Client Name

Mondelez International

Faculty Advisor

Dr. Ubedullah Khoso

SBS Thought Leadership Areas

Behavioural Studies

SBS Thought Leadership Area Justification

This project aligns with the Behavioral Studies area by exploring how Gen Z consumers in Saudi Arabia engage with snacking brands on social media. It examines their preferences, online interactions, responses to content and influencers, and the factors that influence brand engagement and consumer behavior. The insights will help understand the behavioral patterns driving digital consumption among Gen Z.

Aligned SDGs

GOAL 9: Industry, Innovation and Infrastructure

Aligned SDGs Justification

This project aligns with SDG 9 by supporting Mondelēz in developing data-driven, innovative digital marketing strategies based on Gen Z insights in Saudi Arabia.

NDA

No

Abstract

This report analyzes the social media performance of Mondelez brands: Oreo, Cadbury, and Ritz in Saudi Arabia, focusing on Gen Z consumers. Using social media audits, sentiment analysis, and competitor benchmarking, the study evaluates brand performance across Instagram, TikTok, and YouTube. The findings show that cultural relevance, influencer partnerships, consistent posting, and platform-specific strategies drive engagement more effectively than creative quality alone. The report identifies key opportunities for Mondelez to strengthen its digital presence through localized content, participatory campaigns, and social-first marketing strategies, ultimately improving brand relevance, engagement, and long-term growth in the Saudi market.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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