challenge

Senior executives were interested in creating a Snacking Framework to use as a strategic platform for core brand management and identification of new product innovations in 4 emerging markets.


Solution

We created analytics-driven Snacking Structure Maps in each country to serve as a strategic planning tool and to identify new product introductions. We assessed and quantified opportunities, identifying key brands to leverage.


Results

Mondelez has seen YOY organic growth in the Emerging Markets since the work was completed. They have reinvested strongly in their "Power Brands" globally (which represent 70% of their $26 Billion revenue) while introducing health-driven new product launches such as belVita, Vea and Good Thins. Of which, belVita has surpassed over $600 Million revenue globally.

Our presentation on Summitry’s work went BRILLIANTLY. We had 25 senior managers in the business, from R&D, Sales, Brand and Shopper Marketing listen attentively as we shared the work. There was great participation in the various tasks and workshops, and in the check-out commentary there was huge excitement about the size of the opportunity identified in your research. Some of the group work identified some fascinating NPDs! (among good activations and equity builds based on the segments as well as white space closures). We really landed the framework and the domains.
— Grant Van Niekerk, Category Leader - Biscuits, Beverages and Groceries; Mondelez International South Africa