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

TARGETING

POSITIONING

Mass market
Premium market
Affordable luxury
Upscale premium
Super premium
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

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 Fishers 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 testing.

2. IDEA SCREENING:
Narrowed down initial 45 ideas to 12, many of
which incorporated dark chocolate with fruit.

3. CONCEPT DEVELOPMENT AND TESTING:

Each idea was developed into a full concept via
the addition of concept images, messaging,
varieties 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 flavours.

4. MARKETING STRATEGY DEVELOPMENT:

(Marketing mix )
PRODUCT:
High quality
Good taste
Comes in varieties (flavours include pomegranate,
cranberry, blueberry)
3.5-ounce candy bar and 5-ounce stand-up pouch
70% cocoa

PRICE:
Each 5-ounce pack is priced $4.49

 PLACE:
USA
Distribution channels:
Super centers
Supermarkets
Drug stores
Convenience stores

5. BUSINESS ANALYSIS:

6. PRODUCT DEVELOPMENT:
NPD developed 4 refined 70% cocoa dark
chocolate with fruit concepts
Packaging/size : 3.5 oz. bar Vs. squares in a 5
oz. stand up pouch

7. TEST MARKETING:
Participants were shown headline descriptions
and were given samples of the four products

TO LAUNCH OR NOT??
These goals are achievable by Apollo as it has a
revenue of $54.4 billion in 2011
They are 2nd in the Global market with a share of
15.4%
The global confectionary market has been on a
rise with 2.8% growth rate between 2007 to 2011
The revenue for chocolates in this confectionary
market has increased 30% from 2007 to 2010

 The US chocolate market is expected to grow at 2% by

2015
The target audience of these chocolate was set to be
people from the age group of 45-64.In USA the
population in this category is approximately 27%(2011)
Apollo in the past 3 years has innovated 70 new products
and all have been successful, there is a strong brand value
that Apollo carries with it which would be beneficial
Consumers in US focus on fitness and health , Apollo
have an upper hand in launching the Montreaux dark
chocolate as it is low in calorie and as it has more of
cocoa content.

Thank You
By:Kavya
Harshitha
Goutham
Vivek
Bheemendra