Montreaux Chocolate USA : Are
Americans Ready for
Healthy Dark Chocolate
Presentation By:
291145 Utkarsh Sharma
291155 Sanjana Gupta
291135 Shivam Gupta
291166 Tushar Nagpal
291125 Ayush Singh
Key Issues
PACKAGING

POSITIONING
Packaging of the
DISTRIBUTION product needs to be
CHANNEL Keeping the decided. 3.5 oz bar
BRAND NAME chocolates helath versus squares in 5
Distribution channel oriented or taste oz stand up pouch.
NEW The new product
is a pivotal decision oriented.
PRODUCT should be launched ( Health Vs Taste )
of the business.
under which brand
(Supermarkets, super
name Apollo foods
centres etc.)
Introduction of (Confectionaries
new product in the giant) or
US markets by Montreaux
Montreaux (Renowned EU
Chocolates with brand)
Apollo Foods
Problem identification
Since the acquisition, David Raymond has
established three strategic as well as
aggressive objectives for the potential new
product line given to Andrea Torres to
implement in a three year timeline.
• National distribution of the new
Montreaux product line
• $115 million , be in the top 25 in
revenue (0.60%) market share in annual
sales
• With these goals in mind, Andrea Torres
must decide if she should complete
further product
• testing, launch in selected markets, state
a regional rollout or launch nationally.
Analysing the Case data

Market Share Brand Name Main Focus Retail Packaging

Montreuax low Weather to have a Health or Taste- Apollos Retail Stand alone packets
market share in US. Montreaux ( legacy Dark choclate with Channel will be (3.5 oz)
Apollo penetrating of EU chocolates) fruits which used as it has strong
in Chocolate or Apollo ( Greater combines both channels with share
segment visibility in health and taste of 15.4% in global
confectionaries market.
segment)
Generating Alternatives

Montreaux Leisure E- retailing

Swiss products Products
Launching
. a new product The chocolates will also be
Launching the sold on the e store's to
renowned swiss with premium packaging
increase the reach
for gifting purposes
products in U.S.
Decision Criteria

Distinct Acceptable Need / Advantage Findability Acceptable Product Loyalty

Proposition Downsides Desire costs

Swiss NA Differentiatin Desirable Legacy Easily Market As per consumer

Product g Product available switching response
Preferences

Leisure Yes Selective Need Brand Value Selective Styling and As per consumer
Product Audience availability Packaging response

E retailing Yes Cost Increase Need Wider Easily Technical As per consumer
Reach available response
Most Preferred Alternative

• The most preferred

alternative would be to
introduce the existing
Swiss products in the U.S.
markets so as to incur the
benefits of leading from
our strongest assets
Action Plan
Phase 1 Phase 2 Phase 3

Brand
• Apollo Montreaux as sub
brand name
• Carrying on with the Swiss
legacy
• New product with health
benefits of the dark chocolate
and antioxidants from the
fruits
Product
Promotional Stage
Development
“Cherish the swiss
experience”
• Development of
new products like
• Product introduction in chocolate candies
exhibition stalls, coffee as Apollo already
shop shelves etc
• Digital Marketing specializes in candy
• Marem Hassler as Brand and gums .
Ambassador