Running Head: MARKETING MANAGEMENT 1
MARKETING MANAGEMENT 2
MARKETING MANAGEMENT
Table of Contents
Case Brief 3
Memo 4
References 7
Case Brief
Apollo Foods purchased the rights of marketing for Swiss chocolate
and Montreaux Chocolate Company in 2011. It wanted to rise to number one position. Cu
ently being at 2 it was looking for an opportunity which can help it with achieving its goals. The deal was important because Apollo’s expertise in marketing and the
and image of Montreaux chocolate together will penetrate in the market exploring other channels as well. US confectionary market has high growth potential at a compound rate of 2.8%. Also, chocolate was pitched as an healthy option in the country. It has psychological impacts among women too.
With the help of BASES, a division of Nielsen Montreaux will be able to predict the volume which will be financially viable and help the team to achieve the goals. Through BASES screening and concept test they moved for product development for US market. It helped to finalize the variations of chocolate and addressed the marketing issues of size, positioning and packaging. At the end BASES II testing was done to assess the market readiness through a survey. It was found that people are ready to buy the healthy version of chocolate with fruits as one of the ingredient. At the end To
es has to select between two choices:
Further testing
Test market
Regional rollout
National rollout
Positive affect
Is she opts for further testing there will be better understanding of customers and more trial can be offered.
There will be time to assess the market performance and create awareness about the product. It will add credibility to it.
If cheap prices are offered for the product among focused groups, it will reached to masses and in case of loss, less burden will be on sales.
Apollo can use its sales force and its position is the market to aggressively market the
and gaining economies of scale.
Negative Affect
Is she goes ahead with testing it will cause delays in launch, increase the budget and reduce the time in hand for the marketing of chocolate. The efforts will be duplicated and resources will be over-utilized.
It will prove to be expensive for Apollo but on the other hand give time to plan differently.
Competitors can get an edge and move aggressively.
There is a possibility to generate less revenues and targeting the inappropriate customer segment
It can be expensive as project may tend to fail. it has high risk associated with it for the production and for the team.
Memo
1.The positioning of Montreaux Chocolate as a healthy option in US market is right. Taking a leverage of the increasing health awareness among consumers regarding dark and premium chocolate, it will further contribute in increasing the sales in the market.
2. The
and name Montreaux Chocolate will be quite apt for the product. Reasons behind this are:
The target group of women eats more chocolate as compared to men. Studies show that eating chocolate works as mood enhancer for them and helps them to achieve their fitness goals. They have fine taste and can distinguish between premium products and different flavors as a healthy option.
The people who falls in age group of 45-64 have shown high consumption patterns during their old age. Along with this they are good spenders on premium chocolates.
Those who buy premium chocolates are considered as
and lovers and hold influential position in society. They remain loyal to the
and and consume at personal level rather gifting to others.
3. As per BASES Snapshot concept Test it was found that the consumers liked the variation of chocolate with 70% cocoa content and variety of fruits in it. They prefe
ed healthy option more as compared to other offerings. The line optimization analysis (used to select the best combination of fruits) zeroed on bluebe
y, pomegranate, and cranbe
y as top flavors because other flavors were too much for and was posing confusion regarding taste.
4. The packaging should be the pouch size of 5.0 ounce stand up pouch was the selected size for the chocolate. Consumers prefe
ed smaller size and would like to use it as snack also and with it they can control their consumption of chocolate.
5. The packaging should be in square shaped in 5.0 ounce packaging. Along with a healthy message the selected size and packaging has high revenue potential for the company. Consumers responded positively to the healthy messaging.
6. During the market research it was analyzed that health benefits from the chocolate holds the first place. The taste and flavor variety is a secondary factor for consumers. Therefore, it.is required that Apollo while banking on its marketing strategies launch the product as a healthy snack based on chocolate which is good for cardiovascular fitness and helps in lowering down blood pressure. It is a mood enhancer, act as a energy booster, can be picked quickly and easy to take off. It is convenient to buy due to its availability is convenient stores and it is pocket friendly too being premium in nature.
The launch at the national level will be advised because the tests are showing positive and favorable results. The further testing is not required because it will consumer time and money and also creates state of typical dilemma.
7. The product should be price easy on pocket. It should be not too economical and not too premium priced that’s is $4.49. No, the price should not be varied on the type of fruits as all are healthy options, selected during testing and popular among consumers.
8. Apollo will utilize its marketing tacts which is based on relationships in the market. It will penetrate the market through retail channels which are traditional like big box supercenters, convenience stores, drug stores and supermarket in US.
At the end it can be said that adults are best consumers of dark chocolate while looking for healthy options as compared to children I US market. The taste and premium quality of the product will attract them as they are interested in consuming the product in smaller portion due to health consciousness.
References
Savitri, D. A., Herlina, H., & Novijanto, N XXXXXXXXXXFinancial Feasibility Analysis of Chocolate Spread with Coconut Ingredients as Agroindustrial Product. Journal La Bisecoman, 2(2), 14-24.
Karmila, S., & Bismantara, B XXXXXXXXXXIMPLEMENTATION OF MARKETING MIX AND CUSTOMER SATISFACTION AT BERYL'S CHOCOLATE KINGDOM MALAYSIA STORE (Case Study on Students Participating in KKL Management and Accounting Study Program of STIE Sutaatmadja Subang 2019). DIMENSIA (Diskursus Ilmu Manajemen STIESA), 17(2), 45-59.
Nagarathinam, M. V., Dhanvarshini, S., Ahamed, A. I., Ajith, S., & Yuvaraj, P XXXXXXXXXXA Study on Marketing Mix of Nestle Product. NVEO-NATURAL VOLATILES & ESSENTIAL OILS Journal| NVEO, XXXXXXXXXX.
Bakri, R., & Fahmid, M. (2021, March). PT Chalodo Sibali Resoe’s Chocolate marketing strategy. In IOP Conference Series: Earth and Environmental Science (Vol. 681, No. 1, p XXXXXXXXXXIOP Publishing.
Awakulpanish, N XXXXXXXXXXMarketing strategies to development chocolate industry in Thailand.
Mini-marketing plan
Launch Decision: Delay, Test Market, Regional Rollout or National Launch
Strategy and Target Market Identification
Novel Positioning Statement
Marketing mix recommendations appropriate for situation and positioning
(alignment)
Launch Plan (5 points) - PPTX
Brief Cases - Montreaux Chocolate USA: Are Americans Ready for Healthy Dark Chocolate?
________________________________________________________________________________________________________________
HBS Professor John A. Quelch and Professor Diane Badame of the Marshall School at the University of Southern California prepared this case
solely as a basis for class discussion and not as an endorsement, a source of primary data, or an illustration of effective or ineffective
management. Although based on real events and despite occasional references to actual companies, this case is fictitious and any resemblance to
actual persons or entities is coincidental.
Copyright © 2013 President and Fellows of Harvard College. To order copies or request permission to reproduce materials, call XXXXXXXXXX,
write Harvard Business Publishing, Boston, MA 02163, or go to http:
www.hbsp.harvard.edu. This publication may not be digitized,
photocopied, or otherwise reproduced, posted, or transmitted, without the permission of Harvard Business School.
J O H N A . Q U E L C H
D I A N E B A D A M E
Montreaux Chocolate USA: Are Americans Ready
for Healthy Dark Chocolate?
In October 2012, Andrea To
es, director of new product development at Montreaux Chocolate
USA, was poring over data from a recent Nielsen BASES II test. Over 15 months had passed since the
Consumer Foods Group (CFG) of Apollo Foods had purchased the rights to distribute Montreaux’s
European chocolate products in the U.S. as a means of increasing market share, in pursuit of upscale
market segments. To
es was now satisfied with the research and methodology that her New Product
Development (NPD) team had employed to assess market opportunity in the U.S. to date.
A board meeting was scheduled for December 10, at which To
es would be expected to make a
solid, comprehensive, and compelling presentation on the status of the acquisition/assimilation of
Montreaux and plans for the launch of the new product in the U.S.
David Raymond, her division manager, had committed to a set of aggressive sales forecasts that
placed even greater significance on the accuracy and adequacy of the research and its application. As
a result, To
es was carefully and pragmatically evaluating her options: do further product testing,
launch in selected test markets, stage a regional rollout, or launch nationally?
Corporate and Company Background
Apollo Foods, a Los Angeles, California-based, global consumer packaged-goods powerhouse,
offered an unrivaled portfolio of
ands, manufactured confectionery, biscuits, snacks, beverages,
cheese, and convenient meals, as well as an a
ay of packaged grocery items for distribution in 170
countries. It reported 2011 revenue of $54.4 billion and net income of $3.5 billion, to which the CFG,
XXXXXXXXXX
A U G U S T 4 , XXXXXXXXXX
For the exclusive use of M. Harthi, 2022.
This document is authorized for use only by Mashor Harthi in BA 590 Marketing Management (Fall 2022) taught by Johnny Chen, Oregon State University from Sep 2022 to Dec 2022.
914-501 | Montreaux Chocolate USA: Are Americans Ready for Healthy Dark Chocolate?
2 BRIEFCASES | HARVARD BUSINESS SCHOOL
one of four operating divisions, contributed $19.1 billion in revenue and $1.26 billion in net income.
Twelve of the company’s iconic
ands generated revenues of over $1 billion annually and some 80