HERSHE
Y’S
Brand Audit
Rebecca Buddingh, Robyn Wolfish, Stephanie Carpenter, Stanley Ho, Winnie Xu
POSITIONING
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Consumer Profile
Brand Mantra
Mental Map
Core Brand Values
Brand Mantra
Brand Strength
CBBE Model
Salience
Performance
Imagery
Judgments
Feelings
Resonance
5 P’s
IMC
Brand Elements
Secondary Sources
Competition
Mental Maps
Points of Difference
Consumer Equity Rating
Equity Rating &
vv Summary
Suggestions for
Improvement
Appendix
POSITIONING STATEMENT
Hershey’s is the only chocolate
candy brand in the United
States that offers low price,
convenient, easy-to-find
products uniquely associated
with feelings of nostalgia and
the idealized American dream.
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Appendix
PERCEPTUAL MAP
Convenience versus Quality
Note: The ratings for Hershey’s and the competing brands
are based strictly on quantitative survey findings
Quality
Convenience
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Appendix
POINTS OF PARITY AND
POINTS OF DIFFERENCE
Target Market:
Young Americans, ages 17 to 25; Generation Y
Nature of Competition/Category:
Class:
Prepackaged food
Category: Candy
Type:
Chocolate
Points of Parity:
-- Used for snacking or baking
-- Sweet and indulgent
-- Consistent quality
-- Associated with holidays (ie:
Halloween, Valentine’s Day)
-- Enjoyed by people of all
ages
-- Variety of types
Points of Difference:
-- “American” image
-- Nostalgic, heritage brand
-- Low price enables daily
consumption
-- Sold in different types of retailers
-- Associated with S’mores
-- Identifiable by Hershey Kisses
-- Hershey, PA
-- Entertainment & resorts
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Appendix
CONSUMER PROFILE
The typical Hershey’s consumer
is:
- Young and/or
- Youthful
- Loves chocolate
- American
- Family-oriented
- Happy
- Fun
- Middle Class
- Conservative
- Frugal
* Descriptors taken directly from
v survey respondents
BRAND MANTRA
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MENTAL MAP
Positive Associations
Brand Mantra
Mental Map
Core Brand Values
Brand Mantra
Brand Strength
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Salience
Performance
Imagery
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Resonance
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Appendix
S’mores
American
Almonds
Milk
Chocolate
Fun
Bite Size
Rectangles
Brown
Yummy
Cheerful
Syrup
Kisses
Strong
Average
Weak
Affordable
Craving
Candy Bar
Family
Classic
Note: Associations based on survey responses
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MENTAL MAP
Negative Associations
Brand Mantra
Mental Map
Core Brand Values
Brand Mantra
Cheap
Brand Strength
CBBE Model
Salience
Performance
Imagery
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Feelings
Resonance
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Appendix
Bland
Fattening
Unsatisfying
Too Sweet
Plain
Strong
Average
Weak
Bad
Aftertaste
Low
Quality
Note: Associations based on survey responses
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Appendix
CORE BRAND VALUES
Strong
- Kisses
- Yummy
- Cheerful
- Milk
Chocolate
- S’mores
- Candy Bar
Favorable
Unique
- Cheerful
- Yummy
- Affordable
- Kisses
- S’mores
- American
- Classic
- Syrup
- Almonds
- Bite-Size
Rectangles
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BRAND MANTRA
Brand Mantra
Mental Map
Core Brand Values
Brand Mantra
Brand Strength
CBBE Model
Salience
Performance
Imagery
Judgments
Feelings
Resonance
5 P’s
IMC
Brand Elements
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Competition
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Appendix
Hershey’s
Emotional
Modifier
Descriptive
Modifier
Brand
Function
Cheerful
American
Classic
Chocolate
Product
• Cheerful: Based on survey results, Hershey’s ranked significantly higher
than its competitors on the cheerful brand imagery descriptor. Through its
IMC efforts, it is clear that the culture of the company is to spread joy
through chocolate.
• American Classic: According to one survey respondent, “Hershey’s has
the classic, good ole’ American vibe.” The word “American” was mentioned
numerous times by respondents in their description of Hershey’s products.
• Chocolate Product: Hershey’s was established in the nineteenth century
as a chocolate manufacturing company. “Chocolate” was the most
common response to the qualitative questions about the word “Hershey’s”
on the survey.
BRAND STRENGTH
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Appendix
CBBE MODEL
Strengths:
Brand Salience:
Hershey’s is extremely wellknown in the chocolate category
and the favorite chocolate brand
for about 1/5 of consumers.
Additionally, Hershey’s has a 75%
likelihood of repeat purchase
among respondents.
Brand Performance:
Consumers indicate that they
purchase Hershey’s chocolate
because of its low price,
convenience, easiness of
purchase (available in grocery
stores, convenience stores,
superstores, etc.) and large
variety of products.
Brand Imagery:
Hershey’s has a wide variety of usage situations
(S’mores, cooking, snacking), associations with
holidays and an exceptionally high sense of
nostalgia and history.
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Salience
Performance
Imagery
Judgments
Feelings
Resonance
5 P’s
IMC
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Secondary Sources
Competition
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Consumer Equity Rating
Equity Rating &
vv Summary
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Appendix
CBBE MODEL
Weaknesses:
Consumer Judgments:
Though consumers trust
Hershey’s as a company, they
question the quality of the
products. Hershey’s is not
usually preferred when
premium chocolate brands are
available, but considered “a
quick fix for a chocolate
craving,” as one respondent said.
Consumer Feelings:
Hershey’s fails to evoke strong
feelings among consumers.
Levels of happiness and
satisfaction are raised slightly
after consuming Hershey’s
products, but does not compare
to competitors in other feeling
categories.
Consumer Brand Resonance:
Though Hershey’s consumers exhibit some
behavior loyalty, they do not actively engage
with the brand or recommend it to others.
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BRAND SALIENCE
Depth:
Brand Mantra
Mental Map
Core Brand Values
Brand Mantra
Brand Strength
CBBE Model
Salience
Performance
Imagery
Judgments
Feelings
Resonance
5 P’s
IMC
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Secondary Sources
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Appendix

When asked to name the first three chocolate brands
that come to mind, 85% of survey respondents listed
Hershey’s in the top three, while 61% listed Hershey’s
first. Therefore, Hershey’s has a high degree of unaided
recall and strong associations in the chocolate category.
Breadth:
- Also on the survey, 22% of people listed Hershey’s as their favorite chocolate
brand.
- When asked to rank Hershey’s against its competitors in “likelihood to
purchase in the future,” Hershey’s came in 2nd place (after Ghirardelli), but
was least likely to be ranked last by respondents.
- 84% of people said they had purchased a Hershey’s product within the last 6
months, and 75% said they were “likely” to purchase Hershey’s again. This is
an extremely high margin of purchase consideration.
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Appendix
BRAND PERFORMANCE
Primary Characteristics and Supplementary Features:

On average, survey respondents listed “taste” and “quality” as
their two top considerations when purchasing chocolate.
However, Hershey’s ranked last among competitors in both the
categories of “quality” and “taste.” On the other hand, Hershey’s
was the clear winner in the categories of convenience, variety of
product line and transferability across cultures.
Product:
Hershey’s was heavily favored over competitors when survey respondents were asked
whether or not they trusted Hershey’s and the company’s chocolate manufacturing
abilities.
Style and Design:
When asked about packaging, the average respondent was neutral about Hershey’s
packaging (it did not evoke positive nor negative feelings). In regards to the design
of the product itself, consumers enjoy the breakable pieces and small portions.
Price:
When compared to competitors, Hershey’s was listed as the least expensive or most
affordable by a large margin of difference. Respondents cited affordability as one of
the best aspects of Hershey’s products.
Respondents ranked Hershey’s first among its competitors in: variety of products, convenience, affordability
and transferability, and last in quality and taste. They were neutral about the packaging design.
Positioning
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Appendix
BRAND IMAGERY
User Profiles:
Survey respondents identified Hershey’s consumers as youthful,
American, family-oriented, holiday-oriented, conservative, frugal,
happy, fun and average.

Purchase and Usage Situations:
Hershey’s is unique in that it has the largest variety of uses. The
majority of survey takers said they use Hershey’s for snacking,
baking and making S’mores. Alternatively, Dove and Ghirardelli
were used mainly for snacking, while Nestle was used almost
exclusively for baking.
Personality and Values:
In a list of personality attributes (sophisticated, old-fashioned, conservative, youthful,
cheerful, feminine, outdated, popular), Hershey’s ranked far ahead of its competitors in
the following categories: Old-fashioned, Conservative, Cheerful, Popular
History, Heritage and Experiences:
In addition to the personality attributes above, Hershey’s ranks significantly higher than
competitors in evoking memories and creating nostalgia among consumers. This might be
intrinsically linked to the company’s association with holidays. Many respondents said
Hershey’s reminded them of their childhood or particular memories with friends or family.
This sense of nostalgia helps shape the company’s image. When asked the projective
question, “How old Hershey’s would be if it were a person?”, over 50% of people responded
with 50 or older.
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Appendix
CONSUMER JUDGMENTS
Brand Quality:

Brand
Superiority:
Hershey’s
ranked last in
superiority to its
competitors.
Overall satisfaction with Hershey’s chocolate ranked at 5.63, on
a 7-point scale. This average lies between “somewhat satisfied”
and “satisfied.” The only chocolate brand that ranked higher
than Hershey’s was Ghirardelli, with an average ranking of
6.03. This can be attributed to the perception that Hershey’s
chocolate is lower in quality than Ghirardelli and other
premium brands.
Though consumers’ questioned Hershey’s quality, they did feel
that they were getting a good value because the brand is one of
the least expensive chocolate options.
Brand Credibility:
Among its competitors, consumers listed Hershey’s as the most
“trustworthy” chocolate brand. This may be attributed to the
company’s inviting approach to chocolate manufacturing (i.e.
factory tours in Pennsylvania, heritage of the company, etc.).
For this reason, Hershey’s was also ranked high when
consumers were asked whether they felt the company was
knowledgeable about chocolate making practices.
Brand Consideration:
As mentioned in the Brand Salience section, 75% of respondents indicated
that they were “likely” to purchase Hershey’s again in the future., and thus
where satisfied with their initial purchase.
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Appendix
CONSUMER FEELINGS

When comparing brand feelings, Hershey’s ranked
second (behind Ghirardelli each time) in the categories
of “happiness,” “social approval,” “self confidence,”
“indulgence,” “sentiment” and “overcoming sadness.”
Ultimately, however, Hershey’s highest “feelings” ratings were in the
categories of “happiness” and “indulgence.” Respondents felt sufficiently
happier and more indulged after eating Hershey’s, but were neutral or
unchanged in each of the other categories. This is disappointing for
Hershey’s as a brand because it indicates that the company has captured
the “mind” of the consumer, but is failing to capture their “hearts.”
Survey Respondents Said:
"Hershey's makes me happy because it reminds me of Valentine's Day and
Christmas"
"Hershey's quality isn't as good as other chocolate brands, but I still feel
satisfied after I eat it."
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Appendix
CONSUMER RESONANCE

Behavior Loyalty:
When consumers were asked whether they felt loyal to
Hershey’s, the average response fell between “somewhat
disagree” and “neutral.” However, as shown in lower parts of
the pyramid, 75% of people intend to purchase Hershey’s
again, therefore their behavior might be more indicative
than their own perceived loyalty.
Attitudinal Attachment:
Though most consumers indicated that they “would miss Hershey’s if it was taken
off the market,” they showed no other types of attitudinal attachment toward the
brand. As a whole, they did not agree that they loved Hershey’s products or found
them to be special.
Sense of Community and Engagement:
Survey respondents said they felt no connection with other Hershey’s consumers
and had no interest in flaunting their feelings for the brand, recommending it to
friends/family or purchasing merchandise with the Hershey’s logo.
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5 P’S
Tangible Benefits:
PRODUCT
- More than any of its competitors, Hershey’s
can be used on multiple different occasions.
The majority of respondents said they use
Hershey’s for: Snacking (84%), S’mores
(82%) and baking/cooking (63%)
- Consumers’ response to package design
was neutral. They did not feel that standard
brown and silver foil packaging evoked
positive feelings or was more effective than
the competitors.
- Respondents ranked Hershey’s last in
chocolate-quality, tying with Nestle. Multiple
respondents felt that Hershey’s was “plain,”
“dull” and/or “bland.”
- Many respondents mentioned that they
enjoyed the portion size of Hershey’s. The
chocolate candy bars come pre-portioned
into smaller rectangles, making servings of
chocolate easier to consume.
Intangible Benefits:
- Hershey’s ranked higher than any
competitor in variety of products.
Consumers cited Hershey’s Milk, Dark and
Cookies and Cream chocolate bars, syrup
and other Hershey’s brands (Kisses, Reese’s,
Kit Kat) as reasons they enjoyed Hershey’s.
- When rating Hershey’s brand performance,
respondents listed Hershey’s as more
“trustworthy” than competitors. The heritage
and American origin of the company lead
consumers to believe Hershey’s is
knowledgeable about chocolate.
- Respondents ranked Hershey’s much
higher than competitors in convenience of
attaining the products.
- When asked if they were loyal to Hershey’s,
the average respondent said they were
“somewhat unloyal.” However, 84% have
purchased a Hershey’s product within the
last six months, and 75% said they were at
least “likely” to do so in the future.
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Appendix
5 P’S
PRICE
Hershey’s uses value pricing. Products are
priced low, as not to deter customers from
purchasing a higher-quality chocolate. Thus,
Hershey’s adequately succeeds in the area of
price/value relationship. One of the most
common words respondents associated
Hershey’s with was “affordable” or “cheap.”
What respondents said about
Hershey’s pricing :
- “It tastes good and it’s
cheap”
- “You get a lot for your
money”
- “It’s a cheap choice for
a quick chocolate
craving”
Because of the low-price precedent set by
Hershey’s, consumers are less willing to
pay a premium price for Hershey’s.
How Much Would You Be
Willing to Spend on a Hershey’s
Bar?
More than $3.01
When asked how much they would be
willing to pay for a Hershey’s chocolate
bar, 42% of respondents said they would
pay $1.01 to $2.00, while 33% of people
said they would only pay $.50 cents to
$1.00.
$2.01 - $3.00
$1.01 - $2.00
$.50 - $1.00
Percentage
of…
$0 - $.50
0
20 40 60
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Appendix
5 P’S
PLACEMENT
Hershey’s has a mass placement strategy (as opposed to class
placement) to sell its products. The chocolate is available through
indirect channels, mainly retailers. Respondents said Hershey’s is the
most widely-available chocolate and can be purchased at most gas
stations, grocery stores, convenience stores, discounters, etc.
Push vs. Pull Strategies:
Hershey’s generally relies on pull strategies, such as advertising
and point of purchase promotions. However, they do use push
methods such as cooperative advertising and quantity discounts in
dealings with their retailers.
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IMC
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Appendix
IMC
Advertising History
In what ways have you seen Hershey’s
advertised? Check all that apply.
88% TV commercials
47% Newspapers or Magazines
43% in TV shows or movies
40% Online
28% Outdoors
10% mail ads/circulars
TV Commercials: The majority of respondents answered they had seen Hershey’s
advertised through television commercials. The most recent IMC campaign depicts a
chocolate “family” in a chocolate world dancing and celebrating to the song “I’ll Stop the
World and Melt with You.” The slogan associated with this campaign is “Pure Hershey’s. Pure
Happiness.” This campaign is directly associated with Hershey’s 2009 announcement that
they would increase advertising spending by 20%. Prior to this, Hershey’s launched a series of
Kisses commercials during the 2006 Holiday season, using the slogan “Happy Holidays from
Hershey’s.”
Throughout the 1970s, 1980s and 1990s, Hershey’s commercials focused on the brand as the
“Great American Chocolate Bar.” Images depicted cowboys, astronauts, football players and
other exclusively American “heroes” eating Hershey’s candy bars. Ultimately, associations
with happiness, the holidays and America have always been prevalent in Hershey’s
commercials.
Cooperative Advertising: In addition to a strong presence on television, Hershey’s
has been known to advertise products in mail circulars and newspapers via companies such
as Walmart, Kmart, Kroger and Target. In these circulars, food retailers highlight their best
deals on items such as Coca-Cola, produce and snack foods. Hershey’s is often seen as an
advertised item. However, respondents listed mail advertisements/circulars as the location
they were least likely to see Hershey’s advertised. This can be attributed to the trend of new
technologies and younger generations’ lack of familiarity with printed media.
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Appendix
IMC
Sales Promotions and Point of Purchase Promotion: Similar to their
cooperative advertising practices, Hershey’s is known to offer coupons as an
incentive to purchase. These are distributed by mail, newspaper or even as
in-store coupons. Additionally, Hershey’s utilizes a fair amount of point of
purchase promotions. This entails large displays in grocery stores around
holidays (such as Halloween, Christmas and Valentines Day), as well as instore signs offering a discounted price on Hershey’s chocolate items (an
example of Hi-Lo pricing).
New Promotional Trends: Hershey’s is a company that follows the
traditional promotion model. They rely on television commercials, mail and
newspaper advertisements as well as point of purchase promotions. However,
they have not yet become immersed in the “new media” trend. Hershey’s uses
their website to publicize occasional contests or other incentives to get people to
purchase their products. They do not maximize the potential of any social media
platforms; they have a limited Facebook presence and have not yet established
themselves on Twitter. In spite of this, Hershey’s continues to rely on point of
purchase displays and in-store impulse buying to drive its sales.
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BRAND ELEMENTS
Brand Mantra
Mental Map
Core Brand Values
Brand Mantra
Brand Strength
CBBE Model
Salience
Performance
Imagery
Judgments
Feelings
Resonance
5 P’s
IMC
Brand Elements
Secondary Sources
Name:
Hershey’s
Brown
Suggestions for
Improvement
Appendix
Meaningful
Appealing
Protectability
Transferabilit
y
Adaptability
-Extremely
memorable
- 85% of
respondents
listed
Hershey’s
name as one of
the 3 first
chocolate
brands they
could think of
- Great
meaning as
it is the
founder’s
name
- No initial
association
to chocolate,
but has built
meaning
throughout
the years
- Without
the
chocolate
association,
the name
holds
itself no
special
value
- Trademarked
-Can be
applied to any
product
- Not specific
to candy,
chocolate,
food, clothing,
etc.
- Hershey’s
as a brand
transcends
generations
- Frequent
association in
the survey
- Color of
- Solely
represents
the color of
chocolate
- Plain
- Appeal
lies in
traditional
image
- Not
protectable
because it is
too basic of a
color
-- Also used
by
competitors
- Can be used
on other
products and
packaging
- Timeless
- Not in
danger of
losing
relevance
with
consumers
- Officially
trademarked
in the food
category
- Very
protectable
- Able to
create new
product lines,
such as “Hugs”
- Shape
remains
relevant
over time
iconic
Hershey’s
chocolate bar
Competition
Mental Maps
Points of Difference
Consumer Equity Rating
Equity Rating &
vv Summary
Memorability
Kiss
Shape
- Most common
association on
the survey
- Unique to the
chocolate
market
consumers
associate
with brand
- No
significant
meaning,
but has
established
over time
-Wellliked by
consumers
- Guiltfree
portion
- Easy to
protect
Positioning
Positioning
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Perceptual Map
Points of Parity,
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Consumer Profile
BRAND ELEMENTS
Memorability
Brand Mantra
Mental Map
Core Brand Values
Brand Mantra
Brand Strength
CBBE Model
Salience
Performance
Imagery
Judgments
Feelings
Resonance
5 P’s
IMC
Brand Elements
Secondary Sources
Competition
Mental Maps
Points of Difference
Consumer Equity Rating
Equity Rating &
vv Summary
Suggestions for
Improvement
Appendix
Foil
Packagin
g
Block,
Uppercas
e Font
Rectangle
with BiteSize,
Breakable
Pieces
Meaningful
Appealing
Protectability
Transferabilit
y
Adaptability
- Not
mentioned by
survey takers
-Has become a
point of parity;
used by
companies
such as Dove
- No
significant
meaning
- Liked by
consumer
s due to
its
easiness
of
opening
- Not
protectable
- Can be used
by multiple
companies
and/or
brands
- Can be used
on a wide
variety of
chocolate
candy
products
- Can easily
be changed
for different
products (ie:
dark
chocolate in
gold
wrapper)
- Extremely
memorable
- First
association
respondents
gave when
asked about
Hershey’s
packaging
- No
significant
meaning
- Simple,
but not
overly
likable
- Font is
officially
licensed
- Can be use
don any
products
associated
with
Hershey’s
- The font
has
potential to
be slightly
changed to
update the
brand if
necessary
-Mentioned
throughout the
survey for its
easy-to-eat,
determined
portions
- Associated
with making
S’mores
- No
meaning
associated
with the
brand
- Makes it
easy to
consume,
and easy
to limit
how
much
one
consumes
- Not a
trademarked
feature
- Can be used
by
competitors
- Can be used
for some
other
chocolate
products, but
not all
- Won’t lose
appeal over
time
Positioning
Positioning
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Consumer Profile
SECONDARY SOURCES
Brand Mantra
Mental Map
Core Brand Values
Brand Mantra
Hershey’s
Kisses
Brand Strength
CBBE Model
Salience
Performance
Imagery
Judgments
Feelings
Resonance
5 P’s
IMC
Brand Elements
Secondary Sources
Betty Crocker
Products
Competition
Mental Maps
Points of Difference
Consumer Equity Rating
Equity Rating &
vv Summary
Suggestions for
Improvement
Appendix
Type: Other Brands, Company
When asked what words respondents associate with
Hershey’s, the majority of respondents listed “kisses”
as one of their top five choices. The strength of this
secondary brand helps to increase brand awareness,
meet the strategic goal of selling more products and
provide a distinct point of difference among
competitors.
Type: Other Brands, Ingredient Branding
74% of respondents had purchased a Betty Crocker
cake, cookie or brownie mix with Hershey’s chocolate
in the past. Regardless of whether they had purchased
these products before, the average respondent was
between “somewhat likely” and “likely” to do so in the
future. Therefore, this secondary source association
helps strengthen the Hershey’s brand, meets the
strategic goal of selling more products and exhibits
the transferability of the Hershey’s name.
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
vvvPoints of Difference
Consumer Profile
Brand Mantra
Mental Map
Core Brand Values
Brand Mantra
Brand Strength
CBBE Model
Salience
Performance
Imagery
Judgments
Feelings
Resonance
5 P’s
IMC
Brand Elements
Secondary Sources
Competition
Mental Maps
Points of Difference
Consumer Equity Rating
Equity Rating &
vv Summary
Suggestions for
Improvement
Appendix
SECONDARY SOURCES
Other Hershey’s
Brands:
Reese’s, Almond
Joy, Bliss, Kit Kat
Type: Other Brands, Company
Hershey,
Pennsylvania
Type: Other Brands, Company
According to the survey, all of these secondary
brands were ranked as well liked among consumers.
Overall, consumers were very favorable toward
Reese’s and Kit Kat. Though these brands don’t
specifically bring attention to the Hershey’s brand
name—like Hershey’s Kisses does—they do provide
more profit for the company.
55% of respondents knew that Hershey’s was
headquartered in Pennsylvania. Though this was
not as high as expected, the location association
does help to bolster the American image of the
company. The association with Hershey, PA allows
for a tourist attraction and theme park—uniquely
pushing the product to American consumers.
Additionally, Hershey’s has proactively branded
Hershey, Pennsylvania as “the sweetest place on
earth.”
COMPETITION
Positioning
Positioning
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Perceptual Map
Points of Parity,
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Consumer Profile
MENTAL MAPS
Brand Mantra
Mental Map
Core Brand Values
Brand Mantra
Brand Strength
CBBE Model
Salience
Performance
Imagery
Judgments
Feelings
Resonance
5 P’s
IMC
Brand Elements
Secondary Sources
Competition
Mental Maps
Points of Difference
Consumer Equity Rating
Equity Rating &
vv Summary
Suggestions for
Improvement
Appendix
Strong
Average
Weak
Positioning
Positioning
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Perceptual Map
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vvvPoints of Difference
Consumer Profile
Brand Mantra
Mental Map
Core Brand Values
Brand Mantra
Brand Strength
CBBE Model
Salience
Performance
Imagery
Judgments
Feelings
Resonance
5 P’s
IMC
Brand Elements
Secondary Sources
Competition
Mental Map
Points of Difference
Consumer Equity Rating
Equity Rating &
vv Summary
Suggestions for
Improvement
Appendix
POINTS OF DIFFERENCE
- Most widely used
chocolate chip
- “The baker’s
chocolate”; not
used as much for
snacking
- Strong association
with ice cream
sundaes
- Decadent, upperclass chocolate
brand
- International
recognition
- San Francisco
heritage
- Strong association
with hot chocolate
- Premium pricing
- “The woman’s
chocolate”; most
feminine brand
available
- Strongest
association with
Valentines Day
(due to heart
shape)
- Fortune
messages/quotes
inside wrappers
CONSUMEREQUITYRATING
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
vvvPoints of Difference
Consumer Profile
Brand Mantra
Mental Map
Core Brand Values
Brand Mantra
Brand Strength
CBBE Model
Salience
Performance
Imagery
Judgments
Feelings
Resonance
5 P’s
IMC
Brand Elements
Secondary Sources
Competition
Mental Map
Points of Difference
Consumer Equity Rating
Equity Rating &
vv Summary
Suggestions for
Improvement
Appendix
EQUITY RATING AND
SUMMARY
Overall Equity Rating:
7
CBBE Model: Hershey’s is extremely successful in the lower half of the CBBE pyramid, but
fails to build equity in the three upper regions: consumer feelings, consumer judgments and
consumer brand resonance. Hershey’s could benefit from improvement in these categories.
5P’s: Overall, Hershey’s 5 P’s are strong. The price and placement strategies are near perfect
and, although quality is sometimes questioned, consumers understand the product and the
needs it is meant to fulfill.
IMC: Hershey’s has relied on a traditional IMC model: advertising through television
commercials and in-store sales promotions. Hershey’s has developed a good relationship with
retailers over the years, but fails to draw consumers in through its communication practices.
Brand Elements: One of Hershey’s biggest problems is a lack of brand elements. Though
the name and color have built equity, they have no consistent slogan or character like their
competitors do (ie: consumers link Nestle products with the rabbit that is on its packaging, and
the slogan “the very best”). Hershey’s has failed to capture the consumers in this regard.
Secondary Sources: Hershey’s has done a fantastic job of leveraging the brand through
ingredient branding, its sub-brands, the attraction of Hershey, Pennsylvania and amusement
park. These secondary sources keep the brand as a top-of-mind association among consumers.
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
vvvPoints of Difference
Consumer Profile
Brand Mantra
Mental Map
Core Brand Values
Brand Mantra
Brand Strength
CBBE Model
Salience
Performance
Imagery
Judgments
Feelings
Resonance
5 P’s
IMC
Brand Elements
Secondary Sources
Competition
Mental Map
Points of Difference
Consumer Equity Rating
Equity Rating &
vv Summary
Suggestions for
Improvement
Appendix
SUGGESTIONS FOR
IMPROVEMENT
- Introduce a new line of premium products comparable to Ghirardelli
and Godiva; there is a market for these products among the target
audience we surveyed
- Play off nostalgia in IMC efforts (like television advertisements)
- Utilize the company’s American heritage in communication with the
consumer; highlight the company’s longevity and trustworthiness on a
new and improved packaging design
- Use new media (the Internet, social networking, etc.) to engage
consumers through contests and an ongoing dialogue; this will help to
improve brand resonance
Improvement Ideas from Respondents:
• “Improve the packaging to make it more visually appealing”
• “Create a more expensive and sophisticated dark chocolate brand that is less
sweet than the traditional milk chocolate”
• “Make the image younger”
• “Improve the taste of plain milk chocolate bars”
• “The Hershey’s Kisses need a richer taste”