Welcome to Scribd. Sign in or start your free trial to enjoy unlimited e-books, audiobooks & documents.Find out more
Standard view
Full view
of .
Look up keyword
Like this
0 of .
Results for:
No results containing your search query
P. 1
Hershey's Marketing Plan

Hershey's Marketing Plan

Ratings: (0)|Views: 21,327|Likes:
Published by judith matienzo

More info:

Published by: judith matienzo on Oct 22, 2010
Copyright:Attribution Non-commercial


Read on Scribd mobile: iPhone, iPad and Android.
download as DOCX, PDF, TXT or read online from Scribd
See more
See less





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
ecutive Summary
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.
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.
ershey¶s chocolate bar has been tagged as the ³Great American Chocolate Bar´manufactured by the
ershey Company, invented by Milton
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.
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%,
ershey¶s believes on the success of this plan.
Situation AnalysisA
Product Category Definition
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.
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 (-)

Activity (72)

You've already reviewed this. Edit your review.
ShumonKhan added this note
Please mail me at shumonkhan007@gmail.com
ShumonKhan liked this
1 thousand reads
1 hundred reads
Cameron Mason liked this
Zerina Balić liked this
Izza Hcm liked this
Encik Ilyas liked this

You're Reading a Free Preview

/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->