Hershey Marketing Plan

Topics: Chocolate, Marketing, Target market Pages: 23 (5432 words) Published: April 28, 2014


IMC Project
February 27, 2014

Table of Contents
Abstract ...........................................................................................................................................3 SWOT Analysis ..............................................................................................................................3 Competitor Analysis .......................................................................................................................7 Integrated Marketing Communications Plan…………………………..…………........................7 Positioning Statement .....................................................................................................................7 Objectives .......................................................................................................................................8 Central Theme: “We’re better together”..........................................................................................8 Target Market………………………………………………………………....…………………...9 Media ............................................................................................................................................10 Point-of-Purchase Displays ...........................................................................................................13 Sales Promotions ...........................................................................................................................13 Media: Interactive/Events .............................................................................................................16 Public Relations.............................................................................................................................17 Corporate Social Responsibility…………………………………………………………………17 Social Media .................................................................................................................................18 Conclusion ....................................................................................................................................21 References………………………………………………………………………………………..22

Abstract
How can a high-quality product with a loyal fan base and supported from a market leader grow into a Tier 1 product in its market and in the process become a star performer for its company? Answering that question is the focus of this paper. In doing so, the proposed promotional campaign increases brand awareness so that the inherent quality of the product can grow market share naturally into a dominant brand among the entire candy, mint, and gum (CMG) market. In the proposed integrated marketing communications (IMC) plan, the focus will be towards taking advantage of the strengths that both Take 5 and the Hershey Company have. The current brand image of Hershey is strong and positive, as supported by research findings. However, Take 5 is an unknown brand to approximately 45% of adult consumers. Therefore, much of the first half of the proposed marketing campaign will be focused on building brand awareness. The second half of the IMC campaign will be focused on the development of sustainable brand loyalty through proposed events, sweepstakes, and promotions designed to create a positive virtual community in the social media environment. The theme of the IMC campaign will be based on an emphasis of the unique combination of five ingredients in the Take 5 chocolate bar, which are milk chocolate, peanuts, caramel, peanut butter, and pretzels. SWOT Analysis

The SWOT Analysis identifies the key factors that can have a positive effect (strengths and opportunities) or a negative effect (weaknesses and threats) to the proposed IMC campaign for Hershey’s Take 5 chocolate bar. The summary is provided in the following table with further explanations of the rationale in the narrative section that follows the table. SWOT Analysis...


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