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Yohan Senaratne - Case Study: Personalisation: Mondelēz International’s recipe for winning the online shopper

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Case Study: Personalisation: Mondelēz International’s recipe for winning the online shopper

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Yohan Senaratne - Case Study: Personalisation: Mondelēz International’s recipe for winning the online shopper

  1. 1. Engaging with Millennials 15 November 2017 Yohan Senaratne Mondelēz International
  2. 2. Introducing Mondelēz International * Aggregate market share across markets where we compete Revenues ~$30B, in 165 countries Portfolio of brands loved by millions Global snacking powerhouse #1 Biscuit, Chocolate & Candy maker*
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  5. 5. … and shopping habits are following Aus Grocery Channel Value % Growth vs YA Source: Nielsen Homescan MAT to 7/6/17 -3.5 14.3 12.3 2.9 OtherColes & WW B&M Discounters Online
  6. 6. Understanding the Digital shopper … Millennial heartland but trending mainstream • 48% of 25-34yr olds who purchase online do so at least once per week • 75% of Australians have purchased product online last year Smartphone addicts • ~80% smartphone penetration • 19% of online Food / Groceries purchases on mobile (and growing) Demand personalized interactions • 28% growth in online ‘personalisable’ products Source: Australia Post ‘State of Australian Online Shopping’, EY ‘Digital Australia: State of the Nation’; Nielsen ‘Australian Connected Consumers Report’
  7. 7. Brand Challenge: How can Cadbury continue to evolve?
  8. 8. Step 1: Product + = Study showed: • Millennials looking for new, fun ways to snack • Consumers choosing between choc & other treats; why not have it both ways? Sales +x% post launch Image of candy pieces shooting out of cannon Step 1: Product Study showed: • Millennials looking for new, fun ways to snack • Consumers choosing between choc & other treats; why not have it both ways?
  9. 9. Step 1: Product + = Study showed: • Millennials looking for new, fun ways to snack • Consumers choosing between choc & other treats; why not have it both ways? Sales +x% post launch Image of candy pieces shooting out of cannon Step 1: Product Study showed: • Millennials looking for new, fun ways to snack • Consumers choosing between choc & other treats; why not have it both ways? Captured 9% share of choc blocks in 6 months
  10. 10. Step 2: Communication Start a national conversation with a simple question: what would you pair with chocolate?
  11. 11. Step 2: Communication Public (and other brands) re-imagined what a Cadbury Block could look like
  12. 12. Step 2: Communication Public (and other brands) re-imagined what a Cadbury Block could look like SALES 12% SALES GROWTH ACROSS PORTFOLIO EQUITY 10x SOCIAL ENGAGEMENT RATE
  13. 13. www.cadburystore.com.au Step 3: Tailored Personalised Experiences
  14. 14. Choose the product you love Gift box Personalise Sleeves & Messages Cadbury Gifts
  15. 15. Strong positive customer feedback Platform will continue to evolve to offer more personalisation
  16. 16. PAGE 19 Learnings: Give Millennial customers opportunities to make a much-loved brand their own Speed is critical; particularly when gifting! When done well, it is possible to impact both Sales and Brand Equity at the same time
  17. 17. PAGE 20 Yohan Senaratne Head of eCommerce ANZ Mondelēz International yohan.senaratne@mdlz.com

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