<p.Mondelez India is bolstering its premium product offerings, a move driven by changing consumer tastes and a desire to tap into the growing demand for high-end consumer goods.
AI Takes Center Stage
The company is also doubling down on its use of artificial intelligence (AI) in marketing, leveraging AI-powered tools to better understand consumer behavior and preferences.
AI is helping Mondelez India to personalize its marketing efforts, allowing the company to tailor its message to individual consumers based on their unique characteristics and buying habits.
This shift towards premiumisation and AI-driven marketing is being fueled by the rapid growth of the Indian economy and the increasing purchasing power of the country’s middle class.
Media Fragmentation Requires New Strategies
Mondelez India is also adjusting its media strategies to account for the increasing fragmentation of the media landscape.
The company is investing in connected TV and creator-led marketing initiatives, which are becoming increasingly popular as consumers turn away from traditional forms of media.
Connected TV, in particular, offers a unique opportunity for brands to engage with consumers in a more immersive and engaging way, through the use of high-quality video content and interactive experiences.
By investing in these new channels, Mondelez India is able to reach its target audience more effectively and build brand awareness in a crowded and competitive market.
What This Means
For FMCG companies like Mondelez India, the key takeaway is that the future of marketing lies in embracing premiumisation, AI, and media fragmentation.
By leveraging these trends, companies can build stronger connections with their target audience and stay ahead of the competition in a rapidly changing market.
As consumers become increasingly demanding and discerning in their purchasing habits, companies that are able to adapt and evolve will be better positioned to succeed in the long term.
