TITLE

Got Cookies?

AUTHOR(S)
Vivian Wai-yin Kwok
PUB. DATE
January 2010
SOURCE
Forbes Asia;Jan2010, Vol. 6 Issue 1, p63
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article offers information on the marketing strategy deployed by Kraft Foods Inc. to increase the sales of Oreo cookies in China. It is stated that the company has repackaged the product by changing its name from Oreo to Jai-Gai which means good calcium that has attracted Chinese people who are health conscious. According to Kraft executive Uttar Pradesh, the initiative has helped the company to focus, to differentiate and to innovate products.
ACCESSION #
47798671

 

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