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Final Presentation (Hershey's)

Final Presentation (Hershey's)






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    Final Presentation (Hershey's) Final Presentation (Hershey's) Presentation Transcript

    • Hershey’s Advertising Campaign
      Alanoud Ali
      Christine Castillo
      Fatima Tariq
      Sara Kazilbash
    • Background
      Largest manufacturer in North America
      Founded in 1984, in Pennsylvania by Milton S. Hershey
      Until April, it was called Hershey Chocolate Corporation
    • In UAE
      Hershey’sproducts have been in UAE for some time in grocery stores, gas stations, etc..
      They recently opened in Dubai Mall
      Their focus was on below-the-line advertising
    • Hershey’s has given our agency the chance to create an above-the-line campaign for them in the UAE market.
      This campaign would include:
      • Advertisements in print (magazines and newspapers)
      • Out-of-home (billboards)
      • Radio ad.
      • TVC
    • Culture
      Away of life
      We learn culture as and when we are exposed to it
      Certain aspects of culture change over time
      There are several layers of culture. These are usually illustrated through culture as an onion:
    • Each of these layers is highly important in the UAE culture
      The culture of the UAE values togetherness
      They also value productive competition among group members
      Hershey’s has been able to pinpoint this core idea, and work towards it
      Ex: a Hershey’s store in Dubai Mall, as well as product in Candylicious also in Dubai Mall
    • Brand Association Network
      A brand is a network of associations in the mind of the consumer
      We had undertaken a brand association study, where we asked 10 people about their opinion about Hershey’s
    • Hofstede’s Dimensions of Culture
      According to Hofstede’s dimensions, UAE has:
      A high power distance: our target audience comes from the middle upper class
      A collectivist society: a mixture of cultures results in developing a whole new culture that is the “sweet tooth” culture
      A feminine society:chocolateisalways a part of the welcomingprocess. Wedevelopedourcampaign to bringwomentogether over chocolate
    • Campaign
      Hershey’s has to be localized
      Hershey’s previously hired OMD MENA as its media partner, to understand regional and local needs
      Hershey’s is competing with international chocolate brands as well as local ones
      Hershey’s mainly carries out below-the-line activities in the UAE market
      Whereas its close competitors like Galaxy and FerrorRocher do a lot of advertising on TV and in print
    • Hershey’s has done customization for the Arabic culture
      They also understand how this culture prefers customized products
      They understand the competitive environment in the UAE (ex: biggest buildings, tallest towers, etc.)
      Thus they created competitions for biggest chocolate bars, etc.
      Hershey’s are offering over 300 types of chocolates, giving their customers a variety of options
    • Big Idea!
      We are creating an advertising campaign that is used to raise
      awareness amongst its clearly defined target audience
      Big ideafor the campaign is related to happiness which is achieved with togetherness
    • Target Audience
      Females - 18-25 years, prospects
      All ethnicities
      MonthlyHouseholdIncome (MHI) - ≥ AED 20,000
      Live an upscalelifestyle
      Tend to choose and buy the best
      Have a sweettooth
    • Creative brief
      What do we want to accomplish?
      To maintain a unique position in the chocolate market in the UAE
      Show the advantages of the Hershey’s such as the variety of chocolate types they are offering their customers.
      Who are we talking to?
      Females from all ethnic groups who live in the UAE, ages from (18-25)
      What do we want them to think?
      The only chocolate that satisfies their needs
      To associate Hershey’s brand with the sense of belonging that brings everyone together.
    • Why should they think this?
      The fact that Hershey’s has 300 different types of chocolates that would satisfy all tastes of customers in any occasion
      We want our target to associate Hershey’s as the factor that brings them together even though they are from many different nationalities that live in the same country
      The common factor that they all share is their love for chocolate which brings them all together as one unique culture
    • What is the one thing?
      Hershey’s is best choice of chocolate that satisfies their needs
      Big Idea: to show how Hershey’s bring people together and satisfy all kind of tastes therefore it results in happiness for everyone
      Slogan : “Melting Point of Happiness”
    • Executional Framework
      Slice of life
      Advertising Appeals
      Emotional Appeal
    • Our Advertisements
      Print Ad
    • Bill Board
    • Radio Ad
      TVC Ad
    • Conclusion
      Hershey’s is a global brand that came into the UAE market, it has to understand the UAE culture along with its customers
      Since they have below-the-line advertising, we created a campaign to effectively reach our target audience
      Hershey’s is a brand that brings a sense of togetherness and joy hence our slogan: “Melting Point of Happiness”
    • The End
      Any questions?