Professional Documents
Culture Documents
COMPANY BACKGROUND
company
Apollo Foods
Location
Industry
Food
Products
Confectionary,
Biscuits,
Snacks,
Cheese,
Beverages,
Convenient meats
Division
Distributor
Market share
Year 2011
CHALLENGES
To Introduce a new Product
Product Name-Apollo or Montreaux
Positioning
Channels of Distribution
Packaging
Being pioneers at chocolate making
DEMANDING GOALS
National Distribution
$115 million annual sales
Be in top 25 in revenue (0.60% Market Share)
SEGMENTING
TARGETING
POSITIONING
Mass market
Premium market
Affordable luxury
Upscale premium
Super premium
AGE: 45-64
USA
GENDER: Men and women (57% Females and
43% Males are daily chocolate eaters)
INCOME: $50,000+
College-educated, Married with children
INDUSTRY FACTS
Apollo held a 15.4% share in U.S.
Confectionery markets, making it second highest
in market share after Fishers in 2011
Such big market shares would imply stronger
associations of Apollo with that of its
confectioneries
CONSUMER BEHAVIOR
Women preferred chocolates more than men (94%
vs 90%)
High income earners preferred boxed chocolates
Confection eating adult age group was noticed to
be 45-64
They preferred premium and speciality chocolates
As they grew older they preferred dark chocolates
Montreaux brand had loyalists, women of age 4564 representing a section of elite society
2. IDEA SCREENING:
Narrowed down initial 45 ideas to 12, many of
which incorporated dark chocolate with fruit.
PRICE:
Each 5-ounce pack is priced $4.49
PLACE:
USA
Distribution channels:
Super centers
Supermarkets
Drug stores
Convenience stores
5. BUSINESS ANALYSIS:
6. PRODUCT DEVELOPMENT:
NPD developed 4 refined 70% cocoa dark
chocolate with fruit concepts
Packaging/size : 3.5 oz. bar Vs. squares in a 5
oz. stand up pouch
7. TEST MARKETING:
Participants were shown headline descriptions
and were given samples of the four products
TO LAUNCH OR NOT??
These goals are achievable by Apollo as it has a
revenue of $54.4 billion in 2011
They are 2nd in the Global market with a share of
15.4%
The global confectionary market has been on a
rise with 2.8% growth rate between 2007 to 2011
The revenue for chocolates in this confectionary
market has increased 30% from 2007 to 2010
Thank You
By:Kavya
Harshitha
Goutham
Vivek
Bheemendra