HERSHEY’S

By: Michelle Van and Maria Gabriela

COMPANY BACKGROUND • Founded in 1984, in Pennsylvania by Milton S. Hershey • Largest chocolate manufacturer in North America • One of the oldest chocolate companies in the United States and an

American icon for its chocolate bar • Iconic brands include: Hershey’s, Reese’s, Hershey’s Kisses,

Hershey’s Bliss, Twizzlers, Almond Joy, Mounds, York, Kit Kat and Pieces

• Operates throughout the world and employs roughly 14,000 people

HERSHEY PRODUCTS AND PACKAGING

HERSHEY’S BUDGET

HERSHEY’S TARGET MARKET • In the beginning Hershey’s candies were targeted towards

children, although this was a highly profitable market, it was relatively small and limited Hershey’s chances for growth. Hershey came up with its new products (e.g. Hershey Kisses), which helped increase sales in the adult market.

• The past decade has shown an increase in the candy industry competition; by targeting adults Hershey was able to separate itself from the competitors, which translated into more profits and market share.

HERSHEY’S TARGET MARKET • Research shows that mothers determine the children’s

early taste in candy, so by being the first to reach this target market and converting these mothers into loyal consumers, the company is hoping they will introduce their children to Hershey’s candy.

• Secondary research also shows that adults eat more than 55% of all candies sold, making them an important target market for Hershey’s business.

HERSHEY’S CORPORATE SOCIAL RESPONSIBILITY

• Engage in fair and ethical business dealings • Minimise environmental waste while meeting

functional requirements • Foster a desirable workplace and • Positively impact society and local communities where

Hershey operates

U.S. CONFECTIONERY INDUSTRY

U.S. CHOCOLATE MARKET SHARE

U.S. TOTAL CONFECTIONERY MARKET SHARE

CLOCK AND RADIO DESIGN

CLOCK AND RADIO DESIGN