Hershey's has been around since the 1900's and is now one of the most recognized chocolate companies in the and as well as a leader here in the United States. Since its beginnings its product mix has grown significantly since they have branched out into other categories besides chocolate such as gum, mints and snacks.
Their products can be categorized as convenience products because they are relatively inexpensive and are widely available in a variety of stores across the nation. They manufacturing company strongly believes in its branding and this has been the secret to their success in the recent years. As I have stated before their new aggressive marketing plan has been based on reintroducing its iconic brands such as Hershey's Kisses, Hershey's Bliss and Resses through new commercials and magazine ads.They use a combination of both family branding and individual branding which is important when they have so many products under one company. This over the years has created brand loyalty which Hershey's heavily realizes on. Also they have trademarked their products such as Kisses and with such popular products they have used product line extension. This can again be seen in Kisses as there are a large variety of them available all year round such as special dark, caramel. Or sometimes for they holidays they have exclusive flavors such as this year where they include Kisses dark chocolates filled with mint truffle, Chocolates filled with Cherry Cordial Crème, and candy cane flavored Kisses. Products such as those have Hershey's stay on top.
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