2.2 Segmenting markets

Toblerone is gathering more and more admirers every day with similar traits. This fact is happening due to a very important factor called segmentation. Segmentation has helped a lot of companies select who are they targeting their products to, to which groups of people.

Toblerone has made use of this factor and it has implemented multivariable segmentation focusing on behavioristic and demographic variables. To be more specific, regarding behavioristic variables, they are making use of brand loyalty. Toblerone is one of the oldest chocolate bar companies with a rich history. Because it appeals to such a large group of people who are loyal to the brand, Toblerone is taking advantage of this. For example, in November 2016 Toblerone has changed the weight of their chocolate bars by making more space between the triangles which annoyed a lot of their fans (BBC). This change has brought at some point more attention to Toblerone than the actual elections in the United States which has brought Toblerone a lot of free exposure. If the fans weren’t so loyal to the brand, the change would have been a minor one and not so many people would care about it.

On the other hand, regarding demographic variables, Toblerone is targeting all the group ages and upper middle and upper class people. This type of segmentation has brought Toblerone a title of luxury chocolate bar, Toblerone stating that they have the aim of producing a chocolate of a high quality.

Regarding the positioning strategy, quality positioning is what Toblerone is currently using. (smallbusiness.com) Because of their patented product of the first chocolate bar that used honey and almonds and their reputation in the past, Toblerone is still striving to achieve that value. Toblerone has remained true to their original recipe and that is why it is so valued nowadays.

The basic conditions for effective segmentation are measurable in terms of purchasing power and profiles, actionable which means that it has to be able to serve and attract the segments, accessible which means that it has to be easily reached and served, substantial which relates to the product being large or profitable enough to serve and finally differential which refers to the product being distinguishable.

Looking at the basic conditions for effective segmentation it can be observed that Toblerone’s products covers all the aspects. For example, the conditions are met when a customer buys a Toblerone chocolate bar from the airport. In this way, it can be seen that the product is actionable, serves the need of the customer of having something sweet for the family or for himself, accessible because it can be picked on his way from any duty free shop at the airport, and differential due to its unique formula. On the other side, the product is substantial since it can be found almost anywhere in the world and measurable since it is known by whom is bought usually due to observing patterns in what class of people usually buy the product.