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Montreaux Chocolate USA: Are Americans Ready for Healthy Dark Chocolate

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by

Willy Chiang

on 9 January 2014

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

Initial marketing campaign-
Signage in Supermarket
Product Displays close to the Checkout Isles (Especially During Holidays)
Ads in Newspapers and Magazines
Such as AARP
Advertising through Social Media
Facebook and Twitter

These advertisements will describe the chocolate as being low calorie, energy boosting, and the health benefits of the product.


Trends in the market:
1. Premium chocolate Products moving to mainstream channels
2. Dark chocolate sales benefiting from flavanols- antioxidants that can help to lower cholesterol and provide cardiovascular benefits
3. Low-calorie options
4. Packaging going to stand-up pouches and bigger sizes that appeal to economically conscious customers
5. New labeling with terminology emphasizing shareability, portion control, and saving a piece for later
Message Connection
Clear, Concise Message
Advantage
Need/Desire
Attention Catching
Distinct Proposition
Land Your Message
Communicate with Focus
Be Relevant
Findability
Acceptable Costs
Product Loyalty
Product Delivery
Acceptable Downsides
Credibility
Be in the Right Places
Win the Value Equation
Deliver on Product Promises
Be Strong in the Long Run
Taste:
70% Cocoa and Delicious Flavors Variations
All-Natural:
ApolloNatural
Attraction:
Targeted Marketing with Clear, Credible, and Desirable Messages
Everyday Gourmet/Affordable Luxury
Give Enough Reason to Believe
Limit Battles
Missing Key Holidays

Missing Large Scale Roll Out

Montreaux Naming Issue
Offer True Innovation
Introducing ApolloNatural Dark Chocolate with Pomegranate
Now you can have a delicious tasting chocolate indulgence that not only has
70% cocoa
but additional natural fruit ingredients which provide
Energy Boosting Antioxidants
that boost immunity to heart disease and can lower cholesterol.

A 75-calorie square that cannot only satisfy that chocolate craving, but also let you feel good about it after you have enjoyed each piece.
All in a convenient bag great for sharing or saving a piece for later.
Flavors include
pomegranate
,
cranberry
, and
blueberry
.
Each 5-oz package is priced at $4.49.
Get Noticed
Our target market is Men and Women 45 to 64 years of age.
Balancing Customers Preferences
Men
Energy Boosting Antioxidants
and
Convenient packaging that allows you to save pieces for later

Women
Boosts Immunity to Heart Disease,
Lowers Cholesterol,
Shareable, and
Low Calorie
Problems
Roll Out

How are we launching to ensure success?
Montreaux Chocolate USA: Are Americans Ready for Healthy Dark Chocolate?
Lisa Harris
Cheyenne Allen
Clint Gribble
Nikhil Kapoor

Present
The Successful Product Launch Of
ApolloNatural Dark Chocolate with Pomegranate

Solution and Plan for the Launch Using
Nielsen's 12 New-Product Success Factors

National Distribution by 2015
$115 Million Annual Sales
Gain 0.60% Market Share
and most importantly
Happy Customers!
Success!
Be Better
42%
38%
33%
Transition of Loyalty
Added Benefits

Brand Recognition
Will customers buy the product?

http://www.apollofood.com.my/about_us.php
With Montreaux as the brand name will customers connect with the product?
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Good for everyday use
: Focus terminology toward convenient resealable bag, shareability, health benefits, and portion control.
All-Natural
: ApolloNatural as the brand.
Good Value
: combining the above actions will make our product a great value for our customers!
Ways to raise our customers beliefs about our product
Purchasing the Pennsylvania Plant
Dangers
Testing
Lack of Consumer Assurance

Cost
Raise Capital to Buy
Large Long Term Investment
Added Risk to Apollo
Due to speed of launch there is danger that we may penetrate in the wrong region.
Location
Initial Advertizing Runs
Product on Supermarket Shelves by the Monday before Easter 2012
First Big Sales Round
Advertising and marketing this product will start the month before we roll out the chocolate
Starting Sales
Easter is the first big holiday for Chocolate
Is the product worth buying for our target customers?

How do we create customer loyalty?
Value to Customers
Where are we launching?
What stores
Philadelphia
Los Angeles
Jacksonville
Houston
Supermarkets & Discount Stores

Small Grocer's
Product Reputation
With ApolloNatural as our name we will begin with a reputation for delivering good chocolate
Price
Our extraordinary chocolate is worth every cent and will keep customers happy and healthy.
Market Trends
Consumer's are looking for a higher quality product with added health benefits and convenience.
ApolloNatural cycle of satisfaction
Where's the national average
Questions?
Full transcript