Montreaux Chocolate Case Problem: The issues that need to be resolved in this case all surround on how to market Montreaux Chocolate in the United States. Situation Analysis: Montreaux Chocolate is a Swiss chocolate producing company that is trying to penetrate into the United States chocolate market. Andrea Toreres is the director of new product development at Montreaux Chocolate, USA and is trying to figure out how to launch the chocolate in the United States. Apollo Foods purchased the rights to manufacture and distribute the chocolate. It was determined that the key drivers of a chocolate purchase are: people buy it as a gift to themselves, it is a mood enhancer, it is convenient to purchase at supermarkets, and people purchase dark chocolate when they are concerned about health and weight. Montreaux’s targeted consumer is female (make up 94% of the sales versus the 90% men make up), they are ages 45-64, college educated, married with children, and with a household income of $50,000+. A consumer prefers premium chocolate because they believe it is healthier versus the lower-quality chocolates contain artificial flavors, fillers, or other additives that are unhealthy. The marketing issues Montreaux Chocolates is facing are positioning, size, packaging, and health benefits versus taste.
- Spring '14
- Brand, Montreaux Chocolate