AIRPORT RETAILING AT MONDELEZ:

THE LAUNCH OF TOBLERONE

CRUNCHY ALMOND IN ASIA
 Key characteristics of
consumer and shopping
behavior while purchasing
confectionery
Airport shoppers- Supermarket shoppers

Self-consumption
Gifting
In-home family
Souvenir
consumption
Self consumption

Distinctive products,
Low price points, Display
Packaging and store
in terms of variety of
promotions that can get
types, flavours, package
you multiple purchases
sizes.
within your budget.
 Adults

Know what they want

Less time, quick purchase
Compare items
Discuss promotional offers

Confectionery Children
buying Attractive design packaging

behaviour at Colourful Candies and

Chocolates

Aiport Geodemographics

Indians and Filipinos are deal

conscious
Chinese view confectionery
purchased abroad more superior
 Sales staff play an active role in
pointing and directing travelers
towards ongoing promotions

Other Retail stores are quite small

Behaviour hence typical customer is

looking to make a quick

Motivators
purchase and has a budget in
mind

Chocolate is considered a
universally appropriate and safe
gift
 Layover & High traffic environment

Enables travelers to spend their time within

the transit area, leading them to purchase the
product they want

Characteristics Bundled promotions

of airport Establish the price point for a bundle

retailing of Gifting and Souvenirs

confectionery Shoppers predominantly purchase for

gifting and as a souvenirs

Distinctive packaging

Gifting and Souvenirs should be distinctive

products, packaging, store promotions. Eg:
Distinctively gold coloured and in large size.
 Consumer Characteristics
HIGH END PERFUME & LUXURY
ITEMS AT CHEAPER PRICE
ACCORDING
TO WAITING TOBACCO
LIQUOR
TIME
PREFERENCES
CONFECTIONARY AT
CHEAPER PRICE

Different Price Segments Of Preferred Items At Airport

Different Companies
Shopper Characteristics

Diamond & Inverted Triangle principle

 KEY CHALLENGES FACED BY ROY ANAND

Highly competitive season First launch after a failed

(Christmas) product,
Toblerone Blue

CHALLENGES Three different strategies for

A new and untested flavour of different locations -
Toblerone Singapore, Bangkok and
Kaula Lumpur

Price and Promotion of a

new variable
 MARKET DIFFERENCES
Singapore Bangkok Kuala Lumpur

Annual Travellers Traffic/

43 Million 32 Million 37 Million
Footfall

3+2 years contract( 2 years 5 years contract with layout

Concession Terms -None-
extension) discretion to retailer

General merchandise duty free General merchandise duty free

Store type Standalone Confectionary store
stores stores

Indians, Chinese, Indonesians,

Mix of Travellers in general Indians, Chinese, Thais Indians, Chinese, Indonesians
Filipino

Cocoa Tree,a major confectionary King Power, owns airport retail

Retailers -None-
retailer space for the last 23 years

Chinese language signage/ sign in

Signage No signage No signage
the store

Purchase Type Both planned and impluse Usually impulse purchase Planned purchase

First store encountered by Passengers pass through

Retail Store Location and
Travellers, as they move past shopping area before going to General retail layout
Layout
immigration food and beverage outlets

Special Certifications -None- -None- Halal certification on products

 Presented by
Group - 1
Abhinav Kumar (2310094)
Kimaya Ganveer (2310376)
Sabarinath R (2310164)
Ruksana Raseed (2310163)
Kanchan Kazarika (2310376)
Debayan Nath (2310115)
Avinash Mamidi (2320007)