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

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

3. 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%)

4. Budget 3% of projected 2015 sales ($8,163,944,800*.03 =$244,918,344): 40% to Product Placement/ TV commercials - $97,967,337.60 25% to Print Ads - $61,229,586.00 15% will be allocated to In-Store Promotions - $36,737,751.60 15% will focus on Podcasts - $36,737,751.60 5% to a Social Media Campaign - $12,245,917.20

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

6. IMC Elements Television:

7. Print ads:

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

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

10. 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