MILA MUJAADILAH29115053

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 2016o Growth is driven by innovation