Transcript File - Alydia Thomas

Marketing 301
Kisses For Health by: The Kiss
 HERSHEY’S History
 Company Description
 Strategic Planning & Focus
 Goals
 SWOT Analysis
 Competitors
 Target Market
 Market Product Focus
 Points of Difference
 Positioning
 Market Program
 Packaging
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Marketing Mix
Organizational Chart
Financial Report
Implementation
HERSHEY’S History
The Hershey Company began producing chocolate bars
in 1900 and has since grown to offer many varieties of
chocolate confections and other sweets. Its quality,
family-fun creations make it a recognizable brand
worldwide.
COMPANY DESCRIPTION
For more than 100 years, The Hershey Company has been
a leader in making a positive difference in the
communities where we live, work and do business.
Hershey’s believes that its unique taste and ability to
satisfy those wanting a healthy alternative, will contribute
to many more years of success.
Strategic Planning & Focus
 Mission
"Our mission is to be a focused food company in
North America and selected international
markets and a leader in every aspect of our
business. Our aim is to enhance our #1
position in the North American confectionery
market, be the leader in U.S. chocolaterelated grocery products, and to build
leadership positions in selected international
markets”
Settles the craving for sweets…
Goals
 Reposition Hershey’s Kisses in the minds of
consumers as being a “healthy” alternative.
 Increase popularity of the Hershey’s brand
 Increase sales by 10% in the United States
market within 6 months
 Expand to other North American countries if
sales of the United States increase after 6
months
SWOT Analysis
Competitors
Competitive Advantage
Longevity (110 years)
More bang for your buck
Unique Product
Authentic Chocolate
Internationally recognized
Target Market
 Our principle target market is consumers
concerned with the health aspect of our
chocolate, due to medical situations or the
mere fact that people are health conscious.
Even though this line is being marketed to
those who enjoy the health benefits, anyone
is able to take pleasure in the chocolate.
These people may consist of young children,
teens, adults, athletes and those of an older
age.
Market Product Focus
 Current markets
Once we expand the brand of
Hershey’s Kisses, our current markets will grow tremendously.
Furthermore, sales from the same location of purchase will
increase due to the fact that more customers are becoming
aware of the product and also, they will continue to buy the
product over and over again.
 New markets
Dependent on the performance of the
Kisses at the end of the six months, new markets will be
created in other North American countries as well as other
continents such as Asia, etc.
 New product
Hershey’s brand will only continue to
grow at the retail level through the introduction of new
products. These will be introduced to the market once the
proper screenings have been performed on the product.
Points of Difference
 The characteristics that make Hershey’s Kisses Dark
Chocolate unique relative to our competitorsfall into three major categories:
 Fine Quality.
 Premium Packaging.
 Health Benefits.
Positioning
Promote as a healthy snack.
 Promote as delicious and quick snack for on the go.
Promote as an energizing snack.
Satisfy the craving and the scale…
Market Program
 Product Line
-Hershey’s Kisses currently sell for $2.99-$3.99.
-Available in a variety of flavors such as Milk
Chocolate, Dark Chocolate, Almond, Caramel,
Hugs, and Melt-away Center.
-Quality: Price
Packaging
11 ounce bags- 72 pieces each
Individually wrapped
Marketing Mix
 Product
 Focus on promoting healthy lifestyle.
 New Take on an Old Product
 Packaging.
 The individually wrapped Kisses already
advocate eating only a couple instead of the
whole bag
Marketing Mix
 Price
 Hershey’s Dark Chocolate Kisses are priced at
$3.99.
 Similar products sold by companies such as
Godiva and Ghirardelli sell for about $4.99-$5.99.
 Health benefits Dark Chocolate Kisses offer over
Milk Chocolate justify this pricing strategy.
 Setting price a bit below that of premium
chocolate will cause our consumers to believe
they are getting premium chocolate at an
affordable price.
Marketing Mix
 Promotion
 Cents-Off Coupons. Hershey’s Dark Chocolate
Kisses coupons will be distributed in two ways:
 In Sunday circular ads. These ads reach a wide audience
and will generate product recognition.
 In-pack coupons. For the first 6 months the Kisses for
Health program is in place, consumers will find coupons
for $.75 off a bag of Hershey’s Kisses for Health. This will
encourage repeat purchases.
 In-pack coupons in other Hershey’s items. Other
Hershey’s brand items such as Nuggets, Bliss, and
other varieties of Kisses.
Marketing Mix
 Place
 Hershey’s Company uses wholesalers and business
to business dealings to distribute its products. This
system works well for the company and is the best
fit for distributing to its many geographical
markets.
Organizational Chart
HERSHEY’S KISSES
Implementation

Hershey’s will use their name and the well known and loved product,
Hershey’s KISSES to not only market to current customers, but also to
reach out to new potential customers.
 Advertisements will include those on TV, the internet, and in print.

Scientific proof that our chocolate is a healthy alternative.

Billboards will be used to get the idea of the product into the public’s
mind and get potential customers curious about the product.
 Magazine advertisements will also be used to show possible consumers
the facts behind Hershey’s kisses being a healthy alternative.
 In-store samples.


Potential customers will receive facts and at the same time taste how good our
product is.
Each month will bring a new form of advertising. First will be the
television and internet advertisements, next printed advertisements,
and finally then in store advertisements.
For the Love of HERSHEY’S…
Who Wants a
Kiss?
Any Questions?