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Hershey Kisses Marketing Strategy

   

Added on  2021-05-27

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RUNNING HEAD: Marketing 0HERSHEY’S KISSESMarketing
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Marketing 1ContentsIntroduction................................................................................................................................1Criteria useful in market segmentation......................................................................................1Market research..........................................................................................................................1Identification and description of market....................................................................................2Target segments to meet marketing objectives..........................................................................2Consumer profile of target market.............................................................................................2Consumer attitude towards product...........................................................................................3Marketing and distribution options............................................................................................3Positioning strategies.................................................................................................................4The whole segmentation and implementation plan....................................................................4References..................................................................................................................................5
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Marketing 2Introduction The Hershey Company is one of the largest chocolate manufacturers in the world. Kisses chocolate is a brand of Hershey. It has unique taste and ability to satisfy health conscious people. The Hershey was founded in 1894 by Milton Hershey. This report identifies the segment market of Hershey’s kisses. The research is made on the market. Further it identifies and describes the market. Further three target segments are selected to meet market objectives. The report describes the consumer profile of the target market. The consumer attitude is outlined to the chocolates being offered. The marketing and distribution options aredeveloped. The positioning strategies are developed and the best one is chosen to fit in the marketing requirements. Finally the whole segmentation and implementation plan is submitted. Criteria useful in market segmentation The criteria useful for market segmentation is segmentation bases and target market segment. The market segmentation is the method of dividing market into sub set of consumers on the basis of needs and characteristics. The market is segmented on the basis of geographic, demographic, psychographic and sociocultural (Baalbaki & Malhotra, 2015). Health conscious is the most suitable segment to be targeted by Hershey’s Kisses. Thedecision is made on the basis of identification criteria which require the marketers to identify and measure some significant characteristics. Market research The chocolate market of Australia is expected to grow in the coming years. The demand for confectionary products is increasing number of players in the chocolate industry. The chocolate market is segmented on the basis of types of chocolate such as milk chocolate, darkchocolate, white chocolate and more. The consumption of chocolates is on the rise in Australia (Ramli, 2017). The chocolate manufacturing companies face changing preference of consumers in the past five years. The awareness of health benefits about consuming a chocolate drives the chocolate market in Australia.
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