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Chocolate

In: Computers and Technology

Submitted By topherturner123
Words 1438
Pages 6
Montreaux Chocolate USA is not ready to do a full scale launch of the dark chocolate product right now 2013(Forecast Product(Quality Awareness ACV Mediocre High High Average Medium High Average High High Excellent Medium High Excellent High> Medium Excellent High High Volume $32.8M $30.5M $35.9M $33.1M $32.1M $39.0M

No launch strategy that meets the $30MM hurdle rate is on target for Montreaux’s 2013 goal of $51MM

Very low levels of awareness (maximum of 20%) and ACV (maximum of 79%) for the current product Montreaux is also undecided on the majority of its markeJng mix and launch strategy

Montreaux needs to clearly define the product and the marke=ng mix What we know about the product Price CompeJtor is launching a similar product Product type (fruit flavoured dark chocolate) What We Can What we do not know about Determine Without the product Further Tes=ng PosiJon ✓ Mass Market vs. Premium ✓ Target Audience ✓ Product Name ✓ Package Size ✓ Package Type ✓ Specific Fruit Flavours ✓ DisribuJon Strategy ✓ US Market Readiness for Product Market awareness Ideal cocoa amount Quality When CompeJtor is Launching Repeat purchase rate What We Need Further Tes=ng to

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