Montreaux Chocolate USA: Are

Americans Ready for Healthy Dark

Chocolate? SUBMITTED BY:
291121(Ankur Singh)
291131(Nikhil Kumar Singh)
291141(Navjot Singh)
291151(Rohit Taxak)
291162(Sohit Gandhi)
291172(Paras Khurana)
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PROBLEM STATEMENT

“Apollo Foods seeking greater presence in the

lucrative chocolate market ”
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KEY ISSUES
■ Introducing Dark Chocolate in the U.S. Market.
■ Creating local Brand/ Sub-Brand under Apollo
or Using Montreaux name and building the
European Brand Equity.
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DEVELOPING DECISION CRITERIA

■ Feasibility
■ Scope of profitability
■ Potential Market Penetration
■ Cost
■ Competitive forces
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PROBLEM IDENTIFICATION
■ Finding the balance between health and taste
■ Creating the best branding and sizing solutions
■ Heavy competition from established brands like; Fisher, Inc, Cornelis S.A. ,
Lancaster Company. Also information that Competition is already working
on launching dark chocolate added pressure.
■ The results from BASES II test were not promising, 23% of the users saying
they will definitely buy, and 40% saying they will probably buy.
■ Competitor had also tested similar fruit based dark chocolate products.
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GENERATING ALTERNATIVES
A. Recommend Further product testing
B. Test Market, the product in select markets
C. Plan a regional rollout under the name of Apollo Foods
D. Plan a regional rollout under the name of Montreaux chocolates
E. Plan a national Rollouts under the name of Apollo Foods
F. Plan a national Rollouts under the name of Montreaux chocolates
G. Launch the product nationally under a new brand name
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ANALYZING ALTERNATIVES BASED ON

DECISION CRITERIA
A B C D E F G

FEASIBILITY Lowest Medium High Highest Medium Medium Low

SCOPE OF N/A Low Medium High Medium Medium Lowest

PROFITABILITY
POTENTIAL N/A Lowest Medium Medium Highest High Low
MARKET
PENETRATION
COST High High Medium Medium High High Highest

COMPETITIVE Highest High Low Lowest Medium Medium High

FORCES
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MOST PREFERRED ALTERNATIVE BY

THE GROUP

Plan a regional rollout under the

name of Montreaux chocolate.
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DEVELOPING
ACTION/IMPLEMENTATION PLAN
● Test product in regional market, to collect data
● The product should capture a market position as healthy and tasty
● Use Montreaux brand image as a premium brand, makes it easier to promote
● Keep the target audience of ages 45-64 with Healthy disposable income
● The marketing strategy is of defence.
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THANK YOU!