Spain Tastes Hershey´s STRATEGY by sofía rodríguez, lucía peraleda & inmaculada navarro

Cover: "Official Hersheys Online Store | Buy Hersheys Products." Hersheys Store. N.p., n.d. Web. 27 Mar. 2017. <http://www.hersheysstore.com/>.

"Hershey The Sweetest Place On Earth." YouTube. YouTube, 23 May 2014. Web. 27 Mar. 2017. <https://www.youtube.com/watch?v=wrXGJgCzSlA>. Copy & paste citation

"Hershey Kiss Only The Best TV Commercials HD." YouTube. N.p., 13 June 2015. Web. 27 Mar. 2017. <https://youtu.be/KdZxICFwg5A>.

Hershey´s Vision: "SPREADING GOODNESS IN ALL THE RIGHT DIRECTIONS"

"Official Hersheys Online Store | Buy Hersheys Products." Hersheys Store. N.p., n.d. Web. 27 Mar. 2017. <http://www.hersheysstore.com/>.

(Background photo: "The Difference a K.I.S.S Can Make." Barbara Sunden. N.p., n.d. Web. 27 Mar. 2017. <http://www.barbarasunden.com/the-difference-a-k-i-s-s-can-make/>.)

"Official Hersheys Online Store | Buy Hersheys Products." Hersheys Store. N.p., n.d. Web. 27 Mar. 2017. <http://www.hersheysstore.com/>.
"We've been busy. And our efforts do more than improve our company. Driven by a focus on our customers, employees, retail partners and shareholders,we’re leading efforts that not only build the company’s profitability, but more importantly build on our deep history of giving back."

"Official Hersheys Online Store | Buy Hersheys Products." Hersheys Store. N.p., n.d. Web. 27 Mar. 2017. <http://www.hersheysstore.com/>.

(Background photo: "Pushing Boundaries." MarkeeMagazine.com. N.p., 08 May 2014. Web. 27 Mar. 2017. <http://markeemagazine.com/wp/pushing-boundaries/>.)

"Even if you’ve been following us for years, you’ll be excited about what’s happening here."

"Official Hersheys Online Store | Buy Hersheys Products." Hersheys Store. N.p., n.d. Web. 27 Mar. 2017. <http://www.hersheysstore.com/>.

ABOUT HERSHEY´S:

In 1900s, when chocolate was considered a luxury an only wealthy people could taste it, a man called Milton Hershey - who was particularly concerned about people and happiness altogether- created the first mass produced Milk Chocolate Bar, which received his family name, so that anyone could enjoy it.

But, before mass producing, he founded The Hershey Company in 1894 launching first his Hershey cocoa. Currently, Hershey´s is one of the largest manufacturers in the US selling different products - from syrups to their famous "kisses", besides its delicious chocolate bar.

(Background photo: Devnath, Vinay. "15 Of The Most Awesomely Guarded Secrets In The World." Storypick. N.p., 16 Feb. 2016. Web. 27 Mar. 2017. <http://www.storypick.com/trade-secrets/>.)

CONTEXT ANALYSIS

During the past years, Hershey´s has increased its advertising budget due to the company´s necessity to adapt to new technologies.

(Photo: "Facts about Hershey Chocolate Zoufal." Create Infographic - Sign in. N.p., n.d. Web. 27 Mar. 2017. <https://infograph.venngage.com/p/54539/facts-about-hershey-chocolate-zoufal>.)

Nowadays, customers are used to receiving information in time and therefore are more demanding so Companies have been forced to adapt their marketing strategies to social media.

In 2015, Hershey´s increased 3 times more it's digital media expenses which consisted a 20% of their total media budget. That year its GRP (gross rating point) increased a 7%.

Hershey´s partnered with North Castle, an advertising agency which focused on teen and young adult marketing. So they found out that youngsters were Hershey´s strongest segment. That is why the company must be updated to their medias.

(Background photo:https://en.wikipedia.org/wiki/Reese%27s_Peanut_Butter_Cups)

Every holiday season the company launches special themes for chocolates and candies and takes care of its products display and offerings in every market.

With its best-known brands, Hershey´s believes that: “advertising is one of our most powerful growth levers.”

Disney, Kristin From Couponing to, Kristyn Says, and Lori Says. "Home." Couponing to Disney. N.p., n.d. Web. 27 Mar. 2017. <http://www.couponingtodisney.com/cvs-get-kit-kat-hersheys-or-reeses-for-just-25c-on-sale/>.

The company has allocated 40% of its advertising budget to mobile.Moreover, Hershey´s e-commerce strategy is growing fast but as its CMO Peter Host states: “Is still a small part of our overall business.” this is due to the fact that Hershey´s is a product which is not really orientated to that type of market, making it difficult to deliver, which is not what they really want.

(Background photo:"World's Largest HERSHEY'S Milk Chocolate Bar." Hersheysstore. N.p., n.d. Web. 27 Mar. 2017. <http://www.hersheysstore.com/product/worlds-largest-hersheys-milk-chocolate-bar>.)

However, despite the inconveniences, the company is making an effort in that area and is looking forward to an agreement with Amazon. Focusing in those acts which can have a big impact in terms of positioning. Such as the video in which they appear as a sponsor of the Olympics and US gold medal gymnast Simone Biles.

"Idea Submission - HERSHEY'S." Idea Submission - HERSHEY'S. N.p. n.d. Web. 27 Mar. 2017. <https://www.hersheys.com/contactus/ideas/>.

What we are proposing is an increasingly introduction of Hershey´s products in the Spanish market Therefore, in order to achieve success, the company should introduce their social media in the country not only via networking sites but also, and more importantly, through their Spanish official site using video sharing and blogging.

(Background photo: "HERSHEY'S SPECIAL DARK Chocolate Cocoa, 8-Ounce Cans." Corporate. N.p., n.d. Web. 27 Mar. 2017. <https://www.thehersheycompany.com/en_us/products/product/hersheys-special-dark-chocolate-cocoa-8-ounce-cans.html>.)

GOALS & OBJECTIVES

Our main goal is entering the Spanish market with the Hershey’s brand and build a strong reputation, greatly differentiating from other companies

OUR OBJECTIVES:

  1. We will penetrate the Spanish market with one of our most popular products: Hershey’s Kisses.
  2. Building brand image based on our core values and mission focusing on the dessert market (increasing it by 2% each year).
  3. To increase the volume of sales within 3 years (40%)
  4. The "Kisses" will be well-established and well-known by this time so we will introduce the classic chocolate bar at the end of year 2.
  5. We will start introducing new Hershey’s products, according to new marketing research that will be conducted in this time (it can change due to tastes variations, trends, economy, etc). Our preferences: Reese's Peanut Butter Cups, syrups and Hershey´s spreadable.

(Background photo: Adam. "Is Hershey's Syrup Vegan? » Vegan Food Lover." Vegan Food Lover. N.p., 16 Nov. 2015. Web. 27 Mar. 2017. <http://veganfoodlover.com/is-hersheys-syrup-vegan/>.)

HOW TO DO IT?

ONLINE COMMUNITY: we will rebuild our website so that a part of it (Hershey’s Lovers) becomes an online community where people can interact and share their Hershey’s experiences. It will be designed with the following characteristics:

  • A blog, with new posts every week covering influencers and persuasive figures experiencing Hershey’s.
  • An interactive platform for users’ pictures, videos and opinions regarding Hershey’s, where they can vote and comment.
  • A part for children, with online games and videos.

VIDEO-SHARING CONTEST: we will hold a competition, encouraging people to record a domestic Hershey’s advertisement. All the videos will be posted on our website, and users will vote for their favorite ones. The winner will become one of our official ads campaign, and obtain a metal price of 3,000€. While the second one would win 2000€ and the third one 1000€ and "kisses" for one year (12 packs to share with a Hershey´s lover).

MICROBLOGGING: another part of our website, will cover small recipe posts in which Hershey’s had been used (updated in a daily basis). Celebrating the different seasons and suggesting some recipes to surprise your friends or family members in the "Must Do" page. Every month there will be a "Hershey´s lover " winner who will have the wonderful opportunity of visiting the factory.

(Background photo: "Delicious Changes Everything." HERSHEY'S Spreads | Flavors. N.p., n.d. Web. 27 Mar. 2017. <https://www.hersheys.com/spreads/flavors>.)

CHALLENGES

(Photo:"Target : Expect More. Pay Less." Target : Expect More. Pay Less. N.p., n.d. Web. 27 Mar. 2017. <http://intl.target.com/p/hershey-s-hugs-milk-chocolate-hugged-by-white-cr-me-12-oz/-/A-13347728>.)

HERSHEY´S SHOULD:

FOCUS ON CUSTOMER RELATIONSHIP- based on intuition, experience and enduring loyalty once they had already positioned itself.

CARE ABOUT FOOD SAFETY & SOCIAL ISSUES- to have a good image and differentiate from their competitors as Hershey´s is about linking consumers memories with its chocolates besides consumer awareness.

REACH THE LEADING POSITION IN THE MARKET- introducing their "new" products little by little innovating and showing that they are high quality and fresh.

(background photo: "Hershey's Removes Fake Vanilla (Vanillin) from Hershey's Kisses." Natural Society. N.p., 30 Nov. 2015. Web. 27 Mar. 2017. <http://naturalsociety.com/hersheys-removes-fake-vanilla-vanillin-from-hersheys-kisses/>.)

("HERSHEY'S Milk Chocolate "Thanks" Mould - 12 Oz." Hersheysstore. N.p., n.d. Web. 27 Mar. 2017. <http://www.hersheysstore.com/product/hersheys-milk-chocolate-thanks-mould-12-oz>.)

"Clipart Kid." Quotes Like —. N.p., n.d. Web. 27 Mar. 2017. <http://www.clipartkid.com/chocolate-kiss-cliparts/>.
"Many brands can talk about happiness. But for us we feel like chocolate especially, and especially iconic Hershey, has more permission to do so," said Tim Flood (executive creative director for Arnold NewYork, who works on Hershey.)
SOURCES:

"Official Hersheys Online Store | Buy Hersheys Products." Hersheys Store. N.p., n.d. Web. 27 Mar. 2017. <http://www.hersheysstore.com/>.Adam. "Is Hershey's Syrup Vegan? » Vegan Food Lover." Vegan Food Lover. N.p., 16 Nov. 2015. Web. 27 Mar. 2017. <http://veganfoodlover.com/is-hersheys-syrup-vegan/>.Disney, Kristin From Couponing to, Kristyn Says, and Lori Says. "Home." Couponing to Disney. N.p., n.d. Web. 27 Mar. 2017. <http://www.couponingtodisney.com/cvs-get-kit-kat-hersheys-or-reeses-for-just-25c-on-sale/>.https://en.wikipedia.org/wiki/Reese%27s_Peanut_Butter_Cups"HERSHEY'S SPECIAL DARK Chocolate Cocoa, 8-Ounce Cans." Corporate. N.p., n.d. Web. 27 Mar. 2017. <https://www.thehersheycompany.com/en_us/products/product/hersheys-special-dark-chocolate-cocoa-8-ounce-cans.html>.Devnath, Vinay. "15 Of The Most Awesomely Guarded Secrets In The World." Storypick. N.p., 16 Feb. 2016. Web. 27 Mar. 2017. <http://www.storypick.com/trade-secrets/>."Target : Expect More. Pay Less." Target : Expect More. Pay Less. N.p., n.d. Web. 27 Mar. 2017. <http://intl.target.com/p/hershey-s-hugs-milk-chocolate-hugged-by-white-cr-me-12-oz/-/A-13347728>."Hershey's Removes Fake Vanilla (Vanillin) from Hershey's Kisses." Natural Society. N.p., 30 Nov. 2015. Web. 27 Mar. 2017. <http://naturalsociety.com/hersheys-removes-fake-vanilla-vanillin-from-hersheys-kisses/>."The Difference a K.I.S.S Can Make." Barbara Sunden. N.p., n.d. Web. 27 Mar. 2017. <http://www.barbarasunden.com/the-difference-a-k-i-s-s-can-make/>."Pushing Boundaries." MarkeeMagazine.com. N.p., 08 May 2014. Web. 27 Mar. 2017. <http://markeemagazine.com/wp/pushing-boundaries/>."Delicious Changes Everything." HERSHEY'S Spreads | Flavors. N.p., n.d. Web. 27 Mar. 2017. <https://www.hersheys.com/spreads/flavors>.Diana Key | Oct 26, 2015 3:08 Am EDT. "Evaluating Hershey’s Marketing Strategies and Initiatives." Evaluating Hershey's Marketing Strategies and Initiatives - Market Realist. N.p., n.d. Web. 27 Mar. 2017. <http://marketrealist.com/2015/10/hershey-marketing-strategies-initiatives/>.Schultz., E.J. "Why Hershey Is Shifting to Masterbrand Approach." Ad Age. N.p., 05 Feb. 2016. Web. 27 Mar. 2017. <http://adage.com/article/cmo-strategy/hershey-shifting-masterbrand-approach/302551/>."Marketing Plan." Marketing Plan. N.p., n.d. Web. 27 Mar. 2017. <http://lipstickaffair.blogspot.com.es/p/marketing-plan.html>.

Created By
Sofía Valentina Rodriguez Franco
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