MONTREAUX 

CHOCOLATE - USA​
{ Are Americans Ready for Healthy Dark Chocolate?

Group 9
Aditya Goswami (044009)
Himanshu Satija (044022)
Nidhi Gupta (044029)
Payal Singal (044031)
Nikhil Pathak (044030)
Himanshu Goyal (044021)
INTRODUCTION

APOLLO FOODS
California based, global consumer packaged goods powerhouse, offers an unrivalled portfolio of brands, manufactured
confectionary, biscuits, snacks etc

MONTREAUX

Montreaux Chocolate Company S.A., Swiss company

2011: Acquired by Apollo Foods with exclusive right to manufacture and market Montreaux Chocolate in U.S.

GOALS
National distribution of the new Montreaux product
USD 115 Million in annual sales
Be in the top 25 in terms of revenue
 SITUATION ANALYSIS
 The US Chocolate market was expected to grow at 2% through 2015.
 There was a shift in the consumer market toward healthy products like dark
chocolate
 Montreaux partnered with Nielsen BASES, a multifaceted marketing
consultancy, to quantitatively assess and optimize the new dark chocolate
initiative
 After conducting their first study of screening out of 45 only 12 possessed
strongest potential and majority of these were dark chocolates with fruit
KEY ISSUES

Product Strategy Product Name

Product Timing (Apollo or Target Customer
(Health vs Taste) Montreaux)
 DECISION PROBLEMS
Introducing Product Target
Product Name
Product Strategy Customer

Not willing to People moving Both Montreaux Targeting a specific

take risks towards fitness in and Apollo were age group to create
U.S influenced well known in their a repetitive sale
Uncertain to launch product decision respective areas, it
a new product due was difficult to opt a
to competitors' risk brand name
GENERATING ALTERNATIVES
Alternative I - Further product testing

Alternative II - : Launch the product in select test market under the brand of parent company i.e.
Apollo Foods

Alternative III - Launch the product nationally under the brand of parent company i.e. Apollo
Foods

Alternative IV - Launch the product in select test market under the brand of Montreaux

Alternative V - Launch the product nationally under the brand of Montreaux

Alternative VI - Launch the product in select test market under another brand name

Alternative VII - Launch the product nationally under another brand such as Healthy Cravings
DECISION CRITERIA

Increase sales and market share

Feasibility

Customer Centricity

Competitive Risk

Cost

Consumer Reach
 ANALYZING ALTERNATIVES

Alternative Increase in sales Feasibility Competitive risk Cost Consumer

& market share reach

Alternative 1 No Low No risk Low Low

Alternative 2 High High Average Low Average

Alternative 3 High Moderate High High High

Alternative 4 Most likely High Average Low Average

Alternative 5 Most likely Moderate Average High High

Alternative 6 Low Moderate Low Low Low

Alternative 7 Low Moderates Low Very high Average

 SELECTION OF ALTERNATIVE

Target Market
Brand Name Positioning
Market Strategy

Positioned as
healthy and tasty The target
Solution 4 i.e. consumer was Marketing
launching in select women aged 45- strategy will be
test market under The concept will 64, educated and survival
the brand of be provided married with
Montreaux is the credibility by household
ideal solution better linking income of more
with European than $50,000
heritage
with taste
IMPLEMENTATION

Feedback from potential Market the product by giving free

Advertising to focus on particular
customers is must for further full- samples to check the reliability
markets
fledged launch (if it happens) and distinctiveness of product

If it turns out positive and our

A time frame and a budget should
analytics shows us future
be kept in mind for proper
profitable prospects, further steps
evaluation and comparisons with
should be taken for proper
the competitors
product launch
Threats Weakness
• Credibility issue on snapshot process
Competitors
• Marketing issue
Unfamiliarity of the European brand in the • Other company also producing chocolate
US market with fruits

SWOT ANALYSIS
SWOT ANALYSIS
Strengths Opportunities
• New product innovation • Dark chocolate health benefits
• Acquired exclusive right to manufacture • Acquisition benefits
and market • Apollo seeking greater presence in the
• Excellent and higher quality product lucrative chocolate market