check the attached files and screenshot, I already worked on a memo but I need it in power point form and the questions in the screenshot answered. I have the article in pdf for reference. thanks
Running Head: MARKETING MANAGEMENT1 MARKETING MANAGEMENT2 MARKETING MANAGEMENT Table of Contents Case Brief3 Memo4 References7 Case Brief Apollo Foods purchased the rights of marketing for Swiss chocolate brand Montreaux Chocolate Company in 2011. It wanted to rise to number one position. Currently being at 2 it was looking for an opportunity which can help it with achieving its goals. The deal was important because Apollo’s expertise in marketing and the brand image of Montreaux chocolate together will penetrate in the market exploring other channels as well. US confectionary market has high growth potential at a compound rate of 2.8%. Also, chocolate was pitched as an healthy option in the country. It has psychological impacts among women too. With the help of BASES, a division of Nielsen Montreaux will be able to predict the volume which will be financially viable and help the team to achieve the goals. Through BASES screening and concept test they moved for product development for US market. It helped to finalize the variations of chocolate and addressed the marketing issues of size, positioning and packaging. At the end BASES II testing was done to assess the market readiness through a survey. It was found that people are ready to buy the healthy version of chocolate with fruits as one of the ingredient. At the end Torres has to select between two choices: Further testing Test market Regional rollout National rollout Positive affect Is she opts for further testing there will be better understanding of customers and more trial can be offered. There will be time to assess the market performance and create awareness about the product. It will add credibility to it. If cheap prices are offered for the product among focused groups, it will reached to masses and in case of loss, less burden will be on sales. Apollo can use its sales force and its position is the market to aggressively market the brand gaining economies of scale. Negative Affect Is she goes ahead with testing it will cause delays in launch, increase the budget and reduce the time in hand for the marketing of chocolate. The efforts will be duplicated and resources will be over-utilized. It will prove to be expensive for Apollo but on the other hand give time to plan differently. Competitors can get an edge and move aggressively. There is a possibility to generate less revenues and targeting the inappropriate customer segment It can be expensive as project may tend to fail. it has high risk associated with it for the production and for the team. Memo 1.The positioning of Montreaux Chocolate as a healthy option in US market is right. Taking a leverage of the increasing health awareness among consumers regarding dark and premium chocolate, it will further contribute in increasing the sales in the market. 2. The brand name Montreaux Chocolate will be quite apt for the product. Reasons behind this are: The target group of women eats more chocolate as compared to men. Studies show that eating chocolate works as mood enhancer for them and helps them to achieve their fitness goals. They have fine taste and can distinguish between premium products and different flavors as a healthy option. The people who falls in age group of 45-64 have shown high consumption patterns during their old age. Along with this they are good spenders on premium chocolates. Those who buy premium chocolates are considered as brand lovers and hold influential position in society. They remain loyal to the brand and consume at personal level rather gifting to others. 3. As per BASES Snapshot concept Test it was found that the consumers liked the variation of chocolate with 70% cocoa content and variety of fruits in it. They preferred healthy option more as compared to other offerings. The line optimization analysis (used to select the best combination of fruits) zeroed on blueberry, pomegranate, and cranberry as top flavors because other flavors were too much for and was posing confusion regarding taste. 4. The packaging should be the pouch size of 5.0 ounce stand up pouch was the selected size for the chocolate. Consumers preferred smaller size and would like to use it as snack also and with it they can control their consumption of chocolate. 5. The packaging should be in square shaped in 5.0 ounce packaging. Along with a healthy message the selected size and packaging has high revenue potential for the company. Consumers responded positively to the healthy messaging. 6. During the market research it was analyzed that health benefits from the chocolate holds the first place. The taste and flavor variety is a secondary factor for consumers. Therefore, it.is required that Apollo while banking on its marketing strategies launch the product as a healthy snack based on chocolate which is good for cardiovascular fitness and helps in lowering down blood pressure. It is a mood enhancer, act as a energy booster, can be picked quickly and easy to take off. It is convenient to buy due to its availability is convenient stores and it is pocket friendly too being premium in nature. The launch at the national level will be advised because the tests are showing positive and favorable results. The further testing is not required because it will consumer time and money and also creates state of typical dilemma. 7. The product should be price easy on pocket. It should be not too economical and not too premium priced that’s is $4.49. No, the price should not be varied on the type of fruits as all are healthy options, selected during testing and popular among consumers. 8. Apollo will utilize its marketing tacts which is based on relationships in the market. It will penetrate the market through retail channels which are traditional like big box supercenters, convenience stores, drug stores and supermarket in US. At the end it can be said that adults are best consumers of dark chocolate while looking for healthy options as compared to children I US market. The taste and premium quality of the product will attract them as they are interested in consuming the product in smaller portion due to health consciousness. References Savitri, D. A., Herlina, H., & Novijanto, N. (2021). Financial Feasibility Analysis of Chocolate Spread with Coconut Ingredients as Agroindustrial Product. Journal La Bisecoman, 2(2), 14-24. Karmila, S., & Bismantara, B. (2020). IMPLEMENTATION OF MARKETING MIX AND CUSTOMER SATISFACTION AT BERYL'S CHOCOLATE KINGDOM MALAYSIA STORE (Case Study on Students Participating in KKL Management and Accounting Study Program of STIE Sutaatmadja Subang 2019). DIMENSIA (Diskursus Ilmu Manajemen STIESA), 17(2), 45-59. Nagarathinam, M. V., Dhanvarshini, S., Ahamed, A. I., Ajith, S., & Yuvaraj, P. (2021). A Study on Marketing Mix of Nestle Product. NVEO-NATURAL VOLATILES & ESSENTIAL OILS Journal| NVEO, 4820-4825. Bakri, R., & Fahmid, M. (2021, March). PT Chalodo Sibali Resoe’s Chocolate marketing strategy. In IOP Conference Series: Earth and Environmental Science (Vol. 681, No. 1, p. 012108). IOP Publishing. Awakulpanish, N. (2018). Marketing strategies to development chocolate industry in Thailand. Mini-marketing plan Launch Decision: Delay, Test Market, Regional Rollout or National Launch Strategy and Target Market Identification Novel Positioning Statement Marketing mix recommendations appropriate for situation and positioning (alignment) Launch Plan (5 points) - PPTX Brief Cases - Montreaux Chocolate USA: Are Americans Ready for Healthy Dark Chocolate? ________________________________________________________________________________________________________________ HBS Professor John A. Quelch and Professor Diane Badame of the Marshall School at the University of Southern California prepared this case solely as a basis for class discussion and not as an endorsement, a source of primary data, or an illustration of effective or ineffective management. Although based on real events and despite occasional references to actual companies, this case is fictitious and any resemblance to actual persons or entities is coincidental. Copyright © 2013 President and Fellows of Harvard College. To order copies or request permission to reproduce materials, call 1-800-545-7685, write Harvard Business Publishing, Boston, MA 02163, or go to http://www.hbsp.harvard.edu. This publication may not be digitized, photocopied, or otherwise reproduced, posted, or transmitted, without the permission of Harvard Business School. J O H N A . Q U E L C H D I A N E B A D A M E 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 powerhouse, offered an unrivaled portfolio of brands, manufactured confectionery, biscuits, snacks, beverages, cheese, and convenient meals, as well as an array of packaged grocery items for distribution in 170 countries. It reported 2011 revenue of $54.4 billion and net income of $3.5 billion, to which the CFG, 9-914-501 A U G U S T 4 , 2 0 1 3 For the exclusive use of M. Harthi, 2022. This document is authorized for use only by Mashor Harthi in BA 590 Marketing Management (Fall 2022) taught by Johnny Chen, Oregon State University from Sep 2022 to Dec 2022. 914-501 | Montreaux Chocolate USA: Are Americans Ready for Healthy Dark Chocolate? 2 BRIEFCASES | HARVARD BUSINESS SCHOOL one of four operating divisions, contributed $19.1 billion in revenue and $1.26 billion in net income. Twelve of the company’s iconic brands generated revenues of over $1 billion annually and some 80