dunk communication, had broken across various types of media, including television, print, outdoor, radio, and digital. The ritual is about twisting an Oreo cookie open, licking the vanilla cream, then dunking it in a glass of milk, before relishing it. The TV Commercial depicting a playful prank between a father and his son, centered upon the Twist Lick Dunk ritual, was enjoyable and hard-to-miss.
J S Broca wins copy of India Inside by Nirmalya Kumar and Phanish Puranam.
MORE …..by J S BROCA
The captioned book by the two well known authors has received rave reviews in the media. Details of the book:
India Inside. By Nirmalya Kumar & Phanish Puranam, Harvard Business Review Press. Pages: 177, Price: Rs 795/-

WORLD LAUGHTER DAY…..

Today is World Laughter Day

History
World Laughter Day was created in 1998 by Dr. Madan Kataria, founder of the worldwide Laughter Yoga movement. The celebration of World Laughter Day is a positive manifestation for world peace and is intended to build up a global consciousness of brotherhood and friendship through laughter. Its popularity has grown exponentially with that of the Laughter Yoga movement now counting over 6000 Laughter Clubs in more than 65 countries.
The first World Laughter Day gathering took place in Mumbai, India, in 1998. Twelve thousand members from local and international laughter clubs joined together in a mega laughter session.
“HAPPY-DEMIC” was the first World Laughter Day gathering outside India. It took place in the year 2000 in Copenhagen, Denmark where more than 10,000 people gathered at Town Hall Square. It was the largest ever gathering that laughed and bonded together and the event went into the Guinness Book of World records.

Why World Laughter Day
One of Dr. Kataria’s objectives for Laughter Yoga is to promote world peace through laughter. Some people find this idea fanciful, but an understanding of the science of emotions and emotional contagion in particular shows how this might be achieved. The practice of Laughter Yoga causes the body to release certain ‘Feel Good’ hormones into the bloodstream related to feelings of happiness, warmth, unconditional love, bonding, tolerance, forgiveness, generosity, and compassion. Let’s call this a joy cocktail. The presence of this ‘Joy Cocktail’ of hormones and neuro-peptides precludes the production of other hormones and neuro-peptides that correspond with hatred, fear, violence, jealousy, aggression and the emotions associated with war and oppression.
By practicing Laughter Yoga in groups, the level of this Joy cocktail is raised to high concentrations through the multiplier effect: people leaving Laughter Yoga sessions go forth and interact with many people who are in turn affected to varying degrees by this powerful emotional state of joy. They in turn ‘infect’ other people they come into contact with. You can experience this ‘chain reaction’ after your very first Laughter Yoga session. Not only will you cheer up your friends and family but you may also cheer up the bus driver and others on your bus, the people you work with, the staff at the shop and more. They in turn will cheer up others, and so on. By having tens of thousands of laughter clubs all over the world, it will create a positive energy which will change the consciousness of the globe for the better. Actually, the formula for world peace is very simple – one person at a time multiplies it and spread it…
“When you laugh, you change and when you change the whole world changes around you.” Dr. Madan Kataria
Nowadays, people face enormous stress and are at war with themselves. Laughter is a positive and powerful emotion which helps people to change themselves and to change the world in a peaceful and positive way. Laughter is a universal language which has the potential to unite humanity without religion. It establishes a common link between various religions and creates a new world order.

Celebrating World Laughter Day
World Laughter Day is customarily celebrated on the first Sunday of May every year. The Laughter Clubs movement is a global initiative to unite entire mankind through unconditional love and laughter. It is a non-religious, non-racial and non profit organization committed to generate good health, joy and world peace through laughter. This revolutionary idea has changed the lives of hundreds and thousands of people around the world and has helped them to attain a state of complete wellness.

Format
The usual format of WLD celebration is the congregation of laughter club members, their families and friends at some important landmark in their city like big squares, public parks or auditoriums and laugh collectively. They pray for world peace and read out the message from Dr. Kataria.
In India, laughter club members gather in public parks and take out a procession or a Peace march. They carry banners and placards such as –
• “World Peace Through Laughter”,
• “The Whole World Is An Extended Family”,
• “Laugh & Make Others Laugh”,
• “Join Laughter Club – It’s FREE!” etc.
During the march all chant “Ho, Ho, Ha, Ha, Ha” and “very good, very good, yeah!” clapping and dancing. After walking some distance, they stop to do a few Laughter Yoga exercises and then move on. At the end of the march, they assemble on a stage or platform where laughter leaders conduct a brief 10 min laughter session followed by reading of Dr. Kataria’s message for World Peace.
This is followed by a variety entertainment program of music, dance and laughter contests. One can organize contests with prizes like: Best laughing man / woman / child / senior, Horrible singing contest, etc. Winners are those with the most infectious, natural and effortless laughter for no reason.
SO, LAUGH AS MUCH AS YOU CAN !

MARKETING OF KS ENERGY DRINKS

MARKETING OF KS ENERGY DRINKS
A PERSONAL OPINION
On Saturday 27th April 2013 when I visited THE GYM for my evening fitness dose, I was surprised to see two persons in red KS logo shirts serving chilled energy drinks to the visitors to the Gym. I made enquiries and gathered they were students and were doing part-time Event Management for the company by offering free samples to taste and seeking a feedback. I too sampled a red can of Berry flavored drink. I asked the students a few basic questions but they were not in a position to answer them. They were just doing the job assigned to them ! Most of the feedback filled in the response sheets by the samplers was “Good”, “Excellent” etc. I reserved my comments. I have reservations about such ENERGY DRINKS in general. There have been several controversies about such drinks in the past. Many have questioned whether they really boost your energy. My readings and some research on the internet revealed the following:
“Most energy drinks contain large amounts of caffeine, which can provide a temporary energy boost. Some energy drinks contain sugar and other substances. The boost is short-lived, however, and may be accompanied by other problems. For example, energy drinks that contain sugar may contribute to weight gain — and too much caffeine can lead to: Nervousness / Irritability / Insomnia / Rapid heart beat /  Increased blood pressure”. “If you’re consistently fatigued or rundown, however, consider a better — and healthier — way to boost your energy. Get adequate sleep, include physical activity in your daily routine, and eat a healthy diet. If these strategies don’t seem to help, consult your doctor. Sometimes fatigue is a sign of an underlying medical condition, such as hypothyroidism or anemia.” “There are a few groups for which energy drinks are typically not recommended. If you have an underlying condition such as heart disease or high blood pressure, ask your doctor if energy drinks may cause complications. Pregnant women and women who are breast-feeding may want to especially limit consumption of these beverages.” “With the growing popularity of energy drinks, many parents have become concerned about how much caffeine their kids are getting. The
American Academy of Pediatrics recommends that adolescents get no more than 100 milligrams of caffeine a day. Younger children shouldn’t drink caffeinated beverages on a regular basis.” “Caffeine is widely studied and well-known for making you feel more alert,” says Matthew Ganio, PhD, a researcher at the Institute for Exercise and Environmental Medicine at Texas Health Presbyterian Hospital in Dallas. “But its effects come from being a stimulant, meaning it makes you feel energetic by offsetting the mental and physical fatigue that occurs throughout the day, especially during exercise.” “If you’d prefer a low-tech boost, go for a glass of milk, a cup of yogurt with fruit, or an apple with a little peanut butter. The mix of carbohydrate, protein, and fat will ultimately slow digestion, thus preventing the spike and subsequent roller-coaster drop in blood sugar. “Your energy will last longer, and you’ll get a nice dose of nutrients along with the calories”
There is a lot of such information available on the net. So I am of the view that we should be very careful about consuming such drinks. I also feel that such Event Management stints are merely smart marketing ploys to hook us. Yes, the 250 ml can costs Rs.95/- per piece. It is too high a price and I am sure there are healthier alternatives that can cost very less and still have no side effects. I feel if we eat normal home cooked food consisting of a balanced diet, it is sufficient. So, no Energy Drinks for me. Readers, friends, decide for yourself. BTW, “KS” stands for KamaSutra…yes the condom and deodorant brands…! Now the group has diversified to energy drinks.
THIS WAS POSTED ON FACEBOOK PAGES OF MY BANK ND FOLLOWING WERE SOME OF THE RESPONSES:

B.R. Parthasarathi Better skip such drinks as u ur self expressed misgivings -Glucon D or Coconut water will also energize.

Ramesh Bhave To increase the sale of KamSutra perhaps the company has entered in this business. Double benefit Scheme!!! Your observations are very right. No drinks are required do more physical work & eat your normal food that is all.

Lajpat Rai Thakral But friends, who is going to ban these drinks which has lot of side effects on health. Now a days people have enough money and advertisement do play their role and sale of these products become a fashion. like we are now using Nike, Adidas and various other foreign brands which de heavy on our pockets but nothing doing our youngsters will not agree buying less than these products even if parents may be feeling pinch of their hard earned money. May God bless our fast changing society.

Ashutosh Kumar Say no to energy drinks.Say yes to nimbu pani…

Naresh Nagar Agreed with you….

Ramesh Bhave Jatinderpal ji mujhe lagta hai ki Mausam mein jo phal (Fruits) paida hote hai vo khane chahiye. Ritukalodbhava.

Jatinder Pal Singh Broca THANKS TO ALL THOSE WHO HAVE RESPONDED TO MY POSTING.

Shiv Bohra Thanks for useful information. In brief,normal food, milk/yoghurt and mausami phal r best to keep normal health if u r not doing extra physical work such as sports etc.