Sustainability in Marketing: Hershey’s Company

Running Head: SUSTAINABLE MARKETING 1
Sustainability in Marketing: Hershey’s
Company

SUSTAINABLE MARKETING 2
Table of Contents
Introduction......................................................................................................................................4
Company Description......................................................................................................................4
Marketing Mix of Hershey’s...........................................................................................................5
Product strategy............................................................................................................................5
Price Strategy...............................................................................................................................6
Distribution Strategy....................................................................................................................6
Promotion Strategy......................................................................................................................7
SWOT Analysis...............................................................................................................................7
Sustainable Marketing Principles..................................................................................................11
Societal Marketing.....................................................................................................................12
Customer Relationship Management.........................................................................................12
Other Principles.............................................................................................................................12
Conclusion.....................................................................................................................................13
References......................................................................................................................................14
Appendices....................................................................................................................................17

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Introduction
For an organization, marketing is the most important process of promoting and selling the
products and services via advertising and market research. With the increase in the competition,
companies are incorporating sustainability principles to stay competitive against industry rivals.
Sustainable marketing is an innovative concept in the business and marketing that is proving to
become game changer in the industry. On the basis of social and environmental sustainability,
sustainable marketing assists in meeting the needs of targeted audiences. This report includes the
marketing analysis of Hershey’s that is operating its business operations in chocolate
manufacturing industry. Hershey’s is one of the largest chocolate manufacturing organizations of
United States of America (Hershey’s, 2018). The report discusses the marketing mix of
Hershey’s by considering product strategy, pricing strategy, distribution strategy and promotion

SUSTAINABLE MARKETING 4
strategy. Furthermore, it includes SWOT analysis to position Hershey’s against its competitors.
At the end, there is the discussion about the principles of sustainable marketing used by
Hershey’s. The company can improve its strategies and operations by adopting other principles
of sustainability.
Company Description
The Hershey’s Company is an American Organization that is one of the largest chocolate
manufacturers all over the world. The company was founded in the year 1894 by Milton S.
Hershey and it is headquartered in Hershey, Pennsylvania that is the home of Hershey’s
Chocolate world. It is the largest chocolate producer in North America. The products of Hershey
are available across the United States due to its extensive distribution network. In addition to
this, it offers its products in more than 60 nations all over the world (Hershey’s, 2018). Hershey
is a member of World Cocoa Foundation and associated with Giant Cente and Hersheypark
Stadium. Thus, The Hershey Company is a market leader in confectionary business and it has
focused on strong brand image and product innovation through effective marketing strategy. The
major brands of company are such as Kisses, the Hershey, Twizzlers, Reese’s and the Hershey
Bar. These are the strong pillars and top ten candies of Hershey Company. The mission
statement of this company is “to bring the sweet moments of Hershey happiness to the world”.
The company is implementing effective marketing strategies to attain this mission and provide
tasty chocolates with higher quality ingredients.
Marketing Mix of Hershey’s
Marketing mix is the framework that is used by an organization to develop and implement
marketing strategies so that it can approach a large population and attract more people towards
its products and services (Bahadir, Bharadwaj and Srivastava, 2015). The marketing strategies of
Hershey’s are stated below:
Product strategy
Hershey’s Company has developed various products under its brand like cookies, chocolate bar,
kisses, chocolate syrup, baking pieces, candy bar, nuggets, milk bars and dessert toppings. The
company is offering convenience products by including higher quality ingredients (Ramli, 2017).
The innovation in marketing mix has assisted the organization to grow through the years.