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Pomegranate by
Healthy Cravings –
Reward yourself with
happiness and good
health”
Situation
Big Questions
Ideal Corporate Targets
Thought Framework
Recommendation
Supporting Evidence
› Qualitative and quantitative
Revisiting Corporate Goals
Summary
Supplementary Information
Apollo acquires rights to Montreaux for
America on June 2011
Consumer Food Group (CFG), a
subsidiary, forms Montreaux USA
Andrea Torres, director of new
development, is faced with multiple
decisions
Next steps for Montreaux
USA?
› How are we launching the
product
Time to upgrade logistics?
› Pennsylvania factory
American or European branding?
› Heritage
› New product line
Brand
Sub-brand
• Delaying Market Entrance • Delaying Market Entrance • Potential Lost Opportunity • Requires New Factory
• Difficulty In Finding Suitable Test • Less than 100% Commitment • Greatest Resource
Markets to Market Commitment
• Convincing Retailers for Limited
• Requires New Factory
Batch Purchases
Gender Differences
Older aged upper-middle class female
45-64 age group
Motivations
› Personal health considerations
› Luxurious reward
› Mood enhancement
› Enjoys trying out new flavours
Purpose
› Identifying ideal launch path
Calculating Sales Projections
Chocolate Market’s Future
› Relation to Corporate Goals
Explaining the details
• Delaying Market Entrance • Delaying Market Entrance • Potential Lost Opportunity • Requires New Factory
• Difficulty In Finding Suitable Test • Less than 100% Commitment • Greatest Resource
Markets to Market Commitment
• Convincing Retailers for Limited
• Requires New Factory
Batch Purchases
$40.00
Band range
$30.00 of ACV,
Quality and
$20.00 Awareness
$10.00
$-
10.46
10.12
11.24
13.36
5.98
7.10
7.09
7.87
9.35
6.54
7.86
9.35
7.26
8.63
Number of Purchases in MM
Aggressive
Corporate 2015
2012 Market 2015 Estimate
2015
goals overly Chocolate
Market Size
$ $ $
aggressive
17.664 19.120 19.120
(BN)
annual market
adoption rate Average
Montreaux
$ $ $
39.02 42.24 45.65
Accomplished
Sales (MM)
national rollout Market Share 0.22% 0.22% 0.24%
Acceptable
downsides
› Taste
Findability
› ACV focus
Product
delivery and
loyalty
› New factory
› Perpetual
improvement
Market goals
› Nielsen’s 12 Success Factors
› Accomplished national rollout
Expand manufacturing capabilities
› Pennsylvania
Montreaux USA marketing plan
› Target demographics
› Focus on supermarkets
“Introducing Euphoria
Product specifications Pomegranate by
› Euphoria by Healthy Cravings Healthy Cravings –
Reward yourself with
› Pouch happiness and good
› 70% Premium Cocoa health”
American credibility
› Sub-brand of Apollo
Opportunities Risks
› Partnering with other › Introduction of
firm than the Big Two superior rival product
› Develop better › Product not well-
infrastructure tested
Perhaps more factories › Manufacturing
and manufacturing capabilities not up to
centers
par
› Product specifically › Ability to Scale
targeted to men
› Virtual integration with
Suppliers
Mexico
Bargaining Power of Buyers Threat of New Entrants
› Low to moderate Bargaining › Low
› Large volume orders Power of › Very expensive manufacturing
› Lack of threat of backward Buyers costs
integration › Lack of distribution channels
› Reliance on industry product › Regulatory restrictions
› Confectionery and chocolate
market relatively saturated
Threat of
Substitutes
› High
Competitive Threat of
› Alternate Threat of Rivalry Within New
confectionery Substitutes Industry
available Entrants
› Competition
during holidays
Source: http://jmfrrell.blogspot.ca/2011/06/chapter-4-industry-analysisporters-five.html
Go through Distribution Channels Breakdown
retail channels
› Supermarkets Supermarkets/Gr
and grocery ocery
focus
15.8% Convenience
Premium Stores
chocolate 11.7% Drugs Stores
moving into this 54.7%
distribution 9.0%
Big-Box
channel 8.8% Supercenters
Other
Market Share Revenue ($ in MM)
Snack-size
Chocolate,
2.522
Bar/Bag/Box
(>3.5 oz),
7.149
Bar/Bag/Box(
<3.5 oz), 3.479