An overview of Trinidad's local confectionery industry and proposed strategy for Hershey's place in it.

2. PRODUCT OVERVIEW
Hershy Brands Sold in
Trinidad and Tobago
 Hershy’s
 Reeses
 Kisses
 Almond Joy
 Jolly Rancher
 Symphony
 York Peppermint
Pattie and York
Pieces

3. PRODUCT CATEGORY : WHO DO WE
COMPETE AGAINST?
• Chocolate Candy – Bars, Boxes, Bags,
Table Bars (Various sizes)
• Sugar Confectionery
• Desserts (e.g. Ice Cream)
• Convenient Gifts
• Snacks (competes with potato chips,
biscuits etc)
HERSHYS

4. MAIN COMPETITORS IN CHOCOLATE CANDY
CATEGORY
• Mars – Snickers, Milky way, M&Ms
• Nestle – Kit Kat, Butterfinger, Nestle Crunch, Smarties
• Charles Candy – Charles Tablet bars, Twin, Goldfinger,
Wafers -Tiki, Toco Loco, Bongo
Bags - Ping Pong, Peanut Gems, Cheers,
Coated Almonds, Choo Choos, Coated
Hazelnuts, Chockles, Jordan Almonds
Candy Bars – Catch, Nuggle, Peanola,
Coco Crisp, Orion, Bonanza,
XBar
Cadbury - Chocolate Bars ( variety of sizes and weights),
Boxes – Milk Tray, Roses, Quality Street
Healthy Options – Nature Valley Bars

5. COMPETITORS (VISUAL)

6. COMPETITOR TRENDS IN THE
MARKETPLACE
Price  Charles had the lowest prices in Chocolate Bars and everyday snacks.
Small wafer bars such as Tiki and Toco loco sold for as little as $2.00
 Nestle Chocolate snacks Ruth were the next lowest in their respective sizes (Nestle Crunch and
Baby Ruth sold for an average of $5.29 (cheapest Hearshy products sold for $7.49)
Place  Availability - Widest coverage among supermarkets was Charles Candy
 Charles also commanded significant Shelf and floor space among supermarkets especially
independents
 Charles had only minor presence in SuperPharm
 Charles uses its own Shelving in some cases
 Cadbury had strongest presence next to cashiers in Supermarket Chains and eye level placement
on shelves
 Both Cadbury and Mars had small merchandiser stands
 Nestle’s Kit Kat was often given a row to itself
Product  Mars products and Hershey’s strongest in terms of brand recognition
 Charles had largest variety of products in product lines for snacks
 Hershey’s packaging had strong consideration for portability, portion control and sharing sizes
(Bags could stand on their own)
 Hershy’s variety of parckaging (bags, boxes, bars, variety packs)
 Mars and Cadbury packaging gave more consideration to calorie counting
 Extensive Variety of Sizes for Cadbury Bars (more than Mars and Hersheys)
Promotion In Store Displays:
 Mars, Nestle and Charles used Shelf strips and Shelf paper extensively. They were brightly
coloured and stood out. Few Hershey’s shelf strips were seen
 Big signage used by Charles, Cadbury and Hersheys
 Attention grabbing shelving used by Mars highlighting M&Ms
 Promotional offers (buy 2 get one free) used by Mars and Nestle

8. SEGMENTATION AND TARGETING
• Age – Children, pre-teens, Teens, young adults, mature adults,
Senior persons
• Income – Low , Middle, High
• Pricing Categories – Super-premium (Sophisticates),
Affordable Premium, Affordable,
Inexpensive
• Taste – Mild Chocolate, Dark Chocolate, Sweet, Fillings (Fruit
and Sweet fillings)
• Usage – Seasonal, Gifts, Occasions/Events, ‘take a break’, ‘
‘pick me up’
• Psychological Associations – Personal Reward, Fun, Sharing,
Family and Friends, Relax and Unwind

9. FINANCIAL AND MARKETING OBJECTIVES
Financial Objectives:
• To Achieve Revenue Target
• To maintain profitability
Marketing Objectives
• To increase purchases within independent supermarkets by
10%
• Extend market share in supermarket chains
• Expand distribution coverage overall (gas stations, drug
stores etc)
• Increase market share in the following segments:
• Young Adults
• Seasonal Buyers
• Middle Income groups
• Gift Givers
• Everyday Snacks

10. SWOT: STRENGTHS AND WEAKNESSES
Strengths • Brand Power And Recognition
• Competitively Priced Among Affordable
Premium
International Brands
• Good Availability In Supermarket Chains And
Convenience Stores With Long Opening
Hours
• Attractive , Innovative Packaging
• Strong Promotional Material, Less
Expenditure On Creating Promotional Material
Weakness • Presence - Shelf Space And Floor Space In
Retail Outlets Often Overshadowed By Rivals
• Distribution Coverage – Availability Has To Be
Increased
• In-store Displays – Lack Of Attention
Grabbing Display Material
• Stronger Local Promotional Campaign
Required To Support The Brand

11. SWOT: OPPORTUNITIES AND THREATS
Opportunities • Health Concious Trends
• Seasonal Holidays That Have A Strong Affinity With
Confectionery
• Phychological Associations With Chocolate Eg
Personal Reward
• Growing Trend Of Confectionery As Gifts For A Wide
Range Of Recipients (From Co-worker Sto
Aquaintances). Very Low Involvement And
Convenient Gift
• Independent Supermarkets, Mini- Marts
• Non-supermarket Retail Outlets, Such As Drug
Stores
• Growing student Market
Threats • Intense Rivalry For Shelf Space And Floor Space
Among Supermarket Chains, Independent
Supermarkets And Other Convenient Stores
• Trends Towards Healthier Snacks And Treats
• Multitude Of Healthry Snacking Options
• Good Competitor Competencies For Innovation Of
Healthy Snacks (Mars)
• Commoditisation For ‘Exploring Munchers‘ Makes It

13. MARKETING MIX: PRODUCT, PRICE AND
PLACE
Produc
t
• Healthier Sugar Free Chocolate
• Smaller Packaging Weighing Less Than 3.5 Oz
• Make Bite Size And Pieces Range Available In Smaller
Packaging
• Smaller Gift Box Chocolates For Seasonal Buying
• Gift Packaging
• Extend Variety Of Sizes For Bars In Large High Traffic
Supermarket Chains
Price • Introduce More Promotional Offers , Eg. Bundle Pricing
• Premium Pricing For Festive Products Used As Gifts
• Maintain Current Pricing Structure For Everyday Snack/
Premium Affordable Options
• Reduce Price Of Bite Size And Pieces
• Discount And Allowance Pricing For Independents
• Penetration Pricing -Promotional Pricing Strategies Among
Independents And Retails Outlets Where Hershey’s Does Not
Have A Strong Presence
Place • Where Possible Use Own Shelving (Within Budget)
• Extend Distribution Coverage To More Vending Machines,
Drug Stores, Convenience Stores And Independent
Supermarkets
• Stronger Presence At Cashiers’ Shelves For Impulse Buying

14. PROMOTION
Brand Positioning – “Bringing Sweet Moments Of Hershey
Happiness To The World Everyday’
Advertising (Mass Media) :
Use Of Pull Advertising Strategies To Support Expanding
Distribution
Advertising Objectives
• Increase Brand’s Affinity With Fun, Sharing, Family And Good
Times
• Increase Brand’s Affinity With Celebrating And Festive Seasons
• Position Relevant Product As A Healthy Treat
• Reduce Commoditisation By Increasing Differentiation

15. PROMOTION
Media, use Of:
• Billboards – Major Highways (More Attention Grabing)
• Radio – Rush Hour Drive Time, Popular Music Stations;
Music Stations Frequented By Teen, Young Adults And
25-35 Age Group; Radio Ad Libs
• Television – Hershey’s Commercials Emphasizing Family,
Friends, Fun And Good Times To Reinforce Positioning ;
Advertising Heaviest During Festive Seasons
In-store Displays
• More Use Of Attention Grabbing , Bright, And Interesting
In-store Displays, Shelf Strips, Shelf Tags (Showing
Promotional Offers), Shelf Paper
• Clear Display Of Prices And Products On Strips