Maureen Tayengco

Insights & Analytics Lead, SEA & AMEA

Vikram Karwal
SEA Lead for Marketing Excellence,
Capability & E-Commerce
The project background aims to provide the business context of the problem. Write up a short “brief” that clarifies the “why” of the
challenge you’d like to address. Make sure the background is articulated in a simple and optimistic way. Make it broad enough to
allow students to discover areas of unexpected value and narrow enough to make the topic manageable.

The E-commerce channel is exploding with online grocery sales forecasted to spike further. In the past few
months, e-commerce sales have grown exponentially, fueled by shopper and consumer behavior changes
due to the pandemic. This behavior is likely to stick to a great extent, establishing E-commerce as the go-
to channel for many shoppers. Global e-commerce is valued at $3.5 Trillion, c. 22% of total retail sales. For
grocery retail, the contribution from E-commerce is between 10-20% in developed markets like UK, US
and China. This is significantly under-indexed for South East Asia, and more so for Mondelēz with barely
1% of our revenues coming from E-commerce. This thus presents a huge untapped opportunity.

Retailers are gearing up by shifting investment to e-commerce to meet the demands of consumers. New
technology is being brought in at rapid speed to solve challenges on fulfilment, personalization and last
mile innovation. Our competitors are moving fast to seize the opportunity too as we see top FMCG brands
invest heavily in e-commerce customers.

Mondelēz International in SEA needs to act fast to capitalize the rise in e-commerce shopping. As the
market leader in most countries and categories, we must lead the way in E-commerce and establish our
true leadership in this emerging channel.

The key opportunity to address is around what could be a good solution/platform/plan that could
help Mondelez drive stronger relevance and purchase for our brands on eCommerce.
Who are the possible key users whom the students can speak to and learn from? Whose dreams / pain points should help define the solution /
prototype? Who are the non-typical / “extreme” users who may also have insights to offer?

Who or what are the possible key resources which the students can tap to? Please share a description for at least 2-3 different sources of inspiration.
These could include external benchmarks to access, reading resources, or experts whom they can approach

Heavy Ecommerce users who

are comfortable using the platform,
online payments, waiting for delivery Industry/ agency reports on E-Commerce that are publicly
available (Euromonitor, Mintel, Kantar, Google, etc.)
Users of Ecommerce platforms who may not
be buying grocery and specifically Mdlz E-commerce websites within SEA and outside SEA; to see
categories from E-commerce however; to how other brands and categories activate online
understand what the barriers may be
Consumer immersions as above to gain insight and
E-commerce customers (such as Lazada, identify opportunities
Grab Mart, Tesco Online) to understand
how to plan to grow the grocery segment
Case studies of successful E-Commerce activations – to
Distributors handling the e-commerce gain inspiration on opportunities for Mondelez
business to understand the current challenges
on fulfilment

E-commerce delivery partners to

understand last mile execution
challenges and opportunities
for simplification
What constraints / boundary conditions should the team keep in mind while solving for the challenge?

How would the team know that the prototype / solution is meeting the user’s needs? What measures & indicators will help to know that the ideas are
desirable, viable and feasible?

Identify 1 or 2 opportunity areas across Identify one opportunity across the 4Ps
the e-comm 4Ps (assortment, (assortment, promotion, pricing, placement,
promotion, pricing, placement, visibility visibility etc) on e-commerce and a clear
etc) prototype to convert the concept into execution

Identify key consumer insight / reason The proposed solution should be solving a real
for shopping online / shopping occasion consumer problem or addressing a key
consumer insight

Plans should be actionable in the short- Does the solution bring more buyers to
term Mondelēz (increase penetration)?

Plans should include activations in the
students’ home country or in any other
South East Asia market
Any investment should have
demonstrable positive RoI
Does the solution increase volume of sales to
Mondelēz (weight of purchase)?
Is the solution scaelable to other countries and
customers?
Is the solution profitable over 2-3 years?