What decisions do you have to make when you globalize your product and have to promote it in other countries? What decision did the Oreo product manager make as they moved into China?
When you globalize your product you have to pay attention to trends and wants in other countries. Words don't always mean the same thing and some brands might be more respected than others. In China, for example, the Oreo product manager realized that they don't have the same desire for sweets as the United States, so they had to lower sugar content. Also, Oreo noticed that wafers were more popular than the cookies, so they entered the wafer market. Finally, they had to have the kids teach their parents in advertisements because the older generation didn't know how to "Twist, Lick, Dunk"
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Principles of Marketing
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