Hershey’s, Marketing One Generation Ahead
Hershey’s, Marketing One Generation Ahead
Joe
MKT350 – Consumer Behavior
Siena Heights University
December 2, 2012
Abstract
Hershey’s Chocolate is one of the most recognizable brands in the U.S. Hershey built this recognition by building brand loyalty. They began to build this loyalty in the early 1990’s by targeting their marketing to adults. The reasons for this are many, but two are that adults eat about 55% of all candy consumed and that mothers shape their children’s early taste in candy. Hershey revised their marketing strategy in several ways. Hershey also has an amusement park in the hometown of the Company, Hershey, Pennsylvania.
Hershey’s, Marketing One Generation Ahead
According to Hubpages (n.d.), Hershey and its rival Mars “…have been fighting for years to obtain market share.” Hershey left their marketing strategy that targeted children and young adults and chose a marketing strategy that targets adults. The reasons include the fact that adults eat more than 55% of the candy sold and that mothers determine their children’s early taste in candy (Peter & Olson, 2012, p. 383). They have done this by changing the packaging sizes of some of their candy and by introducing other candy that is more popular with adults. This packaging and introduction of new items can change the affectation and cognition of consumers and relate to an increase in awareness which translates to an increase of sales and market share.
Advantages of Targeting Adults
A child’s taste in candy is developed at an early age by the child’s mother (Peter & Olson, 2012, p. 383). Hershey hopes that “…by being the first to reach this target and converting these mothers into loyal consumers…they will introduce their children to Hershey’s candy” (Hubpages, n.d.). Research also showed that at the time adults were consuming more than 55% of all candy sold (Peter & Olson, 2012, p. 383). By targeting adults, with mothers being in that group, Hershey has a consumer and
Joe
MKT350 – Consumer Behavior
Siena Heights University
December 2, 2012
Abstract
Hershey’s Chocolate is one of the most recognizable brands in the U.S. Hershey built this recognition by building brand loyalty. They began to build this loyalty in the early 1990’s by targeting their marketing to adults. The reasons for this are many, but two are that adults eat about 55% of all candy consumed and that mothers shape their children’s early taste in candy. Hershey revised their marketing strategy in several ways. Hershey also has an amusement park in the hometown of the Company, Hershey, Pennsylvania.
Hershey’s, Marketing One Generation Ahead
According to Hubpages (n.d.), Hershey and its rival Mars “…have been fighting for years to obtain market share.” Hershey left their marketing strategy that targeted children and young adults and chose a marketing strategy that targets adults. The reasons include the fact that adults eat more than 55% of the candy sold and that mothers determine their children’s early taste in candy (Peter & Olson, 2012, p. 383). They have done this by changing the packaging sizes of some of their candy and by introducing other candy that is more popular with adults. This packaging and introduction of new items can change the affectation and cognition of consumers and relate to an increase in awareness which translates to an increase of sales and market share.
Advantages of Targeting Adults
A child’s taste in candy is developed at an early age by the child’s mother (Peter & Olson, 2012, p. 383). Hershey hopes that “…by being the first to reach this target and converting these mothers into loyal consumers…they will introduce their children to Hershey’s candy” (Hubpages, n.d.). Research also showed that at the time adults were consuming more than 55% of all candy sold (Peter & Olson, 2012, p. 383). By targeting adults, with mothers being in that group, Hershey has a consumer and
References: Hubpages. (n.d.). target marketing strategy examined: An analysis of Hershey and Mars (The Kings of Candy). Retrieved from Hubpages.com. http://meangreen.hubpages.com/hub/marketing-strategy-examined-An-analysis-of-Hershey-and-Mars-The-Kings-of-Candy Peter, J. P. & Olson, J. C. (2010), Consumer Behavior & Marketing Strategy. New York, NY.