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Montreaux Chocolate USA

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by

Andres Garcia

on 23 October 2013

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Transcript of Montreaux Chocolate USA

meme
Introduce a new product
Obtain presence in the lucrative market

Montreaux Chocolate USA
Are Americans Ready for Healthy Dark Chocolate?
Team 2
Andrés García
Marta Giménez - Arnau
Marie Grunze
Shi Jia
Nathalie Querol
Question 1
Key Challenges & Marketing issues
Why we feel are key to the success of the new product line?
Introduction
15 months of market research:
- Some definitions were made
- Several pending issues
- Risk: competitors
Apollo Foods
Kick-Off
Meeting
BASES
Idea Sceening Test

BASES
Snapschot Concept Test

Focus Groups
&
Marketing Issues

Second
BASES
Snapshot Test

Efficient
&
Effective

"Ingre-trends" in Chocolate
(2011, US)
Premium chocolate
in
mainstream channels
Dark chocolate
sales rising
due to
healthy benefits
Low-calorie
options
Stand-up pouches
and
bigger sizes
Higher prices
due to
rising commodity costs
New
labeling
BASES II
Testing

Our product!
Healthy
awareness
Conclusions
of the
research
a couple of "secret" spices...
Global aspects
Local aspects
Marketing issues
Product name
Channels of distribution
Positioning

Key challenges
Demandming Goals
arrow
Kick-Off
Meeting
BASES
Idea Sceening Test

BASES
Snapschot Concept Test

Focus Groups
&
Marketing Issues

Second
BASES
Snapshot Test

BASES II
Testing

Changes
Online Survey
Advantages
Low costs
Fast response
No constraints (geographically)
Design flexibility
Disadvantages
Limited sampling and respondent availability
No interviewer, respondent cannot be asked
No accountability of reply (randomly/focused)
Focus Groups
Advantages
participants reaction (visible/audible)
high interaction and synergy
physical contact with the product
use of „follow-up“ questions (specific/ additional information)
expression of own ideas, agreement and disagreement
Disadvantages
no provision of facts/limited number of opinions
depending on participants and moderator
costly and time intensive
Combination
of research techniques
"two-stage research project“
qualitative and quantitative research

Why?
generate ideas and prove them
save money and time

15 months of
research
Montreaux
Chocolate
New Product Development
some issues have been addressed
some pending issues
COMPETITION!!
National distribution
$115 million annual sales
Be top 25 in revenue
We would
to hear your questions!

for your attention!


Relevant Aspects
Trial rate = “Definites”* 80%+ “Probables”*30%
Marketing-Adjusted trial rate = Trial rate * %awareness* % ACV* Penetration
Trial Households= Households* Marketing-Adjusted trial rate
Repeat Volume= Trial Households* % of households repurchasing* repeat purchase occasions
Total volume= trial purchases+ repeat purchase
Retail sales volume= Retailling price* total volume
Montreaux sales volume= Retail sales volume* (1- retailer gross margin)

Introduce a new product
Obtain presence in the lucrative market
Full transcript