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Fashion Channel

In: Business and Management

Submitted By soteria81
Words 343
Pages 2
Javier Angulo
February 16, 2015
MAR6816
Executive Summary

Montreaux Chocolate USA
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Montreaux is an overall distinguished brand of chocolates that’s been successful in putting its name up in the Swiss market. Recently it has been attempting to enter the USA chocolate market. To achieve this objective, its partnership with Apollo Food’s operation section CFG (Consumer Food Groups) to fit the results of this European mark in the US advertise. Having a $17.64 billion in total revenue reported in the US Chocolate segment of the confectionary market, the idea of Montreaux to introduce dark healthy chocolate candy sounds like very beneficial. U.S. chocolate is expected to grow almost 2% annually through 2015, a decision to further product testing, launch in special markets, stage or regional rollout or nationally; depends on the new product development director Andrea Torres. In order to position this product the team needed to identify a few things such as; marketing between healthy chocolate or distinguishing it from other chocolate taste. Another decision was packaging; 3.5-ounce bar or a 10 square 5-ounce stand up pouch, all done through focus groups.

After completing all BASES testing and focus groups we see that Montreaux will have success in achieving the $30 million threshold within its first year with a maximum retail sales of $60 million. Calculating all 27 scenarios only 6 options indicated success after the first year. Attributing to the highest success rate was High support and High ACV in the excellent product category at 39%.

Focus groups were very beneficial in determining that 70% cocoa is preferred over 90% dark. Using focus groups, 200 consumers were asked to evaluate and provide feedback on which fruit concepts were best and what packaging would be ideal. We saw a preference in the

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