Hershey Marketing Plan - 5446 Words

IMC Project February 27, 2014 Table of Contents Abstract ...........................................................................................................................................3 SWOT Analysis ..............................................................................................................................3 Competitor Analysis .......................................................................................................................7 Integrated Marketing Communications Plan†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦........................7 Positioning Statement†¦show more content†¦Take 5 has a base of brand loyal consumers 4. The unique combination of Take 5 ingredients is not duplicated Weaknesses 1. Take 5 has low brand recognition in comparison to other Hershey brands 2. Previously low promotional support for Take 5 may hinder revitalized IMC campaign 3. Top management not understanding the benefits of social media and its ability to track ROI. Opportunities 1. Increase brand recognition by associating with the Hershey name 2. Reach the lucrative 18-34 year old market 3. Take advantage of consumer preferences for sweet and salty combination of tastes Threats 1. Potential copycat products from key competitors 2. Consumers, especially younger consumers, becoming more health conscious Strengths Hershey’s primary strength is its powerful, trustworthy brand image. Currently, Hershey is the market leader for the United States chocolate market with 44.3% market share, followed by Mars at 29.8%, for a combined 74.1 % of the market (Pogharian, 2013). Hershey’s dominant market leadership position allows it the leverage to build its own brands with minimal opposition. If competitors were to respond with similar products to Take 5, Hershey would have the resources to protect against loss of market share. Hershey’s Take 5 bar is not only unique in the combining of five ingredients (milk chocolate, peanuts, caramel, peanut butter and the rare incorporation of pretzels) but it has done so withShow MoreRelatedSocial Media Tools3418 Words   |  14 Pagesidentity theft are a major concern. This paper also talks about security issues in E-commerce. This paper talks about different business plans including financial plans, marketing plans, competitor analysis and exec utive summaries. This paper also includes the business plan in detail and explains how it operates. Creating a business plan includes creating a marketing plan because without first looking at a business from the customer’s perspective a business will never reach it s goals. Social Media ToolsRead MoreHershey Marketing1574 Words   |  7 PagesThe Hershey Company 1. History and Overview The first Hershey’s Chocolate Bar was produced in 1900, six years after the firm that would become The Hershey Company (â€Å"Hershey†) was founded by candy-manufacturer Milton S. Hershey. 2. Strategic Planning, Corporate Vision Until late last year when Hershey announced plans to revamp how it organizes its business with two new strategic business units—one for chocolate and the other for sugar confectionery—the company’s marketing organizationRead MoreIntroduction Of The Hershey Company Essay1099 Words   |  5 Pagesto Business The Hershey Company Introduction The Hershey Company produces the best chocolate according to a survey taken among my coworkers. This company is well known for their Hershey s Kisses, Kit-Kat, Whopper s, Reese s Peanut Butter Cups and much more! Personally Kit-Kat is my favorite. Hershey s is one chocolate that I can eat and it changes my whole mood. Their mission statement is, â€Å"Bringing sweet moments of Hershey happiness to the world every day.†1 Hershey s focuses on loveRead MoreIntroduction And Business History And Description1665 Words   |  7 PagesIntroduction and Business History/Description In 1894, the Hershey Chocolate Company began in Lancaster, Pennsylvania when Milton Hershey decided to begin producing chocolate coating for his caramels. In 1900, Hershey expanded their business by producing more goods. Once Hershey began mass production, they were able to minimize production costs and make high-quality milk chocolate. After this new production model was established, Hershey began to expand its facilities throughout the northeasternRead MoreCompany Profile Of The Hershey Company1237 Words   |  5 PagesIntroduction The Hershey Company, known until April 2005 as the Hershey Foods Corporation (and commonly called Hershey’s), is the largest chocolate manufacturer in North America. Its headquarters are in Hershey, PA. Founded in 1894, the company is 120 years old and enjoys the benefits associated with a mature business cycle; strong corporate culture, brand recognition, customer loyalty, etc. This paper analyzes the business in a number of ways to explain how Hershey’s has endured and some issuesRead MoreHersheys Food Corporation: Erp Failure1376 Words   |  6 PagesREAL CASE STUDY I Hershey Foods Corporation: Failure and Success with Information Technology Point of View Managerial Point of View Objective To examine the reasons behind the SAP AG’S R/3 ERP implementation failure at Hershey’s Food Corporation Problem What could have done otherwise to avoid the SAP AG’S R/3 ERP implementation failure at Hershey’s Food Corporation? Areas of Consideration In late 1996, Hershey Foods Corporation the leading manufacturer of chocolates, confectionariesRead MoreCase Study : Hershey Foods Corporation1387 Words   |  6 PagesHajer Assiri Cap Smith CIS601- Enterprise Computing September 14, 2014 Table of contents What is ERP? 3 Hershey Foods Corporation 3 ERP Implementation 3 Orders Filling Disruption 5 Factors of Failure 6 Lessons Learned 7 Recovery 7 References 8 What is ERP? Enterprise recourse planning (ERP) is a business software that is a suite of applications intended to organize the business processes starting with planning to the point of shipping and payment. ERP operates in real timeRead MoreCase Study : Hershey Co.863 Words   |  4 Pages â€Æ' Introduction/Current Situation Mission/Vision, Corportate/Business Strategy â€Å"The Hershey Company aims to maintain the number one market share in North America and to become the top three in emerging markets† (The Hershey Co. Shares Growth Strategies, 2013) According to a Hershey’s blog the mission of the Hershey’s company is to â€Å"Bring sweet moments of Hershey happiness into the world every day† (Hershey s Chocolate , 2011). The Hershey’s company vision is to be â€Å"The world’s first choice forRead MoreCase 441703 Words   |  7 Pages#44 Hershey’s Synopsis and Objectives The proposed sale of Hershey Foods Corporation (HFC) during the summer of 2002 captured headlines and imaginations. After all, Hershey was an American icon, and when the company’s largest shareholder, the Hershey Trust Company (HSY), asked HFC management to explore a sale, the story drew national and international attention. The company’s unusual governance structure put the Hershey Trust’s board in the difficult position of making both an economic andRead MoreSwot Analysis Of Hershey1544 Words   |  7 PagesHershey’s 10 major strengths 1. The Milton Hershey School is funded by the Hershey Company and offers 7.5 billion annually to 1,900 students, resulting in $110,000 a year per student (David David, p. 27). 2. The Hershey Company has reduced packaging waste by a cumulative 1.75 million through 26 company advantages (David David, p. 28). 3. The company’s sales, marketing and administrative costs decreased 1.1 percent in 2014 (David David, p. 28). 4. Hershey accounts for 44 percent of U.S. chocolate