Marketing - Montreaux Essay

1066 Words Feb 14th, 2014 5 Pages
Montreaux Chocolate USA: Are Americans Ready for Healthy Dark Chocolate?

In pursuit of upscale segments of the market and an increased market share, Consumer Food Groups (CFG) purchased the rights to become a distributor of Montreaux’s European chocolate products in the United States in June 2011. As CFG is the division which produces confectionery products for Apollo foods, they contribute not only to one-third of the company’s total revenues and net income, but are a vital part of Apollo’s ranking as second in the global confectionery business. Upon acquisition of the rights for Montreaux’s chocolates CFG formed a new division, Montreaux Chocolate USA. Under the leadership of David Raymond as division manager and Andrea Torres
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Through a series of BASES screening and concept tests, an original set of 45 ideas for concept development was first narrowed down to 12, then to 5. Of these final five concepts, all involved dark chocolate with fruit. Further research found that when comparing the taste of 70% cocoa to 90%, consumers preferred the 70% mix with the top three fruit flavors being cranberry, pomegranate, and blueberry. In addition to actual product formulation, the positioning, size, and packaging were all issues to be addressed as well. In regards to positioning, health vs. taste needed to be considered. Given credibility issues due to the unfamiliarity of the Montreaux name in America, should brand be tailored more to the American consumer as well? In regards to size and packaging, would consumers have more interest in smaller squares in stand up package or a 3.5 ounce bar, given growing health and fitness concerns. After a second round of BASES concept testing, it was found that the greatest revenue potential for Montreaux Chocolate USA laid within the 5 ounce pouch with healthy positioning. Further BASES II testing used the 70% cocoa dark chocolate with fruit in a 5 ounce package that displayed healthy messaging and a stand-up pouch due to

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