Hershey Marketing Strategy 2024: A Case Study

The Hershey Company, also known as Hershey’s, is a leading chocolate-producing company with a global presence and a wide range of chocolate brands. Founded in 1894, Hershey’s has evolved its brand and marketing strategies over the years to stay relevant in the market. Hershey’s marketing strategy focuses on strong brand equity, product originality, and superior product quality. The company has increased its investment in digital media, allocating a significant portion of its advertising budget to digital channels.

  • Hershey’s emphasizes brand equity, product originality, and superior quality in its marketing strategy.
  • The company invests heavily in digital media to reach a wider audience.
  • Hershey’s core strength lies in brand awareness and brand reliability.
  • The company employs micro-marketing techniques and creates special themed campaigns for holidays.
  • Hershey’s utilizes social media platforms and its website to engage with customers and provide information about its products.

Evolution of Hershey Company

The Hershey Company, founded in 1894 by Milton Hershey, has a long history of producing chocolate products. Over the years, the company has evolved its brand and offerings to cater to changing consumer preferences and market trends.

Hershey’s early chocolate products were different from the ones we know today, with a wide variety of shapes and colorful packaging. One of the key factors contributing to Hershey’s success is its willingness to embrace change and make bold decisions in its business operations. The company has shaped and been shaped by its customers, constantly innovating its chocolate bars and introducing new products.

Hershey’s has expanded its product portfolio, acquiring and owning popular brands like Reese’s, Kit Kat, Hershey’s Kisses, and York Peppermint Patties. These iconic chocolate bars have become a staple for Americans and are recognized worldwide. The company’s commitment to innovation and adaptation has secured Hershey’s position as a leader in the confectionery industry.

In the next section, we will delve into Hershey’s marketing strategy and how it has contributed to the company’s success.

Marketing Strategy

Hershey’s marketing strategy revolves around building strong brand equity, prioritizing product originality, and maintaining superior product quality. By focusing on these core principles, Hershey’s has successfully established itself as a leading chocolate-producing company in the market.

To promote its product innovations and reach a wider audience, Hershey’s has increased its advertising budget, particularly in digital media. This shift towards digital channels allows the company to leverage the power of online platforms to connect with consumers and showcase its offerings.

One of Hershey’s main marketing strengths lies in its brand awareness and brand reliability. The company’s core brands, including Kisses, Twizzlers, Reese’s, Kit-Kat, and Hershey Bar, have become household names associated with quality and satisfaction.

Hershey’s adopts a micro-marketing approach, tailoring its strategies and product offerings to specific target audiences. This customized approach ensures that the company meets the unique demands and preferences of different customer segments.

To cater to various occasions and holidays, Hershey’s offers a range of pre-designed provisions. This allows customers to easily find products that suit their needs, whether it’s for weddings, baby showers, birthdays, or festive celebrations.

The company also invests heavily in holiday marketing, creating special themed campaigns and packaging to align with seasonal festivities. By infusing a touch of holiday spirit into its products, Hershey’s appeals to consumers looking for a delightful and festive experience.

Hershey’s marketing strategy encompasses diverse advertising campaigns that target different audiences through various mediums. The company’s recent campaigns have focused on emotional storytelling, aiming to establish a deep emotional connection with consumers.

Furthermore, Hershey’s leverages social media platforms such as Facebook, Twitter, Instagram, and YouTube to engage with its fans and share content related to its products. This social media presence allows Hershey’s to connect with a wider audience and continuously nurture its customer relationships.

In addition to social media, Hershey’s prioritizes information sharing through its website. The website serves as a hub for customers, providing detailed product information, company history, recipes, videos, and more. Customers can easily access valuable content and engage with the brand through the website and its integrated social media platforms.

Marketing pillarsDescription
Brand EquityFocusing on building a strong brand reputation and recognition
Product OriginalityEmphasizing unique and innovative product offerings
Superior Product QualityPrioritizing high-quality ingredients and manufacturing processes
Increased Advertising BudgetAllocating more resources to digital media to promote product innovations
Micro-Marketing ApproachTailoring marketing efforts and products to specific target audiences
Holiday MarketingCreating themed campaigns and packaging for special occasions and holidays
Diverse Advertising CampaignsTargeting different audiences through various mediums and creative approaches
Social Media EngagementUtilizing platforms like Facebook, Twitter, Instagram, and YouTube to connect with fans
Information SharingProviding detailed product information, history, recipes, and videos on the website

Hershey’s Ad Campaigns

Hershey’s has a long history of captivating audiences through its ad campaigns, leaving a lasting impression on consumers. From its early days in the 1930s when Hershey’s promoted its chocolate syrup as a “stepping stone to health,” to the 1960s when the company began launching national ad campaigns, Hershey’s has consistently engaged different audiences.

One of Hershey’s marketing tactics has been to target specific groups, including children, dancers, immigrants, and diverse societies. By tailoring its advertising to these groups, Hershey’s ensures that its messages resonate with its intended audience.

In its ad campaigns, Hershey’s not only emphasizes the deliciousness of its products but also emphasizes the health benefits. For example, Hershey’s promoted Hershey’s instant powder as a way to encourage children to drink milk, highlighting the nutritional value of their products.

Furthermore, Hershey’s has developed a reputation for creating emotional storytelling in its ad campaigns. By telling stories that connect with consumers on a deeper level, the company establishes an emotional connection with its audience, fostering positive associations with the Hershey’s brand.

A recent example of this emotional storytelling can be seen in Hershey’s campaign featuring a young girl named Scarlett. This campaign aimed to evoke happiness and positivity, leaving a lasting impression on viewers.

Hershey’s employs various mediums, including television commercials and social media platforms, to effectively reach and engage its target audience. By utilizing these channels, the company maximizes its reach and ensures its messages are being conveyed to a wide range of consumers.

Overall, Hershey’s ad campaigns have played a pivotal role in shaping consumer perceptions and driving brand loyalty. Through innovation and continuous evolution, Hershey’s remains relevant and captivating in the ever-changing advertising landscape.

Social Media Marketing

Hershey’s understands the importance of social media in today’s digital age and utilizes popular platforms like Facebook, Twitter, Instagram, and YouTube to connect with its dedicated fans and followers. The company maintains a strong presence on these platforms, engaging with its audience and sharing updates about its products and initiatives.

With a large fan following on Facebook, Hershey’s frequently posts content to keep its audience engaged. Whether it’s showcasing new product launches or sharing fun recipes, the company leverages Facebook to create a sense of community among its loyal customers.

Instagram is another platform that Hershey’s utilizes to reach a younger audience and showcase its products through visually appealing content. The company’s Instagram feed is filled with mouthwatering images and creative posts that capture the attention of chocolate lovers everywhere.

Twitter provides Hershey’s with a direct line of communication with its customers. The company promptly responds to queries, addresses concerns, and shares updates in real-time, ensuring that its followers are always in the loop.

YouTube is a valuable platform for Hershey’s to share videos related to its products. From recipe tutorials to behind-the-scenes footage, the company engages with its subscribers through captivating visual content that drives brand awareness.

Hershey’s social media strategy focuses on creating fun and interactive content that resonates with its target audience. By utilizing these platforms, the company can generate brand awareness, showcase new products, and connect with consumers in meaningful ways.

Information Sharing Strategy

Hershey’s recognizes the importance of providing customers with easy access to valuable information about its products, history, recipes, and more. The company’s website serves as a comprehensive hub for information sharing, ensuring that customers have all the necessary details at their fingertips.

As customers navigate the Hershey’s website, they can explore detailed product information, including nutritional facts and ingredient lists. This transparency allows consumers to make informed purchasing decisions based on their dietary preferences and needs.

A highlight of the Hershey’s website is the dedicated section for recipes. Here, customers can find creative and delicious ways to incorporate Hershey’s products into their culinary creations. From mouthwatering desserts to savory snacks, the recipe section is a treasure trove of culinary inspiration.

In addition to product information and recipes, the Hershey’s website also provides customers with access to its rich history. By delving into the heritage of the brand, visitors can gain a deeper understanding of Hershey’s legacy and how it has evolved over the years.

As part of Hershey’s commitment to engaging with customers, the website includes links to other related websites, such as hersheystory.org, hersheypark.com, and hersheytheatre.com. These links offer additional resources and information, allowing visitors to further explore the Hershey’s universe.

Furthermore, Hershey’s encourages customers to share their experiences and engage with the brand through social media platforms. By linking these platforms on the website, customers can easily connect with Hershey’s across various channels and stay up to date with the latest product updates and news.

The Hershey’s website serves as a central platform for customers to connect with the brand, access product information, explore recipes, learn about the company’s history, and engage with the Hershey’s community. It is a testament to Hershey’s commitment to providing a seamless and informative experience for its customers.

Evolution of Hershey Company

In recent years, Hershey’s has embarked on a more ambitious journey, expanding its presence beyond confections into the snacks category. The company has set a bold strategy to establish Hershey as a powerhouse in both snacks and confections, catering to a wider range of consumer preferences.

Hershey’s has focused on streamlining its global operations to improve efficiency and seize growth opportunities in different geographic regions. This expansion into snacks has allowed Hershey’s to diversify its product portfolio and capture new markets.

In addition to its expansion efforts, Hershey’s has developed a more courageous culture within the company, encouraging innovation and adaptability in its business operations. This strategic approach has enabled Hershey’s to stay competitive in the ever-changing confectionery and snacks industry.

As part of its evolution, Hershey’s continues to innovate with new brands, flavors, sizes, packaging, and products to meet evolving customer expectations. The company strives to stay ahead of the competition by introducing savory and better-for-you options, catering to changing consumer demands.

Hershey’s long history and brand recognition have laid a strong foundation for its ongoing growth. With its global operations, expanded product offerings, and courageous culture, Hershey’s remains a leader in the confectionery and snacks industry.

Expansion into Snacks

One of the key aspects of Hershey’s brand evolution is its expansion into the snacks category. By venturing beyond confections, Hershey’s aims to cater to a wider range of consumer preferences and capture new market opportunities. This strategic move allows the company to diversify its product portfolio and establish itself as a powerhouse in both snacks and confections.

Global Operations

As part of its evolution, Hershey’s has focused on streamlining its global operations. By improving efficiency and seizing growth opportunities in different geographic regions, Hershey’s has positioned itself for success on a global scale. This global presence enables the company to reach a wide range of consumers and expand its market share.

Courageous Culture

Hershey’s has developed a more courageous culture within the company, fostering innovation and adaptability. By encouraging employees to think outside the box and take calculated risks, Hershey’s has been able to stay ahead of the competition and drive ongoing success. This courageous culture is a key factor in Hershey’s ability to evolve and remain at the forefront of the industry.

Hershey’s DTC Strategic Plan

To enhance its understanding of customer behavior and gather valuable first-party data, Hershey’s partnered with DEG, A Merkle Company, to develop a direct-to-consumer (DTC) strategic plan.

The primary focus of the DTC plan was to provide customers with a frictionless path to purchase, making it effortless for them to find and buy Hershey’s products online.

Hershey’s aimed to offer personalized experiences and recommendations to customers based on their preferences and behavior, creating a more engaging and tailored shopping journey.

To expand into the DTC space and drive revenue growth, the company developed a cross-channel, multi-year marketing and technology roadmap. This roadmap included targeting specific customer personas, defining channel strategies, and making media recommendations tailored to each persona.

Hershey’s launched various ecommerce initiatives to increase customer engagement and improve conversion rates. The company built a comprehensive one-stop DTC website on Salesforce Commerce Cloud, ensuring a seamless and personalized shopping experience for customers. The website design incorporated the unique identity of each Hershey’s brand to maintain a strong consumer-brand affinity.

Leveraging analytics, data append, and cross-channel media analysis, Hershey’s evaluated content performance and optimized its marketing and technology strategies. This data-driven approach helped the company refine its DTC initiatives and drive growth in the confectionery industry.

Corporate Strategy

Hershey’s executed a bold new corporate strategy aimed at fostering an entrepreneurial mindset, adaptability, and agility. The company sought to go beyond its legacy as a chocolate manufacturer and become a powerhouse in snacks as well as confections. To achieve this, Hershey streamlined its global operations to improve efficiency and expand its reach in different geographic regions.

The company focused on bolstering its core businesses and developing a more courageous culture that encourages innovation and risk-taking. Hershey executed a series of strategic acquisitions to diversify its product portfolio and enter new markets. This diversification allowed Hershey to stay ahead of changing consumer demands and market trends.

By embracing an entrepreneurial mindset and adopting a more agile approach, Hershey could make quicker and more informed decisions, enabling the company to respond rapidly to market changes. This adaptability positioned Hershey as a resilient and adaptive player in the confectionery and snacks industry, paving the way for continued growth and success in the market.

Conclusion

Hershey’s marketing strategy has been instrumental in its remarkable success as a leading chocolate-producing company. With a strong focus on brand equity, product originality, and superior quality, Hershey’s has built a loyal customer base and established a dominant presence in the market. Through well-executed advertising campaigns, engaging social media initiatives, and a strategic information sharing strategy, Hershey’s has effectively connected with consumers and strengthened its brand image.

The company’s evolution and expansion into new product categories, driven by an entrepreneurial mindset and adaptability, have positioned it for future growth. However, as Hershey’s faces competition from major players like Nestle and Mars, continued innovation and product diversification will be crucial to maintain its competitive edge. To this end, Hershey’s direct-to-consumer initiatives and focus on gathering first-party data will enable the delivery of personalized experiences and drive revenue growth.

By committing to enhancing the customer journey and ensuring a frictionless path to purchase, Hershey’s will solidify its position in the market. Leveraging its strong brand recognition, diverse product portfolio, and strategic marketing approach, Hershey’s is well-equipped to thrive in the competitive landscape of the confectionery industry. Looking forward, Hershey’s will build on its marketing success and adapt to changing market dynamics to maintain its leadership position and drive future growth.

FAQ

What is Hershey’s marketing strategy?

Hershey’s marketing strategy focuses on strong brand equity, product originality, and superior product quality. The company has increased its investment in digital media, allocating a significant portion of its advertising budget to digital channels.

How does Hershey’s engage different audiences through its advertising campaigns?

Hershey’s has a history of engaging different audiences through its advertising campaigns, including children, dancers, immigrants, and diverse societies. The company emphasizes emotional storytelling and creating a positive association with the Hershey’s brand.

What is Hershey’s social media marketing strategy?

Hershey’s social media marketing efforts are focused on maintaining a strong presence across platforms such as Facebook, Twitter, Instagram, and YouTube to connect with its dedicated fans and followers. The company creates fun and interactive content to resonate with its target audience.

How does Hershey’s share information with customers?

Hershey’s utilizes its website as a hub for information sharing, providing details about its products, history, recipes, and engaging with customers through social media platforms. The website serves as a central platform for customers to connect with Hershey’s and access a wealth of information about its products and brand.

What is Hershey’s direct-to-consumer strategic plan?

Hershey’s partnered with DEG, A Merkle Company, to develop a direct-to-consumer (DTC) strategic plan to gather first-party data and enhance its understanding of customer behavior. The plan focuses on creating a frictionless path to purchase and offering personalized experiences to customers.

What is Hershey’s corporate strategy?

Hershey’s corporate strategy aims to establish the company as a powerhouse in both snacks and confections. The company has streamlined its global operations, fostered an entrepreneurial culture, and executed strategic acquisitions to diversify its product portfolio and enter new markets.

How has Hershey’s evolved over the years?

The Hershey Company, founded in 1894, has evolved its brand and offerings to cater to changing consumer preferences and market trends. The company has expanded its product portfolio, acquired popular brands, and innovated its chocolate bars to meet evolving customer expectations.

What are Hershey’s main strengths in marketing?

Hershey’s main strengths in marketing lie in brand awareness and brand reliability, particularly with its core brands such as Kisses, Twizzlers, Reese’s, Kit-Kat, and Hershey Bar. The company also uses micro-marketing techniques to target specific customer segments and occasions.

How does Hershey’s advertising campaigns target different audiences?

Hershey’s advertising campaigns target different audiences through various mediums and creative approaches. The company has historically targeted children, dancers, immigrants, and diverse societies. Its recent campaigns focus on emotional storytelling and creating an emotional connection with consumers.

What is Hershey’s presence on social media?

Hershey’s maintains a strong presence on social media platforms like Facebook, Twitter, Instagram, and YouTube. The company engages with its fans and followers, shares updates about its products, and creates content that resonates with its target audience.

How does Hershey’s plan to continue its growth?

Hershey’s plans to continue its growth by staying competitive, innovating its products, and embracing new marketing strategies. The company’s focus on direct-to-consumer initiatives and gathering first-party data will help drive personalized experiences and revenue growth.

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Editorial Team