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WorksheetsBrand design & packaging
Total questions: 15
Worksheet time: 8mins
Why did Toblerone decide to remove the Matterhorn image from its packaging?
To update its brand image with a modern design.
Due to strict Swiss regulations regarding the use of national symbols.
To reduce packaging costs by simplifying the design.
As a marketing strategy to create controversy and attention.
To which country is Toblerone moving part of its production?
Germany
France
Slovakia
Austria
What is the primary business implication of Toblerone moving production outside of Switzerland, according to the expert?
Increased production costs.
Loss of the ability to label the product as "Swiss chocolate."
Reduced global market share.
Improved supply chain efficiency.
What qualities are generally associated with the "Swiss brand" for products and services?
Affordability and accessibility.
Innovation and technological advancement.
Luxury and quality.
Tradition and heritage.
Since which year have strict rules regarding "Swissness" been applied to products like Toblerone?
2000
2010
2017
2020
What risk does Mondelēz face by losing Toblerone’s Swiss affiliation?
Increased competition from local chocolate brands.
Consumers may perceive the brand less favorably.
Higher import tariffs in key markets.
Difficulty in sourcing raw materials.
From a branding perspective, what is the main challenge for Toblerone after moving production out of Switzerland?
Adapting to new manufacturing standards in Slovakia.
Maintaining its association with Swiss luxury and quality.
Overcoming language barriers in new markets.
Managing increased logistical complexities.
How do the "Swissness" laws for products like Toblerone differ from appellation laws for products like Champagne or certain cheeses?
"Swissness" laws focus on marketing, while appellation laws focus on ingredients.
"Swissness" laws are about the production location, while appellation laws are about regional origin.
"Swissness" laws are voluntary, while appellation laws are mandatory.
"Swissness" laws apply globally, while appellation laws are regional.
What does the speaker suggest is a consequence of globalization for companies that manufacture products in different countries?
Increased ease of market entry and expansion.
Reduced need for local regulatory compliance.
Potential for falling foul of specific state rules or regulations.
Guaranteed access to cheaper labor and resources.
What was the outcome of the recent case regarding Gruyère cheese in the United States?
US manufacturers are prohibited from using the name "Gruyère".
Only cheese produced in Gruyère, Switzerland, can be called "Gruyère" in the US.
US manufacturers are permitted to call their cheese "Gruyère" without violating provenance rules.
The case is still pending a final decision.
What broader implication might the Gruyère cheese ruling have for marketers, according to the expert?
It encourages stricter adherence to country-of-origin labeling.
It may lead marketers to question the necessity of being tied to a specific heritage or country of origin.
It will increase the demand for geographically indicated products.
It will simplify international trade agreements for food products.
In 2016, what strategy did Toblerone implement to avoid raising prices?
They used cheaper ingredients.
They reduced the overall size of the chocolate bar.
They increased the space between the chocolate triangles, reducing the weight.
They introduced a new, smaller product line.
How did consumers generally react to Toblerone’s 2016 design change?
They welcomed the new, modern look.
They expressed strong negative feedback and pushback.
They were indifferent to the change.
They appreciated the effort to keep prices stable.
The practice of reducing the amount of product in a package while keeping the price the same is commonly known as what?
Price skimming
Shrinkflation
Value engineering
Cost-plus pricing
What action did Mondelēz take in 2018 in response to consumer feedback about the Toblerone design change?
They launched a new marketing campaign to justify the change.
They permanently discontinued the product.
They reverted to the original, normally spaced triangle design.
They further reduced the weight of the chocolate bar.
