Marketing Plan for Hershey Chocolate

Defining the Business Mission,

Hershey's Kiss is one of the most popular products of the brand with its small mouth size, making them very easy to snack. They are also less messy and more portable than a traditional chocolate bar, can be easily cracked. They are the first addition to the iconic chocolate bar, milk chocolate collection and debut in 1907, have been popular. In addition, they are the first white chocolate successful product named Hershey hug. They are so popular that they have their own slogan every day is worth a kiss, which makes them attractive everyday consumers have a variety of programs to choose from, including almonds, caramel full. Those looking for a kiss dressed up in metal foil colors match the occasion and a package in a big heart for the Valentine's Day holiday is a pleasure.

Situation Analysis

Product Category Definition

A chocolate is in the form of bars, including some or all of the following components: cocoa solids, cocoa butter, sugar, milk dessert. Relative to the presence of these components or not formed in the presence of dark chocolate, milk chocolate, white chocolate subclass. It is also referred to as a candy bar in British English, Australian English, Irish English, Canadian English, Indian English, New Zealand English, it is a form of confectionery usually packaged in a bar or log form, often coated with chocolate size as a snack. At the time of sale, the purpose of some brand chocolate bars nutritional supplements. Protein and vitamins contained in these bars, while retaining the sweetness.

Product Category Analysis - Aggregate Market Factors

Category Size

The candy market value reached $ 164.8 million in 2005. It is the smallest candy market in the Asia-Pacific region. Malaysia, Pakistan, Singapore, Thailand, is the candy product sales revenue of the only countries in the region is low. The candy is formed in the country's most profitable product category, more than half of the market revenue. However, this forms negative attractiveness to the business orientation in the region.

Category Growth

Candy dominance will continue in the next five years. Chocolate follows a quarter of the market. The changes in the growth of product from 11.5% in 2010 to 13.4% in 2011is a forward prospect and effective concern for the fiscal year 2012, as measures show that the company will attain further growth. Moreover, the good point here is that the attractiveness is Positive, as far as growth is considered.

Stage in the Product-Life Cycle

In the mature stage, the products have been sold due to its marketing mix, and many of the key players in the industry have experienced slow growth. In addition, its market share has shrunk, which greatly affected the company annual profit and attractiveness is considered negative.

Seasonality

The product is not seasonal, because it provides value to the snacks. Although it is the very purchased during Valentine's Day and during the Christmas season, it is always available to the market consumption any time of year and hence attractiveness is positive due to such ...