MONNTREAUX CHOCOLATE USA:

CASE STUDY
-Mohammed tahir
OVERVIEW :

Company: Apollo Foods

Location: Los Angeles, California, USA
Industry: Food
Products: Confectionary, Biscuits, Snacks, Cheese, Beverages, Convenient
meats
Division: 4 divisions, 1 of it is Consumer Foods Group (CFG)
Distributor: 170 countries world wide
Market share: Second place in US chocolate market
Year 2011: Revenue- $54.4 Billion Net Income- $3.5 Billion
CHALLENGES GOALS:
National Distribution
 Product Name- Apollo or
Montreaux  $115 million annual sales
To Introduce a new Product  Be in top 25 in revenue (0.60%
Market Share)
Positioning
 Channels of Distribution
Packaging
1.
 Women ate chocolate to enhance their moods and give them some enjoyment, and
also due to its benefits of improved cardiovascular fitness and blood pressure, they
also reacted positively to new flavours.
 Men on the other hand ate chocolate because of its affordability and convenience.
 Men were price conscious while buying chocolates, but women considered
premium chocolates as a personal luxury, more the price better the taste and had
more health benefits.
2.
Incorporating new product development:
 Idea generation: introducing dark chocolates in U.S – 45 ideas that all parties
agreed for further testing.
 Idea screening: narrowed down initial 45 ideas to 12, many of which incorporated
dark chocolate with fruit.
 Concept development and testing: – each idea was developed into a full concept
via the addition of concept images, messaging, and prices. – 200 consumers per
concept were asked to evaluate and to provide feedback. – 5 concepts were
finalized and further developed and the team confirmed that blueberry,
pomegranate and cranberry should be among the top flavors.
4.
Hot chocolate is rich in flavonoids, which improve blood flow. Improved blood
flow reduces the chance of blood clots, lowers blood pressure, improves heart health
and helps you think better thanks to better blood flow to the brain.
4.
Target Audience
 Female-male (94% -90%)
 Aged 45-64 years
 Concerned about health & weight
 Married with children
 Educated
 Household income $50,000+
5. 
Distribution channels:
 Super centres
 Supermarkets/Grocery
 Drug stores
 Convenience stores
 Walmart