Consumer Behavior

Topics: Chocolate, Cocoa butter, The Hershey Company Pages: 6 (1777 words) Published: March 18, 2013

Question No. 1| 3-4|
Question No.2| 5-6|
Question No.3| 7-8|
Harvard Reference| 9|
Marking scheme| 10|

1. What accounts for Hershey customers’ brand loyalty? Provide examples to support your argument. a) Reliable reputation
Hershey's chocolate is a high quality of chocolate. They have been around for over 100 years and today are leading in the chocolate industry. There are many reasons why Hershey's successful today. The first and most important is the Hershey's name. Hershey is in a global economy that makes many different products besides chocolate. When a consumer goes to a store to purchase candy they are most likely to pick up a Hershey product. It is common for consumers to recognize and expect quality from Hershey products. Hershey’s company product name is readily recognized all over the world. With this quality of brand recognition, it can be expect that if the company delivers one quality product. Having such a strong quality associated with its products, Hershey has seen a great achievement with its product lines. Hershey’s company spends plentiful dollars when they decided to release a new product because they want to ensure that the product will not only taste fantastically, but it will also be readily accepted by existing consumers. b) Varieties of product

 Hershey's products are sold in about sixty countries worldwide. Hershey’s company already introduced many types of product in numerous types of different brand. For example, Hershey's chocolate bars, Hershey's Kisses brand chocolates, Hershey's Symphony, Hershey's Extra Dark, Almond Joy, Mounds, 100 Calorie Bar, Hershey's Bliss, Hershey's Drops, Hershey's Miniatures, Hershey's Pot of Gold, Kit Kat Wafer Bar, Hershey's Nuggets chocolates, Reese's Peanut Butter Cups, York Peppermint Pattie. Besides that, Cadbury Chocolates is also one of product of Hershey’s company. Cadbury products are sold by Hershey's in the United States and Kraft Foods in other place of the world. In addition, Hershey’s company also include non-chocolate product such as Breath Savers, Bubble Yum, Ice Breakers, Jolly Rancher, PayDay candy bar, Zagnut candy bar, ZERO candy bar. b) Varieties of flavours

Hershey kisses are now sold in many styles in the United States and some additional styles internationally. Limited edition kisses are frequently introduced. There are various types of Hershey's Kisses in different taste and packaging. In recent years, Hershey has allowed the Kiss into profitable alternatives. For example, Mostly people are familiar with the "classic" Kiss, Christmas Kisses, Easter Kisses, Kisses with Almonds, and even 7-ounce Kisses. In addition, Hershey's now offers Hugs (a milk chocolate Kiss "hugged" by white chocolate), Special Dark, Milk Chocolate with Almonds, "Pink" Kisses (with a portion of the proceeds going toward breast cancer research), Kisses Filled with Caramel, Kisses Filled with Peanut Butter, Truffle Kisses, Mini Kiss Cookies, Mini Kiss Cookies with Confetti, Mini Kiss Cookies Double Chocolate, Kisses Filled with Cherry Cordial Creme, Limited Edition Coconut Cream, Candy Cane Mint, Limited Edition Mint Truffle, and the miniature Kissable. To rising consumer demand for dark chocolate candies, Special Dark kisses were introduced as a permanent flavour in 2003. Chocolate caramel kisses joined the family in 2004.

2. What threats do you think Hershey faces in the next few years?

a) Competitors
Competitor includes the notion of individuals and firms striving for a greater share of a market to sell goods. Competitor is also a company in the same business which offers a similar product. Firms must gain strategic advantage by positioning their offerings against competitors’ offerings. For Example, Hershey’s competitors are including Mars, Nestle, Russell Stover, and Palmer which are also manufacturing and sell product which is similar with Hershey’s company such as chocolate and caramel product. b)...
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