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Mondelēz
Product and Marketing Innovations Spur the Growth in Sales
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PIVO
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Strategic Planning
Model Upgrade
Product Innovation
Brand Identity
Value Marketing
Omni-Channel Collaboration
Business Transformation
Brand Overview
Mondelez is a well-known snack food brand in the world. Mondelez China owns many brands known and loved by Chinese consumers, such as Oreo and Chips Ahoy, winning high brand recognition. Kaijie E-commerce and Mondelez China formally established the Tmall flagship store operation and Tmall supermarket e-commerce channel of Mondelez at the end of 2013. By 2019, its online revenue accounted for 14%, higher than the industry average.
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Product Innovation
● Consumer Insight  Follow consumer’s change from taste demand to interest demand, fully meet the DIY spirit and self-expression needs of young consumers.
● C2B Reverse Customization  Give consumers opportunity to create and innovate. Through the pop-up window H5 on Taobao, consumers can choose the biscuit packaging pattern, write the message, and place an order on their own needs.
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IP Crossover Marketing
● Consumer Insight  In combination with hot spots of Chinese traditional style and culture, Mondelez conducted IP cooperation with the Palace Museum; launched the Oreo X Palace IP joint dessert on Super Brand Day 2019, and integrated KOL resources inside and outside Tmall, online community websites and offline scenarios, with content marketing methods, to increase the brand turnover.
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Effect
This product innovation captured the eyes of consumers and achieved sales breakthroughs. The sales of Mondelez’s Tmall flagship store increased 31% year-on-year in 2019, ranking first in Tmall sandwich biscuit category.
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