homeworkstudyhelp

Our Services

Get 15% Discount on your First Order

Case study-: Do you fold your pizza slice or tap your can of pop…

Case study-:

Do you fold your pizza slice or tap your can of pop before you drink it? If so, you are practising a food ritual. Rituals are sets of multiple, symbolic behaviours that occur in a fixed sequence and are repeated periodically.
Rituals are an important component of culture, and many rituals are associated with food. Perhaps you also follow the same ritual millions of others do when eating “Milk’s Favourite Cookie”-the Oreo: Twist, Lick, and Dunk!
Oreo was first introduced in 1912 and has grown to be the bestselling cookie brand of the twenty-first century with over $2 billion in global annual sales and a roughly § percent share of worldwide cookie sales–that’s three times more than any other cookie! I Every year, enough Oreos are produced to circle the earth five times over 40 billion! A great product and intensive marketing have contributed to Oreo’s success, but many also give credit to the famous ritual associated with eating the delicious cookies.
One study found that food rituals like twist, lick, and dunk may actually enhance our enjoyment of the food we eat. Performing the ritual seems to boost our interest in the food; we think the eating experience is more enjoyable and we find the food more flavourful. An important finding for marketers was that the study participants who performed the ritual were willing to pay more than those who just ate the food without the ritual. The test was done with chocolate and lemonade, but it also worked with baby carrots. Perhaps we need a ritual for broccoli? 12
Mondelez, the maker of Oreos, has invested heavily in promotional activity designed to help us remember how to eat its cookie. At one point they produced a series of advertisements showing very cute children teaching their parents how to eat the cookie properly. 13 In one, a boy and his father twist, lick, and dunk via video chat from opposite sides of the globe, wishing each other “Good Morning” and “Good Night,” showing the power of rituals to connect us together. 14
Oreo has also upped its effort to get even more cookie fans engaged in Oreo’s ritual. The “Oreo Dunk Challenge” featured celebrities like Shaquille O’Neal, Christina Aguilera, and Brazilian soccer star Neymar da Silva Santos Jr. In one, Shaq (wearing a sparkly blue pantsuit) flew down a silk rope to make his dunk. Aguilera was on a tightrope and Neymar bounced off a trampoline before dunking and stopping a rolling soccer ball. 15 The promotion also drew on user-generated content to include a sweepstakes in which Oreo fans submitted their own dunk videos via social media.
While rituals contribute to our culture, there are other societal factors that may conflict with those treasured routines, or at least the products at the centre of them. Oreo has faced this problem as another cultural trend takes hold: the concern over childhood obesity. Schools have pulled cookies from vending machines or snack menus, and Oreo responded to the public concern by eliminating all marketing in schools, including a book that used images of Oreos to teach children how to count. The brand also introduced a vanilla cookie with no trans-fat and 100-calorie packs of its cookies. Today, all Oreos are made without trans-fat. 17
Another major cultural shift occurred with the adoption of the smartphone and with it our seemingly constant use of social media apps. How did this impact Oreo sales? In the past, shoppers waiting to pay at the grocery store were prime targets for an impulse purchase candy, gum, or a sleeve of Oreos. Now, these waiting shoppers are often looking at their phones instead of those racks full of Oreos and other delights. To try to get those consumers’ attention again, Oreo sends regular social media messages–YouTube videos, Instagram ads, and tweets, hoping the customer will take the hint to grab a pack of Oreos.18
For the record, not all Oreo eaters faithfully twist, lick, and dunk. About 50 percent of Oreo lovers eat their cookies whole and 50 percent pull them apart.
Men are more likely than women to eat them whole. But for many, this ritual will have the effect that Oreo Global Brand Director Justin Parnell intends:
“OREO sees the world with childlike wonder and our iconic dunking ritual is the purest articulation of that vision. When you dunk an OREO cookie in milk, you’re releasing a bit of childlike wonder from within, and it’s those types of moments that our brand was built on. We’re thrilled to inspire fans to dunk OREO cookies on a global scale and inspire more moments of play and wonder around the world.”19 Do you fold your pizza slice or tap your can of pop before you drink it? If so, you are practising a food ritual. Rituals are sets of multiple, symbolic behaviours that occur in a fixed sequence and are repeated periodically.
Rituals are an important component of culture, and many rituals are associated with food. Perhaps you also follow the same ritual millions of others do when eating “Milk’s Favourite Cookie”-the Oreo: Twist, Lick, and Dunk!
Oreo was first introduced in 1912 and has grown to be the bestselling cookie brand of the twenty-first century with over $2 billion in global annual sales and a roughly § percent share of worldwide cookie sales–that’s three times more than any other cookie! I Every year, enough Oreos are produced to circle the earth five times over 40 billion! A great product and intensive marketing have contributed to Oreo’s success, but many also give credit to the famous ritual associated with eating the delicious cookies.
One study found that food rituals like twist, lick, and dunk may actually enhance our enjoyment of the food we eat. Performing the ritual seems to boost our interest in the food; we think the eating experience is more enjoyable and we find the food more flavourful. An important finding for marketers was that the study participants who performed the ritual were willing to pay more than those who just ate the food without the ritual. The test was done with chocolate and lemonade, but it also worked with baby carrots. Perhaps we need a ritual for broccoli? 12
Mondelez, the maker of Oreos, has invested heavily in promotional activity designed to help us remember how to eat its cookie. At one point they produced a series of advertisements showing very cute children teaching their parents how to eat the cookie properly. 13 In one, a boy and his father twist, lick, and dunk via video chat from opposite sides of the globe, wishing each other “Good Morning” and “Good Night,” showing the power of rituals to connect us together. 14
Oreo has also upped its effort to get even more cookie fans engaged in Oreo’s ritual. The “Oreo Dunk Challenge” featured celebrities like Shaquille O’Neal, Christina Aguilera, and Brazilian soccer star Neymar da Silva Santos Jr. In one, Shaq (wearing a sparkly blue pantsuit) flew down a silk rope to make his dunk. Aguilera was on a tightrope and Neymar bounced off a trampoline before dunking and stopping a rolling soccer ball. 15 The promotion also drew on user-generated content to include a sweepstakes in which Oreo fans submitted their own dunk videos via social media.
While rituals contribute to our culture, there are other societal factors that may conflict with those treasured routines, or at least the products at the centre of them. Oreo has faced this problem as another cultural trend takes hold: the concern over childhood obesity. Schools have pulled cookies from vending machines or snack menus, and Oreo responded to the public concern by eliminating all marketing in schools, including a book that used images of Oreos to teach children how to count. The brand also introduced a vanilla cookie with no trans-fat and 100-calorie packs of its cookies. Today, all Oreos are made without trans-fat. 17
Another major cultural shift occurred with the adoption of the smartphone and with it our seemingly constant use of social media apps. How did this impact Oreo sales? In the past, shoppers waiting to pay at the grocery store were prime targets for an impulse purchase candy, gum, or a sleeve of Oreos. Now, these waiting shoppers are often looking at their phones instead of those racks full of Oreos and other delights. To try to get those consumers’ attention again, Oreo sends regular social media messages–YouTube videos, Instagram ads, and tweets, hoping the customer will take the hint to grab a pack of Oreos.18
For the record, not all Oreo eaters faithfully twist, lick, and dunk. About 50 percent of Oreo lovers eat their cookies whole and 50 percent pull them apart.
Men are more likely than women to eat them whole. But for many, this ritual will have the effect that Oreo Global Brand Director Justin Parnell intends:
“OREO sees the world with childlike wonder and our iconic dunking ritual is the purest articulation of that vision. When you dunk an OREO cookie in milk, you’re releasing a bit of childlike wonder from within, and it’s those types of moments that our brand was built on. We’re thrilled to inspire fans to dunk OREO cookies on a global scale and inspire more moments of play and wonder around the world.”19

Q1)Read the case attached before answering the questions. Twist, lick, and dunk! Does it make Oreos taste better?
Choose a food brand without an apparent ritual and come up with one that could be used in a promotional activity. (No dunking allowed.) Explain your reasoning and use topics viewed in class.

Share This Post

Email
WhatsApp
Facebook
Twitter
LinkedIn
Pinterest
Reddit

Order a Similar Paper and get 15% Discount on your First Order

Related Questions

Q1-Why is Marketing Research Important? Q2-Describe the Marketing…

Q1-Why is Marketing Research Important? Q2-Describe the Marketing Research Process? Q3-Describe and Define the Target Market Selection Process?  Q4-Describe and Define the Target Market segmentation variable you should use?  Q5-identify something that new that you learned or something that stood out to you? 

How do the three different types of purchasing decisions (straight…

How do the three different types of purchasing decisions (straight rebuy, modified rebuy, and new task) influence the time and effort a buyer might allocate to the different steps of the purchase decision process? How might a salesperson work with and assist a business buyer in each step of the

a) What is descriptive data analysis? Explain with an example for…

a) What is descriptive data analysis? Explain with an example for the organisation.   b) What is forecasting data analysis? Explain with an example for the organisation.   c) What is a correlation test? Explain with an example for the organisation.   d) What are the best methods to report

In your replies to at least two peers, comment on whether the…

In your replies to at least two peers, comment on whether the marketing for the breakfast foods they selected appeals to you or not, and explain why. Hello, my name is Joshua my goals for my career include finding a government job and doing some kind of risk assessment, my

QUESTION 1 The purpose of market segmentation is to: a.  reduce…

QUESTION 1 The purpose of market segmentation is to: a.  reduce the market down to a specific size that the firm can handle b.  divide the market into equal size and profit regions for sales territories c. group a large number of markets together enabling a company to serve them

identify a social movement in the 2000s to today that has impacted…

identify a social movement in the 2000s to today that has impacted fashion. Then, address the following: · Briefly summarize the social movement and the specific ways in which it is broadly affecting fashion.· Identify the influence of a historical fashion component and provide an example.· Describe how the social

Hi, I need help adding these 6 bullets to the paper below.  A…

Hi, I need help adding these 6 bullets to the paper below.  A solid introduction but I would include this is the first phase of your marketing plan-this is not an advertising plan as referenced toward the end. Add a short overview in the “industry” section of what a scrub

zip code 92277 Visit the Claritas’ ZIP Code Look-Up . Enter your…

zip code 92277Visit the Claritas’ ZIP Code Look-Up. Enter your zip code and hit submit. Review the information including the “Households by Income”, “Household Composition”, “Population by Age”, and “Population by Race & Ethnicity.” Discuss, in detail, to what extent does this information match you and your household and how

TOPIC 3: Branding and Positioning  PROMPT: Case Study: Coke vs….

TOPIC 3: Branding and Positioning  PROMPT: Case Study: Coke vs. Pepsi  This case study discussion is about branding. Formulate a response responding to the specific questions below rather than those within in the case study. Review this case study:  Coke vs. Pepsi: 100 Years of Contention  Coke and Pepsi offer products that are close substitutes. How do

Explain with real-life applicable solutions, four impacts of using…

Explain with real-life applicable solutions, four impacts of using social media marketing management tools such as Zoho Social to manage the LinkedIn and YouTube social contents of companies for example (Enta Solutions Inc. and Humance) which provides services such as employer branding and Team building tamed towards strategically helping other

Krei Tech Financial Group (KTF) is reviewing its past performance…

Krei Tech Financial Group (KTF) is reviewing its past performance and formulating its strategy for the future. Last year, KTF had total revenue of $4.3 billion and variable costs of $3.5 billion. It had a customer base of 2.3 million. KTF’s uses a discount rate of 12%. KTF was quite