Harvard Case - Airport Retailing at Mondelez: The Launch of Toblerone Crunchy Almond in Asia
"Airport Retailing at Mondelez: The Launch of Toblerone Crunchy Almond in Asia" Harvard business case study is written by Seshan Ramaswami, Rajiv Malhotra. It deals with the challenges in the field of Marketing. The case study is 16 page(s) long and it was first published on : Jul 19, 2019
At Fern Fort University, we recommend Mondelez implement a comprehensive launch strategy for Toblerone Crunchy Almond in Asia, focusing on a multi-pronged approach that leverages digital marketing, strategic partnerships, and targeted consumer engagement to drive awareness, trial, and ultimately, sustainable growth in the region. This strategy will capitalize on the existing brand equity of Toblerone, cater to the unique preferences of Asian consumers, and position the new product as a premium, indulgent treat within the competitive airport retail landscape.
2. Background
Mondelez, a global leader in the confectionery industry, faces the challenge of introducing Toblerone Crunchy Almond, a new product line extension, to the dynamic and diverse Asian market. The case study highlights the unique characteristics of airport retailing, where consumers are often time-constrained, seeking both convenience and premium experiences. Mondelez must navigate this environment while considering the specific cultural preferences and purchasing habits of Asian consumers.
The main protagonists of the case study are:
- Mondelez: The multinational corporation seeking to expand its Toblerone brand and capture a share of the lucrative Asian airport retail market.
- Toblerone: The iconic Swiss chocolate brand with a strong global presence and a loyal customer base.
- Asian Consumers: The target audience for the new product launch, with diverse preferences and purchasing behaviors.
3. Analysis of the Case Study
To effectively analyze the case, we can utilize a framework that combines elements of marketing, strategy, and consumer behavior:
Marketing Mix (4Ps):
- Product: Toblerone Crunchy Almond offers a unique proposition by combining the familiar Toblerone taste with the added crunch of almonds. This caters to consumers seeking both indulgence and novelty.
- Price: Mondelez must strategically price the product to be competitive within the airport retail environment while maintaining the premium image of the Toblerone brand.
- Place: Airport retail presents a unique distribution channel with its own set of challenges and opportunities. Mondelez needs to strategize placement within the airport to maximize visibility and accessibility.
- Promotion: A multi-faceted marketing campaign is crucial to generate awareness, drive trial, and build brand loyalty. This should involve a mix of digital marketing, in-store promotions, and partnerships.
Consumer Behavior Analysis:
- Target Market Segmentation: Mondelez should segment the Asian market based on factors like age, income, travel frequency, and cultural preferences. This will allow for tailored marketing campaigns.
- Consumer Insights: Understanding the motivations, needs, and purchase triggers of Asian airport travelers is crucial. This can be achieved through market research and data analysis.
- Brand Perception: The existing perception of Toblerone in Asia should be carefully assessed to understand its strengths and weaknesses. This will inform the brand positioning for the new product.
Competitive Analysis:
- Direct Competitors: Identify key competitors within the airport chocolate market, including local and international brands. Analyze their pricing, product offerings, and marketing strategies.
- Substitute Products: Consider alternative snack options available at airports, such as cookies, dried fruit, and other confectionery items.
- Competitive Advantage: Mondelez needs to identify its unique selling proposition (USP) for Toblerone Crunchy Almond, differentiating it from competitors and appealing to target consumers.
SWOT Analysis:
- Strengths: Strong brand equity of Toblerone, global presence, innovative product offering.
- Weaknesses: Limited awareness of Toblerone Crunchy Almond in Asia, potential challenges in navigating cultural differences.
- Opportunities: Growing demand for premium snacks, increasing travel frequency in Asia, potential for digital marketing and social media engagement.
- Threats: Competition from established local brands, economic fluctuations, changing consumer preferences.
4. Recommendations
Launch Strategy:
- Targeted Marketing:
- Digital Marketing: Utilize targeted digital advertising campaigns across social media platforms, search engines, and travel websites.
- Influencer Marketing: Partner with popular travel bloggers and social media influencers in Asia to promote the product and generate buzz.
- Content Marketing: Create engaging content showcasing the unique features and benefits of Toblerone Crunchy Almond, highlighting its taste, texture, and premium quality.
- Strategic Partnerships:
- Airport Retailers: Collaborate with airport retailers to secure prominent shelf placement, in-store promotions, and sampling opportunities.
- Travel Agencies: Partner with travel agencies to offer exclusive product bundles and promotions to travelers.
- Airlines: Explore opportunities to offer Toblerone Crunchy Almond as part of in-flight snacks or duty-free offerings.
- Consumer Engagement:
- Sampling Campaigns: Conduct in-airport sampling events to allow consumers to experience the product firsthand.
- Interactive Experiences: Create interactive displays or games at airport locations to engage consumers and generate excitement.
- Loyalty Programs: Develop a loyalty program that rewards repeat purchases and encourages customer retention.
Product Development:
- Flavor Customization: Consider introducing limited-edition flavors or variations tailored to specific Asian markets.
- Packaging Design: Optimize packaging for airport retail, ensuring it's eye-catching, convenient, and reflects the premium brand image.
Pricing Strategy:
- Competitive Benchmarking: Analyze pricing of similar products in the airport retail market to determine a competitive price point.
- Value-Based Pricing: Highlight the unique features and benefits of Toblerone Crunchy Almond to justify a premium price.
Distribution Channels:
- Omni-channel Approach: Leverage both online and offline distribution channels, including airport retail, online marketplaces, and convenience stores.
- Strategic Placement: Ensure optimal placement of the product within airport locations, considering consumer flow and purchase patterns.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The strategy leverages Mondelez's existing brand equity and expertise in confectionery product development while aligning with the company's mission to provide consumers with high-quality, indulgent treats.
- External Customers and Internal Clients: The recommendations cater to the specific needs of Asian airport travelers, while also considering the requirements of airport retailers and internal stakeholders.
- Competitors: The strategy aims to differentiate Toblerone Crunchy Almond from competitors by highlighting its unique features, appealing to specific consumer segments, and utilizing a multi-pronged marketing approach.
- Attractiveness: The recommendations are expected to drive strong ROI through increased sales, market share, and brand loyalty.
6. Conclusion
By implementing a comprehensive launch strategy that combines targeted marketing, strategic partnerships, and consumer engagement, Mondelez can successfully introduce Toblerone Crunchy Almond to the Asian market. This strategy will capitalize on the existing brand equity of Toblerone, cater to the unique preferences of Asian consumers, and position the new product as a premium, indulgent treat within the competitive airport retail landscape.
7. Discussion
Alternatives:
- Limited Launch: A limited launch in select Asian airports could be considered to test the market and gather consumer feedback before a wider rollout.
- Focus on Local Flavors: Developing flavors specifically tailored to Asian taste preferences could be a more localized approach.
Risks and Key Assumptions:
- Consumer Acceptance: The success of the launch hinges on consumer acceptance of the new product and its pricing.
- Competitive Response: Competitors may respond with aggressive marketing campaigns or price reductions, impacting Mondelez's market share.
- Economic Fluctuations: Economic downturns could impact consumer spending on discretionary items, affecting product sales.
8. Next Steps
- Market Research: Conduct thorough market research to gather insights into Asian consumer preferences and purchase behaviors.
- Pilot Launch: Conduct a pilot launch in one or two key Asian airports to test the strategy and gather feedback.
- Full Launch: Based on the pilot launch results, implement a full-scale launch across key Asian airports.
- Continuous Monitoring: Monitor the performance of the launch campaign, track key metrics, and make adjustments as needed.
Timeline:
- Phase 1 (Months 1-3): Market research, pilot launch planning, and initial marketing campaign development.
- Phase 2 (Months 4-6): Pilot launch execution, data analysis, and strategy refinement.
- Phase 3 (Months 7-12): Full-scale launch, continuous marketing efforts, and performance monitoring.
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Case Description
The case describes the challenges and opportunities of airport retailing in the confectionery category from both manufacturers' and retailers' perspectives. It is based in 2012, when Mondelez planned to launch a new flavour of its flagship brand, Toblerone, the first in 15 years, at Singapore, Bangkok and Kuala Lumpur international airports. The airport retail market was significant for Mondelez, and in particular, for the Toblerone brand, given that 23% of its sales came from the airport retail market. Distinctive consumer and shopping behaviour at airport confectionery stores, market segmentation by type of passenger and purchase motivation, importance of promotions, personal selling, display and sampling, and regional differences in the three airport markets were the key considerations for Mondelez while planning the launch of the new variant. Moreover, the timing of the proposed launch coincided with the upcoming festival season, a peak time for confectionary retailers at airports. The main takeaway from the case is a detailed understanding of how multiple factors influence airport retailing of confectionary brands and how it is significantly different from supermarket or city-side retailing.
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