Despite being one of the oldest chocolate brands in the world, Toblerone has not been afraid to

embrace technological and societal changes. The company has active and popular social media
platforms including Twitter and Facebook, using the platforms to engage users with a
combination of entertaining, informative and interesting posts. Toblerone is also highly
responsive, answering all questions and queries with a combination of humour and honesty.

Toblerone has retained its popularity and success as a result of its consistency, iconic design and
stylistic properties that appropriatelyfit the brand’s values and attributes. Despite being over 100
years old, the brand has never veered from its distinctive shape, packaging and logo. Over time,
this incredibly simple approach to marketing has enabled the brand’s packaging to transcend the
chocolate category and maintain its appeal as one of the most popular and exciting chocolate
bars in the world.

Toblerone's Place and Distribution Strategy:

There is only one Toblerone manufacturing plant in the world, and it is located in Bern,
Switzerland, where this iconic chocolate bar is manufactured. Toblerone is available in over 120
countries. The duty-free shops in airports account for 25% of its total revenue, and it is the third
best-seller in the duty-free stores. Supermarkets, some retail stores, and e-commerce websites
also sell the product. Cadbury-Kraft was appointed as the official distributor and marketer of
Toblerone in India in 2012. Toblerone has been designated as a premium gifting brand with the
theme "Gift like no one else" as a result of the brand's premium image.

India, an emerging market, provided an opportunity for significant growth in the chocolate
market.

Toblerone Promotion & Advertising Strategy:

Toblerone spent very little money promoting its brand. Although the brand has a high potential
for global expansion, it is not being promoted aggressively. In 2007, the company made a small
foray into the mass promotion by using television as a media channel. Ogilvy Advertising
created the advertisement to promote the new Toblerone "fruit and nut" variant. As a premium
brand, the company employed a unique marketing strategy. To influence the target audience,
Toblerone used entertainment marketing. FRIEND, an American sitcom series, was popular
among the general public in the 1990s, and Toblerone used it to promote the brand. In the series,
there was an episode where Toblerone made multiple appearances and demonstrated the main
characters' obsession with Toblerone. The brand, on the other hand, has a strong digital presence
in the form of an official Facebook page, a Twitter handle, and an Instagram handles with a large
fan base. Toblerone's marketing strategy is now complete.

Toblerone Price/Pricing Strategy:

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.

Toblerone Product Strategy:

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.

https://www.mbaskool.com/marketing-mix/products/17409-toblerone.html