The Hershey Company: Introduction

• The Hershey Company, commonly known as Hershey's, is an

American multinational company and one of the largest chocolate manufacturers in the
world.
• It also manufactures baked products, such as cookies and cakes, and sells beverages like
milkshakes, and many more that are produced globally. Its headquarters are in Hershey,
Pennsylvania, which is also home to Hersheypark and Hershey's Chocolate World.
• It was founded by Milton S. Hershey in 1894 as the Hershey Chocolate Company, a
subsidiary of his Lancaster Caramel Company. The Hershey Trust Company owns a
minority stake but retains a majority of the voting power within the company.
• Hershey's chocolate is available across the United States, and in over 60 countries
worldwide. They have three large distribution centers, with modern technology and labor
management systems.In addition, Hershey is a member of the World Cocoa Foundation.
Brand Portfolio

• The company has more than 80 brands around the world including
iconic brands like HERSHEY’S, REESE’S, HERSHEY’S KISSES, JOLLY
RANCHER, ICE BREAKERS and BROOKSIDE.
• Hershey’s #happyathome campaign started post Covid and the
objective was to bring families together in the pandemic via bonding
over chocolate.
• Hershey’s India launched ‘That’s What we Said’ leveraging Instagram
features targeting modern couples for brand awareness campaign.
• Most popular product is Chocolate Syrup, which constitutes the
majority of sales.
Analysis

• Target Customers are chocolate enthusiasts only since it is a

chocolate company.
• This creates a very limited set of demographic (5C – Customer and
context).
• Since the focus is on premium chocolate, only people from a
higher economic status are willing to pay a premium for premium
chocolate.
• Competitors like Cadbury, which also has premium offerings are
more popular, especially in the Indian Sub-Continent.
Analysis: Solution

• Hershey’s needs to create better brand awareness by carrying out

more brand awareness campaigns by convincing customers that
premium chocolate is worth the extra asking price.
• Hershey’s can try entering into the lower price market of
chocolates once they have created a better brand awareness since
majority of chocolate sales are not in the premium segment,
especially in India.
• Communication style is modern and trendy so may not cater to the
old people demographic group. Better arrangements need to be
made to cater to people of different demographics.