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    Group 4 Montreaux Chocolate

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    Nikhil Pathak
    Montreaux Chocolate USA is launching in the US market. Apollo Foods acquired Montreaux to enter the US chocolate market. They must decide how to launch the brand to achieve $115 million in annual sales and be a top 25 brand. Alternatives include testing different markets and names or a national rollout. A national rollout under the Montreaux name is recommended due to its quality image and Apollo's distribution. The implementation plan includes a 70% cocoa chocolate in new flavors packaged in single-serve pouches priced at $4.49, distributed nationally with a health and flavor positioning.

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    Group 4 Montreaux Chocolate

    Uploaded by

    Nikhil Pathak
    40 views10 pages
    Montreaux Chocolate USA is launching in the US market. Apollo Foods acquired Montreaux to enter the US chocolate market. They must decide how to launch the brand to achieve $115 million in annual sales and be a top 25 brand. Alternatives include testing different markets and names or a national rollout. A national rollout under the Montreaux name is recommended due to its quality image and Apollo's distribution. The implementation plan includes a 70% cocoa chocolate in new flavors packaged in single-serve pouches priced at $4.49, distributed nationally with a health and flavor positioning.

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    Montreaux Chocolate USA is launching in the US market. Apollo Foods acquired Montreaux to enter the US chocolate market. They must decide how to launch the brand to achieve $115 million in annual sales and be a top 25 brand. Alternatives include testing different markets and names or a national rollout. A national rollout under the Montreaux name is recommended due to its quality image and Apollo's distribution. The implementation plan includes a 70% cocoa chocolate in new flavors packaged in single-serve pouches priced at $4.49, distributed nationally with a health and flavor positioning.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    40 views10 pages

    Group 4 Montreaux Chocolate

    Uploaded by

    Nikhil Pathak
    Montreaux Chocolate USA is launching in the US market. Apollo Foods acquired Montreaux to enter the US chocolate market. They must decide how to launch the brand to achieve $115 million in annual sales and be a top 25 brand. Alternatives include testing different markets and names or a national rollout. A national rollout under the Montreaux name is recommended due to its quality image and Apollo's distribution. The implementation plan includes a 70% cocoa chocolate in new flavors packaged in single-serve pouches priced at $4.49, distributed nationally with a health and flavor positioning.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    You are on page 1of 10

    Montreaux Chocolate USA

    Are American Ready for Healthy Dark


    Chocolate?

    Group 4
    Harsha Pardasani (291129)
    Meghna Manral (291139)
    Rishabh Jain (291149)
    Shashank Gupta (291160)
    Meenal Juneja (291170)
    Sahil Bansal (291175)
    INTRODUCTION
    • Apollo Foods, a California based consumer packaged goods producer
    currently serving in 170 countries.
    • Its portfolio range includes confectionery items like biscuits, snacks,
    beverages etc.
    • Total Revenue generated as of 2011 were $54.4 billion with Net Income of
    $3.5 billion.
    • Due to its negligent presence in chocolate market of USA, it decided to
    purchase rights to manufacture Montreaux Chocolate to gain market.
    • It established Montreaux Chocolate USA to operate the business with
    David Raymond as Division Manager and Andrea Torres as Director for
    New Product Development division.
    KEY ISSUES

    ● Health vs taste
    ● Target market
    ● Product name
    ● Packaging
    ● What to do next?
    PROBLEM STATEMENT

    How to launch Montreaux Chocolate in USA


    to obtain National distribution of new
    Montreaux Product line, $115 million in
    annual sales, be in the top 25 in revenue?
    ALTERNATIVES GENERATION
    ● Further testing then National Rollout with Montreux name
    ● Further testing then National Rollout with Apollo name
    ● Further testing then National rollout with new name.

    ● Selected test market rollout with Montreux name


    ● Selected test market rollout with Apollo name
    ● Selected test market Rollout with New Name

    ● Regional rollout with Montreux name


    ● Regional Rollout with Apollo name
    ● Regional rollout with New name

    ● National Rollout with Montreux name


    ● National Rollout with Apollo name
    ● National Rollout with new name
    KEY DECISION CRITERIA

    Customer
    Market Share Satisfaction Cost

    Implementation Risk
    Time
    ALTERNATIVE ANALYSIS
    Criteria /  Names for Market Share Customer Implementation Risk Cost
    Alternatives branding Satisfaction Time
    1) Further testing  Montreaux Highest  Highest  Maximum  Least  (A1) Maximum 
    And then National  Apollo ,, High   ,,  Least (A2) ,, 
    Rollout 
     New Name  ,, High  ,,  Least (A3) ,, 

    2) Selected test  Montreaux  Less  Average Least   Low   Least


    market rollout   Apollo  ,,  ,,  ,,  ,,  ,,

     New Name  ,,  ,,  ,,  ,,  ,,

    3) Regional rollout  Montreaux  Average  Low  Less  High Low 

     Apollo  ,,  ,,  ,,  ,,  ,,

     New Name  ,,  ,,  ,,  ,,  ,,

    4) National  Montreaux  High  Least (A1)  More than (2) and  Maximum  Moderate
    (3) but much less
    Rollout  Apollo  ,, Least (A2) than (1)  ,,  ,,

     New Name  ,, Least (A3)  ,,  ,,


    RECOMMENDATION

    • Apollo's CFG should go for National Rollout under


    the name of Montreaux to meet the goals set by
    David Raymond. 
    • Montreaux already has a brand image of quality
    product.
    • Apollo has a well-established distribution channel
    that can be used in National Rollout.
    IMPLEMENTATION PLAN

    ● Product - 70% cocoa with additional natural fruit flavors-


    cranberry, pomegranate and blueberry in a 5 -ounce stand up
    pouch.
    ● Price - $ 4.49
    ● Place- traditional retail channels like supermarket , drug stores
    and convenience stores.
    ● Promotion- health and wellness proposition with antioxidants
    that boost immunity and lower cholesterol with new flavors with
    great taste.
    h an k
    T
    ou

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