In order to sell their products successfully they have to identify their target markets. Although Hershey's products are widely available and enjoyed by many if we take a closer look we see that they have a few segments and one of the most important onces is the segmentation of the family life cycle. Through research they have found out that mothers play a large role in the decisions in the house and introducing brand loyalty. Being aware of this is why they have a variety of commercials of mothers or families bonding over a Hershey product.
Children are of course the targets for the chocolate products but if we pay attention we see that many adults have a sweet tooth as well. This was proven by some research that adults consume over 55% of all the candy sold. Therefore by demographics they market the bite size chocolates to adults. They started out with the Hershey Kisses that is now loved by all. Recently by adding more bite size chocolates they appeal to those who are trying to be health conscious and feel that a regular chocolate bar is too much. By having bite size versions they feel as if they aren't over indulging and are also viewed more portable alternative. The adult target market is very profitable and where most of their business comes from. This is how they have managed to stay ahead of the competition.
No comments:
Post a Comment