Publication Type

Magazine Article

Version

Publisher’s Version

Publication Date

5-2014

Abstract

In late 2005, Shawn Warren, head of biscuits, Asia Pacific for Kraft, was in desperate need of a quick turnaround strategy. Oreo, after nearly 10 years in the China market was facing the imminent disaster of being completely pulled from the shelves. Local retail channels, along with company headquarters near Chicago, had finally grown impatient of the iconic product's lacklustre sales. When Warren described the turnaround in March 2012, he said, "The first step to solving a problem is to admit you have one. We are committed to have this brand and put resources behind it."

Keywords

Oreo, biscuits, food industry, China, brand, marketing

Discipline

Asian Studies | Marketing | Strategic Management Policy

Research Areas

Marketing

Publication

Asian Management Insights

Volume

1

Issue

1

First Page

44

Last Page

48

ISSN

2315-4284

Publisher

Singapore Management University

Copyright Owner and License

Authors

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Additional URL

http://cmp.smu.edu.sg/ami/

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