How to educate chinese consumers about american tradition

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Reference no: EM13204687

The Oreo has long been the top selling cookie in the U.S. market. But Kraft Foods Inc. had to reinvent the Oreo to make it sell well in China given that the Chinese were not big cookie eaters. Kraft learned that traditional Oreo were too sweet for Chinese tastes and that the packages of 14 Oreos priced at 72 cents were too expensive. The company developed 20 prototypes of reduced-sugar Oreos. Kraft also notice China's growing thirst for milk and began a grassroots marketing campaign to educate Chinese consumers about the American tradition of pairing milk with cookies. The company created an Oreo apprentice program at 30 Chinese universities that 6,000 applicants (Based on: Julie Jargon, "Kraft Reformulates Oreo, Scores in China," Wall Street Journal, May 1, 2008.)

Reference no: EM13204687

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