Montreaux Chocolate USA: Are

Americans ready for healthy Dark

Chochlate?

Presented by: Group 9

 Company Background
• Montreaux chocolate company S.A., a Swiss company
• June 2011 : Apollo Foods had purchased the rights to
distribute Montreaux’s European chocolate products in
the U.S.
• Apollo Foods: A Los Angeles, California-based company
• World’s second largest Chocolate Confectionery
company with 15.4% market share and reported revenue
of $54.4 billion and net income of $3.5 billion in 2011
• Product portfolio include confectionery, biscuits, snacks,
beverages, cheese, convenient meals and packaged
grocery items with distribution over 170 country.
 Key Challenges
• How to grow it’s confectionary share in U.S.
• Introduction of new product in U.S. market
• Channels of distribution
• Packaging: labelling and branding
 Decision Problem
• Should the company market the product with Apollo’s
name or Montreaux name
• Should the company introduce a new brand or go with an
existing brand
• Whether to do further product testing or market trials
• Plan a regional rollout or national rollout
 Decision Criteria

• Increased Market share

• Competitive risk
• Time in achieving the goal
• Resources utilization
 Generating Alternatives
Screen testing
•Launch in selected markets
•Launch in regional markets
•Launch nationally
Brand advantage
•Use of Montreaux as brand
•Take advantage through Apollo’s reputation
•Launch through a new name as a sub-brand
Analysis of alternative basis on
Decision Criteria
Table 1 Distribution Decision
Market share ($115
Alternatives Resources Competitive Risk Time Constraint
ML)
Moderate to
Testing Low High High
High
Nation Wide Roll-
High High Low Low
out
Moderate to
Regional Roll-out Moderate Moderate Moderate
High

Table 2 Marketing Decision

Market share ($115
Packaging Resources Competitive Risk Time Constraint
ML)
Montreaux Brand Less likely Same High High

Apollo Reputation Most Likely Same Low Low

Apollo New Sub-
Moderate Same Low Moderate to Low
brand
 Most preferred alternative
The most preferred alternative is Nation wide rollout of
chocolates under Apollo new sub brand

•Brand recognition among target customer

•Capacity of capturing highest market share among all
alternative
•It will take lesser time to achieve future goals compare to
other alternatives
 Implementation
• Product Packaging –
Stand up pouch : 5oz. With 70% or 90% cocoa
• Branding & Labelling
Montreaux chocolate under Apollo sub brand
Nutrition content
• Supply chain
Apollo existing distribution network
• Marketing
Advertising
Thank You

Manas Goyal – 291124

Kartikeya Sharma – 291134
Pulkit Thakuriya – 291144
Sajal Sahni – 291154
Anshul Jain – 291165
Shreya Bansal – 291177