MONTREAUX CHOCOLATE USA

Problem Statement: Torres was in dilemma whether to continue product testing, test market the
product in selected test markets, launch it regionally or nationally.

Should they launch the product under the name of the parent company, Apollo or stay with the
Montreaux name or introduce another sub-brand?

Strength of Apollo: Apollo innovated its products according to customer needs, successfully
satisfying the desires of customers for bold flavors.

Montreaux wanted to expand their business to US but they lacked the resources. On the other hand,
Apollo was determined to grow its confectionary market share in the US as it was holding the 2nd
position in the global confectionary market. So, it was a win-win situation for both.

Apollo went with own sales force instead of marketing it through Montreaux existing broker
network because it would allow Apollo to distribute the product smoothly.

BEHAVIOR OF CONSUMER

Consumers focus was intensified towards fitness and health over the past three decades in the US
which invoked Montreaux to include products that featured a healthy focus.

Four major products featured in US market

Product Segment Revenue (in $) Growth

Bar/ Bag/ Box (3.5 oz+) 7149 7.6
Seasonal chocolate 4407 9.9
Bar/ Bag/ Box (<=3.5 oz) 3479 18.5
Snack Size Chocolate 2522 10.8

CONSUMER ATTITUDES AND USAGE