Scribd Logo
Upload

Welcome to Scribd!

  • 32 views

    Mondelez Case

    Uploaded by

    Manash Protim Deori
    Mondelēz International has a strong portfolio of global and local snack brands in India. Cadbury Dairy Milk has led chocolate category creation in India for 75 years. The dark chocolate segment is growing faster than overall chocolate and holds potential given its low 2% category share in India versus 18-28% in other markets. Cadbury Bournville was launched in 2008 and created the dark chocolate category in India.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Mondelez Case

    Uploaded by

    Manash Protim Deori
    32 views5 pages
    Mondelēz International has a strong portfolio of global and local snack brands in India. Cadbury Dairy Milk has led chocolate category creation in India for 75 years. The dark chocolate segment is growing faster than overall chocolate and holds potential given its low 2% category share in India versus 18-28% in other markets. Cadbury Bournville was launched in 2008 and created the dark chocolate category in India.

    Original Title

    Mondelez case

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Mondelēz International has a strong portfolio of global and local snack brands in India. Cadbury Dairy Milk has led chocolate category creation in India for 75 years. The dark chocolate segment is growing faster than overall chocolate and holds potential given its low 2% category share in India versus 18-28% in other markets. Cadbury Bournville was launched in 2008 and created the dark chocolate category in India.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    32 views5 pages

    Mondelez Case

    Uploaded by

    Manash Protim Deori
    Mondelēz International has a strong portfolio of global and local snack brands in India. Cadbury Dairy Milk has led chocolate category creation in India for 75 years. The dark chocolate segment is growing faster than overall chocolate and holds potential given its low 2% category share in India versus 18-28% in other markets. Cadbury Bournville was launched in 2008 and created the dark chocolate category in India.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 5

    ❖ Mondelēz International is a global snacking powerhouse with a portfolio of well-loved brands like Cadbury Dairy Milk, Oreo,

    Toblerone, Tang, Belvita, Ritz. The India business too has a very strong portfolio with a mix of global (Dairy Milk, Oreo, 5-star, Tang,
    Fuse) & local (Bournvita, Perk, Gems, Shots and Choclairs) brands.
    •
    ❖ MDLZ being present in India for 75 Years, has been delighting consumers with some of the brands being the most loved and
    trusted in the country

    ❖ Mondelēz has traditionally had a strong play in the milk chocolate category in India over the last 75 years with the flagship
    Cadbury Dairy Milk brand in India; it has taken the lead on chocolate category creation and driving cultural relevance through
    occasions

    ❖ Within the chocolate category, the dark chocolate segment (defined with 50%+ cocoa content) has been growing 2X of the
    category, mainly driven by discerning consumers who love the intense cocoa notes that it promises or those who consume it
    because of perceived health benefits. The dark chocolate segment holds a lot of potential given that it contribute to just 2% of the
    chocolate category in India, while in developed markets it contributes to anywhere between 18%-25%

    ❖ Cadbury Bournville was launched in 2008 and was the brand that created the dark chocolate category in India and is uniquely
    positioned to drive category creation of this segment due to the Cadbury legacy.

    ❖ The category is still nascent in India and the key task is to drive category adoption and to educate the Indian consumer about the
    codes of the category (% Cocoa, Inclusions, Taste etc.) – and hence drive category penetration
    Dark chocolate category is growing 2X of the chocolate category – it consists of broadly 3 segments

    Mainstream brands Artisanal brands Imported brands


    (E.g. Bournville, Amul) (E.g Paul & Mike, Mason and Co.) (E.g. Lindt, Godiva)
    *representational purpose only and not exhaustive, all copyright and trademarks lie with their respective holders

    More consumers are talking Segment holds strong potential to grow


    about dark chocolate
    Dark contribution to chocolate category is low in India compared to other markets

    Headroom Dark chocolate HH 28%


    for growth penetration in India <5pp
    22%
    20%
    18%
    Growing 80% of dark chocolate
    interest 12%
    users are new triers

    2%

    Growing 30% 4Y CAGR in mentions,


    engagement searches and engagement India France Germany Italy Switzerland UK
    ❖
    ❖

    ❖
    ❖
    ❖

    ❖
    ❖

    ❖
    ❖
    ❖
    ❖
    ❖

    You might also like

    pFad - Phonifier reborn

    Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

    Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


    Alternative Proxies:

    Alternative Proxy

    pFad Proxy

    pFad v3 Proxy

    pFad v4 Proxy