Airport retailing at Mondelez: The launch of Toblerone crunchy almond in Asia

• Main Authors: RAMASWAMI, Seshan, MALHOTRA, Rajiv
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2019
• Subjects: Distribution channels; Retail; Consumer sales promotions; Marketing; Price deals; Consumer behavior; Sales and Merchandising
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/280; https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-19-BATCH [PDF-Pic]/SMU-19-0028 [Mondelez]/SMU-19-0028 [Mondelez].pdf
• Institution: Singapore Management University

The case describes the challenges and opportunities of airport retailing in the confectionery category from both manufacturers’ and retailers’ perspectives. It is based in 2012, when Mondelez planned to launch a new flavour of its flagship brand, Toblerone, the first in 15 years, at Singapore, Bangk...