Published by MBA Skool Team, Last Updated: November 25, 2017
Marketing Strategy of Toblerone analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Toblerone marketing mix, help the brand succeed in the market.
Toblerone marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Toblerone Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Toblerone marketing strategy can be explained as follows:
Toblerone is known for its unique shape and distinctive taste. The company started with producing a triangular chocolate bar which includes milk chocolate, nougat, almonds and honey. The wrapper/box used to cover the chocolate is also in unique triangular shape which makes it distinguishable from rest of the chocolates. The wrapper has a mountain and if you see carefully, there is a bear blended in the mountain. The bear represents the city of Berne in Switzerland, where the Toblerone began. And the mountain signifies the association of Toblerone with Matterhorn, Swiss mountains. Below is the variety of chocolates offered as a part of its product strategy in its marketing mix:
1. Toblerone Milk: Available as a chalkboard, mini, bundle and bar
2. Toblerone Crunchy Almonds: With lightly salted, caramelized almond pieces
3. Toblerone Dark: Available as a blackboard and bundle
4. Toblerone White: Available as a blackboard and bundle
5. Toblerone Tourism: A selection from tourism assortment
6. Toblerone Winter Edition
7. Toblerone Gastronomy: The triangular pleasure for gastronomic companies
8. Toblerone Tiny
9. Toblerone Crispy Coconut: Milk chocolate with coconut crisp, honey and almond nougat
The extraordinary swiss chocolate experience that the customers have with Toblerone is unbeatable and this has made Toblerone one of the most popular chocolates in the world.
Toblerone Price/Pricing Strategy:
Below is the pricing strategy in Toblerone marketing strategy:
Toblerone has placed itself in the premium section targeting middle and upper segment of the society.
The company has made the price proportional to the quality of the chocolate that it provides as quality compromise is a big no for Toblerone. It has changed the shape of the bar by introducing some more space between two successive chocolate triangles. The company being a luxury brand did not want to compromise on the noticeable parameters like price, length of the bar as this might degrade the brand. It has a premium pricing strategy in its marketing mix. Toblerone then decided to reduce the weight of the chocolate bar which would not even require changing the packaging. As a result the weight of the 400g bar is reduced to 360g and the 170g bar to 150g. The major reason behind this weight reduction was the increase in the ingredient cost. The brand didn’t want to increase the price of the chocolate which might result in shifting or losing of customers to other competitive brands like Ferrero Rocher or chocolates going off shelves. Though the Toblerone fans are not very happy with this change and want Toblerone to regain the previous shape.
Following is the distribution strategy in the Toblerone marketing mix:
There is only one Toblerone manufacturing plant in the world and that is in Bern, Switzerland where the production of this icon chocolate bar takes place. Toblerone is distributed and sold in more than 120 countries. 25% of its total revenue is obtained from the duty free shops in the airports and constitutes the third best seller in the duty free stores. The product is also available of supermarkets and some retails stores as well as e-commerce websites. In 2012, Cadbury-Kraft became the official distributor and marketer for Toblerone in India. Because of the brand’s premium image, Toblerone has been placed as a premium gifting brand with a theme of “Gift like no one else”.
India, an emerging market, provided an opportunity for significant growth in the chocolate market.
Toblerone Promotion & Advertising Strategy:
The promotional and advertising strategy in the Toblerone marketing strategy is as follows:
Toblerone invested very less in promoting their brand. Though the brand has a great potential of capturing more global market, it is not being pushed that much. The company made a small entry in the mass promotion using television as media channel in 2007. The advertisement was created by Ogilvy Advertising to promote the new variant of Toblerone “fruit and nut”. Being a premium brand the company played a different strategy of promoting the brand. Toblerone used entertainment marketing to influence the target audience. FRIEND, an American sitcom series, was widely liked by masses in 1990s and Toblerone took this as a stage to promote the brand. There was an episode aired in the series where the Toblerone made multiple entries and showed how the main characters craze for Toblerone. The brand, though, has a digital presence in the form of official Facebook page, twitter handle, Instagram handle with a great fan following. This completes the Toblerone marketing mix.
Toblerone is a Swiss chocolate brand, initially owned by Kraft foods, and then acquired by US confectionery company Mondelez International, Inc. in 1990.
Toblerone was introduced by Theodor Tobler and Emil Baumann in 1908 in Switzerland. Since then Toblerone is among the best-known brands in the world of chocolate and is liked by more than a million people.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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