Mondelez targets provincial China amid economic downtown

This article outlines how Mondelez is crafting its marketing strategy for Tier 3 and Tier 4 cities in China to grow established brands such as Oreo, and new chewing gum brand Stride.

It's been a difficult couple of years in China for many big brands as the cycle of high economic growth has slowed. While many Western brands have always faced an uphill battle in the country, tougher market conditions – and the rise of competitive local brands - have brought on new challenges.

According to Stephen Maher, President of Mondelez China, distribution and margins are slowing down in China's Tier 1-2 cities, which is where the big MNCs and companies have concentrated their growth strategies.

But things are beginning to change: global FMCG giants such as Mondelez are refocusing to...

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