Some of Hershey's products are very seasonal.
Summer season tends be a challenge for Hershey's Kisses business due to shipping
and consumer portability options. Heat affects the demand of chocolate
confections. Fall and winter seasons are a
challenge for Twizzlers brand since Twizzlers are mostly consumed during summer
What can we do to change the perception of Kisses and Twizzlers to increase
demand year round? Be sure to include the budgeting considerations for the
changes you propose.
The Jolly Rancher Franchise consumer target is an
individual 10 - 22 years old. What should be changed to make the graphics and
packaging more appealing to this target group of consumers, thus building
awareness, creating a “cool” identity, & increasing sales?
Please present your ideas as a whole and then
detail the components and explain why you feel your changes will meet the
objectives listed above. Be sure to include budgeting considerations.
The challenges for this competition are primarily
marketing in nature. They should be thought of in that manner and the
entries should be reflective of research on the consumer target groups, as well
as a "professional" presentation of any new, creative, and innovative
marketing ideas including graphics where appropriate. Remember, the costs
of the new marketing proposals must be included in your solution presentation.
Submission Due Date: 2/17/03
Judging Period: 2/17/03 to 3/3/03
Notification of Finalists: 3/3/03
Competition/Presentation Date: 4/14/03
Location: Hershey Foods Granite Lobby