I.

Executive Summary

II. Corporate Profile

A. Historical Background

In the year 1899, Jean Tobler and his son Theodor Tobler
founded the ‘Fabrique de Chocolat de Berne, Tobler & Cie’. Theodor
Tobler and his cousin, Emil Baumann introduced the name Toblerone
in the year 1908 and the chocolate was invented in Bern, Switzerland.
It was an unusual triangular-shaped chocolate bar with almonds and
honey nougat.

The name “Toblerone” derives from Tobler (the name of the

company and family) plus terrone, and Italian nougat specialty. Tobler
used the Matterhorn Mountain, in the Swiss Alps to inspire the shape
of his product. Fearing that a competitor would copy his concept, he
applied for a patent on the manufacturing process in Bern. In 1909,
Toblerone became the first chocolate product on the world to be
patented. In 1970, the Tobler Company merged with the Jacobs
Suchard Company of Switzerland, which to become the largest
chocolate companies in the world. Suchard established in 1824
famous for its Milka and Bittra chocolate bars and chocolate drinks. In
1990 Philip Morris acquires Jacobs Suchard, including Toblerone for
$4.1 billion then incorporated it to Kraft Foods.

B. Organizational Chart (Mondelez)

Dirk Van De Put (CEO)

Dirk Van de Put became CEO of Mondelēz International and
joined the company’s Board of Directors in November 2017. Dirk
became Chairman on April 1, 2018. Dirk joined the company from
McCain Foods Limited, a $9.1 billion CAD ($7.3 billion USD) privately
held Canadian company that is the largest marketer and manufacturer
of frozen french fries, potato specialties and appetizers with sales in
more than 160 countries. Under his leadership as President and CEO
since 2011, McCain has grown net sales by more than 50 percent,
generating three-quarters of that growth organically, and EBITDA has
grown double-digits for each of the past six years.
Before joining McCain, he was President of the Global OTC Division of
Novartis Inc., a Swiss pharmaceutical company. Prior to Novartis, Dirk
spent more than a decade with Groupe Danone, a maker of dairy,
water, baby food and clinical nutrition products. He held various senior-
level positions before becoming President of the Americas Division and
joint President of the Fresh Dairy Division. In the first 15 years of his
career, Dirk held many sales and marketing roles in Europe and Latin
America for Mars Inc., as well as The Coca Cola Company, where
among others, he was President, Coca Cola Caribbean. Dirk holds a
doctorate in veterinary medicine from the University of Ghent, Belgium,
and a post-graduate in marketing and management. He is fluent in
Dutch, English, French, Spanish, and Portuguese.
Paulite Alviti (Executive Vice President and Chief Human Resource
Officer)
Paulette Alviti is Executive Vice President and Chief Human
Resources Officer for Mondelēz International, Inc. She joined the
company in June 2018 and is responsible for the company’s human
resources function worldwide, including leadership team development,
talent management, capability building, organizational effectiveness,
change management as well as diversity and inclusion.
Prior to joining the company, Paulette served as CHRO at Foot
Locker, Inc., a global retail company. Before Foot Locker, Paulette held
various senior leadership positions at PepsiCo and The Pepsi Bottling
Group in both developed and emerging markets, including serving as
Senior Vice President, Chief Human Resources Officer at PepsiCo
Asia, Middle East and Africa. Paulette received her undergraduate
degree from the University of Connecticut and holds an MBA from
Pace University.
Maurizio Brusadelli (EVP & President Asia Pacific, Middle East and
Africa)
Based in Singapore, he is responsible for driving growth in our
Chocolate, Biscuits and Gum & Candy categories, building world-class
capability and business impact across more than 100 markets in the
region. He is also a member of Mondelēz International’s global
management team. Maurizio joined Kraft Foods in 1993 in the Italian
Marketing department, going on to build invaluable experience in a
variety of categories and brands. A Marketing Manager by 1999, he
moved into Sales and then Trade Marketing, where he had
responsibility for the Italian business.
Appointed Category Director, Coffee & Confectionery, Kraft
Foods Italy in 2001, Maurizio was given responsibility for the Italian
Food division at the end of 2002. In 2006, he became Category
Director, Philadelphia Europe and in 2009 moved to Spain as VP &
Managing Director Kraft Foods Iberia. He went on to lead the Gum &
Candy category in Europe and in 2012 was appointed head of the UK
& Ireland operations. After relocating to Singapore in 2014, Maurizio
was appointed President, Markets & Sales for Mondelēz International
in Asia Pacific and President, Biscuits AP. In January 2016 he was
appointed EVP & President Asia Pacific. Maurizio holds a degree in
Business and Economics and a Chartered Accountant from Bocconi
University, Milan. Having lived and worked in Italy, Switzerland, Spain,
the UK and Singapore, he is fluent in Italian, English and Spanish.
Timothy Cofer (Chief Growth Officer)
Tim oversees the teams responsible for corporate strategy,
global categories, global marketing, and research, development and
quality. This integrated approach enables Mondelēz International to
efficiently allocate resources to the biggest and highest return growth
opportunities for its global innovation platforms and Power Brands.

During his career at the company since 1992, Tim has

progressed through a number of roles of increasing responsibility. Most
recently, he served as Executive Vice President and President, Asia
Pacific and Eastern Europe, Middle East & Africa. Prior to that, Tim led
the company's European business, based in Zurich, Switzerland. He
also held strategic responsibility for the company's chocolate business
as Senior Vice President, Global Chocolate Category Team. In this
role, he led a team of global executives across strategy, innovation,
consumer insights, marketing, research & development and supply
chain functions. Prior to this, Tim served as Senior Vice President,
Strategy and Integration, leading the global integration efforts following
the company's acquisition of Cadbury in early 2010. This complex
assignment required him to lead the detailed work of combining the
two organizations. Tim also was the architect of the company's
European chocolate category model (2003-2006). His career has also
included successful tenures leading the Oscar Mayer business (2007)
and the company's former U.S. pizza business (2008-2010).
Vince Gruber (Executive Vice President and Europe President)
Vince joined the company (by then, Kraft Foods Austria) in 1989
as Junior Brand Manager for the Milka brand in Austria. Over the
following years he progressed through a number of positions of
increasing responsibility, being appointed Marketing Manager for
Chocolate in 1993, and later Marketing Director in charge of the Coffee
& Food brands in 1997.
In 2000, Gruber left the company to join Red Bull Worldwide as
General Manager for the startup businesses, based in Salzburg,
Austria, where he had responsibility for Europe and the US. He
returned to Mondelez Europe (then Kraft Foods Europe) in 2007 as
Director of the Chocolate category for Germany, Austria, Switzerland
and the World Travel Retail business, a position he held until 2010
when he was appointed President Chocolate for Europe. Gruber led
the European Chocolate Category until September 2016. From 2016 to
the end of 2018 he was in charge of the Western European
commercial business (comprised of France, Benelux, Italy, Iberia and
Greece) as Area President Western Europe. As of January 2019,
Vince Gruber took over the leadership of the European business as
Executive Vice President & President Europe for Mondelēz
International and joined the global Leadership Team of the company.
Rob Hargrove (Executive Vice President Research and
Development, Quality and Innovation)
Rob Hargrove is Executive Vice President of Research,
Development, and Quality & Innovation for Mondelēz International, Inc.
He is responsible for all product and packaging development,
research, nutrition, quality, food safety and scientific affairs activities
worldwide. Rob previously served as Senior Vice President, Research,
and Development & Quality for Mondelez Europe, where he oversaw
technical leadership for innovation, materials productivity, quality
systems and reporting, scientific and regulatory affairs, and nutrition
initiatives across the region.
Before joining Mondelēz International in 2013, Rob held several
senior roles at PepsiCo since 1994. There, he led Frito-Lay’s Research
& Development activities in emerging Asian markets and Australia from
2000 to 2002, their North America health and wellness snacks portfolio
from 2002 to 2006 and PepsiCo Europe’s Research & Development
portfolio from 2006 to 2013, with a heavy emphasis on the developing
Eastern European region, including Russia. Rob began his career with
Procter & Gamble in the UK as a product developer in the laundry
detergent category.
Alejandro Lorenzo (Executive Vice President and President, Latin
America)
Alejandro Lorenzo leads the Latin America Region for Mondelēz
International and brings to this role a track record of building brands,
growing businesses and developing winning teams in global, region
and local roles across multiple functions.
Prior to assuming this leadership position in January 2017,
Alejandro was President, Global Biscuits Category where he played a
lead role in developing the category growth strategy, championed the
company’s well-being agenda and drove breakthrough innovations.
From 2012-14, he was President, Brazil where he led the turnaround of
the company’s largest Latin American market to double-digit growth,
fueled by pivotal local product launches of iconic brands like Oreo and
belVita.
Daniel Myers (Executive Vice President, Integrated Supply Chain,
leading Mondelēz International, Inc.’s Procurement,
Manufacturing, Engineering, and Customer Service and Logistics
groups)

Daniel Myers is Executive Vice President, Integrated Supply

Chain, leading Mondelēz International, Inc.’s Procurement,
Manufacturing, Engineering, and Customer Service and Logistics
groups, which represent more than 60,000 of the company's
employees. Daniel held the same position at Kraft Foods Inc., the
predecessor to Mondelēz International, since he joined the company in
September 2011.

The spin-off of the company’s North American grocery

operations occurred in October of 2012.Prior to Kraft Foods, Daniel
worked for Procter & Gamble for 33 years, serving in roles across all
areas of the engineering, plant management and supply chain
functions. Most recently, he served as Vice President, Product Supply,
where he led the supply chain function for P&G's Global Hair Care
business. He also was responsible for coordinating the company's $28
billion Beauty & Grooming business, including manufacturing
operations that supported sales in more than 170 countries.

Gerd Pleuhs (Executive Vice President & General Counsel)

Gerd Pleuhs is Executive Vice President & General Counsel.

Gerd oversees the company’s legal, corporate secretarial, compliance,
and security functions. Gerd joined the Law Department of Jacobs
Kaffee Deutschland GmbH in 1985, prior to its acquisition in 1990 by
Altria Group, Inc. (formerly Philip Morris Companies Inc.).

Gerd held a number of senior positions within the German Law

Department, including Chief Counsel for the combined operations of
Kraft and Jacobs Suchard, covering legal and regulatory affairs. In
2000, he was appointed Vice President & Chief Counsel for Kraft’s
Central and Eastern Europe, Middle East and Africa Region,
headquartered in Vienna. In 2003, Gerd was appointed Senior Vice
President & General Counsel, Kraft Foods International, Inc. based in
Rye Brook, N.Y. In 2004, Gerd moved to Northfield, IL to assume the
position of Senior Vice President and Deputy General Counsel,
International for Kraft Foods Global, Inc. He was promoted to Senior
Vice President & Deputy General Counsel, Business Units in
November 2007. On April 1st, 2012 Gerd became Kraft Foods’ EVP &
General Counsel, reporting to the CEO. He continues in that role for
Mondelēz International, Inc. following the October 1, 2012 Spin-off of
Kraft Foods Group, Inc.
Since leaving the “home territory” in Bremen, Germany, for more than
a decade, Gerd has been involved in and dealt with a wide variety of
legal issues and matters. His work has involved many jurisdictions and
areas of law and compliance, including much of Kraft’s international
M&A activity. Gerd negotiated Kraft’s acquisition of businesses in
Morocco, Bulgaria, Romania, Russia, Poland, Turkey, and Egypt. He
was the lead negotiator in Kraft’s 2007 $7.6Bn acquisition of Danone’s
LU biscuit business. He was also a member of the core team
responsible for Kraft’s $19Bn Cadbury acquisition in 2010.

Glen Walter (EVP and President, North America)

Glen Walter became EVP and President, North America for

Mondelēz International, November 2017. In this role, based in East
Hanover, N.J., he will be responsible for leading the company’s $7
billion business in the United States and Canada, which includes
Power Brands such as Oreo and belVita biscuits; Triscuit and Good
Thins crackers, Trident gum and Halls cough drops.

Glen joins the company from the Coca-Cola Company, where he

has worked since 2008. Most recently, Glen served as CEO of Coca-
Cola Industries China, where he led his team to accelerate revenue
growth, improve productivity and expand routes to market. Before that,
he was President and Chief Operating Officer for Coca-Cola in North
America, with 70,000 employees and annual revenues of $22 billion. In
this role, he was a key contributor to the delivery of multiple
consecutive quarters of market share growth and operating income
expansion.

Luca Zaramella (EVP, Chief Financial Officer)

Luca Zaramella is EVP, Chief Financial Officer (CFO) for

Mondelēz International and is responsible for the oversight of the
company’s global Finance, Information and Technology Solutions and
shared services functions. With more than 20 years of broad financial
experience in both emerging and developed markets, and a track
record of delivering strong results, Luca has an intimate knowledge of
the company’s business across products, markets, operations,
competitors and customers.

Luca joined the company in 1996 in Italy before holding positions

of increasing seniority in Latin America, Europe and North America.
Over the past four years, he has served as Corporate Controller,
Treasurer and global head of Financial Planning & Analysis. Prior to
that, he was Senior Vice President, Finance of Mondelez Europe.
C. Vision, Mission and Objectives

Vision raft’s company vision is to lend a helping hand to the people

around them to have a better life and a healthy life-style.

Mission for Kraft to remain successful in the long-run, they have to

ensure that they constantly re-strategize their products categories to
suit the needs of the consumers. Seize the opportunity to exploit its
sales capabilities by coming up with different marketing strategies

D. Products and Services

Toblerone milk chocolate, Toblerone fruit & nuts chocolate, Toblerone

dark chocolate, Toblerone white chocolate, Toblerone milk chocolate
valentine rose, Toblerone one by one, Toblerone mini purse,
Toblerone milk chocolate, holiday multiple pack, Toblerone snow top
chocolate, Toblerone fruit and nuts.

E. Achievements
US. Kraft Foods World Travel Retail Division’s Toblerone has won four
Flexible Packaging Association (FPA) awards.