Digital marketing

Mondelēz doubles down on digital and one-to-one marketing efforts, explores expanded channel distribution

Mondelēz doubles down on digital and one-to-one marketing efforts, explores expanded channel distribution

“We’ve done a lot of work on our overall marketing approach and… understanding the consumer and connecting to the consumer as a key stepping stone to our approach”by becoming “what I would call ‘margin centric’ to ‘consumer centric’,​ Van De Put tells investors gathered at the Bernstein Alliance 37and​ Annual Strategy Conference on June 2.

He explained that when he took over the reins of the company almost four years ago, Mondelēz had just completed a “very successful period where it focused on expanding margins”,​ and was ready to move to a more local business model that delivered consistent operational excellence to win with consumers.

To do this, the company reorganized itself, “came with a good list of growth engines and growth catalysts,”changed the culture to empower local teams and strengthened its supply chains – all measures that have served Mondelēz well during the pandemic.

It also adopted a new marketing approach that more effectively communicates the company’s values ​​and how its products meet the individual needs of consumers, Van De Put said.

He explained that the first step in this transformation was “understand what our brands stand for, what their purpose is, how we achieve it, [and] how do we explain this to consumers.

Mondelēz’s response has been to increase its overall marketing investment in digital marketing to 60% – 35% of which is personalized – to drive “very high commitmentsaid Van De Put.

Because “digital creative excellence is very different from television or print,”​ and personalization requires a deeper understanding of consumers, he explained that Mondelēz has also invested more heavily in better insights and analytics, and hired a marketing team that is digitally savvy and understands how today’s consumers communicate. .