TITLE

SMART COOKIE

AUTHOR(S)
CLEMENTS, STEPHEN; JAIN, TANVI; JOSE, SHERENE; KOELLMANN, BENJAMIN
PUB. DATE
March 2013
SOURCE
Business Today;3/31/2013, Vol. 22 Issue 7, p108
SOURCE TYPE
Periodical
DOC. TYPE
Case Study
ABSTRACT
The article presents a case study related to growth in biscuit brand Oreo, owned by Kraft Foods Inc. and presents information on its strategy in emerging markets like China and India. As mentioned, developed a launch strategy around taking on existing market leaders in the cream segment and modified the recipe to suit Indian tastes.
ACCESSION #
86142549

 

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