Client Name

Mondelez International

Faculty Advisor

Dr. Nasir Afghan

SBS Thought Leadership Areas

Investment Decision Making

SBS Thought Leadership Area Justification

This project analyzed the e-commerce landscape of the wafer segment within the snacking industry to identify market gaps and recommend forward-looking strategies for Cadbury's selected products. These findings directly support investment decision-making by guiding resource allocation toward high-potential digital channels, reducing uncertainty through market intelligence, and presenting strategic recommendations as actionable investment propositions, each grounded in a cost-benefit rationale aimed at maximizing market share and long-term brand equity.

Aligned SDGs

GOAL 8: Decent Work and Economic Growth

Aligned SDGs Justification

This project links to SDG 8 by identifying e-commerce growth opportunities for Mondelez in Pakistan, contributing to digital trade expansion and broader economic activity. It connects to SDG 9 through its focus on recommending innovative platform strategies and modernizing FMCG trade infrastructure in an emerging digital market. Finally, it aligns with SDG 12 by promoting targeted, insight-led strategies that encourage more efficient marketing and production decisions tailored to specific consumer segments.

NDA

No

Abstract

This report is the result of an Experiential Learning Project (ELP) with Mondelez Pakistan titled Revamping Mondelez's E-Commerce Footprint in Pakistan. The project fills a clear commercial gap, as Mondelez is one of the leading snacking companies in Pakistan, but e-commerce accounts for approximately 1% of sales in the snacking category, and is the fastest growing distribution channel in the category (Euromonitor International, 2025a). This is a commercial risk and a huge opportunity for growth as Pakistan's urban consumer base becomes more digitally active. The project was centered around three focal products, each aimed at different consumer segments: Cadbury Wafer Bar, which was aimed at both SEC A and SEC B consumers for everyday indulgence; Cadbury Wafer Roll, which was aimed at consumers in SEC B for everyday indulgence; and Cadbury Occasions, which was aimed at SEC A consumers through the premium gifting occasion. The research was conducted in three phases using a mixed-methods approach. The first phase was secondary research, which was based on the market reports of Euromonitor International for Pakistan and Mondelez's global State of Snacking studies. In Phase 2, three main research tools were implemented: an online consumer survey (79 respondents), a structured brand presence audit on 10 digital retail platforms, and an in-app advertisement audit on Pandamart and Krave Mart. The survey included single select, multi select and 5 point likert questions on demographics, snacking habits, online purchase behavior, brand awareness, competitor preferences, and purchase barriers. Phase 3 compiled all the results into a strategic execution roadmap. Key findings show that the focal products are underrepresented across all digital channels. More than 64% of the respondents do not purchase snacks online, or purchase them rarely. Of those who do, quick commerce is the most popular: 50.6% of online snack buyers use Pandamart and 16.5% use Krave Mart. However, Cadbury Wafer Bar and Cadbury Wafer Roll are not present on either platform and no promotional banner for any focal product was seen during the in-app audit. Cadbury Occasions has 80% coverage on e-commerce supermarket platforms, but is not available in quick-commerce. Too high delivery costs (55.7%) is the largest obstacle to purchasing snacks online. Brand trust is the top factor Page | 8 influencing online trial, beating out discounts and free delivery. SEC A consumers are more likely to be motivated to gift and are more loyal to the platform, whereas SEC B consumers are more motivated by quick-refill occasions and price bundling. The report suggests a three-step execution process. During Phase 1, Mondelez will list Cadbury Wafer Bar and Wafer Roll on Pandamart and KraveMart, fill out the remaining e commerce gaps and enhance the quality of digital shelf content on all platforms. In Phase 2, the company should focus on in-app banner campaigns for late-night browsing of wafer products, an Eid gifting campaign for Cadbury Occasions on Daraz with differentiated premium positioning against Ferrero Rocher and Lindt, and bundle formats to overcome the delivery cost barrier. Mondelez needs to create a dedicated Cadbury Occasions brand storefront on Daraz, launch year-round gifting campaigns for birthdays and thank-you moments, and establish partnerships with influencers for digital discovery in Phase 3. The project aligns with SDG 8, SDG 9, SDG 12 and falls under the Investment Decision Making thought leadership area at IBA SBS.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

Download

Available for download on Thursday, June 07, 2029

Share

COinS