Failure Case Study: Toblerone - Responding to the downsizing disaster

Failure Case Study: Toblerone - Responding to the downsizing disaster

Published: September 2018
Publisher: GlobalData
Product ref: 298634
Pages: 18
Format: PDF
Delivery: By product vendor

Forward this to a colleague

Price: $995.00

Don't worry. No payment is taken yet

Summary

Chocolate brand Toblerone faced widespread UK consumer criticism and ridicule when it downsized and redesigned its signature product in 2017 as a cost-control measure. This negativity persisted, leading to a relaunch in July 2018 of the original look but with an increased weight and price.

Downsizing products while retaining previous price points in the face of factors such as rising ingredients/input prices is a widespread trend, but one that continues to draw consumer ire, especially in the case of high-profile brands in categories such as confectionery, where consumer attachment can be high and resistant to change.

Scope

• Toblerone’s redesign was misjudged in terms of giving fuel to consumer reactions to both getting less for their money and a product aesthetic that drew attention to the diminished volume and encouraged derision.
• Product design, especially when iconic in status , can be a "sacred cow" for consumers. Making changes to that in pursuit of cost-saving or consumer price stability may be the wrong course of action, when consumers may be more favorable to pricing increase and design continuity, especially if they perceive a product as premium.

Reasons to buy

• Increase chances of success by learning from brands/products that have performed well.
• Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
• Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
• Access valuable strategic take-outs to help direct future decision-making and inform new product development.



Companies Mentioned
Mondelez International

Price: $995.00

Don't worry. No payment is taken yet

Need help before you order?

+44 (0)1527 573 736

9:00am - 5:30pm Mon - Fri

Related research categories

By sector: Case studies (in Trends)


Not found what you were looking for?

Or contact our research team

We want to meet your research requirements. Let us know what you need, how to contact you and we will do the rest.





How do you want to be contacted?

Phone callback (one working day)
Email

For enhanced security, please complete the following sum:

4 + 9 =



Forgot your password?