Global Snack
Orion announced on May 18 that the Choco Pie exceeded 100 billion won (US$92.04 million) in global sales in the first quarter of 2015, reaching a record high.
In the food industry, a brand that has annual sales in excess of 100 billion won (US$92.04 million) is called a “mega brand.” The Choco Pie generated that much sales in a single quarter, proving to be the best brand in the confectionery industry once again. The Choco Pie is the first brand in the domestic confectionery business to achieve these numbers.
Orion’s Choco Pie has been loved by people since it was launched in 1974. Marking the 40th anniversary of the release, 2.1 billion packs have been sold all over the world in 2014 alone, and it has become one of Korea’s most iconic snack brands.
Thanks to its excellent quality, the Choco Pie was first exported through peddlers. Then, Orion opened an office in Beijing in 1993 and began pushing into overseas markets in earnest. Later, the company set up a production factory in Beijing in 1997 and pursued a complete localization marketing strategy.
In the home market, Orion associated its product with the concept represented by the character “情,” which is the universal sentiment of the people meaning affection or attachment. In China, however, the character “仁” is used to win the hearts of Chinese consumers. Also, the company further localized the product by changing its existing blue packaging to China's favorite color red. In Vietnam, Orion succeeded in localization with the Tinh campaign. The word Tinh is similar to affinity, affection, or attachment in meaning. Thanks to this, the Choco Pie is considered an important food in Vietnam, so it is often used in memorial ceremonies.
With Orion’s thorough localization marketing, the sales of Choco Pies have steadily increased at home and abroad. It posted sales of 344 billion won (US$316.61 million) in the global market in 2012, surpassing annual sales of 300 billion won (US$276.12 million) for the first time. Its figures also reached 380 billion won (US$349.75 million) in 2013 and 383 billion won (US$352.51 million) in 2014. In 2015, the Choco Pie brought in 112 billion won (US$103.08 million) in the first quarter alone, and the company expects it to become a brand with annual sales of 400 billion won (US$368.15 million).
An official from Orion said, “The result was accomplished due to the thorough localization marketing strategy. With the notion that the Choco Pie is the national player in the confectionery industry, Orion will keep contributing to promoting Korea in the global market in the future.”