{"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\/it\/marketing\/2023-03-22\/studie-zeigt-toblerone-minus-matterhorn-koennte-boden-verlieren\/","title":{"rendered":"Uno studio dimostra che il Toblerone senza il Cervino potrebbe perdere terreno"},"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\">Immagine: unsplash.com.<\/figcaption>\r\n<\/figure>\r\n<p>A partire dall'estate 2023, il Cervino non potr\u00e0 pi\u00f9 essere utilizzato sulla confezione o nel logo di Toblerone a causa del trasferimento della produzione da Berna a Bratislava. Le regole di Swissness che determinano questa situazione comporteranno anche il cambiamento della scritta da \"Toblerone - of Switzerland\" a \"Toblerone - established in Switzerland\".<\/p>\r\n<p>L'eco mediatica che ne \u00e8 derivata ha fatto scalpore, soprattutto tra la popolazione svizzera. Secondo lo Swiss Brand Observer di LINK (il pi\u00f9 grande studio continuo sui marchi svizzeri), la percezione del Toblerone nei media da parte della popolazione svizzera \u00e8 aumentata di oltre dieci volte nelle ultime settimane.<\/p>\r\n<p>Circa una persona su tre ricorda di aver sentito notizie negative su Toblerone. \"Questo significa che importanti criteri d'immagine come la percezione della svizzerit\u00e0 di Toblerone e la considerazione come indicatore comportamentale critico per le vendite future sono scesi a un nuovo minimo storico nello Swiss Brand Observer\", afferma Stefan Reiser, Managing Director Marketing Research LINK (nota: lo Swiss Brand Observer viene rilevato settimanalmente da settembre 2021).<\/p>\r\n<h3>Lo studio mostra: Le vendite potrebbero diminuire<\/h3>\r\n<p>Per analizzare ulteriormente le possibili conseguenze dell'ormai necessario adattamento di Toblerone e delle sue confezioni, LINK ha condotto anche uno studio rappresentativo nella Svizzera tedesca dal 10 al 13 marzo 2023. I partecipanti hanno visto e valutato il logo originale di Toblerone con il Cervino, senza la montagna o con una montagna generica.<\/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\">Grafica: Link.<\/figcaption>\r\n<\/figure>\r\n<p>\"I risultati mostrano che Toblerone deve affrontare grandi sfide per mantenere la sua attuale posizione di mercato, almeno in Svizzera\", afferma il Dr. Steffen Schmidt, Direttore Marketing Science &amp; Agile Insights LINK, responsabile dello studio. Secondo le sue stime basate sullo studio, c'\u00e8 un pericolo attuale per le vendite: invece di 46,7 % di svizzeri che acquistano Toblerone almeno una volta all'anno, solo 24,1 % lo faranno in futuro - almeno se considerato a breve termine con l'eco critica dei media che lo accompagna senza un adeguato adattamento del marketing.<\/p>\r\n<h3>Vengono rivelate associazioni positive<\/h3>\r\n<p>Il motivo del calo di appeal \u00e8 che senza il Cervino, Toblerone perde una grande quantit\u00e0 di potere associativo in tutte le dimensioni del marchio esaminate. Critiche per il successo del marchio di cioccolato sono, tra l'altro, un'aspettativa di gusto significativamente ridotta, la diminuzione dei vantaggi sociali percepiti dal cliente, la diminuzione della disponibilit\u00e0 a consigliare e acquistare, nonch\u00e9 la percezione significativamente inferiore della tradizione dopo la rimozione del Cervino.<\/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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