Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

: Montreaux Chocolate USA : Are Americans Ready for Healthy

No description
by

syarifah mariana

on 24 November 2013

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of : Montreaux Chocolate USA : Are Americans Ready for Healthy

introduction
Case Study of Montreaux Chocolate USA :


1. Understand the issue of new product (Montreaux Chocolate)
to be launch in USA market....15 month of market research

2. Step – Product Development
- Consumer Acceptance
- Marketing Strategy

3. Nielsen – BASES idea screening test

4. SWOT analysis

5. Recommendation & Implementation

Corporate and Company Background

Montreaux Chocolate USA :
Are Americans Ready for Healthy Dark Chocolate?

objectives
Launch in selected test market
- Launch in regional or national
Seeking a greater presence in the profitable chocolate market
Opportunity to grow confectionary share in the US
Plan action to penetrate the traditional retails channels

2.1 Company Goals

2.2 Company projections

Figure 1 : Montreaux Chocolate USA Volume Projections


By year end 2015 :
National distributor of the new Montreaux product line
$115 million in annual sales
Be in the top 25 in revenue

2.3 Montreaux Dark Chocolate

Chocolate product from the well-known Swiss company.
Unique manufacturing process
The higher concentration of cocoa in dark chocolate – health benefits
Antioxidants – help to lower cholesterol and provide cardiovascular benefits

2.4 Comparison between Dark Chocolate and Milk Chocolate

Chocolate Flow Process

SITUATION ANALYSIS
3.1 Key driver of a
chocolate purchase

As a personal
reward
Concerned about
health & weight
3.2 Targeted Consumer

Female vs Male ( 94% vs 90%)
Concerned about
health & weight
Married with children
Aged 45-64
College educated
Household income
$ 50, 000 +
Personal Reward
3.3 Consumer’s buying intention

3.4 Marketing Issues

SWOT ANALYSIS
Recommendations
Advertising Budget Based on 5% of CFG Revenue 19.1 Billion

A concept screening system built on the power of BASES

~ Relieble Results with a Proven System
BASES Snapshot is a concept screening system designed to help you prioritize a broad range of new ideas to the ones that
truly have the most consumer potential

~ Fast and Far Reaching Results
BASES SnapShot is ideal for indentifying winning concept initiatives and preventing costly distractions

3.5 BASES SnapShot


CONCLUSION
stay with the Montreaux name build on the European company brand equity BUT
develop the taste based on the U.S market to cater the local people
emphasize the product as healthy product.
Continue the previous test without further product testing because if not
They might need to spend more than $3million
It would take the longest time (one year) to obtain a proper reading result.
They might lost to other competitors as they also had tested a dark chocolate with fruits concept.
For the packaging and contain they should go with both size:
the 5oz stand-up pouch with healthy positioning because this packaging offer greatest revenue
3.5oz with taste message but this concept is less unique and more risky proposition gives less revenue.

For the percentage of cocoa inside the chocolate, they should produce the 70% cocoa with the top flavors:
Cranberry
Pomegranate
Blueberry
Syarifah Maheran Syed Salim MR 131030 (email : syarifahmaheran@yahoo.com)
Shahzatul Farhana Shaarani MR 131032 (email : shahzatul_farhana@yahoo.com)
Nurul Syazwani Rosli MR 131022 (email : n_syazwanie@yahoo.com)
Siti Noor ‘Azza Mohd Hasbullah MR 131028 (email : azzahasbullah@gmail.com)



CONTENTS
1. Introduction
2. Objectives :
- Corporate & Company Background
- Company Goals
- Company Projection
3. Montreaux Dark Chocolate:
- Dark Chocolate vs Milk Chocolate
- Chocolate Processing Process
- Situation Analysis
4. Recommendation
5. Conclusion


Montreaux Chocolate
DONE BY: SYARIFAH MAHERAN SYED SALIM MR131030
SHAHZATUL FARHANA SHAARANI MR131032
NURUL SYAZWANI ROSLI MR131022
SITI NOOR 'AZZA MOHD HASBULLAH MR131029

The Darker The Better

MONTREAUX
CHOCOLATE
MONTREAX
CHOCOLATE
MONTREAUX
CHOCOLATE
Consumer Food Group (CFG)
POSITIONING
SIZE
PACKAGING
HEALTH BENEFITS VS TASTE
Mood
enhancement
Convenience to purchase
at supermarket

Prefer premium chocolate (Believe it healthier)
Lower-quality chocolate usually contained artificial flavors, fillers or other additives
Preferred mini and snack sizes (0.25-0.60oz)
Aware of HEALTH & WELLNESS. Indicates effort to control consumption
Premium chocolate in mainstream channels

CONSUMER FOOD GROUP
2011 - Purchased the right to distribution Montreaux European Chocolate
Develop New Product Development to asses maket opportunity in US
Explore the growing dark chocolate category
Nielson Company :
Advertising agency to generate ideas:
1 BASES idea - Screening Test
2 BASES Concept Test
3 BASES II Testing
4 Final Steps
Lack of Resources
Apollo plan to purchase chocolate manufacturing facilities in Pennsyvania
To support the unique manufacturing process
Wait for NPD reports
Egineer from Montreaux assist the production
Syarifah Maheran Syed Salim

MR 131030
Shahzatul Farhana Sharaani

MR 131032
Nurul Syazwani Rosli

MR 131022
Siti Noor 'Azza Mohd Hasbullah

MR 131028


MONTREAUX CHOCOLATE USA : ARE AMERICANS READY FOR HEALTHY DARK CHOCOLATE?
Full transcript