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Mondelez (MDLZ) Renews Strategic Contract with Facebook
In order to strengthen its brand presence across digital media, Mondelez International, Inc. (MDLZ - Free Report) has renewed its global strategic partnership with Facebook, Inc. .
Given the amount of time that people spend on their smartphones nowadays, a large-scale media partnership with the world’s largest mobile platform offers Mondelez an opportunity to bring its brands closer to consumers.
Together, the companies intend to leverage consumer insights and messaging for improving marketing campaigns. With regard to consumer insights, Mondelez will use Facebook’s new data tool, Audience Insights (API), to understand its customers and adopt a marketing strategy that better addresses the target audience. Mondelez will also utilize Facebook’s Messenger platform to facilitate real-time interaction between its brands and consumers.
The partnership covers 52 countries, including Brazil, France, India, Indonesia, the U.K., the U.S. and the Gulf States.
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Renewal of the deal is in line with Mondelez’s plans of expanding its e-Commerce platforms and boosting online sales.
Mondelez – the maker of Oreo, Cadbury and Trident gum – believes that e-Commerce, its fastest growing platform, can generate $1 billion in annual revenues by 2020, compared to its present contribution of $100 million.
In April, Mondelez inked an e-commerce partnership with China’s leading online and mobile commerce company, Alibaba Group Holding Limited (BABA - Free Report) . Per the deal, Mondelez’s snacks like Oreo, Chips Ahoy!, belVita, Toblerone, Cadbury and Trident will be made available to its Chinese customers through Alibaba’s Tmall.com site.
Other than that, Mondelez also has a global strategic partnership with Google, a segment of Alphabet Inc. (GOOG - Free Report) , which was signed in Oct 2014.
Currently, Mondelez has a Zacks Rank #3 (Hold).
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