2. The Chocolate Lovers
Background
• A group that loves eating chocolate.
• A group of people that love all varieties of
of candy and chocolate that the company
represents.
Demographics
• No discrimination on age.
• No discrimination on ethnicity.
• No discrimination on income.
Identifiers
• Calm Demeanor
• Chocolate lovers
3. The Chocolate Lovers
Goals:
• Discover new chocolates that
satisfy us.
• Help maintain a strong
respect for the Hershey’s
Company.
Challenges:
• Ignoring other companies
that have different chocolate.
• Being able to eat the
chocolate but still have a
healthy lifestyle.
How we help:
• Consuming the chocolate in a
well-balanced manner.
4. The Chocolate Lovers
REAL QUOTES:
• “There is nothing better than a
friend, unless it’s a friend with
chocolate.”
• “We believe candy is a treat to be
enjoyed in moderation and as part
of a balanced lifestyle.”
• “Chocolate says “I’m sorry” so
much better than words.”
Common Objections:
• Eating chocolate and candy will
make us overweight.
• All chocolate contains to much
sugar.
5. The Chocolate Lovers
Marketing Messaging:
To give everyone a taste of the chocolate that
we love.
Elevator Pitch:
Supplying chocolate to everyone that
has the taste for it just like Milton Hershey.
Hershey’s can help by helping people maintain
a healthy life style. It uses all forms of social
media to connect with its chocolate lovers.
