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CONTENTS Introduction Background of the store Hershey’s Mumbai store location store facade store interiors Product range In store experience marketing
Hershey’s Retail locations Hershey, The Sweetest Place on EarthWith thrilling attractions, luxurious surroundings, mouth-watering treats, it's no wonder this chocolate-scented candy store is such a popular destination for the whole family. Located in :
A complete Chocolate shopping experience with the family
Will cater to the palate of every family member
There is a wide variety of chocolates with different ingredients to please all
Chocolates available for those who are calorie conscious, have diabetes etc.
Apart from chocolate the store will also offer candies, chewing gums, liquorices
There will also be chocolate hampers available as per the customers needs for any occasion desired
The store also has a café where in Hershey's cakes, beverages, cookies are also available
Kids will feel at home with the spacious surroundings and various games to entertain them
Persona 1 Rohan Mehta 10 years old goes to cathedral school and lives at Woodland apartments on Peddar road, South Mumbai. Being the only child he is the apple of his parent’s eye is spoilt rotten and loves spending his time after school playing football with his friends. His parents love to plan their annual holiday’s abroad; these trips are planned keeping Rohan’s favourite places in mind as well. Is also quite the fussy eater, hates to share his favourite food with friends and if he really did have a choice his breakfast, lunch, dinner would consist of an assortment of chocolates but the sugar rush that follows only leads to some more hyperactivity leaving his maid to chase him around the house to put him to sleep at night.
Persona 2 Natasha Sharma an 18 year old studying at Jai hind college residing at Pali hill bandra loves her fair share of sleepovers, her favourite colour is Pink, loves gossiping on the phone with her friends till the wee hours of the night, absolutely loves to go shopping with her friends, study’s one day before the exam, keeps her facebook messages updated, knows all about the latest trends being followed, needs to convince her parents as to why she deserves a blackberry phone over her average academic results. And when she’s feeling down in the dumps after having a fight with her boyfriend she needs her fix of her favourite chocolate for that endorphin release after all its every chocoholics feel good remedy...!
Persona 3 PriyankaMurarka a 31 year old mother of 2 leads a very hectic life she works as a magazine editor and sometimes even has to deal with odd working hours. She loves to drive to work in her Honda CR-V and days when she gets done early even picks up the kids from school. Her husband is the owner of a brokerage firm and the family resides at Jolly maker apartments,Cuffe parade with their pet dog Jinx. Every day the maharaj cooks the meals in the morning before the family leaves for work and school and even though they may not like what’s been cooked for lunch, one thing that all their palates agree to is the taste of Hershey’s chocolate. A good meal or a bad meal their sweet tooth needs to be catered to with chocolate after every meal.
Persona 4 JagdishMehra a 62 year old has been happily married for the past 37 years he lives with his wife at Il palazzo Malabar hill. He has two married daughters and 5 grandchildren in total who he is absolutely crazy about. Mr.Mehra suffers from diabetes and cannot have chocolate, his only weakness. His wife has forcefully made him join the gym so that he can take care of his health and keep his blood sugar levels in check. One of his son in laws who works as a diamond merchant has recently introduced him to hersheys sugar free candy. What more could Mr.Mehra ask for a chocolate that suits his taste, his health condition and chocolate he can share with his grandchildren as well.
Chocolate products 5th Avenue Almond Joy and Mounds Bar None Cadbury Crème and Easter. Cadbury's Caramello Cadbury Cherry Blossom Glosette Heath bar Cookies and Cream, Hershey's Kisses chocolate chip. Hershey's Miniatures Hershey's Chocolate, Hershey's Special Dark chocolate, Krackel, and Mr. Goodbar. Hershey's Hershey's KissablesMilk Duds Mr. Goodbar peanuts. Oh Henry! Hershey's Pops golf movie theaters. Reese's Fast Break, Reese's NutRageous, Butter Cups, Reese's Pieces ReeseSticks, Rolo, Nestlé.
CareFree Koolerz mint based gum in various flavors made with Xylitol.
Good & Plenty, white and purplish-red pill shaped licorice candies.
Breath Savers breath mints. Bubble Yum bubble gum brand. Ice Breakers chewing gum and mints. Jolly Rancher hard fruit candy, lollipops, and flavored soda. Koolerz chewing gum, with Xylitol and regular. PayDay candy bar, which contains peanuts and caramel but no chocolate. ZAGNUT candy bar, consisting of toasted coconut and peanut butter. Zero candy bar, a combination of caramel, peanut and almond nougat covered in white fudge.
LOCALIZATION MEASURES Reduce size of chocolate packets Add flavours wafer chocolates Festive hampers Chocolate gola corner Chocolate candyfloss and pop corn A complete chocolicious experience with family Chocolate games on the ground floor Sensory branding Hersheys kiss mascot around the store playing with kids Acrylic shelves
BILLBOARD AD: From HERSHEY’s Mumbai @ kemps Corner
BILLBOARD AD NO.2 Visit the chocolalicious world of dreams @ Hershey’s Mumbai kemps Corner
Marketing strategy Teaser posters on near target group locations Print ads on billboards at major traffic junctions Print ads on premium fashion magazines In store marketing through sensory branding