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Montreaux Pptt
Case StudyMontreaux Chocolate
USA: Are Americas
Ready for a Healthy
Dark Chocolate

COMPANY BACKGROUND 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
• To Introduce a new Product
• Product Name-Apollo or Montreaux
• Positioning
• Channels of Distribution
• Packaging
• Being pioneers at chocolate making

DEMANDING GOALS
• National Distribution
• $115 million annual sales
• Be in top 25 in revenue (0.60% Market Share)

SEGMENTING

• Mass market
• Premium market
• Affordable luxury
• Upscale premium
• Super premium

TARGETING

• AGE: 45-64
• USA
• GENDER: Men and women (57% Females and 43%
Males are daily chocolate eaters)
• INCOME: $50,000+
• College-educated, Married with children

POSITIONING

• BENEFIT: Reduce chances of high cholesterol and provide cardio-vascular benefits.
• POP: Dark Chocolate in Chocolate segment
• POD: 70% cocoa with additional natural fruit ingredients. INDUSTRY FACTS
• Apollo held a 15.4% share in U.S.
• Confectionery markets, making it second highest in market share after Fisher’s in 2011
• Such big market shares would imply stronger associations of Apollo with that of its confectioneries CONSUMER BEHAVIOR
• Women preferred chocolates more than men (94% vs 90%)
• High income earners preferred boxed chocolates
• Confection eating adult age group was noticed to be 45-64
• They preferred premium and speciality chocolates
• As they grew older they preferred dark chocolates
• Montreaux brand had loyalists, women of age 4564 representing a section of elite society

INCORPORATING NEW PRODUCT
DEVELOPMENT
1. IDEA GENERATION:
–Introducing dark chocolates in U.S
–45 ideas that all parties agreed for further
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