A Promotion Strategy for Impulse Products in E--Commerce for Mondelez International

Student: Voronina Anna

Educational Programme: Business Administration (Bachelor)

Year of Graduation: 2024

The annual growth rate of e-grocery sales stood at 47% in 2023. Over the same period, Dirol. Russia's No. 2 refreshing sugarless gum brand saw only a 25% increase in online sales. The SOSTAC marketing planning model was employed to identify such contributing factors —— and Strategic Combination with Alternatives will be employed in light of these findings. As a result, the paper provides a brand promotion strategy in e-commerce channel. The starting point of the research is what stimulates impulse buying behavior and then industry trends. The next step is to expedite the unique identity growth of the brand in e-commerce and thereby increase orderstream. Some of the suggestions in the paper were approved by Mondelez Rus and provided with a chance to be implemented.

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