1. Reese’s Pieces in Spain Rachel Fisher Prof. Brazeal Summer 2010

2. Situation Summary Confectionery market in Spain - $800 million in chocolate sales (33.2% of market) - 72.5% used for snacks or general use, 15.4% for gifts Competitors: Other brands – 56.9% Cadbury – 20.8%, Nestle – 13.2%, Mars – 9.1% Independent retailers – 38.2%, Supermarkets – 23.5%, Convenience stores – 18.5%

3. Cultural Issues Spanish economy - Higher savings rate - Growing unemployment - Shopping less frequently & switching to store brands Hofstede – PDI (57), IDV (51), MAS (42), UAI (86) High number of Roman Catholics 67.1% of population between 15-64 77% of citizens live in urban environment

4. Strategic Idea Bring Reese’s Pieces to the young professionals More disposable income, changing views on family & gender roles Increase awareness of Reese’s across many times of year & in multiple aspects of daily life Through comprehensive “For all the pieces of your life” campaign

5. The Campaign – P.R./Promo “Travel with your friends and Reese’s” POS contest for tickets for group travel to Hershey, PA to visit headquarters & tour factory Linked to internet campaign with entries accepted via website

6. The Campaign – P.R./Promo “Reese’s Fuels Fun” Contest for personal vehicles decorated for Easter Wraps for buses & trains and advertising materials inside to encourage discussion amongst travelers

7. The Campaign - Direct Promotional materials sent to young professional households Sample of product Recipe book & ideas for incorporating Reese’s Pieces at your next party- both as a snack and as entertainment Family & friends pack of tickets for “E.T. the Extraterrestrial in 3D”

8. The Campaign - Internet Build on large social network existing in Spain Well-organized and frequently monitored online content YouTube channel for Spanish consumers to upload their videos relating to Reese’s “Reese’s Pieces Break” online game Carnival-style game with individual or group scores

9. The Campaign - Advertising On TV On public transportation In some newspapers Use of celebrities: soccer players, film stars, athletes Lighthearted visual appeal with emphasis on POS ads & unique packaging Heavy purchase for Easter season & reference to “E.T” post-rerelease

10. Summary Spanish market loves sweets Reese’s Pieces similar to M&M’s, lowering apprehension to product Brand personalities (fun, small, peanut butter punch, the strange family member) eases fears by exploiting humor Examining the brand in different day part situations, Reese’s can quickly succeed