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Hershey's Marketing Plan

Hershey's Marketing Plan

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Published by judith matienzo

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Published by: judith matienzo on Oct 22, 2010
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08/26/2015

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De La Salle University-DasmariñasCollege of Business AdministrationMarketing DepartmentIn Partial Fulfillment of the Requirements inProduct Management
Hershey¶s Low-CalorieDark ChocolateMarketing Plan
Submitted by:Del Mundo, Jose CarlMallanao, RoselynMatienzo, Judith Navarro, MichellePiche, La PurismaSubmitted to:Ms. Chona Bautista2010
 
 
I.
 
Ex
ecutive Summary
H
ershey¶s is the largest producer of quality chocolate in North America and aglobal leader in chocolate and sugar confectionery. Its principal product groupsinclude chocolate and confectionery products; food and beverage enhancers, such as baking ingredients, toppings and beverages; and gum and mint refreshment products.
H
ershey¶s operate as a single reportable segment in manufacturing, marketing, sellingand distributing various package types of chocolate and confectionery products, foodand beverage enhancers and gum and mint refreshment products under more than 80 brand names.
H
ershey¶s chocolate bar has been tagged as the ³Great American Chocolate Bar´manufactured by the
H
ershey Company, invented by Milton
H
ershey.
H
ershey¶s will be reinventing itself by producing a low-calorie dark chocolatewhich will be tagged as a healthy snack in contrary to the recent issues that theconfectionery industry has faced.
H
ershey¶s Company, although experienced flunking market share over the pastyears, continues to leverage the marketing and sales leadership in the Philippines.With a forecasted annual growth of 13%,
H
ershey¶s believes on the success of this plan.
 
 
II.
 
Situation AnalysisA
.
 
Product Category Definition
A
chocolate bar
is a confection in bar form comprising some or all of thefollowing components: cocoa solids, cocoa butter, sugar, milk. The relative presenceor absence of these components forms the subclasses of dark chocolate, milk chocolate, and white chocolate. It is also referred to as a ³candy bar´ in AustralianEnglish, British English, Canadian English, Indian English, Irish English and NewZealand English; it is a form of confectionery usually packaged in a bar or log form,often coated with chocolate, and sized as a snack for one person. Certain brands of chocolate bars are sold as being for nutritional supplementation purposes. These barscontain protein and various vitamins while still retaining a sweet taste.
B
.
 
Product Category Analysis1
.
 
Aggregate Market Factorsa
.
 
Category Size
The Philippines confectionery market reached a value of $164.8 million in2005. It is one of the
 smallest confectionery markets
in the Asia-Pacificregion. Malaysia, Pakistan, Singapore and Thailand are the only countries inthis region where revenues from the sale of confectionery products are lower.Sugar confectionery in the country forms the most profitable productcategory, obtaining over half the market revenue.
 Attractiveness: Negative (-)

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