The new Desert Plum lipstick is from the fall collection which offers a rich lip color with a soft-matte finish. It ties into Bobbie Brown Cosmetics target market because lipstick is a fast and easy way to change not only your look but helps a woman feel pretty as well. Convince and quality are important to the "on the go career woman" who is also fashion forward which is Bobbie's main target market. This new lipstick color offers a trendy color that moisturizes and comforts lips. It was recently featured in "In Style" Magazine addressing their target market.
Marketing Objectives :
1.
The Hershey's Mission statement is : "Bringing sweet moments of Hershey happiness to the world every day.”
Hershey’s Kisses are amongst the most popular product in the brand. Its small bite size makes them easy snack on. They are also less messy and more portable than a conventional chocolate bar which can easily crack. They were the first addition to the milk chocolate collection following the iconic chocolate bar and have been popular since its debut in 1907. Also they were the first white chocolate product that was successful named Hershey’s Hugs. They are so popular they have their own slogan “EVERYDAY DESERVES A KISS.” This makes them be appealing for the everyday consumers who have a variety of options to choose from including almond and caramel filled. Those looking for a treat for a holiday the kisses are dressed up in the foil matching the colors of the occasion and sometime packaged in a large heart for Valentine ’s Day.
SWOT analysis for Hershey
Internal Strengths -
· They export to 90 different countries.
· The company has a theme park.
· Has sales exceeding over four billion dollars.
· They have a cookbook with different ways to use Hershey’s Chocolate.
· They are the leader in the United States of dark and premium chocolate segments.
Weakness-
· Price inflation
· There has been a recent decline in the Asian markets.
· Chocolate is not considered a healthy snack and the population is becoming more health conscious.
· The are not a Fair Trade Company.
Opportunities-
· To increase global trade even further.
· To take advantage of the holidays such as Valentine’s day.
· Expand the production of cocoa in other countries
· To produce a new edition of Hershey’s chocolates that are Fair Trade certified.
· Possibly some chocolates that are organic for the health conscious market.
Threats-
· Mars Company has a stronger presence internationally like in Mexico and Europe.
· There has been a reduction in their lands for crops.
· They have reduced the number of workers which then reduces the amount of production.
· Government policies and regulations make the company become more eco-friendly therefore causing them to invest more of their revenue.
· Rising prices of gas increased the overall price
· There is an increase in the number of peanut allergies.
t The Marketing objectives:
1. To increase potential sales through promotional programs planned through the year especially during the holiday seasons.
2. Repackage Hershey's so that it's new look will appeal to the customers considering that will be tagged as a low calorie snack.
3. Continue to expand globally and have a stronger presence in foreign markets and with a special focuse in their declining Asian market.
4. Promote their core brands such as Kisses through numerous tv and magazine ads.
5. To leverage existing products to new markets and consumers through the new collections such as the Pieces Collection.
t The Marketing objectives:
1. To increase potential sales through promotional programs planned through the year especially during the holiday seasons.
2. Repackage Hershey's so that it's new look will appeal to the customers considering that will be tagged as a low calorie snack.
3. Continue to expand globally and have a stronger presence in foreign markets and with a special focuse in their declining Asian market.
4. Promote their core brands such as Kisses through numerous tv and magazine ads.
5. To leverage existing products to new markets and consumers through the new collections such as the Pieces Collection.
Hershey products can be found at numerous locations such as drugstores, supermarkets, connivance stores, vending machines, sometimes even at discount stores and they even have specialty stores. The products can usually be found by the cash register and in the candy aisles. These stores offer moderate to low customer service. The drugstore and connivance store have medium to narrow product assortment while the full line discount stores offers a medium to broad variety. The supermarket and the specialty store are the ones that offer a broad selection. They have three specialty store here in the United States one is located in Chicago, the other in Niagara Falls and the other one is New York City. They are looking to expand globally and have opened store in Singapore, Dubai, and Shanghai. Hershey’s also has a theme park which I highly successful offering a wide variety of services such as creating your own candy bar and inside offer Hershey’s Bake Shoppe. These specialty stores are the ones that bring in the highest gross margin. They are big attractions to tourists in particular and offer products’ not available in the other locations. An example of this would be the store in Times Square here in NY offers Hershey’s chocolate bars with the wrapping saying NYC. They have tin cases also saying NYC and bags of assorted chocolates wrapped up with NYC landmarks. The convince store brings in a moderate to high gross margin making it the second highest for the company. All the others offer a lower gross margin but are still important since they rely on the impulsive buyer or the holiday season. In the most recent years Hershey’s has added an online store to their retailing mix. They currently do not take part in franchising or restaurants other than the one located inside the theme park. Overall they have a variety of means to sell their products to a wide range of customers.
Simply KISSES
A special KISSES for you
A special KISSES for you Bags with specially marked red kisses and enter the code to win a Romantic getaway for two for 3 night and 2 nights at the Hyatt
Regency Maui Resort and Spa.
Details: One grand prize includes one standard room for 2 guests for 3 nights, round trip coach air transportation(from major airport near winner's home within the U.S.) for winner and his/her guest. Winner and guest must travel on the same flight itinerary, and comply with all security requirements. Winner and guest must have all necessary identification and/or travel documents (e.g. a valid U.S. driver's license) required for travel within the United States. inner and guests must travel on dates specified by Sponsor; no alternative travel dates are available. Winner must accept prize as stated or prize may be forfeited in its entirety and may be awarded to an alternate winner. Selection of airport and airline, (if applicable) hotel and travel dates are at Sponsor's sole discretion. Sponsor assumes no responsibility for canceled, delayed, suspended or rescheduled events (including airline flights) beyond its control. All other expenses not specifically mentioned herein are solely the responsibility of winner and guests. All travel and accommodations are subject to availability, change and restrictions. Actual value of trip prize depends on city, day, and time of departure.
Eligibility :Sweepstakes open only to legal residents of the United States residing in the 50 United States, District of Columbia or Puerto Rico who are 21 years of age or older . Employees, officers and directors of Sponsor, its parent, subsidiaries, divisions, affiliates, suppliers, printers, distributors and advertising, promotional and judging agencies, (and their respective IRS dependents, immediate family members [parents, children, siblings and spouse]) and individuals residing in their same household (whether or not related) (collectively, "Sponsor and Promotion Parties") are not eligible to participate or win.
Drawing :Winner will be selected in a random drawing from among all eligible entries received. Drawing will be conducted on or about February 3, 2012 by an independent judging agency whose decisions are final and binding.
Gneral Terms : No substitution of prize is offered, no transfer of prize to a third party is permitted, and non-cash portions of the prize may not be redeemed for cash value (unless at the sole discretion of Sponsor). Void wherever prohibited or restricted by law. Prize winner will be solely responsible for all applicable federal, state and local taxes on prize unless otherwise required by law. Winner will receive an IRS Form 1099 for the retail value of the prize. All other expenses on the receipt and use of the prize not specifically mentioned herein are solely the responsibility of the winner. Any portion of a prize not accepted by winner will be forfeited. Winner's first initial, last name, hometown and state will be disclosed on Winner's List which will be distributed upon request and as required by law. No groups, clubs or organizations may reproduce or distribute any portion of these Official Rules to its members. All entrants, as a condition of entry, agree to be bound by these Official Rules and the decisions of the judges. The entry information provided is subject to the Privacy Policy on the above stated Web site. To read that Policy, access the Web site and then access the Privacy Policy.
6.
These specially marked kisses bags will be launched in November and the winner will be drawn on February 3,2012.
Special Holiday Products :
They are also doing a big Christmas celebration at the theme park in PA:
7. Intergrated Marketing
1. Cool Minty Kisses" This is what would be used to promote the Ice Breakers Mints which are owned by Hershey's. They are promoted as giving a minty cool sensation to freshen your breath. They fit in your pocket and easy to have around anytime of the year especially the holidays.
"Bubbles of Fun" This would be used to promote their brand new chocolate Air Delight which is like the classic Hershey's Milk Chocolate bar but instead of having its creamy texture. This chocolate is made up of air bubbles which provide a whole new sensation in your mouth..
"Share Holidays Kisses" This would be used to promote the Kisses line of holiday products which include the favorite Peppermint Edition kiss which is made of white chocolate with a peppermint ribbon spiraling down.
"Give a classic share a smile" This would be used to promote the classic Hershey's Chocolate Milk Bar which can be given during the holidays or shared with family and friends just like in their current commercials on TV.This would reinforce the smiles and joy that seems to be spread during the holidays. Smile are a sign of joy which is hopefully spread by the act of giving or receiving a Hershey chocolate bar.
All these would be used to promote products that are classics and part of traditions just like the holidays. This is a big season for the sales of chocolates as they simple inexpensive gifts that most people like to indulge on.
8. Future plans
I believe that the company is heading in the right directions in some aspects such as their increasing in marketing as a result of a new marketing campaign they began a couple of years ago. However since they have focused so much on strengthening their core brands such as Kisses,Twizzlers, and Reeses they have stopped coming out with new chocolate or candy bars. This will affect them in the long run as competitors such as Nestle and Mars are continually feeding its consumers new products. Also globally they need to become a stronger presence as they are also falling behind compared to other brands. They have received negative publicity due to unethical coca standards which may affect them unless they make a campaign to correct their image. Also expanding into the natural and organic make would be a smart move that will help them maintain a competitive advantge over the others.
9. Summery
Special Holiday Products :
They are also doing a big Christmas celebration at the theme park in PA:
7. Intergrated Marketing
1. Cool Minty Kisses" This is what would be used to promote the Ice Breakers Mints which are owned by Hershey's. They are promoted as giving a minty cool sensation to freshen your breath. They fit in your pocket and easy to have around anytime of the year especially the holidays.
"Bubbles of Fun" This would be used to promote their brand new chocolate Air Delight which is like the classic Hershey's Milk Chocolate bar but instead of having its creamy texture. This chocolate is made up of air bubbles which provide a whole new sensation in your mouth..
"Share Holidays Kisses" This would be used to promote the Kisses line of holiday products which include the favorite Peppermint Edition kiss which is made of white chocolate with a peppermint ribbon spiraling down.
"Give a classic share a smile" This would be used to promote the classic Hershey's Chocolate Milk Bar which can be given during the holidays or shared with family and friends just like in their current commercials on TV.This would reinforce the smiles and joy that seems to be spread during the holidays. Smile are a sign of joy which is hopefully spread by the act of giving or receiving a Hershey chocolate bar.
All these would be used to promote products that are classics and part of traditions just like the holidays. This is a big season for the sales of chocolates as they simple inexpensive gifts that most people like to indulge on.
8. Future plans
I believe that the company is heading in the right directions in some aspects such as their increasing in marketing as a result of a new marketing campaign they began a couple of years ago. However since they have focused so much on strengthening their core brands such as Kisses,Twizzlers, and Reeses they have stopped coming out with new chocolate or candy bars. This will affect them in the long run as competitors such as Nestle and Mars are continually feeding its consumers new products. Also globally they need to become a stronger presence as they are also falling behind compared to other brands. They have received negative publicity due to unethical coca standards which may affect them unless they make a campaign to correct their image. Also expanding into the natural and organic make would be a smart move that will help them maintain a competitive advantge over the others.
9. Summery
For Hershey’s in order to have a competitive edge they must continue to expand their line as they have been falling behind in the recent years. Their marketing plan for the recent years has been an improvement but in order to venture forward they must branch off into new markets. They should try to release an organic chocolate as this is a growing market, they can make a lasting impression by making an organic or natural version of one of their classics such as Kisses. Just like this is a trend they should keep up with trends in the industry.
