yohan senaratne - case study: personalisation: mondelēz international’s recipe for winning the...
TRANSCRIPT
Engaging with Millennials
15 November 2017
Yohan SenaratneMondelēz International
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*
…
…
… and shopping habits are followingAus Grocery Channel Value % Growth vs YA
Source: Nielsen Homescan MAT to 7/6/17
-3.5
14.312.3
2.9
OtherColes & WW B&M
Discounters Online
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’
Brand Challenge:How can Cadbury continue to evolve?
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?
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
Step 2: CommunicationStart a national conversation with a simple question:what would you pair with chocolate?
Step 2: CommunicationPublic (and other brands) re-imagined what a Cadbury Block could look like
Step 2: CommunicationPublic (and other brands) re-imagined what a Cadbury Block could look like
SALES12% SALES GROWTH ACROSS PORTFOLIO
EQUITY10x SOCIAL
ENGAGEMENT RATE
www.cadburystore.com.au
Step 3: Tailored PersonalisedExperiences
Choose the product you love
Gift box
PersonaliseSleeves & Messages
Cadbury Gifts
Strong positive customer feedback
Platform will continue to evolve to offer more personalisation
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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
