Name: Dania Farhan Edhi

ERP: 14405

Course: Brand Management

Co-Branding:

Co-branding is a marketing strategy that utilizes multiple brand names on a good or service as
part of a strategic alliance. Also known as a brand partnership, co-branding (or "cobranding")
encompasses several different types of branding collaborations, typically involving the brands
of at least two companies. Each brand in such a strategic alliance contributes its own identity to
create a melded brand with the help of unique logos, brand identifiers, and color schemes.1

Examples of Co-Branding in Pakistan:

1. Nike and Apple

Apple introduced Nike edition smart watches and increased sales for both the products. The
smart watches had built in fitness system. You also get a permanent Nike Run Club
complication to gets you right into Nike's Run Club app.

1
https://www.investopedia.com/terms/c/cobranding.asp
2. Olpers and Rooh Afza

This co-branding was introduced by Engro and was a boost for both the product. Sales of
this product increase in Ramzan.

3. Dairy Milk and Oreo

This co-branding has been very successful and has increased sales for the products. It
has become a very popular combination.

4. PSO and Toyota

This was a rather successful co-branding which caused an increase in sales (moderately)
for the two products. Toyoota is a very commonly used brand in Pakistan and partnering
with pso has caused the boost in PSO’s sales.
 5. Olpers and Oreo

This is a rather less popular example of co-branding but studies show that this will be
popular in the future as it involves the two most utilized brands. Olpers and oreo both
individually have a very high market demand.

Co-Branding of Dairy Milk and Oreo

History:

The two confectionaries launched their product in 2012. Cadbury began to partner with Oreo
when it was bought by Mondelēz International, as the US multinational also owns Oreo.
Since then a range of Cadbury and Oreo items have been launched, including a Dairy Milk Oreo
bar, Dairy Milk Oreo mini eggs, and a Big Taste Oreo Crunch Chocolate Bar.

Lyndsey Homer, junior brand manager at Mondelēz International, said: 'We are really excited to be
able to add these two delicious new variations to the Cadbury and Oreo range, giving chocolate
lovers even more ways to enjoy their favourite treat.'2

Effectiveness:

Cadbury and Oreo are global brands that consumers love and since launch in 2012,
Cadbury Dairy Milk Oreo has been a power co-brand which continues to grow (+16%). It
is now worth almost as much as the Oreo biscuit brand in the UK - £49 million (IRI Total
Market 16.07.17).The Cadbury Oreo platform will be supported by a £2.5m activation
plan in Spring 2018 including PR, digital, OOH activity and in-store activation.

Francesco Vitrano, marketing activation director for Chocolate at Mondelez

International, said: “Cadbury and Oreo has been a winning match since the tablet
launched in 2012 and it has also been a success story when extended into other
segments (singles and seasonal).3

2
https://www.dailymail.co.uk/femail/food/article-5325983/Cadbury-launches-new-Oreo-chocolate-Dairy-Milk-
bar.html
3
https://www.conveniencestore.co.uk/products/oreo-and-cadbury-dairy-milk-mix-for-two-new-sharing-
treats/562730.article
Pictures:

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https://youtu.be/oOUSDPgfY2M

https://youtu.be/CjQJ_lYdsdo

https://youtu.be/M91XMu913WY

Survey:

1) Do you know about the co Branding of Oreo and Dairy milk?

2) How did you hear about this?
3) How do you see this co branding?
4) How often do you use/consume the product?
5) Do you find the price cheap, moderate or highly expensive?
6) Is it better than many other local chocolates?
7) Do you think that this is better than the local dairy milk's that are available?
 8) How do you like the combination of the two?
9) Do you think that dairy milk should have partnered with some other brand?
10) How much have this affected the sales of Oreo?

Results:

 The results show that it is a very popular combination and people enjoy it

 According to the survey, 1/10 do not like this chocolate and disapprove of it.

 Individuals have mostly heard about this product through word of mouth and
through super market displays.

The we transfer link is available in the email.

https://we.tl/t-nWQGQvS6uW