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Investigate how Mondelez would have used the SWOT analysis to implement the humaning strategy.

Investigate how Mondelez would have used the SWOT analysis to implement the humaning strategy.

Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Investigate how Mondelez would have used the SWOT analysis to implement the humaning strategy.
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.
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.
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: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.
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