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2002 Challenges

Challenge #1

Some of Hershey's products are very seasonal. Summer season tends be a challenge for Hershey's Kisses business due to shipping and consumer Send a HERSHEY'S Character Postcard! portability options.  HeatSend a HERSHEY'S Character Postcard! affects the demand of chocolate confections. Fall and winter seasons are a challenge for Twizzlers brand since Twizzlers are mostly consumed during summer activities.
                        
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.

Challenge #2

Send a HERSHEY'S Character Postcard!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.
 


Reminders

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.

Timeline

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 Hershey, Pennsylvania

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