As the competition in the marketplace has increased Hershey is now required to “increase expenditures for promotions and advertising and continue to introduce and establish new products.” As leading manufacturer of chocolate as well as its related products it sets its self apart by offering “quality” chocolate at an affordable price. In the recent years they have leveraged their classic products such as Reese’s Peanut Butter Cups and Hershey’s Kisses in order to meet their goal.
They have done so by offering a new variety such as White Reese’s Cups, Reese’s Bites and Reese’s Pieces. They have also created options for their foreign markets, for example filing them with hazel nut or marshmallows for their East and Western European customers.
Another example is making the Hershey’s Kisses the candy choice of everyday versus being only a choice for the holiday. In order to achieve this goal they have begun to offer dark chocolate, mint flavored and even caramel filled kisses. Their advertising campaign ties directly with their mission statement showing real people enjoying chocolate as a part of the experiences usually tying in with the current season. By doing so they have managed to stay up front of their competitors and acquiring the fancy-front displays used to lure shoppers upon entering the store. They have also been strategically placed over the conveyer belts taking the place of the National Enquirer. This ensures they have a wide audience waiting to enjoy a little happiness.
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