Montreaux Chocolate USA
Case Questions (Montreaux Chocolate USA)
1. Discuss the key challenges and marketing issues Andrea Torres must address at this time. Why do you feel these issues and challenges are key to the success of the new product line?
2. Evaluate the achievability of the company objectives for Montreaux USA? Identify the most salient aspects of the chocolate confectionery industry, globally and domestically, that bear on a new product introduction. Provide support for your conclusions.
3. After analysis consumer attitudes, usage, motivations, and benefits of chocolate products to consumers, how viable are the recommended new product concepts? Should others be explored? Please explain.
4. Using the forecast model for the healthy dark chocolate product with fruit tested in the BASES II test in August 2012, what is your forecast of the demand for the chocolate product?
Hints:
- The necessary data is contained in Exhibit 5.
- Conduct a sensitivity analysis by using the facts provided regarding consumer awareness,
ACV and repeat rates for mediocre, average and excellent products.
- There is an Excel supplement file on Canvas which will be helpful to use.
5. Evaluate the effectiveness and efficiency of the new product development process to this point. What, if anything would you change? Develop a comparative assessment of the research
alternatives under consideration. Which one or which combination of research techniques would you recommend? Please explain.
Sample Solution
As the new Marketing Director of Montreaux Chocolate USA, Andrea Torres must address several key challenges in order to ensure the success of their new product line. Firstly, she must determine an effective strategy for targeting and reaching consumers; this includes selecting an appropriate means of communication (media/social channels) as well as formulating a message that resonates with customers which will help create brand awareness (Kotler & Keller, 2016).
Additionally, Torres should also be aware of potential competition when introducing the product. In this case, she must evaluate competitors’ strengths and weaknesses in comparison to Montreaux’s offerings so that they may craft a unique selling proposition that sets them apart from other chocolate makers on the market (Kotler & Keller, 2016). Furthermore, it is also essential for Andrea to identify pricing points that are both competitive and appealing to prospective buyers while still offering value for money compared to similar brands (Baker & Hartline., 2008).
Finally, Torres must focus on building customer loyalty by developing programs designed specifically around engagement and retention such as reward schemes or loyalty clubs (Gronroos., 2014). This will not only serve to foster positive relationships with existing customers but also attract new ones through word-of-mouth marketing which has been proven to be one of the most powerful tools employed in modern advertising campaigns (Greenberg et al., 2019). Thus, by considering all these factors when launching their new product line Andrea can help ensure Montreaux Chocolatier USA reaches its full potential.
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