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The Hershey Company Presents Bucket of Chocolate

In: Business and Management

Submitted By akahoshi
Words 15143
Pages 61
The Hershey Company
Presents
Bucket of Chocolate
The Hershey Company
Presents
Bucket of Chocolate

Table of Contents
Situational Analysis Executive Summary 4-5 Introduction 5-6 Industry Analysis 7 Product Category 7 Nature of Demand 7 Product Life Cycle 8 Top Competitors 9 Company Analysis 9 The Hershey Company Background 9-10 The Hershey Company Mission Statement 10 The Hershey Company SWOT Analysis 10-16 Competition 17 Nestlé Background & SWOT Analysis 17-21 Mars Background & SWOT Analysis 21-25 Objectives for the New Product Plan 25-29 Segmenting, Targeting, Positioning 29 Segmenting 29-30 Demographic 30-32 Geographic 32-33 Psychographic 33 Behavioral 34 Target Market 34-35 Positioning 35
Marketing Mix Product Decisions 36 Product Description/Classification 36 Branding, Packaging, and Labeling 37 Hershey’s New Product vs. Hershey’s Existing Products 38 Hershey’s Bucket of Chocolate vs. Competitors 38-39 Price Decisions 39 Pricing Strategy 39-40 Hershey’s Bucket of Chocolate vs. Competitors 40-42 Place Decisions 43 Distribution Channel and Physical Distribution 43 Distribution Intensity 43-44 Placement Decisions Fit Positioning and Pricing Goals 44-45 Hershey’s In-Store Placement vs. Competitors 45 Promotions Decisions 46 Advertising and Media 47-48 In-Store Promotion 48-49 Online Promotion 49-50 Sales Promotion Tools 51 Public Relations 51-52 Promotion Decisions vs. Competitors 52-53
Attack and Defense Strategy 53-54
Summary/Conclusion 54-55
References 56-58
Appendices 59-69

Situational...

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