IMC Plan for… Group 5 Angellyna Bui, Jessica Cornell, Eric Galan, Taylor LaBell, Vincent Lodato, Maisa Vendrasco, Laura Wolfart

Situation 42% 25% 7% 8% 16% 2%

Objective Remain the market leader Promote healthy on-the-go snacks Strengthen brand loyalty and brand recognition Increase 10% of U.S. market share (44%  54%)

Budget 3% of projected 2015 sales ($8,163,944,800*.03 =$244,918,344): 40% to Product Placement/ TV commercials - $97,967, % to Print Ads - $61,229, % will be allocated to In-Store Promotions - $36,737, % will focus on Podcasts - $36,737, % to a Social Media Campaign - $12,245,917.20

Creative Concept Slice-of-life Traditional chocolate, but more health conscious “Hershey’s, because you deserve a delicious life.”

IMC Elements Television:

Print ads:

In store promotions: –Free samples next to a wide variety for sale –Displays near registers to promote impulse purchases

Podcast: –Socially responsible and environmentally sustainable manner –Promote in a positive and healthier way –10 most popular podcasts hosts talk – 100% of control

Social media: –5% of our budget –DAGOBA Organic Chocolate, sugar-free Jolly Ranchers, and Hershey’s all natural unsweetened 100% cocoa –Use of well-known actor or actress