Hershey Chocolate Company

Emma Thomas, Emmie Grantham, Courtney Cyrus, Garrett Mohre

• https://www.youtube.com/watch?v=RjSu5g600A0

The Hershey Milk Chocolate Company

• Founded by Milton Hershey in 1894 in Derry Town, Pennsylvania.

• Opened after the establishment of Milton Hershey’s Lancaster Caramel Company.– He was focused on helping children in need and he

simply wanted to cover his caramels with chocolate.– Construction began in 1903– Production of chocolate began in 1905

Achievements of the Hershey Company– In 1906 the Cocoa Bean Baby trademark was registered – Hershey’s product line began its expansion in 1907

with the first Hershey Kisses box– In 1909 the Hershey School was established– Hershey’s Milk Chocolate with almonds bar in 1908– In 1918 Mr. Hershey decided to donate all of his

earnings and ownership of the company to the school.– Mr. GOODBAR in 1925– Hershey’s syrup in 1926– Hershey has continued to grow to this day.

Hershey’s Target Market• Hershey’s target market is very large and

includes:– People of all ages– Those of different social classes– Those who enjoy chocolate– Those who are not allergic to chocolate

The Four PS• Product: The Hershey’s Milk Chocolate Bar

– 1.55 Ounces and 45 grams– Brown wrapper with silver lettering that reads “Hershey’s” and in

white lettering beneath it “Milk Chocolate”. – includes all nutritional facts

• Price: The price based on packaging– Individually packaged regular size bar is approximately $1 – A six pack of regular sized candy bars is approximately $6– A snack pack of Hershey Bars with the weight of 10.3 Oz is

approximately $2.50Place: Marketing strategy is intensive– Purchased: grocery stores, convenient stores, sporting events,

retail stores, vending machines, or etc.• Promotion:

– TV advertisement, Social media, Magazines, Billboards

Hershey’s Goals1. “Continuing Milton Hershey’s legacy of commitment to consumer,

community, and children”.2. “..to be committed to a good business by operating fairly, ethically,

and substantially to make a positive impact on society. “– This means contributing to a better life for its employees, consumers,

communities, and, ultimately, creating a brighter future for children in need.

1. to protect the environment by minimizing the impact while meeting functional requirements.

2. to engage in fair and ethical business dealings to all of the manufacturers, wholesalers, retailers, and consumers.

3. to foster a desirable place to work 4. to give back to the community through philanthropies

Hershey’s SWOT AnalysisStrengths:– A strong brand name– A strong image – One of the largest candy companies in the United States – Good product diversification. Weaknesses:– Focus primarily on United States Market– Not enough distributorsOpportunities:– Expand product line– Expand into other countries– Create more health conscious productsThreats:– Nestle and Mars– Low international Market Share

Hershey’s Current Financials • 99.62 Stock Market• $22,149 Market Share• 7.60% Sales Growth• $7.15 Billion Sales Revenue

Employment

• 14,000 People total• 2,200 Part time • 11,300 Full time• Low turn over rate• Employees:– University educated– Experienced– Work their way up into different positions

New Goals

• Expand international market into Australia• Increase international market Share

Our Firms Strategies• Product:

– Change the shape from rectangular to circle– Change the size

• Price:– $1.80– Penetration Pricing

• Promotion– “Create your own Hershey Bar” Contest– Buy one get one free coupon– Social media– TV

• Place:– Selective distribution– Three most populated cities

One Year Goals

• Create a product that Australians will enjoy• Create a positive brand image• Create brand loyalty• Reach as many potential customers as

possible

Five year goals

• Be successful in producing great products• Expand our product line• Change distribution to intensive• Increase promotion/advertising

Questions?