Mondelēz, like many other CPG companies in the snacking space, has experienced strong sales and market share gains of its legacy brands including Oreo, Ritz, Fig Newtons, and Nutter Butter this year due to the pandemic's impact on consumer behavior.
CEO Dirk Van de Put, who was speaking during Morgan Stanley’s Global Consumer & Retail Conference yesterday, credits the company’s market share gains across several snacking segments to minimal supply chain disruptions thanks to the company's DSD (direct store delivery) systems which kept shipments flowing to retailers and products stocked on shelf.
“The second big reason for our market share gains was that consumers bought our brands more than others, and they clearly are choosing our products over others. And I think that has to do with the fact that our brands are very trusted brands, very well-known brands,” he said.
The plan moving forward, said Van de Put, is to continue that momentum with increased media spending and promotional activities around established brands.
“We are trying to make sure that the first half of next year is the biggest activation with the most exciting activities you’ve seen on our brands,” he said.
“We think we need that because there is a risk for a recession. There is a risk that the categories will slow down and so we will depend on our market share gains.”
The goal, said Van de Put, is to make its existing and established brands as exciting as possible to consumers with new promotions and marketing strategies such as a collaboration between Oreo and Lady Gaga announced yesterday (pictured below), along with “very big” promotions around the Christmas and Easter holidays.
"share" - Google News
December 04, 2020 at 11:45PM
https://ift.tt/33K8141
Mondelēz focuses on defending market share gains heading into 2021, 'We want to keep on reinforcing our core,' - FoodNavigator-USA.com
"share" - Google News
https://ift.tt/2VXQsKd
https://ift.tt/3d2Wjnc
Bagikan Berita Ini
0 Response to "Mondelēz focuses on defending market share gains heading into 2021, 'We want to keep on reinforcing our core,' - FoodNavigator-USA.com"
Post a Comment