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Toblerone Pricing at Airport Duty-Free Shops
內容大綱
This case discusses Toblerone chocolates' pricing strategy at duty-free shops in international airports and entails 15-20 minutes of reading time. It analyses how the world-renowned Swiss chocolate brand Toblerone created a successful market strategy for duty-free shopping, and why it is considered one of the most iconic brands in duty-free stores worldwide. Central to the case is the assessment of Toblerone's variable pricing strategy across different airports, and whether duty-free prices are lower than local store prices. What is the rationale behind Toblerone's pricing strategy? Is duty-free shopping actually cheaper? Adding depth to the analysis, the case also evaluates the pricing strategy of other products such as duty-free favourites like alcohol brand Johnnie Walker and electronics brand Apple iPhone, providing valuable comparisons. The Teaching Note supplements the case by comparing Toblerone prices to Dairy Milk, fostering a more comprehensive discussion. The goal is to offer insights into Toblerone's strategic approach to pricing within the unique context of duty-free markets and to stimulate thoughtful discussion on its sustainability and effectiveness in meeting consumer expectations.