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Saturday, February 02, 2019
Highlighting our growth potential
Dirk Van de Put, our Chairman and CEO, and Luca Zaramella, our CFO, presented at the 2019 Consumer Analyst Group of New York Conference (CAGNY) and highlighted progress on our strategic plan.

As part of the presentation, Dirk outlined his five reasons why we are uniquely positioned to win in the snacking space.

"We have a unique combination of structural advantages and a strategic plan that positions us to lead the future of snacking," said Van de Put. "We have entered 2019 with strong momentum, a new commercial structure that is closer to the consumer and clear investment priorities to accelerate growth. Our exceptional people are focused on executing across our three strategic priorities: accelerating growth by becoming consumer-centric in everything we do, driving operational excellence in all areas of our business and building a winning growth culture."

Read the news release and listen to the replay.

The Cadbury Foundation and FareShare partner to rescue surplus food and tackle hunger within local communities

The Cadbury Foundation is partnering with FareShare to support the launch of an innovative project involving community meal production and training kitchens in the Midlands and Yorkshire

Meet Agata Madaj - MEU R&D Biscuit Product Development

Work of a Product Developer is about designing and crafting new products, making it even better and making sure that consumers will get amazing sensory experience with every bite.

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Well-Positioned to Lead the Future of Snacking! | Mondelēz International, Inc.

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Mondelēz International engages Accenture for data and AI transformation

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Learn how Accenture is helping Mondelēz International transform their enterprise to become an AI achiever. Learn more: https://bit.ly/3F1SvTA

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Journey to Digital and AI Transformation

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Mondelēz International Total Enterprise Reinvention | Accenture

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Accenture helped Mondelez International use data and AI to reinvent their enterprise and set a new performance frontier to becoming an AI Achiever. Read more.

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How Mondelez's digital technologies could achieve integrated supply ecosystem in China?

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How Mondelez's digital technologies could achieve integrated supply ecosystem in China?

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How Mondelez's digital technologies could achieve integrated supply ecosystem in China?

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By ZHONG NAN | China Daily | Updated: 2023-02-20 09:30

A visitor checks out new Oreo cookies from Mondelez during the fifth China International Import Expo in Shanghai in November. [Photo/China News Service]

With China expanding several programs to encourage multinational corporations to play a bigger role in driving its economic growth, Mondelez International Inc, a United States-based snacks manufacturer, is offering cake products for the first time in the country this year and has pledged to invest more in digital solutions, said a senior executive.

After investing 350 million yuan ($50.9 million) over the past five years, the company's plant in Suzhou, East China's Jiangsu province, joined the Global Lighthouse Network and became the world's first lighthouse factory in the global biscuit and snack industry in late January.

The Global Lighthouse Network is a project launched by the World Economic Forum in collaboration with McKinsey & Company in 2018.Formed by more than 130 plants owned by various companies to date, it is a community of manufacturers applying advanced technologies to speed up and spread the smart adoption of Fourth Industrial Revolution technologies - a fusion of artificial intelligence, robotics, the internet of things, Web3, blockchain, 3D printing, genetic engineering, quantum computing and other technologies - to their industries worldwide.

Empowered by digital technologies, Mondelez's local team can transform into an integrated supply ecosystem, resulting in improved on-time in-full delivery - a supply chain metric for measuring performance in the logistics industry - by 18 percent and cut of 32 percent in lead time.

Joost Vlaanderen, president of Mondelez Greater China, said China's optimized COVID-19 response and further opening-up measures have delivered positive signals to the world and global business community, and the company is optimistic about the snack industry's outlook in 2023 and beyond.

"With China entering a new era of green and innovation-led growth, the country will continue to open up for foreign investments and provide a more favorable business environment," said the executive, adding that Mondelez will grow and develop its portfolio and brand penetration in products such as biscuits and cakes in this lucrative market in the years ahead.

In addition to producing and selling biscuits, chocolate, chewing gum, confectioneries and drinks in China, Mondelez - the maker of Oreo cookies, Toblerone chocolate and Stride gum - will introduce frozen cakes to the Chinese market for the first time in April, after installing a cake production line at its Beijing plant in 2022.

China's demand for snacks has formed a market of over 800 billion yuan in annual sales in 2021. It is projected to cross the mark of 1 trillion yuan by 2025 and further double in scale in another decade, according to a report released by the industrial research institute of the 21st Century Business Herald in early January.

Attracted by China's huge middle-income group and increased spending power in lower-tier cities, Vlaanderen said Mondelez will leverage its large distribution network to reach new consumers to maintain robust growth in the country.

Operating in more than 160 countries and regions with around 80,000 employees, Mondelez's R&D center in Suzhou is not only providing innovation services for China, but also countries including Japan and Australia, as well as several nations in the Middle East and Africa.

Investment strategies for many foreign companies have undergone notable changes, from focusing on scale in the past to looking at business sectors driven mostly by high-tech, high added value and sustainability, said Guo Xin, a marketing professor at Beijing Technology and Business University.

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Mondelez invests more, finds sweet success in Chinese snack market

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With China expanding several programs to encourage multinational corporations to play a bigger role in driving its economic growth, Mondelez International Inc, a United States-based snacks manufacturer, is offering cake products for the first time in the country this year and has pledged to invest more in digital solutions, said a senior executive.

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Mondelez's ambition for personalized digital advertising

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Mondelez's ambition for personalized digital advertising

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We catch up with the snack giant's global chief marketing officer, Martin Renaud, who has been nominated for The Drum and the World Federation of Advertisers' (WFA) Global Marketer of the Year award.

Mondelez's top marketer, Martin Renaud, has set an ambitious goal of the company becoming a global "digital snacking leader," overseeing substantial investments to accelerate growth in digital commerce.

Personalization of its advertising is key to unlocking this growth, with Mondelez seeing a significant uptick in ROI from campaigns it already runs with a level of personalization. As it increases its investment in digital media (70% by 2025, from 58% today), it wants to see as much as 70% of the creative assets for digital campaigns personalized by 2025.

Here, we quiz Renaud to find out more about that plan. (The interview has been edited for length and clarity.)
Last year, Mondelez said it would aim to generate 20% via digital commerce by 2030 through digital commerce. How is this changing your advertising mix?
Personalizing the consumer journey is central to our commitment to lead the future of snacking. Over the next 10 years, we're investing $1bn to significantly expand our footprint in digital media and digital commerce, both of which will facilitate higher degrees of personalization at every consumer touchpoint.

On the media side, over 30% of our assets today are personalized. Over the next few years, we're planning to double that to more than 60%, leveraging a combination of big data, artificial intelligence and deep consumer empathy, executed at scale. Personalized media delivers a 20% higher ROI, driven by strong effectiveness. That is why we will continue to invest in it.
Can you give us an example of a strategy for one of your brands that has been particularly successful?
Our Diwali 2021 for Cadbury was a Cannes Lions Gold winner that showed empathy for small businesses in the proximity of our consumers the way big players would. With the second wave of Covid, small retailers continued to struggle with limited resources and digital know-how.

Through state-of-the-art machine learning and AI, Cadbury took India's biggest brand ambassador, Sharuk Khan, and made him everyone's brand ambassador. By adapting his face and voice, Cadbury, consumers and retailers were all able to create ads that represented their local stores. Over 130,000 versions of the ad were generated and geotargeted to urge consumers to shop local. This resulted in 30% revenue growth.
What are the biggest challenges facing FMCG marketing leaders today?
The world is getting incredibly complex. Marketers need to manage the short term while at the same time keeping an eye on the long term and keeping ambitions at the right level. We need to integrate profit but at the same time manage sustainability, diversity and inclusion, data and creativity. From a world that was much simpler, marketers now need to evolve and do all of those things.

Increasing diversity, both in front of and behind the camera, is another challenge for the industry. Telling authentic stories that portray progressive and multi-dimensional personalities that break bias is a top priority. Our Oreo, Cadbury and Lacta brands have produced iconic creative work that challenges stereotypes, tells powerful stories of underrepresented communities and inspires the broader industry to do better. In addition to telling important stories to illustrate our diversity, equity and inclusion commitments, we actively seek stronger opportunities for underrepresented communities to deliver creative from behind the camera.

We are championing inclusive marketing and it is a shared ambition with our external partners. We've partnered globally with two organizations that help us fight stereotypes and champion diversity on both sides of the camera.

We have partnered with The Unstereotype Alliance since 2019 and it partners with our agencies and other CPG companies. We have been increasing our positive female representation from 56% in 2020 to 65% today, which is above benchmark.

We also partner with Free the Work, a global talent discovery service for underrepresented creators and the people who hire them. It helps us achieve national and local representation where we can legally track and obtain data.

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In the face of a challenging economic outlook for 2023, how are Mondelez's marketing priorities changing?
We will continue to prioritize growing our investments in digital. 58% of Mondelez International's working media is invested in digital channels and we plan to increase that to more than 70% by 2025. We will also continue to invest in personalization. 38% of our creative assets are personalized and we are on track to achieve over 70% creative asset personalization by 2025. We've already seen a 9% increase in our digital working media ROI when compared with 2019.

When it comes to inflation, we're confident that we are taking the right actions that will deliver value for our consumers while supporting our financial performance and momentum. Our team is very effective in executing revenue growth management and we will continue to use the many levers within our control to manage through the current inflationary environment effectively. Consumers continue to see the value in our products, which is reflected in our strong volume growth, and we're continuing to put investment behind our brands to continue growing customer and consumer loyalty.
How are you endeavoring to work more effectively with agency partners in 2023?
Last year, we completed a detailed media review to re-engineer our agency model across creative and production to deliver meaningful impact to the business. We announced key media agency partners to help build on our foundation and further accelerate our growth.

We achieve outstanding results from our partners because of the open and direct conversations we have with them and that we very actively manage the business. For example, when onboarding a key media agency in Europe, our teams hosted a three-day summit completely programmed and managed by our global and local Europe marketing teams to ensure that they truly understand and appreciate the unique dynamics of the business, our strategies to create growth and clear KPIs for how we would measure success.
You can vote for Martin Renaud to be named Global Marketer of the Year. Voting closes January 31.

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Mondelez CMO: soon, 70% of our digital advertising will be personalized

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We catch up with the snack giant's global chief marketing officer, Martin Renaud, who has been nominated for The Drum and the World Federation of Advertisers' (WFA) Global Marketer of the Year award.

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Data forms significant role in making business decision in the future! 

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Data forms significant role in making business decision in the future! 

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Mondelēz International on Data-Driven Business

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Mondelez adopting Distributed Ledger Technology  as Blockchain-powered Supply Chain Digital Transformation

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Mondelez adopting Distributed Ledger Technology  as Blockchain-powered Supply Chain Digital Transformation

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Distributed ledger technology (DLT) is the technological infrastructure and protocols that allow simultaneous access, validation, and record updating across a networked database. DLT is the technology blockchains are created from, and the infrastructure allows users to view any changes and who made them, reduces the need to audit data, ensures data is reliable, and only provides access to those that need it.

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Mondelēz International Joins Hedera Council to Accelerate DLT Adoption and Digital Transformation

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“AI doesn’t replace. It augments” – how AI helps Mondelez’s R&D

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Mondelez International is not alone in exploring the potential of AI. We speak to Joe Manton about how the company uses the tech in its R&D.

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Mondelēz International: Who We Are (Global)

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Mondelez International - Warehouse of the Future