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Hershey Marketing Plan

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Hershey Marketing Plan
IMC Project
February 27, 2014

Table of Contents
Abstract ...........................................................................................................................................3
SWOT Analysis ..............................................................................................................................3
Competitor Analysis .......................................................................................................................7
Integrated Marketing Communications Plan…………………………..…………........................7
Positioning Statement .....................................................................................................................7
Objectives .......................................................................................................................................8
Central Theme: “We’re better together”..........................................................................................8
Target Market………………………………………………………………....…………………...9
Media ............................................................................................................................................10
Point-of-Purchase Displays ...........................................................................................................13
Sales Promotions ...........................................................................................................................13
Media: Interactive/Events .............................................................................................................16
Public Relations.............................................................................................................................17
Corporate Social Responsibility…………………………………………………………………17
Social Media


References: American Heart Association. (2013). In Sugar 101. Retrieved December 3, 2013, from http://www.heart.org/HEARTORG/GettingHealthy/NutritionCenter/Sugars- 101_UCM_306024_Article.jsp Black, L Bureau of Labor Statistics. (2013). American Time Use Survey Summary. Retrieved from http://www.bls.gov/news.release/atus.nr0.htm Cable Nation Cable Nation. (2012). Cable Network Profiles: ESPN. Retrieved from http://www. thecab.tv /php/ network profiles/ 12profileData/2012pdf/12ESPN.pdf Carter, B Harris Interactive. (2011). America 's Sport- A Majority of Americans Watch NFL Football. Retrieved from http://www.harrisinteractive.com/NewsRoom/HarrisPolls/ tabid/447/mid/1508/articleId/880/ctl/ReadCustom Default/Default.aspx Kondolojy, A Lulofs, N. (2013). The Top 25 U.S. Consumer Magazines for June 2013. Retrieved from http://www.auditedmedia.com/news/blog/2013/august/the-top- 25-us-consumer- magazines-for-june-2013.aspx People Pinterest. (2013). About. Retrieved from http://about.pinterest.com Pogharian, M Steiner, C. (2013, June 20). Most Undervalued Brand In The World. Forbes. Retrieved from http://www.forbes.com/sites/christophersteiner/2013/05/20/the-most-undervalued-brand- in-the-world/ TV Series Finale Twitter. (2013). About Twitter, Inc. Retrieved from: https://about.twitter.com/company Welsh, J.A., Sharma, A.J., Grellinger, L., & Vos, M.B YouTube. (2013). Statistics. Retrieved from http://www.youtube.com/t/press_statistics
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