Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
Scribd Logo
Upload

Welcome to Scribd!

  • 88 views

    Montreaux Chocolate USA: Are Americans Ready For Healthy Dark Chocolate ?

    Uploaded by

    vivek pandey
    Montreaux Chocolate USA is considering launching a line of healthy dark chocolate products in the US market. The company conducted market research and consumer testing of various dark chocolate concepts. Dark chocolate with fruit fillings in a 5 ounce stand-up pouch received the most positive feedback. 23% of respondents said they would definitely buy the product and 40% probably would. The research also identified some challenges to market entry such as competition and lack of brand recognition in the US. Montreaux must now decide whether to move forward with a full product launch.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Montreaux Chocolate USA: Are Americans Ready For Healthy Dark Chocolate ?

    Uploaded by

    vivek pandey
    88 views20 pages
    Montreaux Chocolate USA is considering launching a line of healthy dark chocolate products in the US market. The company conducted market research and consumer testing of various dark chocolate concepts. Dark chocolate with fruit fillings in a 5 ounce stand-up pouch received the most positive feedback. 23% of respondents said they would definitely buy the product and 40% probably would. The research also identified some challenges to market entry such as competition and lack of brand recognition in the US. Montreaux must now decide whether to move forward with a full product launch.

    Original Description:

    Montreaux Chocolate

    Original Title

    Group7_MM1

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Montreaux Chocolate USA is considering launching a line of healthy dark chocolate products in the US market. The company conducted market research and consumer testing of various dark chocolate concepts. Dark chocolate with fruit fillings in a 5 ounce stand-up pouch received the most positive feedback. 23% of respondents said they would definitely buy the product and 40% probably would. The research also identified some challenges to market entry such as competition and lack of brand recognition in the US. Montreaux must now decide whether to move forward with a full product launch.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    88 views20 pages

    Montreaux Chocolate USA: Are Americans Ready For Healthy Dark Chocolate ?

    Uploaded by

    vivek pandey
    Montreaux Chocolate USA is considering launching a line of healthy dark chocolate products in the US market. The company conducted market research and consumer testing of various dark chocolate concepts. Dark chocolate with fruit fillings in a 5 ounce stand-up pouch received the most positive feedback. 23% of respondents said they would definitely buy the product and 40% probably would. The research also identified some challenges to market entry such as competition and lack of brand recognition in the US. Montreaux must now decide whether to move forward with a full product launch.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 20

    Montreaux Chocolate USA:

    Are Americans Ready for Healthy Dark


    Chocolate ?

    Group -7

    Vivek Kumar Pandey-143115


    Akash Jain- 143120
    Ishan Kumar- 143073
    Mahima Harwani- 143086
    Rutba Mufti- 143093
    Sakshi Jain- 143094
    Company Background
    Company Name Apollo Foods
    Location Los Angeles, California ,USA
    Industry FMCG
    Product Confectionery, Biscuits, Snacks, Beverages, Cheese,
    Convenient Meals etc.
    Company Divisions 4 Divisions
    Network Distribution Network to 170 Countries
    Market Share 2nd in Confectionery Share
    Revenue & Income In 2011: In 2011 (CFG Division):
    Total Revenue- $54.4 billion Revenue- $19.1 billion
    Net Income- $3.5 billion Income- $1.26 billion
    TIMELINE..

    2011 2015

    Acquisition between Set-up of Managing efficient Forecasting Sales


    Apollo Foods Manufacturing Unit Workforce and Set-up
    & Objectives
    Montreaux Chocolate
    OBJECTIVES

    National Distribution of the New Montreaux Product Line

    $ 115 Million in Annual Sales

    To be in Top 25 in the Revenue


    Chocolate Confectionary Market
    Chocolat
    e
    Dar At least 55% cocoa
    k
    Milk Max. 50% cocoa

    GLOBAL CHOCOLATE MARKET


    52.6% Share
    Largest Share
    33.9% Share
    45.2% Share
    US CHOCOLATE MARKET

    $17.6 billion

    Global leaders
    15.
    20.00% 16.8%
    4%
    15.00% 9.1%
    10.00%
    5.00%
    0.00%
    Fishers Apollo Cornelius S.A.
    % share
    US Market share
    34.90% Top Four Categories
    34.80% Category Size Revenue Growth
    34.70% Bar/Bag/Box 3.5 oz+ $7,149 million 7.6% from 2009-2011
    34.60%
    Seasonal -- $4,407 million 9.9%

    34.50%
    Bar/Bag/Box <=3.5oz $3,479 18.5%
    Snack Size <=0.6 oz $2,522 million 10.8%
    34.40%

    34.30%

    34.20%
    Lancaster Co. Fishers

    US Market share
    Channel Of Distribution
    Segmentation
    Distribution Channel Percentage
    Premium Grocery 15.8%
    20%
    Mass Market Convenience Stores 11.7%
    80% Drug Stores 9.0%
    Wal-Mart 8.8%

    Premium Mass Market

    Premium Type Percentage


    Gourmet 16.8%
    Premium Upscale 2.2%
    Super Premium 0.7%
    Trends
    Customer Attitudes and Usage

    Montreux loyalists
    included 45-64 aged
    92% of confectionary women who are
    eating population • Educated
    preferred chocolate • Married
    • Wealthy
    • Health concerned
    Motivational Factors

    Women Men
    1. Mood 1. Energy
    enhancement
    booster
    2. Improved
    cardiovascular 2. Quick
    fitness 3. Easy
    3. Lower blood 4. Convenient
    pressure
    5. Affordable
    NEW PRODUCT DEVELOPMENT AT MONTREAUX

    TO ASSESS
    NIELSEN‘S AND OPTIMIZE
    MONTREAUX BASES THE DARK
    CHOCOLATE
    INITIATIVE

    Strategy in line Strong consumer Strong financial


    with Apollo viability potential
    INCORPORATING NEW DEVELOPMENT
    PRODUCT
    Idea screening
    • This insight was based on four factors
    • Distinct proposition
    • Attention catching
    • Need/desire
    • Advantage
    Result
    Narrowed down initial 45 ideas to 12.
    Bases Snapshot Concept Test
    • Early optimization process
    • Rough size of the particle

    Result
    • Identified dark chocolate with fruit concepts.
    • 70% preferred over 90% concentration.
    Second BASES Snapshot Concept BASES II Testing

    • Contacting consumers via a proprietary Internet survey


    • NPD developed 4 refined 70% cocoa dark chocolate with panel to gauge trial interest among a representative
    fruit concepts sample
    • Packaging/size : 3.5 oz. bar Vs. squares in a 5 oz. stand • BASES volume forecasting model data from free sample
    up pouch and feedback
    • RESULT • Result
    • 5-ounce stand-up pouch with healthy positioning to offer 23% definitely buy
    the greatest revenue potential 40% probably buy
    • Taste was a strong secondary message – prioritize healthy
    positioning
    SWOT ANALYSIS
    • WEAKNESS
    • STRENGTH
    1.Enjoyed the second
    position globally in the
    confectionery business 1.Inexperience in
    2. Brand awareness and chocolate business
    strong reputation in US launch
    market 2. Credibility of Montreux
    3. Incredible sales force 3. No final decision
    and marketing expertise

    1. Great potential in dark


    chocolate market 1. Fierce competition –
    2. Consumption of dark Fisher’s, Lancaster's etc
    chocolate becoming a lifestyle
    3.Premium chocolates moving
    2. Unfamiliarity of the
    into traditional channels European brand in US
    ( supermarkets, mass market
    merchandisers)
    • OPPORTUNITY • THREATS
    To Launch Or Not ?
    • These goals are achievable by Apollo as it
    had a revenue of $54.4 billion in 2011
    • They were 2nd in the global market with a
    share of 15.4%
    • The revenue for chocolates in this
    confectionary market has increased 30%
    from 2007 to 2010
    • Consumers in US were focusing more on
    health and fitness
    • Apollo in the past 3 years has innovated 70
    new products and all have been successful
    Attribute ratings for the 5 oz. stand up pouch with healthy
    messaging concept -

    Product Attribute % of agree or


    strongly agree
    Would be better for me than other chocolates 87
    Would be high quality 85
    Would taste great 84

    Would come in varieties I like 78


    Would be a great way to indulge in myself 74
    On the basis of the
    survey, it was suitable
    Would be good for any time of day 61
    to go with both sizes.
    Would taste better than other dark chocolates 54
    Would be good for everyday use 42 • 5 oz. with healthy
    Would be all natural snack option 38 positioning.
    Would be a good value 33 • 3.5 oz. with taste
    message
    Recommendations
    • Product name
    - Montreaux
    - Apollo
    - Healthy cravings
    • Whether to conduct further test or not
    - Might spend more than $3 million
    - Would take an year to obtain results
    - Might lose to other competitors
    THANK YOU..

    You might also like