It is an Market Research Project on Hershey's Chocolate.

1. Group - 9
Muskan Sharma
Nehal Chugh
Paridhi Malik
Manuel Mathews
Mohammad Sohail Lodhi
Nikhil Takkar

2. ABOUT
Hershey India Private Ltd. incorporated on
7 Feb, 1997 is a 100% Subsidiary of
The Hershey Company, a 100+ year old
company based out of Hershey, PA. It is the
largest producer of quality chocolates in
North America and a Global leader known for
bringing happiness to the world through its
chocolates, sweets, mints and other great
tasting snacks.
BROOKSIDE CHOCOLATES, the first Hershey India
chocolate brand, launched in 2016, is a
unique combination of dark cocoa rich chocolate and
exotic fruit flavours.
Hershey India brands are available across outlets in
leading cities. It has sales offices located in Delhi,
Mumbai and Chennai.

3. Mission & Values
Make Brands
that people
love
Fun &
Enjoymen
t
World best
treats
INNOVATE
Validated Pipeline | Sustainable
Ideas | Speed to market
INSPIRE
Communities | Creative Ideas |
Consumer Loyalty
DELIVER HAPPINESS
Consumers | Customers | Brands
COLLABORATE
Pre Buzz | Enhanced Speed |
360 Activation
DEVELOP
Drive Brand Equity |
Connections | Accessibility
QUESTION
Digital Commerce | Emerging
Channels | Customer Needs

5. PRODUCTS
02 03 04
Kisses
There are 14
different flavours of
Hershey’s kisses,
few of them are-
milk chocolates,
meltaway centre
milk chocolate,
almonds, dark
chocolate, milk
chocolate with
almonds, mint
truffles, kisses
green, cookie n
cream. Out of all
Brookside
RASPBERRY & GOJI:
Fall in love with
delicious dark cocoa
rich chocolate with
exotic raspberry & goji
flavours!
BLUEBERRY & AÇAI:
Enjoy the exotic play
of dark cocoa rich
chocolate with
blueberry and acai
flavours!
POMEGRANATE:
Discover delicious
Shakes
Talking about
their taste, the
Cookie 'n'
Crème variant
tasted a lot like
the Cookie and
Crème Ice
Cream' while,
the Hershey's
milkshake
tastes all milky
and flavours of
a cookie as well,
at the same
Syrups
Hershey's
Chocolate
flavour Syrup is
perfect for ice
cream, desserts
and beverages.
Available in
chocolate,
caramel and
strawberry
flavours
0501
Spreads
Hershey’s
spread Cocoa
and Hershey’s
spread cocoa
and almond are
the two flavours
of spread
available. This
spread tastes
like a strong,
rich hot
chocolate. It has
a strong cocoa
flavour

6. Process
Testing
The cocoa beans are tested
for any defects like insects
and mold.
01
Cleaning
The factory will clean the
beans to remove any gross
substances and bacteria
02
Roasting
Here add some brief about
the heading point
03
Fanning
Shell of the cocoa bean
separates from the bean
kernel. This is called the
fanning process.
04
Winnowing
Winnowing involves the beans
being placed into a current of air
so that excess nibs are removed
from the bean.
05
Crushing
Then, these nibs are then
crushed to make a liquid
cocoa butter.
06
Conching
Conching process is where
the sweet, chocolatey flavour
develops.
07
Molding
The chocolate liquor is
tempered and cooled until
it’s molded
08
People
Market-Product Focus Target
Markets The primary target are
children aged 5-
18. Hershey's chocolates are
an affordable and delicious
treat for children as well as
adults.

7. Marketing Process of
Hershey’s
• Promotion
Through Social
media
• Campaigning
through
celebrities
• Imbibing Basic
Values
• Organizing Events
• Giving
Differentiated
and quality
products
• Targeting
Southern Market
• Creating Program
in line with
culture of South
to win over
customers
• Ensuring
Customer needs
and want
• Using Simpler
terms in
ingredients
• Natural, Fresh,
Organic
ingredients
• Ensuring
Customer
satisfaction
• Word of mouth
promotion from
customers
• Customer Centric
and CSR
initiatives from
Hershey’s
Marketing
Program
Capturing
Values
Profitable
Relations
Strategy

8. Marketing Strategy of
Hershey’s
• Launching Hershey’s kisses at
two price points
• Promote it at Rs 50 attractive
price point.
• Price cut-off or no increase in
prices
• Products weight would be
reduced.
• Effective data list prices
increases increasing impact on
the net sales.
• Hershey’s collaborated with
Godrej Group to make its
reach in India.
• India seen as a potential
economy booming at a
rampant scale.
• Focus on urban and semi
urban areas.
• Aim to reach rural and other
areas as well.
• High amount of investment
in advertisements and
promotions.
• Exciting Holiday Season
Deals
• Promotion through E-
commerce
• Creative website with buying
Hershey’s internationally.
• In- store visibility all over
India
• With the launch of Hershey’s
kisses the company plans to
compete in at least half of its
category.
• Invested $50 million in the
market over the course of
the next five years.
• In the last few years it has
launched milk shakes and
spreads in urban and
suburban markets
Place PositionPromotionPricing

9. Marketing Positioning of Hershey’s Chocolates
Hershey’s chocolates have been able to deliver on their
promise of CUSTOMER DELIGHT and have potential for
more.
Based on the secondary research done Hershey
India’s mandate to provide customer delight is
seen with the responses of the consumers.
Hershey’s major market segment is the urban and suburban
areas and being still new in the Indian market it would take
time to reach the rural and other areas of the country.
The pricing strategy of a moderately priced chocolates with
quality seems to be working for Hershey’s India. It works
both in the favor of the company as well as the consumers.
Position of Hershey’s in the minds of the consumers and
the willingness to go back to buy the product again.

10. STP
SEGMENTATION
 Hershey’s segmentation should include:
• Conveying health benefits of their dark chocolate products.
• Increase sales through promotional programs .
• Repackaging for appealing look to the customers.
• Changing customers’ mindset of chocolates being unhealthy brand.
TARGETING
 Customers’ preference towards chocolates has changed over time. They want more variety which enables the industry to expand on their
product line.
 This provides opportunity to increase sales of the new product. Also, with the increase of health consciousness among customers, it can
create vast market for dark chocolates as they are good for health.
POSITIONING
 The main competition for Hershey’s India is Mondelez international and Nestle. They are well positioned in the minds of the customers due
to their good quality.
 To face the competition, Hershey’s should bring differentiation in its product quality. It can also provide different flavors, opt for different
promotional strategies to create a strong positioning.
 A good value proposition could be increasing the customer satisfaction. A good positioning statement would help in increasing customer
base.

11. Competitors
14%
Amul
9%
Mars
49
%
Cadbury
27%
Nestle

12. Competitors of Hershey’s
• Nestle is a food and beverage company based in Switzerland. Its
confectionery products include kitkat, munch, milkybar, bar-one
and many more.
• Nestle has performed exceedingly well in India and has been a
major competitor of Hershey’s. The company had the market
share of 12.8% in 2016 in the confectionery market of India.
• Mondelez international is a multinational confectionery, food,
and beverage company. It has acquired Cadbury in 2010 for $ 18.9
billion. Its main products include Dairymilk, Cadbury shots,
toblerone, tang, Oreo etc.
• Mondelez is the best performer in India’s confectionery market
with a market share of 48.6% in 2016.
1)Online
stores
2)Partnerships
3)Authentic
labeling
1)Rising
competition
2)Government
regulations
3)Pricing
1)Powerhouse
brand and
products
2)Placement
and
distribution
3)Values
connect
1)Rural market
not fully
covered
2)Declined
product
quality
3)High price
1)Adding new
flavors
2)Exploring
new markets
3)Health
conscious
products
1)High
competition
2)Cost of raw
materials
increase
3)Substitutes
availability
1)Price
fluctuations
2)Span of
control &
Organization
structure
3)Social
criticisms
1)Reputed
brand name
2)Highly
diversified
Company
3)Large
distribution
system

13. SWOT Analysis
S W O T
• Huge Product
portfolio.
• Brand presence of
the company.
• Technological
improvements in
production.
• Less promotional
schemes.
• Non-eco friendly
packaging.
• Less market share.
• Eco-friendly
packaging
• Build a strong
network
distribution.
• Product
diversification
• Scope of
geographical
expansion.
• Intense competition
in chocolate
segment.
• Increasing health
awareness.
• Steady increase in
the price of raw
material

14. Competiti
on
Power of
Suppliers
Power of
Customers
Threat of
Substitute
s
Porter’s 5 factor Model
Analysis
Silk
Galaxy
Kit Kat
Income
Taste &
Preferenc
e
Price
Value
Cocoa
Plantatio
n
Labor
forces
Nestle
Cadbury
Mars
Threat of
Potential
Entrants
Godiva
Lindt

15. PESTEL
POLITICA
L- Support to the
Private Sector.
- Relaxed FDI
Norms.
- New Tariffs,
quotas and trade
barriers.
ENVIRONMENT
AL- Tariffs on importing.
- Raw material price changes.
- Middle-class consumers in emerging
markets to drive growth in candy and
chocolate.
SOCIAL
- Consumers
becoming more
health conscious.
- Popularity of
confectionery as
gifts.
- Reduce the sugar
content for health
concerns.
LEGAL
-
Compliance
with child
labour laws.
- Keeping a
tab on
changing
regulations.
ECONOMICA
L- Climate change could hurt cocoa
production.
- Sustainability initiatives to reduce
global warming.
TECHNICAL
- Transparency through
technology.
- Artificial intelligence, machine
learning and virtual reality.
- 3D printing in confectionery
business.

16. CONCLUSION & RECOMMENDATIONS
Hershey's should increase the
availability of their products. Not just
to limit their supply to big cities.
Hershey’s should increase its
advertising budget. Hershey’s
should adopt Positive market
outlook.
The company should
diversify its products.
Hershey’s should market
itself as a health conscious
brand.
Hershey’s should try to increase its
reach by making changes in its pricing
policy.
Small meals for the new
generationHershey’s research shows that people buy both treat
and fuel snacks as they shop. They then make the
choice based on snacking occasion at their pantry.
Short purchase
cycleThe second shortest purchase cycle of any type of snack at
approximately 10 days.
Easy Shopping
Availability of Hershey's Chocolate provides a
seamless shopping experience.
Impulse is alive
Today’s digital conveniences are allowing consumers to be
more impulsive than ever before.
To convert unplanned purchases in-store into planned
purchases online.
Big Data
Driving everything is data. By dovetailing the retailers’
broad storewide data with Hershey’s trove of category data,
Hershey is finding new paths for growth.

17. T H A N K S F O R W A T C H I
N G