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Jill Cecala ppt 1


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Jill Cecala ppt 1

  1. 1. Brand Positioning: Unique DNA Ownable – ONLY in Hershey Competitive Advantage
  2. 2. Tip = Brand Words, images, brand positioning 10% Brand Brand Strength Under Water = Strength Culture, Leadership and Experiences 90%
  3. 3. “Touch Points” Are they branded unique and distinctive? EVERYTHING SPEAKS TO GUEST! All marketing materials, every employee interaction, answering phone, hand stamps, welcome, employee training programs, room décor, wake-up call, check-in, check-out, check presenters, packaging (bags, wrapping), gift card, billing customers, retail offering, F&B operations, menus, in-room/onsite printed materials, décor, amenities, landscaping, entertainment, games, arcade, attractions, brand presence on site, airport pickup service, rental car operation, events, public space, waiting rooms, artwork, uniforms, name tags, signage, podiums, guest services, recreation/fitness activities, concierge, shuttle bus physical appearance AND experience, internal presentations, mattress, bedding and soft goods, parking lot, entrance process, product characters.
  4. 4. Milton S. Hershey
  5. 5. Hershey employees are very sweet, helpful, and sincere.
  6. 6. The multisensorial experience of chocolate continues to be the single most ownable and uniquely Hershey attribute.
  7. 7. The Spa at the Hotel Hershey – The Chocolate Spa