HERSHE
Y
S

the only
Emotional
Modifier
Descriptive
Modifier
Cheerful
American
Classic
Brand
Function
Chocolate
Product
Hershey’s

Positive Associations
Negative Associations

Note: The ratings for Hershey’s and the competing brands are based strictly on quantitative survey findings
Quality
Cheerfulness

The typical Hershey’s consumer is:
- Young and/or
- Youthful
- Loves chocolate
- American
- Family-oriented
- Happy
- Fun
- Middle Class
- Conservative
- Frugal

-- Used for snacking or baking
-- Sweet and indulgent
-- Variety of types
-- Enjoyed by people of all ages
-- Consistent quality
-- Associated with holidays (ie
: Halloween, Valentine’s Day)
--
“American” image
-- Nostalgic, heritage brand
--
Associated with S’mores
-- Identifiable by Hershey
Kisses
-- Low price enables daily consumption -- Hershey, PA
-- Sold in different types of retailers -- Entertainment & resorts

Hershey’s is extremely well-known 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.
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.
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.
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.

Description:
A new Bisquick product with Hershey’s chocolate chips for chocolate lovers everywhere.
- Traditional Bisquick box and product
Will include 6 oz bag of Hershey’s semisweet chocolate chips for consumer to add if they choose
-Bisquick box will include Hershey’s logo
- Will be sold next to traditional Bisquick in the baking aisle at grocery stores
Suggested Price:
$ 5.00
Branding Strategy: Modified Ingredient Branding
Extension Strategies: Product that contains the brand’s distinctive ingredient; Product that capitalizes on the firm’s perceived expertise
Extension Classification: Category Extension

SOCIAL
- Shoppers want to spend minimal
ECONOMIC
Shoppers looking for “bundled” time at grocery store deals in current economy
- Increase of in-home breakfast
- Discretionary income available for preparation
- Increase in single, working parents results in little time to make
afford the luxury of convenience products breakfast middle and upper-middle class to
TECHNOLOGY
- Increase in manufacturing partnerships between corporations with different expertise, especially within the baking category

Reality
Relevant
Resonate
Reaction
Consumers in focus groups were surprised Hershey’s hadn’t already created this relationship. One respondent said, “I wouldn’t be surprised if Hershey’s actually did this.
I don’t know why they haven’t already.” Thus, the product seems realistic for the target market.
This extension capitalizes on an existing trend – using chocolate chips in pancakes to add flavor and unique taste.
Because Hershey’s would be the first chocolate brand to partner with a pancake mix, it would provide consumers with an incentive to use
Hershey’s chocolate chips over other brands. Therefore, even if consumers didn’t purchase the
Bisquick /Hershey’s mix, they would begin to associate the two brands with each other, recognizing the shared equity.
Survey respondents and focus group participants liked this product (4.13 ratings on a scale of 5) because of its convenience and use to make large quantities.
- Baking item
- Easy-to-make pancakes
- Breakfast
- Quick, Instant
- Pre-packaged chocolate chip pancakes
- First partnership of its kind

Salience
Favorability
Uniqueness
Focus group respondents were aware of the transfer of the following associations to the new product:
Semi-sweet chocolate, family-oriented, traditional, cooking/baking usage, convenience, easy-to-use
Survey respondents ranked product a 4.35 (on a scale of 1 to 5) as a product they would trust from the Hershey’s brand. In addition, the product capitalizes on the perceived expertise, quality, reliability and nostalgia of Hershey’s.
First chocolate chip/pancake mix combination on the market; New usage situation for Hershey’s chocolate - breakfast
Compellin g
Relevant
Consistent
Strong
Entrance in breakfast category allows new usage situations; Reinforces the use of Hershey’s chocolate as an ingredient; Survey respondents gave the product a 4.29 “tasty” rating (on a scale of 1 to 5) because of their previous experiences or associations with Hershey’s chocolate; Reinforces nostalgic quality of Hershey’s chocolate as focus group participants recounted on childhood memories when they saw the product
Hershey’s chocolate has greater purchase consideration as 72% of survey respondents would definitely or probably buy the product; Strengthens consumer judgment of Hershey’s market leadership due to omnipresence in grocery stores
Survey respondents ranked product a 4 (on a scale of 1 to 5) for how well it “fit” with the Hershey’s brand; Can be purchased in grocery stores like other Hershey’s products; Creates additional usage occasions for Hershey's chocolate; Reinforces core brand association of classic and family products
Moderate : Gives consumers a reason to use Hershey’s chocolate chips when making pancakes, but may not have a strong enough impact to change Hershey’s brand perceptions because the product is in a new category.

VALUEOPPORTUNITY CHART
EMOTION
ERGONOMIC
S
Adventure
Independence
Security
Sensuality
Confidence
Power
Comfort
AESTHETICS
IDENTITY
Safety
Ease of Use
Visual
Auditory
Tactile
Olfactory
Taste
Point in time
Sense of place
Personality
Low Medium High Low Medium High
IMPACT
CORE TECHNOLOGY Reliable
Enabling
QUALITY Craftsmanship
Durability
OVERALL
Social
Environmental
Profit
Brand
Extension
Focus group participants said:
“It is instant and quick. Easy to make in bulk.”
“I love chocolate chip pancakes.”
“Never been done, smart!”

Pros
- 61% of respondents said a partnership between Hershey’s and Bisquick is a
“great idea”
- All respondents preferred Bisquick to other instant pancake mix brands
- Respondents felt the product was instant, quick and made it easy to produce large quantities
Cons
- Respondents said product was slightly unoriginal; feel similar products already exist
- Consumers can purchase their own chocolate chips, and may not be motivated to purchase the product unless the price was low or a better value than purchasing the two ingredients separately
- Respondents were disillusioned by high caloric value
- Market product as something that is unique because it simplifies the shopping process for chocolate chip pancakes
- Remain silent about health risk, high caloric value. The product is not intended to be healthy and should be advertised as a special, nostalgic treat – much like Hershey’s chocolate products

Description:
High quality chocolate powder for quick and easy hot cocoa or chocolate milk. Just add water or milk and you’re good-to-go!
1.5 oz of Hershey’s unsweetened chocolate cocoa and sugar mix, in a slender tube
- Each box of Cocoa-To-Go will contain 10 servings
-Portability will allow consumers to bring the product with them to school, work, restaurants
- Will be sold in grocery stores in the coffee/tea aisle and in an end display near the milk
Suggested Price:
$ 3.00
Branding Strategy: Modification of Existing Brand
Extension Strategies: Same product in a different form; Product that contains the brand’s distinctive ingredient; Product that capitalizes on the firms perceived expertise
Extension Classification :
Line Extension

SOCIAL
- Trend of on-the-go products
- Decrease in amount of leisure time to enjoy hot or cold drinks at home
- Capitalizes on success of other packaged powder drinks (ie: Crystal
Light, Nescafé, Tasters Choice
Instant Coffee)
- Trend of 2-in-1 products
ECONOMIC
- Increase in discretionary income to purchase higher-end drink mixes
(ie: Starbucks VIA)
- Low material costs, as the product’s main ingredient is already offered by the parent brand
TECHNOLOGY
- Increase in manufacturing abilities to produce slender, sleek food packaging

Reality
Relevant
Resonate
Reaction
The majority of focus group respondents said they could see this being something
Hershey’s would market. According to one participant, “People already use Hershey’s baking powder to make hot chocolate, why not make it more convenient?” Most participants understood why Hershey’s would want to pursue a 2-in-1 product, but that did not necessarily make them want to purchase the product.
Respondents said they enjoy hot cocoa, but do not see a need for the slender packaging.
“I don’t think the exiting Swiss Miss packaging is bulky or tastes any worse than
Hershey’s,” one person said.
Because there are already many brands using similar packaging, the upgrade for
Hershey’s would not resonate with consumers, as they would merely consider this endeavor as a “copy” of what other brands are doing. Thus, it would not help the
Hershey’s brand as a whole.
Consumers generally responded that they liked the portability of the product, but were not motivated enough to purchase the product. Only 20% of consumers said they would definitely purchase Cocoa-To-Go.
- Cocoa Mix
- Hot Drinks
- Chocolate Milk Mix
- Can be combined with milk or water
- Can be used on-the-go
- Stick-shaped package
- Pre-portioned

Salience
Favorability
Uniqueness
Focus group respondents were aware of the transfer of the following associations to the new product:
Childhood, easy-to-use, convenient and traditional.
Respondents were aware that Hershey’s products can currently be used to make hot chocolate or chocolate milk.
Survey respondents ranked product a 4.16 (on a scale of 1 to 5) as a product they would trust from the
Hershey’s brand. In addition, Cocoa-To-Go capitalizes on the perceived expertise, multiple uses and good taste of Hershey’s products.
Innovative, sleek packaging; Intended for single use with pre-portioned; Appeals to moms, college students, children and others.; Can be used for hot chocolate and chocolate milk
Compellin g
Portability allows for new usage situations; Allows Hershey’s to be innovative with the packaging of its products; Reinforces crossgenerational appeal of Hershey’s; Supports Hershey’s brand association as tasty, as survey respondents rated product a
4.16 (on a scale of 1 to 5) as something that seemed like it would taste good.
Relevant
Consistent
Strong
Survey respondents said the product would not change their feelings toward the Hershey’s brand, giving it a neutral rating of
3.04 (on a scale of 1 to 5). The product has low purchase consideration as only 20% of survey respondents would definitely purchase it. However, the product strengthens the reliability of Hershey’s, as it was given an average rating of 4.20 (on a scale of 1 to 5) by survey respondents.
Survey respondents ranked product a 3.88 (on a scale of 1 to 5) for how well it “fit” with the Hershey’s brand. The use of cocoa powder to make hot chocolate and chocolate milk is already a function of Hershey’s, but the product capitalizes on the option to make either drink from one tube.
Moderate :
The product would strengthen the consideration of Hershey’s for hot chocolate and chocolate milk, but would not necessarily change the way consumers feel about the Hershey’s brand.

VALUEOPPORTUNITY CHART
EMOTION
ERGONOMIC
S
Adventure
Independence
Security
Sensuality
Confidence
Power
Comfort
AESTHETICS
IDENTITY
Safety
Ease of Use
Visual
Auditory
Tactile
Olfactory
Taste
Point in time
Sense of place
Personality
Low Medium High
IMPACT
CORE TECHNOLOGY Reliable
Enabling
QUALITY Craftsmanship
Durability
OVERALL
Social
Environmental
Profit
Brand
Extension
Low Medium High
Focus group participants said:
“Portable, fast, and easy”
“Inventive”
“I love hot cocoa and things that are portable”

Pros
Respondents said the product is convenient, has likeable ingredients and would be effortless to carry
- This product ranked higher than the other new Hershey’s products for being the easiest to use
- It has different packaging and a unique look in comparison to other hot chocolate and chocolate milk products
Cons
- Many competitors
- Some respondents felt that existing hot chocolate packets are easy enough to transport so there is no need for new packaging
- Concern that the price would be too high
- Finding hot water or milk on-the-go is not always a simple task
- The product may be too similar to regular hot chocolate; there is not a big enough differentiation
Develop another point of difference between Hershey’s Cocoa-To-Go and competitors
- Drop the dual use (hot chocolate, chocolate milk) and focus solely on a hot cocoa product or a chocolate milk product
- Stress the low price point that is similar to competitors when marketing the product

Description:
Betty Crocker’s newest addition to the Supreme
Bars line. An easy-to-make dessert creation with
Hershey’s rich milk chocolate, graham crackers and marshmallows.
- Packaged in Betty Crocker Supreme Bars box
- Box comes with:
- 1 package of graham cracker dough mix
- 5 Hershey's Milk Chocolate bars
- 1 package of miniature marshmallows
- 1 packet of squeezable chocolate for decorative finish
- Additional ingredients needed:
- Water, 1 egg, vegetable oil
- Sold in baking aisle next to cookie, cake and bar mixes
Suggested Price:
$ 3.00
Branding Strategy: Ingredient Sub-Brand
Extension Strategies: Product that contains the brand’s distinctive ingredient; Product that capitalizes on the firm’s perceived expertise
Extension Classification: Line Extension

SOCIAL
- Trend of baking desserts from boxed mixes (ie: Betty Crocker,
Duncan Hines, etc.) due to less free time to make baked goods from scratch
- Increased desire for more occasions to eat S’mores
TECHNOLOGY
- High-quality manufacturing abilities of Betty Crocker
ECONOMIC
- Value-priced grocery products appeal to the masses
- Low material costs by using ingredients already produced by
Betty Crocker and Hershey’s

Reality
Relevant
Resonate
Reaction
None of the eight focus group participants said they would be surprised if Hershey’s and Betty Crocker actually created this product. “Hershey’s is often associated with S’mores and Betty Crocker is always coming out with new mixes,” one respondent said.
Respondents indicated that they enjoy eating S’mores and would like more opportunities to do so. Those who cooked said they would definitely want to bake a dessert that resembled S’mores.
This product evoked feelings of nostalgia among focus group participants. Many said they already thought of Hershey’s when they heard the word “S’more,” therefore this product would help strengthen one of Hershey’s key usage associations.
Consumers love the idea of creating this dessert in the comfort of their own kitchen, versus the usual campfire setting which isn’t a feasible year-round location.
This product had the highest likeability rating on the survey.
- Baking product
S’mores flavor
- Dessert
- Entertaining usage
- Easy to make
- Creates nostalgia through sense of place

Salience
Favorability
Focus group respondents were aware of the transfer of the following associations to the new product: S’mores, family activity, tradition, tasty, affordable, classic, heritage. A majority of participants said they only use
Hershey’s chocolate when making S’mores.
Survey respondents ranked product a 4.36 (on a scale of 1 to 5) as a product they would trust from the
Hershey’s brand. In addition, the product capitalizes on the perceived expertise of both Hershey’s and Betty
Crocker, the popularity of Hershey’s chocolate for making S’mores and its ability to be used by chocolate lovers in any market segment.
Uniqueness
Use of S’mores for entertaining purposes; Transfer location of S’mores-making from the campfire to the kitchen
Compellin g
Relevant
Consistent
Strong
As a baking product, Betty Crocker Supreme Bars
– S’mores allows for new usage occasions and locations of Hershey’s products.
The product strengthens the existing relationship between Hershey’s and Betty Crocker and reinforces nostalgic associations of both brands. Supports Hershey’s brand associations of tastiness, as survey respondents rated the product a 4.4 (on a scale of 1 to
5) as something that seemed like it would taste good.
80% of survey respondents already purchase ingredient branded Betty Crocker/Hershey’s products, meaning there is a high chance that they would venture to purchase this product as well. Additionally, survey respondents rated the product a 4.16 (on a scale of 1 to 5) as something that would make them happy.
Survey respondents ranked product a 4.24 (on a scale of 1 to 5) for how well it “fit” with the Hershey’s brand. Betty Crocker
Supreme Bars
– S’mores capitalizes on a strong and unique association of Hershey’s, and makes S’mores a more useful and common cooking practice in an additional location.
Strong :
The product extends from two of Hershey’s points of strength – S’mores association and taste – and has the potential to strengthen the relationship between Betty Crocker and Hershey’s, which is already received well among consumers

VALUEOPPORTUNITY CHART
EMOTION
ERGONOMIC
S
Adventure
Independence
Security
Sensuality
Confidence
Power
Comfort
AESTHETICS
IDENTITY
Safety
Ease of Use
Visual
Auditory
Tactile
Olfactory
Taste
Point in time
Sense of place
Personality
Low Medium High Low Medium High
IMPACT
CORE TECHNOLOGY Reliable
Enabling
QUALITY Craftsmanship
Durability
OVERALL
Social
Environmental
Profit
Brand
Extension
Focus group participants said:
“I like bars, they’re easy to make.”
“I love these.”
“It’s easy and it makes me nostalgic.”

Pros
-
The product creates nostalgia because it is something respondents associated with memories of their childhood
- Makes it easy to recreate the traditional
S’mores treat through the new usage location
- This product was rated higher than the other new Hershey’s products in tastiness
- Focus group participants received this product more favorably than the other two
Cons
- This product appeared difficult to make to some respondents
- Some focus group participants would rather make regular, authentic S’mores
- Market the product as something that would be extremely easy to bake, to reduce fears of those who are not experienced with baking

Bisquick with Chocolate Chips
Purchase Intent:
Definitely Buy: 28%
Probably Buy: 44%
−−−−−−−−−−−−−−−−−−−
Adjusted Intent : 37%
Brand Awareness: 50%
Availability: 40%
Trial: 37%
Repeat: 7.4%
Market Share Percentage:
.54%
Projected Annual Category
Sales: 8,860,800 units
Revenue Per Unit : $2.25 per box
Annual Sales Forecast:
$107,658.72
Cocoa-To-Go
Purchase Intent:
Definitely Buy: 20%
Probably Buy: 20%
−−−−−−−−−−−−−−−−−−−
Adjusted Intent: 23%
Brand Awareness: 50%
Availability: 40%
Trial: 23%
Repeat: 6.4%
Market Share Percentage:
.29%
Projected Annual Category
Sales: 12,439,200 units
Revenue Per Unit: $1.35 per box
Betty Crocker S’mores
Purchase Intent:
Definitely Buy: 44%
Probably Buy: 20%
−−−−−−−−−−−−−−−−−−−
Adjusted Intent: 42%
Brand Awareness: 50%
Availability: 40%
Trial: 42%
Repeat: 15%
Market Share Percentage :
1.26%
Projected Annual Category
Sales: 37.317.600 units
Revenue Per Unit : $1.35 per box
Annual Sales Forecast:
$48,699.47
Annual Sales Forecast:
$634,772.38
Note: See Appendix for calculations

Recommendation: Drop
- Survey respondents liked the partnership between Bisquick and Hershey’s, but still intended on purchasing chocolate chips separately
- Focus group participants did not feel this idea was unique
Would be difficult to establish Hershey’s in the breakfast-food category
- Not a very profitable endeavor
Recommendation: Drop
- Respondents reacted neutrally to this product
Opportunity does not resonate with the consumers’ needs and desires
- There is not enough of a difference between this product and competing products
- Low likelihood-to-purchase percentages
- Projected sales forecast is very low
Recommendation: Move Forward
- Ranked highest in survey in likeability, uniqueness, reliability, quality and other categories
- Combines a wellknown Hershey’s association (S’mores) with an easy-to-make dessert item
- Highest value ratings of the three products
- Highest likelihood-to-purchase percentage
- The most profitable of the products presented

- Appropriate for entertaining at any given time of year
- Can be easily targeted toward children or adults
- Evokes strong sense of taste, smell, sight; almost all focus group members said the packaging alone made them hungry
- High quality associations with Betty
Crocker and
Hershey’s
- Leverages secondary equity from
Betty Crocker by using the same logo and packaging as the existing Betty
Crocker baking mixes
- Easily accessible to many people through placement strategies
- Ranked extremely high by survey respondents in reliability and trustworthiness
- Emotional relevance is established through nostalgia and sense of place associated with
Hershey’s

- Product should follow the value pricing model
- Pricing should reflect existing pricing on Betty
Crocker products, thus we suggest a retail price of $3.00
- Distribute through indirect channels, at retailers like grocery stores
- Mass placement recommended to be consistent with brand’s previous efforts
Push Strategies:
Cooperative Advertising : Pay for placement in grocery store circulars
Quantity Discounts : Offer deals to retailers for ordering a certain number for their stores
Pull Strategies:
- Advertising
- Promotions
- Coupons

Advertising
Print Advertisements: Place in family, parent and cooking magazines, as well as local newspaper inserts
Television Commercials: Create a TV spot emphasizing the sense of nostalgia associated with product, and the same delicious treat without the need for a campfire
Sales Promotion
- Offer coupons
“2 for the price of 1” deals to grocery store shoppers
Point of Purchase
- Create a point-of-purchase display in the baking aisle to draw attention to the new product; Would work well because Betty Crocker already has one of the largest presences in the baking aisle