Mondelez

Mondelez started as a craft foods division making snacks. In 2010, the parents split. Mondelez took the global brands, Cadbury, Oreo, Trident, Tang, Halls. 31 billion in revenue spread across 190 countries. Most companies would optimize for margin. Squeeze suppliers, cut marketing, consolidate manufacturing. Mondelez did something different. They reinvested relentlessly into emerging markets where snacking was growing fastest and consumption habits were still forming. They studied consumer behavior obsessively in each region. India wanted fewer calories with full flavor, so they created smaller portion packs priced at 10 cents. Mexico needed local chocolate identity, so they acquired regional brands.