The case study deals with an attempt by Kraft to go global with Oreo because of stagnation in their home market.
Your focus is to find out how any of the theories and models could apply to the Kraft/Oreo situation. After reading the case study, review it in the light of marketing concepts and models, to help understand the marketing perspective.
please answer the following 3 questions about the case study. MANDATORY TO REFER TO THEORY ( SLIDES).
1. What marketing theories did Kraft use to develop a marketing strategy for China and did this change when they entered India?
2. Using your understanding of consumer behaviour theory what models / concepts might apply to India or China?
3. Branding is considered an important part of marketing. How did the Kraft develop its brand in China & India?