Mondelez Kinh Do leads through pandemic

Boosting digital technology

The past year with Covid-19 caused challenges to enterprises yet it was also a test for internal and external capability of responding to unprecedented situation. To build a strong foundation for future growth, the company has implemented digitalization and technology innovation in daily sales, operation and production.

Mondelez Kinh Do has boosted digital adaptation to accelerate growth. Photo by Mondelez Kinh Do

Building win-win partnerships toward sustainable growth, Mondelez Kinh Do has empowered its retail partners with AI mobile application across 22,000 pilot outlets, and still expanding. The project has allowed Mondelez Kinh Do to serve its consumers better, while increasing sales quality at each point of sale and coverage, thereby helping to optimize product portfolio and its partners’ growth.

To drive operational performance, Mondelez Kinh Do has implemented lots of automation softwares such as SAP Quality Management to enable strict quality control as well as constant improvement of their product quality. Its VMI automation project using Datalliance helps improve inventory management significantly. The digital platform for IL6S (Hanoi Solvage) also went live to improve Kaizen and reduce working hours.

The company has applied invoice processing automation named Bizzi, cutting average invoice processing time by 50 percent and average invoice processing cost by 66 percent.

Consumers at the core of business

In Vietnam, Mondelez Kinh Do is the owner of loved brands such as Kinh Do, Solite, AFC, Cosy, LU, Oreo, Ritz, Slides, Halls candy, Trident gum, Cadbury chocolate, Toblerone and Tang orange powder…, and the special product lines of moon cakes and Tet collections.

According to Nielsen’s retail audit report in Vietnam (excluding MM Mega Market Vietnam and semi-retailer channels), Mondelez Kinh Do ranked first in terms of both value share and volume share in the biscuit category in Vietnam from May 2020 to April 2021. The company was also named in the ranking of “Top 10 Most Prestigious Food Companies” for the third year in a row announced by Vietnam Report and VietNamNet.

Brands from Mondelez Kinh Do stay firmly at leading positions in the market. Cosy is the biscuit market leader in terms of CRP (Consumer Reach Points), entering the top 10 fastest-growing brands in food sector, according to Kantar’s Asia Brand Footprint 2021.

AFC biscuit brand is also named among “Top 10 improvers 2021” by YouGov, an international research data and analytics group. Kinh Do Trang Vang Black and Gold line was the gold winner for excellent packing design in 2021 announced by Pentawards.

Mondelez Kinh Do brands are the consumers’ preferred choice for years. Photo by Mondelez Kinh Do

“Covid has led to significant impact on available disposable incomes for consumers. The consumers are also preferring to purchase brands that they trust. Mondelez Kinh Do brands stand for the highest quality assurance and thus are the consumers’ preferred choice in these pandemic times. We have tailored our Tet gift packs to offer a large range of choices at prices that the consumers now prefer,” said Hemant Rupani, managing director of Mondelez Kinh Do.

Mondelez Kinh Do tailors its Tet gift packs to offer a large range of choices. Photo by Mondelez Kinh Do

Health-conscious customers today want snacks that can help protect, rebalance, and recharge their bodies and mind. To meet this customer need, Mondelez Kinh Do constantly innovates to introduce products made of natural and healthy ingredients through brands like AFC, Solite, Kinh Do… The new products also heighten focus on healthier, nutritious choices such as Cosy Wonderfulls Chocolate & Oats, Cosy Wonderfulls Nuts & Butter…

“These are also the times when small treats become important in ensuring emotional well-being. We are focusing on our Cadbury Chocolates range to enable the right choices for our consumers. Mondelez Kinh Do will continue to focus its R&D efforts in expanding this portfolio through 2022,” Rupani said.

Biscuits category includes any product that consists of ready-to-eat, shelf-stable manufactured food products. All products where the basic ingredient is flour or wheat mixed with various other ingredients such as sugar, egg, salt, margarine etc., to form dough that is baked in the oven to be formed as a biscuit. These products have dry nature, imperishable, and may function as a snack or as a food supplement. This category includes Sweet Biscuits and Savory Biscuits.

Source: From Retail audit report in Total Vietnam (including Traditional Trade Off Premise and Modern Trade, excluding MM Mega Market Vietnam & Semi-Retailer channels) in terms of value share and volume share of Biscuits category from May 2020 to April 2021.