Mondelez aimed to unlock incremental growth for its chocolate brands within Australia's rapidly expanding Indian and Chinese communities. Despite strong overall brand presence, a nuanced understanding of these diverse consumer segments was crucial to optimize existing strategies and counter competitor strengths. Mondelez needed to identify specific opportunities to increase household penetration and purchase frequency, moving beyond general awareness to deep brand affinity and "love" among these key multicultural consumers.
Etcom conducted an end-to-end "Chocolate Diversity Project," encompassing comprehensive research strategy, respondent recruitment, and in-depth analysis. Through online surveys (294 Indian, 293 Chinese respondents) and data fusion with Kantar AU Choc Data, we meticulously analyzed familiarity, consideration, Category Entry Points (CEPs), and brand imagery. Our approach provided a granular understanding of snacking preferences, chocolate consumption behaviours, and brand interactions, revealing critical cultural nuances. For instance, we found that while Cadbury Dairy Milk had strong equity in the Indian community, it struggled to emotionally connect with Chinese consumers. Conversely, Chinese consumers showed a strong preference for dark chocolate, presenting an untapped opportunity for brands like Old Gold.
The comprehensive research delivered actionable, culturally nuanced insights that proved invaluable for Mondelez. These findings illuminated distinct growth opportunities and strategic priorities across their chocolate portfolio, tailored specifically for the Indian and Chinese consumer segments. By understanding the unique preferences, behaviours, and brand perceptions within these communities, Etcom provided Mondelez with a clear, data-driven roadmap that they could utilise to build stronger, more authentic connections, ultimately paving the way for future growth in Australia's diverse chocolate market.