Hershey North America: Case Analysis
Hershey North America Case Analysis
What are the advantages of targeting candy bars to adults rather than to children? Hershey’s specifically targets their products to mothers, and for a good reason. Hershey’s believes that mothers determine their children(s) tastes in candy from an early age. If Hershey’s can successfully target mothers who buy their products, then their children will grow up eating Hershey’s. Therefore, when these children grow older the Hershey’s brand will be embedded in them, making them more apt to continue buying the Hershey’s brand products. Peter & Olson (2010) also explain that research has proven that 55% of candy sold is purchased by adults. This makes the majority of candy intake through adults and not children. In addition, adults in the household make the purchasing decisions on what type of food to buy. Targeting adults will be much more effective when selling candy products.
Why do you think bite-size candies are so popular with adults? One of the main reasons I think bite-size candies are so popular with adults is because of the portion size. For example, in my office whenever we have bite-size candies like snickers, milky-way, and 3 musketeers the women in the office will eat the bite-sized candies here and there. They enjoy being able to eat just that little piece to satisfy their sweet tooth. Also, adults tend to not have as big of a sweet tooth as children do. Having the smaller portion is just enough to satisfy the sweet tooth of an adult. “Bite-size products are especially popular with adult consumers” explains Peter & Olson (2010, p. 383). They are especially popular come holidays like Christmas and Easter. Bite-sized candies are a great snack that many adults will sit on their living room tables or in their kitchen. This is popular for holiday parties as well. The holiday season basically gives adults a reason to eat bite-sized candies.
Describe your most recent purchase of a candy bar in terms of the relevant affect
What are the advantages of targeting candy bars to adults rather than to children? Hershey’s specifically targets their products to mothers, and for a good reason. Hershey’s believes that mothers determine their children(s) tastes in candy from an early age. If Hershey’s can successfully target mothers who buy their products, then their children will grow up eating Hershey’s. Therefore, when these children grow older the Hershey’s brand will be embedded in them, making them more apt to continue buying the Hershey’s brand products. Peter & Olson (2010) also explain that research has proven that 55% of candy sold is purchased by adults. This makes the majority of candy intake through adults and not children. In addition, adults in the household make the purchasing decisions on what type of food to buy. Targeting adults will be much more effective when selling candy products.
Why do you think bite-size candies are so popular with adults? One of the main reasons I think bite-size candies are so popular with adults is because of the portion size. For example, in my office whenever we have bite-size candies like snickers, milky-way, and 3 musketeers the women in the office will eat the bite-sized candies here and there. They enjoy being able to eat just that little piece to satisfy their sweet tooth. Also, adults tend to not have as big of a sweet tooth as children do. Having the smaller portion is just enough to satisfy the sweet tooth of an adult. “Bite-size products are especially popular with adult consumers” explains Peter & Olson (2010, p. 383). They are especially popular come holidays like Christmas and Easter. Bite-sized candies are a great snack that many adults will sit on their living room tables or in their kitchen. This is popular for holiday parties as well. The holiday season basically gives adults a reason to eat bite-sized candies.
Describe your most recent purchase of a candy bar in terms of the relevant affect
References: Peter, J.P., & Olson, J.C. (2010). Consumer behavior & marketing strategy. New York: McGraw-Hill.