Mondelēz International Spurs Delicious Innovations and Operational Efficiencies to Extend Market Leadership

IHS SPECTRUM EXCELLENCE AWARD Food Processing Industry

Mondelēz International, Inc. is a global snack food powerhouse, with revenues of $35 billion in 2013. Its mission is to “create delicious moments of joy” for consumers in 165 countries by bringing them many of the world’s favorite snack brands such as Oreo, Nabisco, Cadbury, Trident and Tang.1 Mondelēz International holds leading market shares in every category in which it competes: ranking first globally in biscuits, chocolate, candy and powdered beverages as well as second in gum and coffee. 2 Now the company’s leadership wants to further strengthen its competitive advantages and grow its market share in emerging markets by enhancing global collaboration, expediting decision-making and increasing operational efficiency. At Mondelēz International, product innovation is at the heart of delivering delicious experiences for customers. Around the globe, more than 2,000 scientists lead the company’s research and development (R&D) efforts. Their ability to boost efficiency and ingenuity often depends on their ability to collaborate effectively across divisions and continents. What can a team researching biscuits learn from its colleagues who are developing beverages? Why did one candy team decide to discontinue use of certain ingredient five years ago? Is there an opportunity to save time or money by using a new manufacturing process? To answer countless questions and generate new ideas, Mondelēz International scientists often needed access Challenge to decades’ worth of internal documentation stored in ► Maintain leadership and expand in new markets different systems and locations worldwide. This issue through innovation, collaboration, better became even more acute when the company spun off decision making, and operational efficiency its North American Grocery business in 2012 and no longer had access to a number of its most experienced ► Gain access to internal legacy content product developers repositories in disparate systems, enhancing collaboration between company researchers Mondelēz International scientists appreciated the need for a single view of both its own internal documents and ► Improve efficiency to reduce operational a wealth of scientific research and patent information overhead costs and accelerate time to market from outside the company. If they could quickly pinpoint relevant information, instead of performing broad Solution research, the company could lower R&D costs and IHS Product Design with IHS Goldfire® accelerate product development. “We need knowledge at the touch of a button,” said Results Jonathan Gordon-Till, Senior Associate Principal Scientist at Mondelēz International. “We have lots of legacy ► Rolled out innovation software to 1,100 users, organizations and people, and content across different connecting thousands of disparate systems, platforms, geographies and languages. All of that putting it on track for 100% R&D use by 2015 collectively can help answer food technology challenges. ► Saved tens of thousands of dollars by finding We are good at documenting our knowledge, but finding key documentation (in English on a Russian information when we need it has been the greatest team site) in seconds versus spending an challenge of all.” estimated 20-days of experimentation Accessing Knowledge at the Touch of a Button ► Reduced time for a routine patent search from 2 weeks to 1/2 a day Mondelēz International found its “touch-of-a-button” solution with the global implementation of IHS Goldfire® – ► Avoided reinventing the wheel patented multi-lingual semantic research software that ► Enabled new staff to easily scan all relevant now provides quick, precise access to a broad spectrum technical practices in 1/2 a day compared to of information sources both inside and outside the the 6 months it previously took to ramp up company. Continued on next page >

www.IHS.com Mondelēz International Spurs Innovation and Efficiency

Continued from previous page “We’re starting to see faster innovation “We needed a robust search across all our content,” and intelligent decision-making, reducing our said Gordon-Till. “With IHS Goldfire, it is like having a time to market. IHS Goldfire is saving us a lot single repository system without having to move of time by putting the right information everything into one system. We’re able to globally at our fingertips.” open up our internal content going back to the 1930’s, plus millions of documents in the hundreds of Jonathan Gordon-Till, knowledge bases that come with it. Being able to do Sr. Associate Principal Scientist a single, unified ideation search across a lot of different content is something that we’ve been seeking for a long time.” “Our scientists are saying, ‘This is one of those very, Within 6 months, Mondelēz International had indexed very few experiences with a new technology 230 internal information sources, giving scientists – implementation that we’re really enjoying,’” Gordon- for the first time – insights into thousands of disparate Till said. “It’s delivering rapid benefits. systems with existing research and documentation Achieving Results, Building Momentum across business units and geographies in five languages. Content is indexed in its original A Mondelēz International team in the United Kingdom language but then translated and searchable in four found the answer to a critical product development others. Past barriers and organizational pressures issue in Russia on an internal German document have dissipated as information flows more freely and repository – in English - that the team previously would is easier to use. not have been able to access. Finding the answer in a single search took only seconds compared to an In particular, Mondelēz International R&D teams were expected 20 days of experimentation. For Mondelēz glad that they could now see not only what the International, tying up a team of scientists and company’s other teams had previously decided, but laboratory equipment for 20 days can cost tens of also how and why that decision was made. Why did thousands of dollars for just one simple query. they abandon a project? Create something new? Or do something differently? The details could now be Mondelēz International is finding that it can shorten the easily retrieved. time it takes to sift through routine patent alerts. And for those who are new to the company or moving from Externally, Mondelēz International researchers could division to division, they are shortening the time it takes now explore a wealth of worldwide patent information, to bring themselves up to speed on the new products reference books, standards articles, competitor they are expected to work on. information, specifications and more. As the company’s use of the system builds momentum, Exceeding Expectations it is drawing interest from other divisions of the Mondelēz International is looking for everyone in its company – including engineering, manufacturing, R&D function to have access and by the end of Dec consumer insights and supply chain. Mondelēz 2014, 75% were using it. It has also nearly met its International leadership is taking notice. “I can’t tell you goal of indexing all internal repositories. Gordon-Till how phenomenal the reaction has been from our senior believes they are exceeding initial expectations for its leadership – they are very supportive,” said Gordon-Till. initial uptake and showing positive business benefits. The R&D team’s continued advances, beginning to Many Mondelēz International scientists now see the be replicated across other teams, seem sure to IHS solution as an integral part of their processes. bolster Mondelēz International's market leadership High usage stems from the company’s aggressive and growth objectives. approach to training and marketing, and its ease of “We’re starting to see faster innovation and intelligent use. The company has more than 30 IHS Goldfire decision-making, reducing our time to market. IHS “Champions” ready to lead their peers in learning and Goldfire is saving us a lot of time by putting the right applying the tool. Mondelēz International trainers and information at our fingertips.” said Gordon-Till. IHS experts hold regular master classes for users to share best practices, ideas and questions. 1 http://global.mondelezinternational.com/SiteCollectionDocuments/pdf/mondelez_intl_fact_sheet.pdf 2 http://files.shareholder.com/downloads/AMDA-1A8CT3/3527201119x0xS1193125-14-79175/1103982/filing.pdf