Famous Amos Cookies
Table of Contents
Executive Summary 1
Situation Analysis 1
SWOT 3
Target Markets 6
Mission Statement 8
Objectives 9
Marketing Strategy/Tactics 11
Communication Strategy 14
Media Schedule 16
Feedback/Evaluation 17
Financial Information 18
Appendix A – Top Cookie Makers, 2006 20
Appendix B – Top Cookie Brands, 2006 21
Appendix C – Press Releases 22
Appendix D – Magazine Ad 23
Appendix E – Magazine Ad 24
Appendix F – Outdoor Advertisement 25
Appendix G – Media Schedule 26
Appendix H – Customer Evaluation Survey 27
Executive Summary
Nabisco is a company that has been in existents since 1898. During their 109 years in existence, they have grown through natural growth, mergers, and acquisitions. This has allowed Nabisco to be the leading snack maker in the world. Being the leading snack maker has allowed Nabisco to introduce a diverse selection of foods. However in recent years Nabisco has been reluctant to adapt to current market trends. The company was focusing on producing new versions of existing products to make them more convenient. However Nabisco was ignoring that other companies were creating similar products that were cheaper and also healthier products. Recently, Nabisco realized this trend and began creating healthier foods such as 100-calorie snack packs, low carb foods, and low fat foods. With these new products, Nabisco has been able to serve people that have chosen to adapt to a healthy eating life style. The new Fat Free OREO that Nabisco will be introducing next year will solidify Nabisco as a company that is willing to support those that have adopted that healthy eating life style. Nabisco is expecting the new Fat Free OREO to become one of the leading fat free snacks on the market. Nabisco hopes to expand to other fat free products like OREO piecrust, OREO ice
Executive Summary 1
Situation Analysis 1
SWOT 3
Target Markets 6
Mission Statement 8
Objectives 9
Marketing Strategy/Tactics 11
Communication Strategy 14
Media Schedule 16
Feedback/Evaluation 17
Financial Information 18
Appendix A – Top Cookie Makers, 2006 20
Appendix B – Top Cookie Brands, 2006 21
Appendix C – Press Releases 22
Appendix D – Magazine Ad 23
Appendix E – Magazine Ad 24
Appendix F – Outdoor Advertisement 25
Appendix G – Media Schedule 26
Appendix H – Customer Evaluation Survey 27
Executive Summary
Nabisco is a company that has been in existents since 1898. During their 109 years in existence, they have grown through natural growth, mergers, and acquisitions. This has allowed Nabisco to be the leading snack maker in the world. Being the leading snack maker has allowed Nabisco to introduce a diverse selection of foods. However in recent years Nabisco has been reluctant to adapt to current market trends. The company was focusing on producing new versions of existing products to make them more convenient. However Nabisco was ignoring that other companies were creating similar products that were cheaper and also healthier products. Recently, Nabisco realized this trend and began creating healthier foods such as 100-calorie snack packs, low carb foods, and low fat foods. With these new products, Nabisco has been able to serve people that have chosen to adapt to a healthy eating life style. The new Fat Free OREO that Nabisco will be introducing next year will solidify Nabisco as a company that is willing to support those that have adopted that healthy eating life style. Nabisco is expecting the new Fat Free OREO to become one of the leading fat free snacks on the market. Nabisco hopes to expand to other fat free products like OREO piecrust, OREO ice
Cited: “Cookies and Crackers Statistics”. AIB International http://www.aibonline.org/resources/statistics/cookie.html (21 May 2006). Grant, Tina. International Directory for Company Histories. Vol. 41, 2001. St. James Press Current Issues in Marketing February, 2007