Scribd Logo
Upload

Welcome to Scribd!

  • 1 views

    Case Mondelez

    Uploaded by

    darshit thacker
    Case

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Case Mondelez

    Uploaded by

    darshit thacker
    1 views7 pages
    Case

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Case

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    1 views7 pages

    Case Mondelez

    Uploaded by

    darshit thacker
    Case

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 7

    w i n n i n g i n n e w c h a n n e l e ate r i e s

    Expanding Mondelez’s Reach in India


    The Context
    • Mondelēz International is a global snacking powerhouse with a portfolio of well-loved brands like Cadbury Dairy Milk, Oreo,
    Toblerone, Tang, Belvita, Ritz. The India business too has a very strong portfolio with a mix of global (Dairy Milk, Oreo, 5-star,
    • Tang, Fuse) & local (Bournvita, Perk, Gems, Shots and Choclairs) brands.
    • MDLZ being present in India for 75 Years, has been delighting consumers with some of the brands being the most loved and
    trusted in the country

    • Mondelēz has traditionally had a strong play in the milk chocolate category in India over the last 75 years with the flagship
    Cadbury Dairy Milk brand in India; it has taken the lead in the chocolate category creation and driving cultural relevance through
    occasions and now with brands like Oreo,Bournvita, Tang etc. the presence has further deepened

    • Mondelēz has a strong distribution network with more than ~2000 channel partners who ensure that we reach ~20lac stores in
    India. Most of our outlets are being serviced by these Salesman provided by channel partners who goes to these outlet either
    weekly/ biweekly

    • Mondelēz traditionally has a strong presence in the grocers and kiranas and now wants to explore newer channels, where
    traditionally Mondelez hasn’t not been present. Eateries is one such channel. Traditionally dominated by beverages, Mondelez
    wants to enter and build a stronghold in this channel

    • The expansion into eateries represents a significant growth opportunity for Mondelēz. Eateries provide a unique environment
    that aligns with impulse consumption, immediate satisfaction, and enhances brand visibility. This project aims to tap into
    untapped consumer moments, broadening Mondelēz’s market reach beyond conventional retail channels.

    • Entering eateries complements existing distribution strategies by positioning Mondelēz products where consumers seek
    indulgent snacks and convenience, reinforcing brand association with moments of pleasure.
    Mondelez International Internal
    Examples of eateries channel

    Mondelez International Internal


    What’s the ask?
    Understanding the Channel Winning in this Channel
    • Eateries Channel Analysis: What • Channel Entry: How should Mondelez
    classifications or categories exist within approach the channel? What are the
    the eateries/restaurant sector? ways to enter this channel? Draft an
    entry mechanism. What do you see as
    • Competitive Benchmarking: How do the key barriers to entry?
    competitors handle coverage, service,
    margins, shopper activations, and • Manpower Strategy: What type of
    assets? How significant is this channel manpower is ideal for recruiting and
    sustaining, for the eateries? How should
    for them? we structure their training?
    • Mondelez’s Right to Win: Why is
    • Engagement with Outlets: How can we
    Mondelez well-positioned to succeed in effectively engage with the outlets and
    this channel as a snacking company? their owners? Are there insights from
    competitor practices or benchmarking?
    • Channel Size Estimation: What is the
    estimated size of this channel for • Shopper Engagement: How can we win
    competitors? Can you estimate its at the point of purchase? Are there
    potential value or “size of the prize” for specific packaging or product
    Mondelez? considerations for this channel?
    Launch on
    27th Nov
    Stage 2
    Refine your idea: Grand finale & GRANDER
    Registrations
    make it passionate! ROAST
    Close on 5 min video solution
    TBA
    8th december, 2024 17th dec – 3rd Jan 10mins

    Tag your team on social Consumer


    media #MondelezMaestros Immersions feb 2025
    27th Nov - 9th Dec &
    Mentorship Inter-campus
    Stage 1 battle
    share your big
    idea Max 7 slides
    2 min video solution

    You might also like