9. “It is not the strongest
of the species that
survives, nor the
most intelligent that
survives. It is the
one that is the most
adaptable to change.”
- Charles Darwin
30. 30
Why Mobile Is Right for Mondelez International
FOR THE
CONSUMER
FOR THE
BUSINESS
AS A MEDIA
CHOICE
FOR RETAIL
PARTNERSHIPS
31. 31
Why Mobile Is Right for Mondelez International
FOR THE
CONSUMER
PREFERENCE
CONVENIENCE
PERSONAL
FOR THE
BUSINESS
AS A MEDIA
CHOICE
FOR RETAIL
PARTNERSHIPS
32. MOBILE IS THE WORLD’S MUST HAVE DEVICE
Source: Mobile Life:GTI2011
33. 56% OF GLOBAL POPULATION WILL USE A
MOBILE DEVICE AT SOME POINT THIS MONTH
35. TODAY MATURE REGIONS HAVE GREATER PENETRATION
75.8
NORTH AMERICA
79.6
W. EUROPE
73.2
CEE
36.5
MENA
55.1
APAC
56.0
WORLDWIDE
65.1
LAT AM
Source: eMARKETERAUG2012
36. BY 2016 EMERGING MARKETS WILL CLOSE THEGAP
Source: eMARKETERAUG2012
78.6
NORTH AMERICA
84.0
W. EUROPE
81.3
CEE
43.5
MENA
70.0
APAC
67.0
WORLDWIDE
73.9
LAT AM
37. IN2016 OVER 80% OF MOBILE USERS WILL LIVE OUTSIDE NORTH AMERICA
AND W.EUROPE
0.00
1,000.00
2,000.00
3,000.00
4,000.00
5,000.00
6,000.00
2010 2011 2012 2013 2014 2015 2016
North America
Eastern Europe
Western Europe
Latin America
Middle East & Africa
Asia-Pacific
38. 38
Why Mobile Is Right for Mondelez International
FOR THE
CONSUMER
FOR THE
BUSINESS
UNPARALLELED
& UNTAPPED
OPPORTUNITY
AS A MEDIA
CHOICE
FOR RETAIL
PARTNERSHIPS
40. 40
Why Mobile Is Right for Mondelez International
FOR THE
CONSUMER
FOR THE
BUSINESS
AS A MEDIA
CHOICE
SCALE
ENGAGEMENT
EFFICIENCY
FOR RETAIL
PARTNERSHIPS
41. 1. INCREASE TRADITIONAL MEDIA EFFECTIVENESS
2. MOBILE IS WITH THE CONSUMER THROUGHOUT THE PATH TO
PURCHASE
3. OPPORTUNITY TO CREATETHE MARKETPLACE
3 REASONS WHY MOBILE IS A SMART MEDIA CHIOICE
42. CLAIROL EXECUTES MOBILE ATALL STAGES OFP2P
mSite & Clairol Studio Tool
• 14M Total downloads
• +58% monthly interaction with the tool
CONNECT
Buy-It-Now
BIN in Clairol Studio & mSite
CLOSE
Clairol Stations
• 30M Clairol Pandora stations added
• 19M total listening hours in OND 2011
CONTINUE
Pandora Partnership
Mobile banner CTR of 6.6% & 1.5% vs.
0.33% CPG average
CATCH
ChaCha SMS/MMS Ads
10/11: 10.5MM impressions; 0.45% engagement
rate (225 index vs. ChaCha benchmark)
CATCH
QR Codes
Leveraged QR codes in multiple touchpoints:
Catalina print, displays, e-mails, imedia, social
CATCH
43. 43
Why Mobile Is Right
FOR THE
CONSUMER
FOR THE
BUSINESS
AS A MEDIA
CHOICE
FOR RETAIL
PARTNERSHIPS
INFLUENCE
ON
PURCHASE
44. INFLUENCE700 BILLIONDOLLARS IN OVERALLRETAILSALES
PERCENTOFCONSUMERS SHOPPINGFORPERSONALCAREORGROCERYITEMUSINGMOBILE
ATRETAILCHANGEDWHICHBRANDTHEY PURCHASED
54%
APAC
30%
LAT AM
26%
EUROPE
31%
US & CANADA
45. MOBILE AT RETAIL
AGlobal Investigation intoconsumer use ofmobile at retail
by the SMG Human Experience Strategist Network
47. Where does the opportunity lie
for Moms and Millennials with
Mobile?
Where does the
opportunity lie forMoms
and Millennials with
Snacking?
The IdeationFramework
INVITEDYOUTHAND MOMS TOCO-CREATETHE SOLUTION
48. THE SOLUTIONS MOMS AND YOUTH BUILT THEMSELVES SPANNED THE SPECTRUM
FROMFUNCTIONAL TO FUN
FunCTIONAL FUNctional
Convenience
Youth: Costa Coffee on the go app.
Moms:SnackGenie
Loyalty / Rewards
Youth: KraftLoyaltyAccumulator
Moms: BrandRewards
Customised Inspiration
Youth: ChooseMe
Moms: FortuneTeller& Snack Jackpot
Blending Online & Offline
Eg.Cadbury Relaxation Station
Mobile astracker of offline experience
Scavenger Hunt
Eg. SnickersPickersAre Winners
Alerts/clues/ findthe pack via mobile
On Pack Gaming
Eg.Skittles Gaming
Pack unlocks levelsof agame
Product Locator
Youth:I’m Hungry
Moms: Snack Shortcut
Health
Youth: Walkersfor Walkers
Moms: Angel/Devil App
Permission
Earn my Snack
Craving Enabler
My Snack Selector
Moms &Youth Youth Only Moms Only
ThemeLegend
49. MOMS
CustomizedInspiration
During set up,
the app will
‘learn’ your
snacking profile
When a craving
hits, all you
have to do is
select what
you’re in the
mood for
Then just pull
the lever to
have the app
suggest a
tasty snack
YOUTH
KEYLESSONS
SNACKDISCOVERYSHOULD
BEFUN & QUICK
MOBILECANMAKE AN
IMPERSONALCATEGORY
FEEL CUSTOMIZED
Choose what
type of snack
you want based
on your mood.
Users can view
different
pictures,
flavours &
brands of
snacks
Can “dislike” or
“like” suggestions
to store
preferences
50. YOUTH
Balanced LifestyleChoices
I provide the
app with my
craving criteria
Healthier
choices earn
good living
points
Selecting less
the healthy
option results
in the app
suggesting
ways to offset
choices
through
atonement
MOMS
Pedometer and
calorie counter to
track steps, miles
walked – with a
snack suggestor
based on
distance walked
GPS to show
new & popular
walking routes
Walkers Rewards
given for certain
distances walked
KEYLESSONS
ALL SNACK BRANDS CAN PLAYA ROLE
INCOMPLIMENTING A HEALTHY
LIFESTYLE
BRANDSNEED TOBETRUETOWHAT
THEY ARE(I.E.AN INDULGENCE),BUT
MAKEAPLACEINANOVERALL
LIFESTYLE
PEOPLEWANTCONTROLIN HOW
THEY OFFSETTHEIRSNACKING
DECISIONS
51. 51
Why Mobile Is Right for Mondelez International
FOR THE
CONSUMER
PREFERENCE
CONVENIENCE
PERSONAL
FOR THE
BUSINESS
UNPARALLELED
& UNTAPPED
OPPORTUNITY
AS A MEDIA
CHOICE
SCALE
ENGAGEMENT
EFFICIENCY
FOR RETAIL
PARTNERSHIPS
INFLUENCE
ON
PURCHASE
