{"id":19368,"date":"2023-03-22T12:27:14","date_gmt":"2023-03-22T11:27:14","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=194970"},"modified":"2024-11-18T07:29:58","modified_gmt":"2024-11-18T06:29:58","slug":"studie-zeigt-toblerone-minus-matterhorn-koennte-boden-verlieren","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2023-03-22\/studie-zeigt-toblerone-minus-matterhorn-koennte-boden-verlieren\/","title":{"rendered":"Une \u00e9tude montre que le Toblerone moins le Cervin pourrait perdre du terrain"},"content":{"rendered":"<figure id=\"attachment_194971\" class=\"wp-caption alignnone\" style=\"width: 1400px\" aria-describedby=\"caption-attachment-194971\"><img class=\"alignnone wp-image-194971 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2023\/03\/Toblerone-scaled.jpg\" alt=\"Toblerone\" width=\"1400\" height=\"912\" \/>\r\n<figcaption id=\"caption-attachment-194971\" class=\"wp-caption-text\">Image : unsplash.com.<\/figcaption>\r\n<\/figure>\r\n<p>Le Cervin ne pourra plus \u00eatre utilis\u00e9 sur les emballages et le logo de Toblerone \u00e0 partir de l'\u00e9t\u00e9 2023 en raison du transfert de la production de Berne \u00e0 Bratislava. Les r\u00e8gles de Swissness qui d\u00e9terminent cette d\u00e9cision impliquent \u00e9galement que le logo de \"Toblerone - of Switzerland\" doit \u00eatre adapt\u00e9 en \"Toblerone - established in Switzerland\".<\/p>\r\n<p>L'\u00e9cho m\u00e9diatique qui en a r\u00e9sult\u00e9 a fait sensation, en particulier aupr\u00e8s de la population suisse. Selon le Swiss Brand Observer de LINK (la plus grande \u00e9tude continue sur les marques suisses), la perception de Toblerone dans les m\u00e9dias par la population suisse a \u00e9t\u00e9 multipli\u00e9e par plus de dix au cours des derni\u00e8res semaines.<\/p>\r\n<p>Environ une personne sur trois se souvient en outre d'avoir entendu des nouvelles n\u00e9gatives sur Toblerone. \"Il en r\u00e9sulte que d'importants crit\u00e8res d'image tels que la perception de la suissitude de Toblerone ainsi que la consid\u00e9ration en tant qu'indicateur comportemental critique pour les ventes futures sont tomb\u00e9s \u00e0 un nouveau plus bas historique dans le Swiss Brand Observer\", explique Stefan Reiser, Managing Director Marketing Research LINK (NB : le Swiss Brand Observer est relev\u00e9 chaque semaine depuis septembre 2021).<\/p>\r\n<h3>Une \u00e9tude montre que : Les ventes pourraient diminuer<\/h3>\r\n<p>Afin d'analyser plus en d\u00e9tail les cons\u00e9quences possibles de l'adaptation d\u00e9sormais n\u00e9cessaire de Toblerone et de son emballage, LINK a en outre men\u00e9 une \u00e9tude repr\u00e9sentative en Suisse al\u00e9manique du 10 au 13 mars 2023. Les participants ont vu et \u00e9valu\u00e9 le logo Toblerone dans sa version originale avec le Cervin, sans montagne ou avec une montagne g\u00e9n\u00e9rique.<\/p>\r\n<figure id=\"attachment_194974\" class=\"wp-caption alignnone\" style=\"width: 2030px\" aria-describedby=\"caption-attachment-194974\"><img class=\"wp-image-194974 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2023\/03\/Bildschirmfoto-2023-03-22-um-12.24.34.png\" alt=\"\" width=\"2030\" height=\"1130\" \/>\r\n<figcaption id=\"caption-attachment-194974\" class=\"wp-caption-text\">Graphique de la page : Lien.<\/figcaption>\r\n<\/figure>\r\n<p>\"Les r\u00e9sultats montrent que Toblerone est confront\u00e9 \u00e0 de grands d\u00e9fis pour maintenir sa position actuelle sur le march\u00e9, du moins en Suisse\", d\u00e9clare le responsable de l'\u00e9tude, le Dr Steffen Schmidt, directeur Marketing Science &amp; Agile Insights LINK. Selon ses estimations bas\u00e9es sur l'\u00e9tude, le risque actuel pour les ventes est qu'au lieu de 46,7 % de Suisses et Suissesses ach\u00e8tent Toblerone au moins une fois par an \u00e0 l'avenir, soit seulement 24,1 % - du moins si l'on consid\u00e8re l'\u00e9volution \u00e0 court terme avec l'\u00e9cho m\u00e9diatique critique qui l'accompagne sans adaptation marketing correspondante.<\/p>\r\n<h3>Les associations positives sont r\u00e9v\u00e9l\u00e9es<\/h3>\r\n<p>La raison de cette baisse d'attractivit\u00e9 est que, sans le Cervin, Toblerone perd fortement son pouvoir d'association dans toutes les dimensions de la marque \u00e9tudi\u00e9es. Les facteurs critiques pour le succ\u00e8s de la marque de chocolat sont, entre autres, une attente nettement r\u00e9duite en mati\u00e8re de go\u00fbt, une diminution de l'utilit\u00e9 sociale per\u00e7ue par les clients, une baisse de la volont\u00e9 de recommander et d'acheter ainsi qu'une forte baisse de la perception de la tradition apr\u00e8s la disparition du Cervin.<\/p>","protected":false},"excerpt":{"rendered":"<p>Das Matterhorn darf ab Sommer 2023 aufgrund der Produktionsverlagerung von Bern nach Bratislava nicht mehr auf den Verpackungen respektive im Logo von Toblerone verwendet werden. Die daf\u00fcr Ausschlag gebenden Swissness-Regeln f\u00fchren auch dazu, dass der Schriftzug von \u00abToblerone \u2013 of Switzerland\u00bb zu \u00abToblerone \u2013 established in Switzerland\u00bb angepasst werden muss. Das dazu entstandene Medienecho hat [\u2026]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Toblerone","_yoast_wpseo_metadesc":"Toblerone: Produktionsverlagerung nach Bratislava. Matterhorn entfernt, Swissness-Regeln angepasst. Absatz k\u00f6nnte sinken.","articlekey":"","footnotes":""},"categories":[29],"tags":[3689,3690,3691,3692,3693],"class_list":["post-19368","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-image","tag-schokolade","tag-swissness","tag-toblerone","tag-tradition"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Studie zeigt: Toblerone minus Matterhorn k\u00f6nnte Boden verlieren - Organisator<\/title>\n<meta name=\"description\" content=\"Toblerone: Produktionsverlagerung nach Bratislava. Matterhorn entfernt, Swissness-Regeln angepasst. 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