World’s largest chocolate manufacturer Mondelez made a significant strategic shift on an international level towards “local first, but not only”, aiming to increase the role of market specific understanding in defining development priorities. As the team in Finland started to work on the growth strategy for chocolate, a need for a more thorough understanding of Finnish chocolate consumers became evident.
We approached the challenge with an iterative, three-staged project. All began with a comprehensive usage & attitude study to get an overview of the chocolate consumption behavior and to identify the key target groups for Mondelez chocolate brands. Then, we made a deep-dive into the key target group through a qualitative online community. We studied their behavior, mindset and brand relationships though multiple, engaging tasks, such as writing a chocolate journal, acting as chocolate spies, visiting stores to assess chocolate shelves and writing a love letter to a chocolate brand. And finally, we quantified the key findings gathered through this rich set of data through an online survey. To further elaborate the data, we used also an advanced analytics technique called Partial Least Squares modelling to identify the key drivers impacting their chocolate purchases.
Through these stages, together with Mondelez team we gained a comprehensive understanding of the role of chocolate in the lives of Finnish consumers and the needs, occasions and expectations relating to it, how purchase decisions are made and what kind of relationships consumers have with the brands. All this enabled us together with the Mondelez team to identify key development areas and guidelines supporting growth strategy development from the perspectives of brands, product portfolio, marketing and shopper campaigning.