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.
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