marketing homework (needs marketing major's tutor)
396555864
914503-xls-eng-1.xlsxTitle
| Montreaux Chocolate Company USA: Are Americans Ready for Healthy Dark Chocolate? | |
| Student Spreadsheet | |
| Copyright © 2013 Harvard Business School Publishing | |
Exhibit 1
| Exhibit 1 - Montreaux Chocolate USA Volume Projections | |||
| ($000's) | 2013 | 2014 | 2015 |
| Total U.S. Market Size | $18,378 | $18,745 | $19,120 |
| Montreaux Chocolate USA | $51.0 | $76.0 | $115.0 |
| Montreaux U.S. Market Share | 0.28% | 0.41% | 0.60% |
Exhibit 4
| Exhibit 4 - Attribute Ratings for the 5 oz. Stand-up Pouch with Healthy Messaging Concept | |
| Product Attribute | How much would you agree with the statements made about this product? (% Agree or Strongly Agree) |
| Would be better for me than other chocolates | 87 |
| Would be high quality | 85 |
| Would taste great | 84 |
| Would come in varieties I like | 78 |
| Would be a good way in indulge myself | 74 |
| Would be good for any time of the day | 61 |
| Would taste better than other dark chocolates | 54 |
| Would be good for everyday use | 42 |
| Would be an all-natural snack option | 38 |
| Would be a good value | 33 |
Exhibit 5
| Exhibit 5 - Montreaux Purchase Volume Estimate, Year 1 | |||
| Trial Purchase Rate | Repeat Rate by Product | ||
| Definitely would buy | 23% | Mediocre Product | 28% |
| Probably would buy | 40% | Average Product | 33% |
| U.S. Households (MM) | 120 | Excellent Product | 38% |
| Penetration* | 92% | Repeat Purchase Occasions (units) | 4 |
| Marketing Plan Adjustments | |||
| Consumer Awareness | ACV | ||
| Low Support | 14% | Low | 60% |
| Medium Support | 17% | Medium | 65% |
| High Support | 20% | High | 79% |
| Pricing | $4.49 | Retail Margin | 35% |
| *Assumed penetration of chocolate users. | |||
| NOTE: Acceptable hurdle rate is $30MM. | |||
| All numbers are fictictious and used for illustrative purposes. | |||
Student Template
| Student Template | ||
| Source | ||
| Definitely would buy | Exhibit 5 | |
| % of "Definites" who actually buy | 80% | |
| "Definite" Purchases | 0% | |
| Probably would buy | Exhibit 5 | |
| % of "Probables" who actually buy | 30% | |
| "Probable" Purchases | 0% | |
| Trial Rate ("Definite" + "Probable") | 0% | |
| Households (MM) | Exhibit 5 | |
| Penetration, % of households | Exhibit 5 | |
| Awareness | Exhibit 5 | |
| ACV | Exhibit 5 | |
| Total Trial Households (MM) | 0.00 | |
| % of households repurchasing | Exhibit 5 | |
| Repeat purchase occasions | Exhibit 5 | |
| Total Repeat Purchases (MM) | -0 | |
| Total Purchases (Trial + Repeat) (MM) | - 0 | |
| Retail selling price | Exhibit 5 | |
| Retail sales value ($MM) | ||
| Retailer gross margin | Case text | |
| Mondreaux Sales Volume ($MM) | $0.0M | |
