Montreaux Chocolate

USA Submitted by Group 8

Karan Bholla - 291133

Suraj Jaju – 291143

Sai Sandeep - 291153

Sameer Nagpal – 291174

Ayush Anand – 291164

Anurag Gupta-291123
 Apollo Foods is a major manufacture of
confectionary items in USA.

Montreaux USA
case Background Apollo acquired the manufacture and market rights of
Montreaux Chocolate products in the united states in
2011.

Together two companies wanted to create a chocolate

based product which would achieve $115 Million
annual sales and 0.6% market share by 2015.

Companies partnered with Nielsen BASES for

product testing.
 Key Issues

3 Years no
Product Product Product
product
testing Naming Packaging
launched
 Problem Statement

 What strategy to be induced to achieve apollo’s goal in introducing Montreaux Chocolate in USA in
terms of product naming, testing ,packaging, distribution channel and keeping competitors in mind?
 Product Product Product
Testing Naming Packaging
Alternatives 1.Launch on
1.Reginal Roll 1.Stand-up
Montreaux
out Pouch-5 oz.
name

2.Launch in 2.Take
2.Chocolate
selected advantage of
Bar:3.5 oz.
markets Apollo Food’s

3.Launch a sub
3.Continue
brad under
Testing
Apollo

4.Launch
Nationally
 Cost

Decision Criteria
Time

Risk

Customer Experience

Increase in sales or market share

 Analyzing alternatives

Decision Factor 131 122 211 331 431

Cost Low Low High Very High High
Time <1 year > 1year >1 year >2 years >1 year
Risk Low moderate High High High
Customer High Low Moderate Moderate Moderate
experience
sales or market Increases Moderate Moderate Moderate Moderate
share
 Recommended Solution

Product
Product Product
Product Product Naming Testing
Packaging Distribution
/Audience

Launch immediately as soon as

possible because other
competitors want to do the same. Exhibit-4 87% of consumers agree It is a sub brand under Apollo so
Launch sub brand under the parent Target particular regions where
on 5 oz. so launch Stand-up use distribution channel used for
Build a dark chocolate product brand apollo. people are more health conscious.
pouch. apollo foods.
line with 70% cocoa and different
fruits.
 Implementation Plan

Identify audience in Manufacture, distribute

Launch it nationally if
which parts of USA Advertising and give
it is a success in
more number of more incentives to
regional roll out.
healthier people exist. retailers.
Thank you