Assignment 1: Purchase Experience Outline Toblerone Milk Chocolate Bar Introduction (50 words) State the purpose of the report; to explain, based on my purchase experience, how marketing managers used elements of "the Marketing Mix" - the 4 P's to influence my purchase decision. Clarify key terms; Marketing Mix (4Ps), Category & Sub-Categories, Brand Positioning. State the scope (the subject and the extent) of the report; my purchase of (SKU) on (Date) at (Place of Purchase). This report aims to examine how the Toblerone Milk Chocolate Bar from Coles use elements of the Marketing Mix - the 4 P's to influence purchase decisions. This report will also look at brand positioning and This report refers to the purchase of a Toblerone 50g chocolate on the 15/07/2019 at Coles Eastgardens Shopping Centre, Sydney. The Product Category My chosen product is a Toblerone 50g Milk Chocolate Bar. Toblerone is made of classic Swiss milk chocolate mixed with honey and almond nougat. This product belongs to the 'confectionary' product category group. This product would fit under the subcategory of 'chocolate', more specifically 'milk chocolate'. The 4Ps of Marketing Product As stated, Toblerone milk chocolate bar is made of classic Swiss milk chocolate mixed with honey and almond nougat. The chocolate itself is shaped like a triangular prism with eight indents at the top of the bar which make it easy to break apart. This triangle shape is meant to mirror the swiss alps. The chocolate is wrapped in a thin sand coloured plastic with the TOBLERONE logo coloured in red stretching the length of the bar. The distinctive triangular shape and packaging is what makes Toblerone famous and easily identifiable worldwide. I chose this product because it is my favourite chocolate and often purchase this when I feel like a quick snack. Place Toblerone chocolates can be found in many if not all major supermarket/grocery store chains across Australia. I purchased my bar from Coles Supermarket in Eastgardens Shopping Centre, Sydney. Coles is an Australian supermarket, retail and consumer services chain and a division of the Coles Group. The below image is an example of an entrance into a Coles Supermarket. Coles is my preferred choice of supermarket and I will always choose to shop there over other major supermarkets. I have always seen Toblerone bars of all shapes and sizes displayed in Coles. Toblerone bars are located within the category display (confectionary aisle) and point of sale. I got my bar at the POS machines where it was displayed just below eye level behind the conveyer belt where you place your items to be scanned and bagged. I do believe the product display influenced my decision to
purchase the bar because although it is my chocolate of choice, I had not planned to purchase a chocolate when shopping until I saw it at the POS; It was an impulse buy. Price Toblerone chocolate varies depending on size. The 50g bar was $1 when purchased. As stated, although it is my favourite chocolate, I