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  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. chocolate- related 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 competitors- fall 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 $2.99-$ 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?