chew on this

Could a Mondelez Merger Be in PepsiCo's Future? Nelson Peltz Hopes So

Posted by Dale Buss on July 22, 2013 12:49 PM

Oreos, Fritos, Doritos, Cadbury, Trident and Sunchips all on the same truck as they head to the supermarket? That's a vision of a highly symbiotic, cost-efficient brand and product portfolio and distribution scheme, if you ask Nelson Peltz. He'll be happy to see some other distributor getting the Pepsi into the beverage aisle and the Naked Juice into the refrigerators in the produce department.

That's part of the scenario being sketched by activist investor Nelson Peltz as he presses PepsiCo to spin off its uneven drinks business, then purchase Mondelez International so the two snack giants can combine their stables of diverse and powerful brands both in the US and international arenas. Such a global snack giant would have $70 billion in combined revenue and 17 snack brands that each has more than $1 billion in retail sales.

Peltz said at a recent conference that PepsiCo is at "a crossroads" with a beverage business that was losing market share in soft drinks to CocaCola and to which PepsiCo CEO Indra Nooyi has only recently—and seemingly grudgingly—given more marketing support.Continue reading...

mobile marketing

Mondelez, Google Ink One-Year, Mobile-Only Media Deal

Posted by Sheila Shayon on May 30, 2013 12:38 PM

Two unlikely global titans have partnered on a “mobile only” media deal whose footprint covers 16 countries, from developed markets in North America and Europe to emerging markets in Eastern Europe, Latin America, the Middle East and Asia Pacific.

Mondelez International, the CPG giant behind billion-dollar brands like Oreo and Cadbury, announced today that it has inked a landmark deal with Google: a one-year partnership that will include mobile search, display and websites. While financial terms were not released, the deal will include branded mobile websites, training and mobile capability building, analytics and opportunity to opt in to Google's mobile beta programs.Continue reading...

brand strategy

Mondelez Sees Huge Growth Potential in Snack-Happy Emerging Markets

Posted by Dale Buss on May 7, 2013 12:38 PM

If love is the universal language, snacks may be the universal food. And that's one reason the spinoff of Mondelez International from Kraft Foods last year looks more and more like a good move, at least for Mondelez and its shareholders.

Mondelez's portfolio of global snack brands—ranging from Oreo to Cadbury to Trident—relies on emerging markets for about 40 percent of its revenue right now, and by 2020 the company projects that 110 million households in India, Russia and Brazil will move into the middle class, the socioeconomic stratum where serious snacking begins in most markets because consumers have achieved the economic wherewithal for recreational eating.

"As they do, we believe they'll step up their chocolate consumption by about three times," Bharat Puri, Mondelez's senior vice president of global chocolate, told analysts recently, according to Advertising Age.Continue reading...

brand news

In the News: American Airlines, Deutsche Bank, Google Babble and more

Posted by Alicia Ciccone on March 20, 2013 09:15 AM

In the News

American Airlines defends $20-million severance pay to CEO.

Deutsche Bank forced to restate 2012 profits due to U.S. lawsuits.

Google will package and brand chat services as Babble.

T-Mobile readies "Uncarrier" no-contract pricing plan and proposed board structure, while AT&T introduces no-contract wireless phone service and Sprintlaunches de-branded Android smartphones.

7-Eleven sues 7-SEVEN chain for trademark infringement.

Apple brand found to be less "inspiring" than it was three years ago in new consumer survey.Continue reading...

brand vs. brand

Them's The Breaks: Cadbury Loses Kit Kat Kase

Posted by Mark J. Miller on January 4, 2013 01:03 PM

Candy and chocolate generally bring happiness to most folks, but they also are keeping a few law firms working overtime.

The latest ruling finds Nestle winning a case that Cadbury had brought against it to try and stop the trademarking of the shape of its Kit Kat bars. Cadbury had taken offense at Nestlé’s 2006 trademarking of Kit Kat as “four trapezoidal bars aligned on a rectangular base.”

After all, as TheHindu.com notes, Cadbury has its own similar chocolate bar, the Crispello, which has a “creamy centre, wrapped in a delicate crispy shell, covered with a delicious layer of Cadbury chocolate.”

But sorry, Cadbury. This time, you lose. Cadbury’s legal team will just have to remember how sweet it felt to beat Nestle recently in a battle over the color purple.Continue reading...

brand news

In the News: Al Jazeera, Skippy, Toyota and more

Posted by Dale Buss on January 3, 2013 09:01 AM

In the News

Al Jazeera buys Current TV from Al Gore, prompting Time Warner Cable to drop channel.

Hormel Foods branches out as it buys Skippy peanut butter brand from Unilever.

Toyota declares a rebirth.

5-Hour Energy sees ad claims rebutted (again).

AB InBev plans to launch stronger U.S. version of Budweiser this year.

Amazon wins dismissal of App Store false-ad claim by Apple.

Apple "bet" energizes AT&T.

China recovery confidence spurs Hong Kong luxury sales.Continue reading...

brand strategy

Mondelez Seeks Creative Flow, #MobileFutures for Brands

Posted by Dale Buss on December 13, 2012 01:34 PM

Mondelez International is stepping up its investments and innovation in marketing and product development. The Kraft global-snacks spinoff may have stumbled a bit since its Oct. 1st debut as a new company on the world stage. But give it time.

Today it's hosting a Mobile Futures conference (follow on Twitter at #MobileFutures), taking pitches from "SoLoMo, mobile at retail, and social TV" startups as part of its commitment, under digital strategist Bonin Bough, to invest in mobile startups.

The company aso is crowdsourcing ideas for creating a new chocolate bar "that would deliver a fresh and unique experience to the chocolate lover" through its Cadbury, Milka and other confectionery brands. "Of particular interest are cutting-edge product concepts that expand upon the special qualities that make the chocolate bar so wonderful, comforting and fun to eat," a Mondelez press release put it.Continue reading...

chew on this

The Kraft, Mondelez Dilemma: Which Brands to Trim, Which Brands to Boost?

Posted by Dale Buss on November 5, 2012 05:03 PM

One of the main reasons for Kraft to split into its new Kraft Foods and Mondelez International units was to free the latter to pursue the beckoning opportunities in the global snacking business without being tied down to the slower-growth, mature North American groceries business, which now alone comprises Kraft Foods.

But in the early going, at least, both newly independent entities are pursuing something of the same strategy to tap into their separate growth opportunities: paring back non-performing, small or relatively insignificant brands, and applying innovation resources and expansion ambitions to brands that have a chance to make the most of them.

Mondelez, for example, already has said that it may divest some products as it seeks to streamline its range. The company will pursue a "simplification agenda," Tom Cofer, head of Europe for Mondelez, confirmed to Bloomberg.Continue reading...

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