Why Mondelez International targets "cultures" rather than "clusters"

Sarah Shearman

Mondelez International, the snacks group, is steering its marketing model away from targeting demographic "clusters", and towards tapping distinct "cultures", made up of consumers with a similar mindset.

Why Mondelez International targets "cultures" rather than "clusters"

Sarah Shearman

Brands should increasingly be basing their marketing around "cultures" and not "clusters". That was the advice given by Bonin Bough, vice president of global media and consumer engagement at Mondelez International, the snacks company, to the audience at a panel discussion held at South by Southwest Interactive in Austin, Texas in March 2013.

As more demographic data - covering issues such as gender, geography and age - is available to marketers than ever before, this material has now become the mainstay of how to target advertising, Bough suggested. Discussing the...

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