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  • Marketing Strategy Montreaux

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    Mila Mujaadilah
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    The document outlines a marketing strategy and objectives for a new product line called Montreaux. The objectives are to achieve national distribution, $115 million in annual sales, and a 0.6% market share to be in the top 25. The target consumer is college-educated females aged 45-64 who are health-conscious and make $50,000 or more annually. The strategy is to focus on supermarket and grocery retail channels, launch Montreaux as a premium product available in those locations, and promote its healthy and tasty attributes to reach $33.1 million in sales.

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    The document outlines a marketing strategy and objectives for a new product line called Montreaux. The objectives are to achieve national distribution, $115 million in annual sales, and a 0.6% market share to be in the top 25. The target consumer is college-educated females aged 45-64 who are health-conscious and make $50,000 or more annually. The strategy is to focus on supermarket and grocery retail channels, launch Montreaux as a premium product available in those locations, and promote its healthy and tasty attributes to reach $33.1 million in sales.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    725 views1 page

    Marketing Strategy Montreaux

    Uploaded by

    Mila Mujaadilah
    The document outlines a marketing strategy and objectives for a new product line called Montreaux. The objectives are to achieve national distribution, $115 million in annual sales, and a 0.6% market share to be in the top 25. The target consumer is college-educated females aged 45-64 who are health-conscious and make $50,000 or more annually. The strategy is to focus on supermarket and grocery retail channels, launch Montreaux as a premium product available in those locations, and promote its healthy and tasty attributes to reach $33.1 million in sales.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 1

    MILA MUJAADILAH

    29115053
    MARKETING OBJECTIVE:

    National distribution of the new montreaux product line


    $115 million in annual sales
    Be in the top 25 in revenue (0.60 market share)

    Targeting consumer:

    Age: 45-64
    Gender
    Female
    College educated, married with children
    Income $50.000+
    Concerned about health and weight
    Likely to purchase chocolate for themselves than as a gift

    Marketing Strategy

    Reach the $33.1 million rate hurdle rate, with an excellent product, high support and high ACV,
    Focus on retail channel on supermarket and grocery focus
    Introduce a premium product which is available in supermarket and groceries focus
    Launch the montreaux product line by using montreaux as the product name
    Use its large sales force to sell the new product
    Promote the montreaux product line Apollo should definitely put the emphasis on the healthy
    messaging in combination taste of fruit
    Global confectionary market: $157,640 M in 2011 (3.2% growth)S
    Strong growth expected up to at least 2016
    22.6% of market is USA ($35,648 M)
    Chocolate retail sales in USA: $17,664 M
    o Expected growth of 2% per annum up to at least 2016
    o Growth is driven by innovation

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