MONTREAUX

CHOCOLATE USA
Are Americans ready for Dark Chocolate?

Group 1
Deepak Asnani- 291126
Garima Bhandari-281078
Mahika Gupta-291136
Rachit Sharma-291146
Sarthak Jain-291156
Ujjwal Agrawal-291167
KEY ISSUES

 Developing a new product for the US market

 Product name dilemma. The team has not yet decided under which
brand the product will be launched
 The need for the manufacturing plant was apparent but the work on that
was pending
 A competitor has also tested a dark chocolate with fruit concept and was
in the phase of introduction
 The consumer’s healthy lifestyle focus has shifted the chocolate offering
towards health rather than taste
 The team after conducting their first study of screening found out that out
of the initial 45 ideas of chocolate, only 12 possessed strongest potential
and majority of these were dark chocolates with fruit
 Multiple tests of the Snapshot Concept and Final testing were
conducted. The results were: 23% of respondents would definitely buy
the product and 40% might
PROBLEM STATEMENT(S)

The team was faced with a dilemma of whether to test their already
preferred products (based on study) in specific nationally
representative cities or perform a wide scale roll out or send their
product for further testing

Demanding Goals –
Aggressive goals to be achieved by the year end 2015

1. National distribution of the new Montreaux product line

2. $115 million in annual sales
3. Be in the top 25 revenue (0.60% of Market share)
POSSIBLE SOLUTIONS
 Solution 1: Further product testing

 Solution 2: Launch the product in select test market under the brand of
parent company i.e. Apollo Foods

 Solution 3: Launch the product nationally under the brand of parent

company i.e. Apollo Foods

 Solution 4: Launch the product in select test market under the brand of
Montreaux

 Solution 5: Launch the product nationally under the brand of Montreaux

KEY DECISION CRITERIA
 Consumer reach

 Marketing strategy

 Increased sales and market share

 Improves profitability

 Feasibility
 EVALUATION OF ALTERNATIVES

Increased
Consumer Marketing Improves
sales and Feasibility
Reach Strategy profitability
market share

Solution 1 Low No risk No No Low

Solution 2 Average Moderate risk High Average High

Solution 3 High High risk High High Moderate

Solution 4 Average Moderate risk Most likely Average High

Solution 5 High Moderate risk Most likely Average Moderate

SUGGESTED PLAN OF ACTION

Solution 4: Launch the product in select test market under the brand of Montreaux

THE NAME AND THE COMPOSITION

Stay on Montreaux name and build European company brand equity
70% cocoa with fruit is preferred
5 ounce stand up pouch is more profitable

PRODUCTION FACILITIES
Fulfill the need for a production plant as soon as possible

LAUNCHING
The target consumer segment is women aged 45-64, college educated, married with
children and household income more than $50,000 residing in major cities
The process of launching should be made quick as the competitor is waiting to
launch its variant
THANKYOU