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MONTREAUX CHOCOLATE USA Case Solution
MONTREAUX CHOCOLATE USA Case Solution
Case Solution
Introduction
Apollo Foods was a Los Angeles, California-based, global consumer
packaged goods manufacturer and had a portfolio of brands,
manufactured confectionery, biscuits, snacks, beverages, cheese,
convenient meals and also offered packaged grocery items for
distribution in 170 countries. In July 2011, 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.
David Raymond, the marketing director committed to achieve these
goals by the end of 2015 year end:
1. National distribution of the new Montreaux product line
2. $115 million in sales
3. Be in top 25 in revenue (0.60% market share)
Problem statement
Should Andrea Torres, director of new product development at
Montreaux chocolate go for further product testing; test market the
product in selected test markets; plan a regional rollout or launch the
product nationally?
The test would further push the timeline for the introduction of the
product in the market and also present an element of risk as it provided
the competition with an advance notice of Montreaux Chocolate USA’s
new product plans and to test how the market responds to the newly
launched product and respond accordingly.
Possible solutions
1. Further product testing
2. Test market the product in selected test markets
3. Plan a regional rollout
4. Launch the product nationally
Learnings
New Product Development Process:
Marketi
Concept ng
Idea Idea Product
Develop Strategy Business Market Comerci
Generati Screenin Develop
ment & & Analysis Testing alization
on g ment
Testing Develop
ment