...For the exclusive use of Q. Zhang, 2015. 9 -9 1 4 -5 0 1 AUGUST 4, 2013 JOHN A. QUELCH DIANE BADAME Montreaux Chocolate USA: Are Americans Ready for Healthy Dark Chocolate? In October 2012, Andrea Torres, director of new product development at Montreaux Chocolate USA, was poring over data from a recent Nielsen BASES II test. Over 15 months had passed since the Consumer Foods Group (CFG) of Apollo Foods had purchased the rights to distribute Montreaux’s European chocolate products in the U.S. as a means of increasing market share, in pursuit of upscale market segments. Torres was now satisfied with the research and methodology that her New Product Development (NPD) team had employed to assess market opportunity in the U.S. to date. A board meeting was scheduled for December 10, at which Torres would be expected to make a solid, comprehensive, and compelling presentation on the status of the acquisition/assimilation of Montreaux and plans for the launch of the new product in the U.S. David Raymond, her division manager, had committed to a set of aggressive sales forecasts that placed even greater significance on the accuracy and adequacy of the research and its application. As a result, Torres was carefully and pragmatically evaluating her options: do further product testing, launch in selected test markets, stage a regional rollout, or launch nationally? Corporate and Company Background Apollo Foods, a Los Angeles, California-based, global consumer packaged-goods...
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...Javier Angulo February 16, 2015 MAR6816 Executive Summary Montreaux Chocolate USA ------------------------------------------------- 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...
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...MONTREAUX CHOCOLATE USA Company: Apollo Foods Location: Los Angeles, California Industry: Food Products: confectionary, biscuits, snacks, cheese, beverages, convenient meats Division: 4 divisions, 1 of it is Consumer Foods Group (CFG) Distributor: 170 countries worldwide Market share: second place in US chocolate Market Year 2011: Revenue: 54.4 B Net income: 3.5 B Challenges: * To Introduce a new Product * Product Name-Apollo or Montreaux * Positioning * Channels of Distribution * Packaging * Being pioneers at chocolate making Demanding goals: * National Distribution * $115 million annual sales * Be in top 25 in revenue (0.60% Market Share) SEGMENTING * Mass market * Premium market * Affordable luxury * Upscale premium * Super premium * TARGETING * AGE: 45-64 * USA * GENDER: Men and women (57% Females and 43% Males are daily chocolate eaters) * INCOME: $50,000+ * College-educated, Married with children * POSITIONING * BENEFIT: Reduce chances of high cholesterol and provide cardio-vascular benefits. * POP: Dark Chocolate in Chocolate segment * POD: 70% cocoa with additional natural fruit ingredients. Industry fact : * Apollo held a 15.4% share in U.S. * Confectionery markets, making it second highest in market share after Fisher’s in 2011 * Such big market shares would imply stronger associations of Apollo...
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...representation of the target population. The percentage of cocoa which was initially agreed by the sample size was 90 % but they wanted to test a new product with less percentage of cocoa (70%). This step could have been implemented when they were conducting market research. 2) Positioning: Positioning is the process by which one product acquires space in the minds of the consumer. Apollo should target the minds of the consumer based on the various analysis which are as follows: a) Population is changing its preferences towards healthy products. b) Women’s association being stronger and intense with chocolates and their ability to perceive the difference between premium and non- premium chocolate then men. c) Men preferred these aspects of chocolate-energy boosters, quick, easy, convenient and affordable. d) Adults preferred snack size product with o.25-0.60 ounces e) Dark chocolates are preferred by those...
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...MONTREAUX CHOCOLATE Student’s name Professor’s name, Course title Date Discuss the key challenges and marketing issues Andrea Torres must address at this time. Why do you feel these issues and challenges are key to the success of the new product line? Andrea Torres should concentrate on marketing issues that is positioning, size, and packaging. The quality of the product which indicated health benefits as a potential strong basis for positioning over state. Perception consumers should have of Montreaux chocolate USA versus its primary competitors. Credibility issues because of the brand name. Some consumers preferred the smaller squares for portion control while others preferred 3.5 ounce candy bar and NDP needed to choose one size over the other. They should also focus on testing the market having in mind that their competitors are also moving fast. I feel that the above issues are of major concern because in every business the consumer is the main target and their demands need to be addressed to retain them in future. They should be very cautious on the quality of their product to ensure that they give the best to their customers and a thorough test of the new product should be done before it is released for sale. 2. Evaluate the achievability of the company objectives for Montreaux USA. Identify the most salient aspects of the chocolate confectionery industry, globally and domestically, that bear on a new product introduction. Provide...
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...confectionery industry in the U.S was an attractive market, and chocolate, comprising almost half the market at $17.6 billion, held some promise for new entrants. Apollo Foods, a California-based, global confectionery producer, acquired the well-known Swiss Montreaux Chocolate Company with the intention to expand its number-two position in the global confectionery business by launching a new product in the U.S. market. This venture would become Montreaux Chocolate USA, with new product development headed by Andrea Torres. While ambitious, Apollo aimed to achieve national distribution, $115 million in annual sales, and a 0.6% market share with their new product by 2015. In order to achieve their objectives, Apollo would have to gain greater penetration into the chocolate industry, a diverse and mature global industry. One of the greatest distinctions within the industry was between dark and milk chocolate. Globally, darker chocolates with higher concentrations of cocoa were perceived to have greater health benefits, and the U.S market was especially honing in on fitness and health in their consumption habits. The U.S. market was fragmented into multiple segments, with the largest being chocolates sold in bars/bags/boxes greater than 3.5oz at $7.149 billion in revenue in 2011. Moreover, convenience plays a huge role in purchasing decisions, as mass market chocolate dominates with 80% total market sales over premium, and 45% of chocolate sales are through grocery, drug, convenience stores...
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...Ethel’s Chocolate Lounges: Back to the Future? Chocolate Lounges Taste Sweet Success Rosalind D. Perry Strayer University – White Marsh Campus Anyone who loves to taste the sweet blends of chocolates find it hard to just find the perfect chocolate. It is almost difficult to decide when there are several distributors trying to lure customers to their stores and taste what they have to offer. From the true lover to the part-time lover everyone is looking for the best chocolate and at the best prices. Yes, we would like to get the best chocolates for Valentine’s Day, Anniversary, or birthday; however, Ethel would want to take into consideration a few factors when operating her business. For Ethel, she had to take into consideration that during the period of 2002 to 2004 chocolates sales soared by twenty percent. Even though the figures were from a period well noted for sales, Ethel would still have to take into consideration – Who would be her competition? The competition factor comes from the likes for Godiva and Starbucks and Ethel knows in order to be successful she will have to do her research well. Ethel’s first choice was her decision as to where the store would be located; so she chose, Chicago. Chicago is known for the purest of chocolate loves because they hold The Chicago Chocolate Tours which attracts any chocolate lover. These tours are going on all year long and there are plenty of things...
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...HERSEY’S SWEET MISSION The mission statement of the Hershey Company brings to mind its signature chocolate bars and kisses: “Bringing sweet moments of Hershey happiness to the world everyday.” Living out that mission, however, comes down to more than candy. The company defines its mission in terms of its relationships with all stakeholders—consumers, employees, business partners (such as suppliers and distributors), shareholders, and the communities in which it operates. With regard to employees, the mission involves “winning with an aligned and empowered organization . . . while having fun.” “Aligned” employees should share values, be clear about how their work contributes to the organization’s mission, collaborate effectively, and be selected, equipped, and rewarded for meeting company objectives. These requirements, of course, call upon the skills of human resource management. With regard to values, Hershey has identified four and communicates them on its Web site: We are Open to Possibilities by embracing diversity, seeking new approaches and striving for continuous improvement. We are Growing Together by sharing knowledge and unwrapping human potential in an environment of mutual respect. We are Making a Difference by leading with integrity and determination to have a positive impact on everything we do. We are One Hershey, winning together while accepting individual responsibility for our results. All of these values play into the way Hershey addresses human...
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... Cadbury India Limited is the biggest chocolate importer and manufacturer in India since 1948 (Cadbury, 2007), launching series of chocolates for the various segments and strata of people in India’s large and diverse population. Exploiting the monopoly of Cadbury’s market can be highly beneficial and profitable by launching our product, Cadbury Choco Slim, a diet chocolate which will specifically serve the needs and wants of the higher income group who are more health conscious and can afford to pay for a product that serves their purpose. Throughout this project we will cover particular segments and the marketing mix strategically implemented for this selected segmented in order to achieve maximum profit and customer satisfaction. Personal interviews of various customers and their families have seemed successful for the acceptability of Choco Slim. The use of internet has been very helpful in obtaining various data which were further implemented in our project to describe our suggested product in much more detail. The use of graphs and charts has been made for a more vivid visual experience of the results that were fetched via our research. CHOCOLATE Let’s get familiar with our taste buds. What is chocolate? Where does it come from? What is it made of? These questions are some of the basic ones that we usually forget to ask ourselves as we are mesmerized with chocolates and its sweet, soothing and insatiable taste. Chocolate is a delicacy, a desert, a sweetener or...
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...confectionery company owned by Mondelēz International Inc. and is the industry's second-largest globally after Mars, Incorporated.[3] With its headquarters in Uxbridge, London, England, the company operates in more than 50 countries worldwide. The company was known as Cadbury Schweppes plc from 1969–2008 until its demerger, in which its global confectionery business was separated from its US beverage unit (now called "Dr Pepper Snapple Group").[4] It was also a constant constituent of the FTSE 100 from the index's 1984 inception until its 2010 Kraft Foods takeover.[5][6] History 1824–1900: Early history In 1824, John Cadbury began selling tea, coffee, and drinking chocolate, which he produced himself, at Bull Street in Birmingham, England. He later moved into the production of a variety of cocoa and drinking chocolates, made in a factory in Bridge Street and sold mainly to the wealthy because of the high cost of production. John Cadbury became a partner with his brother Benjamin and the company...
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...Assignment 1 Hershey’s Sweet Mission Jay Jenks Professor Jesse Garcia Human Resource Management HRM 500 25 October 2012 Strayer University Washington DC Recommend the redesign of Hershey’s performance management system to appeal to the diverse groups that it employs. First of all, any performance management system redesign must recognize that all employees are motivated differently by different things, but many can be affected by certain concepts. So it is imperative to know what motivates the majority of your employees. The redesign of Hershey’s performance management system to appeal to the diverse groups that it employs will need to involve management as well as the employees to make the effort successful. I feel that Hershey currently has a very good diversity program. Hershey has redesigned its performance management system appealing to the younger generations who show an eagerness for challenge, and results. Therefore I would employ a system that is in line with Hershey’s core values, and we can start by educating the workforce through training and the utilization of seminars, team huddles, and mentoring sessions and also, by soliciting feedback from the workforce in order to give employees a feeling of inclusion (Hershey Company 2012). The employees should be clear about the organization’s mission and be rewarded for doing what their job description entails. Also, human resource management will train other employees on the proper etiquette of...
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...Chocolate are one of candy or dessert for most of the people. There are many reasons why people eat chocolate, the most common reason are because they simply enjoy the taste of chocolate. But there are more reason after some research, eating chocolate can make an individual feel happy. According to a Ph.D. holder Mark, chocolate ‘stimulates endorphin production, which gives a feeling of pleasure (Mark 2009). Nowadays, people live under stress in the urban city, stress from work place or school; eating chocolate might be one of the methods to reduce stress. James had mentions ‘chocolate is known to be a mild mood elevator, stimulating brainwaves and pushing your stress levels down’ (James 2006). This probably are the reasons people eat chocolate when they are unhappy. Certain kind of chocolate are benefit to our health, like dark chocolate. A small bar of dark chocolate helps high blood pressure patient to reduce their blood pressure (Mark 2009). In mostly, consumers consume product according to their image, styles or self- concept. According to Pettigrew, ‘consumers attempt to enhance their self-concepts by using product’ (Pettigrew 2002). Cadbury have advertise a ‘Chocolate is Cadbury’ campaign on its product, Cadbury Dairy Milk (Cadbury 2007) that have great emphasis on taste. They had create a Cadbury’s chocolate is the chocolate king image and the concept of Cadbury’s chocolate have the original chocolate taste. Consumer may just consumer Cadbury’s chocolate because...
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... Executive Summary People are identified by their name, the way they look, their voice and personality. In the same way a product is presented so that a consumer will always be able to recognize it as distinct from any other similar product. Critical to the success of any product is the creation of the right identity. Identity means that a product is easily recognizable and differentiates from the offerings of competitors. Our store takes the concept of a traditional chocolate shop and adds the element of creativity and health. Our customers will have the opportunity to come into our store and concoct their own chocolate tailored to a customer’s desire that is health conscious. Cadbury Diet will be reinventing itself by producing a low-calorie dark chocolate which will be tagged as a healthy snack in contrary to the recent issues that the confectionery industry has faced. Cadbury chocolate bar has been tagged as the “People’s Chocolate Bar” manufactured by the Cadbury Company and founded by John Cadbury in 1824.Cadbury is a British confectionery company owned by Kraft Foods and is the industry's second-largest globally after Mars, Incorporated. With its headquarters in Uxbridge, London, England, the company operates in more...
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...to demerger. In 2008, the beverage site of the business (Schweppes) became Dr Pepper Snapple Group and confectionery (Cadbury) was bought by Kraft Foods the very next year. Cadbury Schweppes: Capturing Confectionery Introduction The purpose of this document is to analyze the existence of Cadbury Schweppes. This paper will describe the history and background of the company. In addition, the document will identify and discuss the global initiatives of Cadbury Schweppes. And finally, the document will discuss the recommendations for the corporation. History and Background Cadbury Schweppes began its journey in 1969 with the merger of a beverage company started by Jacob Schweppe in 1783 in Geneva, Switzerland and a chocolate business started by John Cadbury in Birmingham, U.K. in 1824 (Hill and Jones, 2010, p. C311). Cadbury Schweppes was the world’s oldest profitable family owned business till the early 2000’s. With origins stretching back over 200 years, Cadbury Schweppes became the international beverage and confectionery company...
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...Part 1. Feasibility Study My service will be providing a dessert and coffee bar that specializes in unique and fun variations of desserts. I will provide products such as "dessert nachos" where the customer will have the chance to experience nachos made from dessert items. Among the other interesting items, will be a dessert breakfast where the customer will have sunny side eggs made of white chocolate and giant m&m's, chocolate covered bacon, and apple slice "hash browns", along with cinnamon pita bread "toast". The child that is fond of cheeseburgers and fries for dinner can now have a cupcake and cookies in that same form. These things are for the playful and heart. For the sophisticated pallet, there will be special coffee blends, decadent hot chocolates with flavor variations such as cookies-n-cream and s'more, and endless iced coffee combinations. To accompany these more grown-up tastes, rich desserts like Italian Cream Cakes, Turtles, and much more. The mission of my business is to create a profitable business that allows customers to enjoy the product and the atmosphere. I want to provide my customers with quality products that they cannot get at any other places, and they do not mind paying for. The customer should leave feeling like they were welcomed and they got a quality product. My hope is for this business to become one that is well respected and loved by all. I want people to want to spend their money with me because they know they will be served a quality...
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