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CHOCOLATE USA
Are Americans Ready for Healthy Dark Chocolate?
Company Background
Company Apollo Foods
Location Los Angeles California, USA
Industry Food
Product Confectionary, Biscuits, Snacks,
Cheese, Beverages, Convenient meals,
etc.
Divisions 4Divisions, one of it is Consumer Food
Groups (CFG)
Distributor 170 countries
Market Share 2nd Place – global confectionary
business
Year 2011 Revenue - $54.4 billion
Net income - $3.5 billion
• In 2011 Apollo acquired exclusive rights to manufacture and
distribute Montreux Chocolates (Swiss) in United States.
Objectives of Apollo with respect to
Montreaux
National distribution
$ 115 million in annual sales
Be in the top 25 in revenue
Strength Weakness
1. Apollo as a brand. 1. Non Acceptance of brand
2. Strong R&D 2. Apollo never had any experience in
3. Brand Awareness. the chocolate market.
3. Cost incurring and risk involved.
Opportunity Threat
1. New market to explore. 1. Competition
2. Leverage on health benefit of dark 2. Nationwide acceptance of the dark
chocolate. chocolate.
3. US chocolate market expected to 3. Competition from other
grow at 2% annually through 2015. confectionary items.
Key Issues:
Taste VS Health
Target market
Product name Apollo or Montreaux?
Packaging
Continue testing Or Regional Rollout Or Launch Nationally.
Taste Vs Health
More
Healthy
Fruit Flavored
Dark Chocolate
Less
Healthy
Target Market – Women, Age 45-64