Montreaux Chocolate USA: Are Americans Ready for Healthy Dark Chocolate
Problem Statement
In the case study presented, Andrea Torres who is the Director of New product development at Montreaux Chocolate faces a product development issue of choosing between doing further product testing or test marketing the Dark Chocolate in selected test markets, staging a regional rollout or launching nationally (John A. Quelch, 2014).
Analysis and Evaluation
The current director of new product development (Andrea Torres) at Montreaux Chocolate is under pressure to recommend whether the company should pursue a new product launch in the US. The new product comes in the form of 70% cocoa dark chocolate with added fruits. (John A. Quelch, 2014).This product has been carefully selected and tested because of its “heightened revenue potential, better alignment with health and wellness initiatives, and strong consumer acceptance of the proposition” (John A. Quelch, 2014). The idea of Montreaux introducing dark chocolate seems like a lucrative and viable venture and this is justified by the $17.644 billion in total revenue reported in the US chocolate segment of the confectionary market,
Torres is facing a myriad of options to choose from. This includes; conducting further product testing, launching selected test markets, …show more content…
As such, parallels can be drawn to the principle of differentiation. Kohtler defines differentiation as differentiating the firm’s market offering to create superior customer value (Armstrong, 2016). Based on the feedback from focus groups, consumers tended to place more value on the product’s healthfulness as its most distinguishing quality with 70% cocoa. As such, the perception of healthfulness was considered the most significant difference between the new dark chocolate and other chocolate
Problem Statement
In the case study presented, Andrea Torres who is the Director of New product development at Montreaux Chocolate faces a product development issue of choosing between doing further product testing or test marketing the Dark Chocolate in selected test markets, staging a regional rollout or launching nationally (John A. Quelch, 2014).
Analysis and Evaluation
The current director of new product development (Andrea Torres) at Montreaux Chocolate is under pressure to recommend whether the company should pursue a new product launch in the US. The new product comes in the form of 70% cocoa dark chocolate with added fruits. (John A. Quelch, 2014).This product has been carefully selected and tested because of its “heightened revenue potential, better alignment with health and wellness initiatives, and strong consumer acceptance of the proposition” (John A. Quelch, 2014). The idea of Montreaux introducing dark chocolate seems like a lucrative and viable venture and this is justified by the $17.644 billion in total revenue reported in the US chocolate segment of the confectionary market,
Torres is facing a myriad of options to choose from. This includes; conducting further product testing, launching selected test markets, …show more content…
As such, parallels can be drawn to the principle of differentiation. Kohtler defines differentiation as differentiating the firm’s market offering to create superior customer value (Armstrong, 2016). Based on the feedback from focus groups, consumers tended to place more value on the product’s healthfulness as its most distinguishing quality with 70% cocoa. As such, the perception of healthfulness was considered the most significant difference between the new dark chocolate and other chocolate