Week 2.3-Targeting and positioning

In order to find out about the Toblerone’s brand positioning, a number of tools will be required. The most efficient one is a questionnaire that looks as follows:

 Questionnaire for brand awareness

Name:

Mail:

1.    How often do you but chocolate bars?

a)    Whenever I want some

b)    Every day

c)    Every week

d)    Once in a while

e)    Never

2.    Name three most used by you chocolate brands

______

______

______

3.    What attributes according to you are important for the customer. Rate with values from 1(lowest) to 5?

a)    Quality

b)    Price

c)    Availability

d)    Taste/Flavor

4.    How frequently do you change your brands?

a)    Very frequently

b)    Sometimes

c)    Never

5.    How would you rate your buying experience of Toblerone?

a)    Very good

b)    Good

c)    Moderately Good

d)    Bad

e)    Very Bad

6.    What is the positioning of Toblerone in your mind?

a)    Value for money

b)    Superior quality

c)    Consistency

d)    Other______

7.    What criteria affect your buying decision of this product?

a)    Family pressures

b)    Cost of the product

c)    Quality of the product

d)    Taste of the product

8.    How did you come to know about Toblerone?

a)    Through stores

b)    Through website

c)    From family or friends

d)    Other_____

9.    How has been the experience with the usage of the product?

a)    Extremely satisfactory

b)    Satisfactory

c)    Unsatisfied

d)    Extremely unsatisfied

 After the questioner was made, an interview with three people was established. The first person was my mother, Carmen Pena, and after two of my friends Jochen Lammers and Yavar Husseinzade. The interview was based on the questions above and some were elaborated a bit in the discussion. After the data from the interview was collected, the perceptual map established can be seen bellow along with other 2 popular brands.