Week 2.1- Marketing Research
Toblerone needs to adapt and find he actual trends and behaviours of their customers. And for that, they can choose a data form one of the data collection brands.
First, The Nielsen retail panel includes continuous data about household’s purchases. Households include demographic variables, geographic variables and product ownership variables. Mondelez can buy data about the geographic variables. This will help Mondelez see if other regions are more responsive than the others and it will be able to adapt Toblerone to that specific market. (nielsen)
Another brand that deals with this matter is GFK. GFK is a brand that collects data about trends and customer behavior from all over the world.The best data that GFK could generate is the POS(Point of Sales) that can help Toblerone see where their products are sold, to what retailers, when and at what price. Again, this will help them generate a better strategy in order to sell their products more efficiently. If different regions of the world perceive Toblerone differently, like for example a luxury product, they will shift toward a cheaper one or it will have more success. This is why, a POs is needed, to see how the customers perceive the chocolate bar. (GFK)
In order to make a research for Toblerone, a questioner can be done, which will look as follows:
1.Do you like Toblerone?
__Very much
__So and So
__Not really
__Not at all
2. How many times do you buy Toblerone?
__Once a day
__2-3 times a week
__Once a week
__On special occasions
3. Where do you buy Toblerone from?
__ A local store
__ A supermarket
4. What do you like about Toblerone?
5. What you don’t like about Toblerone?
6. Rate from 1 to 5 (1 being the lowest) the following aspects.
a.Taste_ d.The brand__
b. Sweetness_ e. Packaging/ shape__
c. Price_ f. Ingredients/ flavours__
7.Do you prefer other brands of chocolate bars? If yes which?
8. If the answer to the question above was yes, what do you like about that specific brand? If you answered no, what points of improvement you have for Toblerone?
9.Is there anything that you feel Toblerone is lacking?
10. Do you think that the preset choices available in chocolate bars are costly? If yes, what will be an ideal price range?
11. Would you prefer to switch to chocolates of another brand if it is cheaper than your preferred brand without any change in quality and taste?
12. Do continue eating chocolates of a company if it has some controversy in market or do you lose trust?
The downside of a questioneer is that the research is made on a sample of the total population which does not represent the total population.
GFK. (n.d.). Retrieved from www.gfk.com: http://www.gfk.com/
nielsen. (n.d.). Retrieved from www.nielsen.com: http://www.nielsen.com/ssa/en/solutions/measurement/retail-measurement.html
