Unlocking Category Growth Through Demand-Centric Insights
Is your strategy truly centred on customer needs, so you can unlock untapped market potential, make assertive portfolio choices and maximise brand impact?
- Client
- Mondelēz International
- Setting
- In-house leadership, Mondelēz
- Scope
- Brazil, then Latin America
- Capability
- Growth strategy & demand segmentation
Results at a glance
- +8%revenue uplift from repositioning Oreo
- USD 170Madditional revenue opportunity over three years
- 3brands expanded: Oreo, Lacta Cookies, Milka Cookies
The challenge
In 2015, Mondelēz set out to identify growth opportunities in the Latin American snacking market, starting with the Brazilian biscuit category.
The market was fragmented and consumer preferences were shifting. The challenge was to identify the right demand spaces to target and build a clear growth strategy for brands such as Oreo, Lacta Cookies and Milka Cookies.
The approach
I led the global Demand-Centric Growth (DCG) pilot, designing a segmentation strategy to map consumer demand spaces.
- Focused on the “Joyful Family Time” demand space, where families look for fun and good times during shared snacking occasions.
- Found that Oreo, despite strong recognition, lacked a clear position in this space, and repositioned it around family moments, shared fun and product quality.
- Shaped the innovation agenda: playful flavours, seasonal offerings and a harmonised pack design to build brand equity.
Results & impact
- The repositioning of Oreo delivered an 8% revenue uplift in the biscuit category.
- DCG insight produced an innovation pipeline worth USD 170 million in additional revenue opportunity over three years, expanding Oreo, Lacta Cookies and Milka Cookies across Latin America.
The approach became a scalable framework that informed long-term innovation strategy across multiple categories.
Results have been altered for confidentiality.
“She has the ability to connect multiple different sources and push for powerful insights and areas of opportunity for growth.”