Considering the article above, Mondelez a subsidiary to Cadbury embarked on a new approach post the pandemic. With your existing knowledge of the levels of strategy examine which level did Mondelez explore. Your answer should include an example from the extract above. Levels of strategies, choose one for question: Corporate level strategy Business level strategy Marketing level strategy
Considering the article above, Mondelez a subsidiary to Cadbury embarked on a new approach post the pandemic. With your existing knowledge of the levels of strategy examine which level did Mondelez explore. Your answer should include an example from the extract above. Levels of strategies, choose one for question: Corporate level strategy Business level strategy Marketing level strategy
Chapter6: Target Markets: Segmentation And Evaluation
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Problem 17DRQ: Under what conditions might a firm use multiple forecasting methods?
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Considering the article above, Mondelez a subsidiary to Cadbury embarked on a new approach post the pandemic. With your existing knowledge of the levels of strategy examine which level did Mondelez explore. Your answer should include an example from the extract above.
Levels of strategies, choose one for question:
Corporate level strategy
Business level strategy
Marketing level strategy
Transcribed Image Text:11.12.2020
By Jeff Gelski
CHICAGO - COVID-19 featured heavily into the findings from the second annual State of Snacking report released Nov. 11
by Chicago-based Mondelez International, Inc. Forty-six percent of respondents said they were snacking more during the
pandemic than before it, which compared with 42% who said the same and 12% who said less. Fifty-two percent said
snacking has been a "lifeline" during the pandemic.
Mondelez will take a new approach to reach those consumers. The company on Nov. 11 also announced a "humaning"
global marketing strategy that emphasizes human connections. Mondelez gave examples of "humaning" as Oreo becoming
involved in a #ProudParent platform, a Cadbury Dairy Milk campaign in the United Kingdom to tackle the crisis of elderly
loneliness, and a Cocoa Life sustainable cocoa business model.
"Findings from our State of Snacking report reinforce the key role that snacking plays in the lives of global consumers, the
growing importance of snacking during 2020 and the moments of peace it provides as individuals and families stay home
and continue to face challenges brought on by the COVID-19 pandemic," said Dirk Van de Put, chairman and chief
executive officer of Mondelez International. "As we empower people to snack right, we are proud of the role we play in the
lives of consumers everywhere by delivering sources of comfort, connection and community that are difficult to find in this
year of isolation."
Creating human connections
Mondelez International explained its new "humaning" marketing strategy as no longer marketing to consumers but creating
connections with humans.
"We intend to apply the 'humaning' approach to all that we at Mondelez International, both internally and externally," said
Martin Renaud, global chief marketing officer for Mondelez International. "Snacking is all about forming connections with
other people over the snacks we enjoy. People are craving connection and a human experience from brands, particularly in
what has proven to be an incredibly unusual year. We want to make brands, campaigns, initiatives and a culture of
'humaning' that truly connects with consumers as people and genuinely has an impact on the world around us."
SNACKING GIVES COMFORT AND RELIEF FROM THE YEAR'S EVENTS
The positive emotions are more commonly experienced while
EMOTIONS EXPERIENCED WHILE SNACKING DURING THE RANDERI
Oreo has partnered with PFLAG, an organization for lesbian, gay, bisexual, transgender and queer (LGBTQ+) people, to
create a #ProudParent platform that seeks to make the world a more accepting, affirming and compassionate place where
all families belong. The platform made its debut in June. Oreo and PFLAG in October released a film called "Proud Parent."
Oreo also released limited-edition #ProudParent Oreo Rainbow cookies to reward the acts of those allied with the LGBTQ+
community.
Transcribed Image Text:Cadbury Dairy Milk under a campaign called "Donate your words" removed words from chocolate bar packaging and
donated 30p of each chocolate bar to Age UK, a charity based in the United Kingdom. Since the campaign began in 2019,
Cadbury Dairy Milk has donated more than £530,000 ($730,000) and sold more than 1.1 million "Donate your words"
chocolate bars. Cadbury Dairy Milk encouraged people to donate their words by reaching out to older people in their
communities. An estimated 1 million people have done so.
Cocoa Life tackles the challenges that cocoa farmers face such as climate change, gender inequality, poverty and child
labor.
Mondelez said its internal diversity and inclusion goals and initiatives reflects "humaning," too. The company in 2021 will
become a member of Unstereotype Alliance, a platform that seeks to eradicate harmful stereotypes in media and
advertising content, and a member of the Free The Work initiative, a talent-discovery platform for advertisers to connect
with underrepresented creators.
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