Oreo Market Research: Perceptions and Habits of XJTLU First Year Students

English Language Centre Cover Sheet

Please fill in all the blanks below for your assignment:
Full Name (in pinyin)
Dongzheng Li
English Name (optional)
Lee
Student ID Number
1202183
Class (e.g. Y1_BUS_A1)
Y1_ECO_B3
Programme
Economics
Module Code
EAP 006
Assignment Title
Report of Oreo Cookies
Submission Deadline
26 May 2013 at 20:00
EAP Tutor’s Name
Denny Goin
Which draft is this?
(e.g. first draft, final draft)
Final Draft
Final Word Count
1468
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My work does not contain any instances of plagiarism and/or collusion.
My work does not contain any fabricated data.

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Students: Please start your assignment on the next page.

Oreo Market Research: Perceptions and Habits of XJTLU First Year Students
Abstract

References: The Times 100 Business Case Studies: Creating a winning marketing mix [Online] 16th ed. Available from http://www.thetimes100.co.uk [accessed 2010] It is an introduction for 4P’s which includes product, price, place, promotion and example JD to show that how to make use of 4P’s for business. Firstly, product covers the type, quality and other services for the product. It emphasizes what is the demand for it and who wants it. JD create own-brand products. Secondly, price is related to how much people will pay for the product. JD buys stock in large volumes. Thirdly, place is the location where consumers buy the product and JD can be found in the high street. Finally, promotion is the way to attract customers’ attention to buy the product and JD uses different types of promotion. Its marketing mix can offer the business something special to benefit it. Dias, L.P. & Shah, A.J. (2009) Introduction to Business. New York: McGraw-Hill, pp. 298-301. It talk about product differentiation and marketing. If a businessman wants to grow a business in the competition, it is an appropriate way for business to make product differentiation what emphasize the difference between similar products. There are some strategies sort products to four general kinds which include convenience, shopping, specialty and unnecessaries. And packaging is also an important part for product. It attracts consumers’ attention to purchase products. Then, by using packaging or other promotion, it can achieve brand loyalty which named branding. Madura, J. (2007) Introduction to Business. Mason, Ohio: Thomson, pp. 538-541. There are some common ways for promotion which include rebates, coupons, sampling, displays and premiums. Rebate which is like discounts is a way that manufacturers usually use for increasing demand. Coupons encourage consumers to buy the same brand, in order to build brand loyalty. Different from coupons, sampling offer something free to encourage customers to purchase a new brand. Then, attracting consumers’ attention to promote product is named display. A premium is an other way which offers gift for the person who had paid for the special product. However, these strategies which could be used is dependent on the type of product. Suttle, R. (2009) About Food Marketing [Online]. Available from http:// www.ehow.com/facts_5969673_food-marketing.html [accessed 17th March 2013] The main idea for food marketing is putting the food product to consumers. It is a great industrial chain which needs cooperate closely. Also, correct advertising is an important part for a food company to steady or increase demands. It is necessary for the food company to obtain feedback or do research about their product. After doing this, this company can obtain higher profits by means of marketing mix and appropriate adjustment. Of course, there are some regulations which related to law should be observed when the food companies do business.