Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Hershey's Product - Marketing Mix - Shruti

No description
by

Shruti Parmar

on 14 July 2014

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Hershey's Product - Marketing Mix - Shruti

Hershey's
Chocolate Company

Milton Hershey:

the beginning
born in 1857
constantly moved with his family, chasing his fathers dreams across America
apprenticed with a local confectioner at 14 years old
Thinking Candy?!
Milton started his first candy business at 19, failed six years later
Moved to NYC and tried again with a new candy business, also failed
Moved to Lancaster, completely broke and started his final candy business, four years later he would own one of the largest candy manufactures in the United States
Attended the 1893 World's Columbian Exposition in Chicago, which sparked Milton's idea of creating chocolate
CHOCOLATE CHOCOLATE CHOCOLATE CHOCOLATE CHOCOLATE
CHOCOLATE CHOCOLATE CHOCOLATE
CHOCOLATE CHOCOLATE CHOCOLATE CHOCOLATE CHOCOLATE
CHOCOLATE CHOCOLATE CHOCOLATE
The Hershey's Chocolate Company was the first American company to develop a formula for milk chocolate in 1900
Hershey's mission was to create delicious chocolate that could be enjoyed by everyone
Once the company showed serious success, Milton established the Hershey Industrial School, for orphan boys
In 1918, Milton donated $60 million, the majority of his wealth, to the Hershey Chocolate Company and the Hershey Trust
Some of the products
Created the Hershey's Kiss in 1907
A Kiss For You and A Kiss For Me
Created new products such as Hershey's Syrup, Kit Kat & Krackel Bar which helped get the company grow through the Great Depression
The Bright Future Awaits
Milton died in 1945, but the company carried his principles of creative and innovative
HERSHEY's bought Reese's peanut butter cup in 1963
Expanded into Canada and 90 other countries
The town where the original factory was built is now named after Milton S. Hershey
Net Sales Soar in 21st Century
1969: $334 Million
2004: $4.4 Billion
2013: Topped $8 Billion
#1 #1 #1 #1 #1 #1 #1 #1 #1
#1 #1 #1 #1 #1 #1 #1 #1 #1
Leading North American Manufacturers in:
quality chocolate
non-chocolate confectionary
Leaders in:
gum and mint category
icebreakers
HERSHEY'S
MARS
VS
Hershey was the leader in the $8 million dollar a year candy market
Mars pushed past Hershey, and held 14% more market share than Hershey's
An industry executive said “It took Hershey seven or eight years to realize that Mars was not going to go away.'’
STATISTICS
AFTER 5 YEARS
Hershey's
35%
Mars
35%
Cadbury 9%
Nestle Crunch 6%

Hershey's chocolate making process
Targets foreigners and upper middle class indians
Recently, prices have not increased but weights have been reduced
The Conclusion
As they fight for leadership, they bring fresh excitement to a once stale candy market: increased sales, interesting new products aimed at grownups, and even the improbable notion that candy is good food
The key to Hershey’s comeback was how they targeted larger areas of consumers
With successful new products, lots of heavy advertising, and often brilliant marketing, Hershey has come roaring back
Hershey's Marketing Strategy
Largest producer of chocolate in North America
Largest market: all age groups but primarily focus on children, students, and athletes
Product life-cycle : maturity stage, slow growth in sales because many big competitors
Strong brand equity, product innovation & consistent quality
THE
FOUR
P'S
PRODUCT PRODUCT
PRODUCT PRODUCT
PRODUCT PRODUCT
4 Product Lines:
1. Premium products
2. Snack products
3. Refreshment products
4. Confectionery products
PRICE
PRICE
PRICE
PRICE
PRICE
PRICE
change prices when necessary to accommodate changes in cost & competition
PLACE
PLACE
PLACE
PLACE
sold/ distributed globally,
grocery stores,
drug stores,
vending machines,
wholesale clubs,
gas stations,
dollar stores, malls,
hospitals,
department stores
PROMOTION
TV commercials. Magazine ads, Billboards
Increased competition has significantly impacted Hershey's business and required them to increase their promotions and advertising
Partnership with Coke
PRODUCT ATTRIBUTES
health benefits
various packaging

design and sizes
energy provider
website
newspaper
&
magazines
cross promotional programmes
tv
commercial
thank you!
Full transcript