Hershey\'s Campaign

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This presentation was prepared for my Promotional Strategy course. Our objective was to design a campaign for Hershey\'s that would put them into the consumer consideration set in the lead up to Halloween. This is just one in a series of four campaigns we were tasked with developing.

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  • Jonathan
  • Jonathan
  • Jonathan
  • Rob
  • Nick
  • Nick
  • Eileen
  • Vanessa
  • Vanessa
  • Vanessa
  • Vanessa
  • Vanessa
  • Joanna
  • Joanna
  • Joanna
  • Rob
  • Jonathan
  • Jonathan
  • Nick
  • Rob
  • Jonathan
  • Vanessa
  • Jonathan
  • Eileen
  • Jo-Hannah
  • Aug 1 start advertisingSept 1 end of contestStart production slept 8Air commercial cot 1 and create POP to go outJo-Hannah
  • Jo-Hannah or Eileen?
  • Nick
  • Jon
  • Jon
  • Jon
  • Jon
  • Hershey\'s Campaign

    1. 1.
    2. 2. Rob Bates<br />Consultant,<br />Market Research<br />Nicholas Parrish<br />Director, <br />Print and TV Media<br />Eileen Cho<br />Consultant,<br />Social Media and <br />Youth Outreach<br /> Prism <br />Vanessa Lee<br />Director, Creative Dept.<br />Joanna Huang<br />Director, Finance Dept.<br />Jonathan Jacobs<br />Senior Account Manager<br />
    3. 3. Business Context<br /><ul><li>Concentrated and Highly Saturated Market
    4. 4. Little Price Competition
    5. 5. Resistant to Economic Crisis
    6. 6. 79% Buying More or Same Amount </li></ul> of Chocolate<br /><ul><li>Shifting Away From Child Advertising</li></li></ul><li><ul><li>American
    7. 7. All-Ages
    8. 8. Unexplained Excitement
    9. 9. Familiarity
    10. 10. Sharing
    11. 11. Tradition</li></li></ul><li>A Tradition<br />noun trə-ˈdi-shən<br /> An inherited, established, or customary pattern of thought, action, or behavior (as a religious practice or a social custom) <br /> The handing down of customs from one generation to another<br /> Cultural continuity in social attitudes, customs, and institutions <br />
    12. 12. A Tradition<br /> Too Good Not <br />To Be Shared<br />
    13. 13. Final Four<br />
    14. 14. Sources of Business<br />
    15. 15. June Cleaver<br />
    16. 16. June Cleavers<br /><ul><li>Children 18+
    17. 17. Supermom…in Heels
    18. 18. Opinion Leader
    19. 19. Baby Boomer Generation</li></li></ul><li>Lorelai<br />Gilmore<br />
    20. 20. Lorelai Gilmores<br /><ul><li>Children 0-17
    21. 21. Aspire To Be June Cleaver
    22. 22. Work-Life Balance
    23. 23. Active and Involved</li></li></ul><li>Moms<br /><ul><li>Stability-Seeking
    24. 24. Information Networks
    25. 25. Brand Loyal</li></li></ul><li>96%<br />of Baby Boomers will recommend a product they like to their friends<br />“Boomers purchase familiar and trusted brands. Marketers would do well to enhance brand-building efforts targeting this group”<br />
    26. 26.
    27. 27. Marketing Campaign<br />Print Media <br />How Do You Hershey?<br />Point of Purchase<br />A Tradition Too Good Not <br />To Be Shared<br />
    28. 28. Macro Message<br />Hershey's as the <br />Chocolate of the Community <br />and an Irreplaceable Part <br />of the Halloween Tradition.<br />
    29. 29. Marketing Objectives<br />Hershey’s is to Halloween as Turkey is to Thanksgiving<br />Hershey’s isn’t Just a Candy, it’s a Community<br />Hershey’s…Since 1894<br />
    30. 30.
    31. 31.
    32. 32.
    33. 33.
    34. 34. How Do You Hershey?<br />Utilizing Any of Four Selected Candies<br />Contest Open for One Month<br />Photo Entry with Story<br />Advertise via:<br />Social Media<br />Newspaper Inserts <br />Select One Winner for Each Candy<br />
    35. 35. How Do You Hershey?<br />Turn Stories Into a Thirty Second Commercial<br />Contest Winners Film for Authenticity <br />Stitch all Four Stories Together in Editing<br />Community of Hershey’s<br />
    36. 36. Point of Purchase Displays<br />Can’t Compete on Price, <br />but Placement<br />Distributed to 1,000 Stores Nationwide<br />Display will Feature a“How Do You Hershey?” Winning Story<br />
    37. 37. Media Rollout<br />
    38. 38. Media Rollout<br />
    39. 39.
    40. 40. Conclusion<br />A Tradition Too Good Not To Be Shared<br />June Cleaver and Lorelai Gilmore<br />Marketing Campaign<br />Print Media<br />How Do You Hershey?<br />Point of Purchase Displays<br />Total Budget: $10,000,000.00<br />
    41. 41.
    42. 42.
    43. 43.
    44. 44.
    45. 45. When Buying Seasonal Chocolate for Others, the Qualities that Most Influence My Decision Are:<br />
    46. 46. I Plan to Buy Seasonal Chocolate for Halloween:<br />

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