Product details

Kraft Foods Inc separated its North American grocery business to become Kraft Foods Group, Inc in October 2012. The remaining part of Kraft Foods Inc was rechristened as Mondelez International Inc (Mondelez). Soon after the spin-off, Mondelez worked towards redesigning its supply chain so as to drive margin expansion under the leadership of Irene Rosenfeld (Rosenfeld). Mondelez also tried to build an integrated supply chain to enhance the growth of the company. Seeing the growing trend of social and digital media, Mondelez partnered with Twitter and Facebook so as to give real-time marketing solutions to its customers. Under the leadership of Rosenfeld the company witnessed rapidly changing consumer tastes and shift of consumers towards healthy eating. In 2017, the revenues of the second quarter dropped down due to cyber-attack. During the same time, Rosenfeld stepped down as the CEO of the company and Dirk Van de Put (Dirk) was selected as the new President and CEO by the management. The company soon realised that the drop down of revenues was due to revolutions in digital and changing consumer needs. Mondelez confessed that it was slow to react to the changes due to old ways of working and lack of investment in new technologies. Soon after, the company embraced new technologies and partnerships and took a 'test and lear' approach and also restructured its marketing team. Amidst this backdrop, it remained to be seen whether the new marketing approach would help the brand to accelerate future sales growth in the fast changing world.