Toblerone has been experiencing huge success all year through its product based growth strategy. A Fruit and Nut variant, has added 27% incremental sales since its launch last year, reads ‘Just For Dad’. It begs the question, is growth as simple as creating new products? Look at McDonalds or Gillette Razors, they are constantly coming out with new variations on what is essentially the same product. Surely this is the answer?I'd love to say yes. I would be a wealthy man if that were the case, but the truth behind Toblerone's success comes down to market segmentation alone. Ask yourself, who eats more chocolate women or men? Now ask yourself who is the gatekeep (actual purcahser). Regardless of your answer to number 1, the latter is women (overall), this is due to many factors, the most obvious is that there are just more female supermarket shoppers. So the purchase intent comes down to rational:
Around fathers day, shameless product composition like "The Best Dad" promotion is obviously a directly targeted ploy to attract your dollar. However, how about the other 50 odd weeks of the year? The very nature of it being targetted at men means that not only is is purchased for special occassions, but the gatekeeper can buy guilt free chocolate under the guise of a present for her loved one. Brilliant!
Josh Strawczynski's Opinion:
I will be honest, I bought one for my dad and priced at $7 I felt like I had got a bargain. I love the concept and hope that there is more demand created product composition to come.
Sam Berringer's Opinion:
I am very surprised there was not more competition, next time mothers day rolls around have a look at how much discounting goes on. I once had it explained to me that even reducing the profit margins by 50%, the companies made more in one special week (eg mothers day) than the whole previous month. Here's the hot tip, design a product right and you don't even need to discount....brilliant.
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