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Hershey’s Company Perceptual MapStudent’s NameInstitutionHershey’s Company Perceptual MapIn the recent past, firms in confectionary industry have committed themselves to producing healthy candy in order to satisfy clean snacking buyers. Hershey is, for instance, committed to transparency, responsible raw material sourcing, and simple ingredients. Nestle is committed to eliminating artificial flavors and Food and Drugs Administration certified colors from candy products. Mars, just as Hershey and Nestle, has developed a five year plan to identify natural flavors that do not only meet, but also satisfy taste criteria as it strives at eliminating artificial colors from its extensive product portfolio. With this in mind it is important to prepare a perceptual map for Hershey’s products in order to determine the company’s market share (Yu, 2017). Hershey Company has 13 popular brands including: almond joy and mounds, York peppermint patties, payday, kitkat, Mr. goodbar, and krackel. Others include: the whatchamacallit, take 5, heath, skor, dagoba chocolate, 5th avenue, and zero bar (HCW, 2015). From a personal perspective, I prefer skor and goodbar because they are high quality products irrespective of their prices. Skor, for instance, is a unique product that is distinct from Hershey’s other candy line. In fact, Hershey’s Chocolate World (2015) indicates that the high quality as well as unique take of skor makes it’s a decidedly Hershey’s candy bar. Mr. Goodbar is one of the company’s pioneer products. – Hershey’s Chocolate World attributes its longevity to its pleasant simplicity which comprises of thick milk chocolate mixed with pieces of raw peanuts (2015). The product has a crunchy and creamy taste, which is the definition of a high quality candy bar. The product information may help the firm in determining how consumers perceive nutritional content of its products and in making necessary product readjustment in situations where Nestle and/or Mars have outshone the company with respect to nutritional value of its brands. Figure 1: Perceptual Map for Hershey Company’s Candy Bars                                                             High Price                                                                       Good bar      Skor       York Peppermint Patties                                       Almond Joy                      Take 5      PayDay                   Krackel Heath                                  5th Avenue                   Kit Kat Dagoba                      Whatchamacallit                       Zero Bar                        Low                                           Quality                                    High                                                                                                                                                                                                                                                                                                                                                               Low PriceThe product information may also help in creating a perceptual map for the product (see figure 1). Hawkins and Mothersbaugh (2010)define a perceptual map as a diagrammatic technique used to display customer’s perception about an organization or products. Also known as positioning map, the perceptual map may play a key role in developing a marketing positioning strategy for Hershey and its products. The positioning product shows where the product is positioned in the market in order for the company to determine where it would prefer to position its products. The company has two options. It can either position Hershey Kiss so that it fills a market gap or it can compete against its competitors by positioning its products where its competitors have positioned their products.Since Hershey Company can use the perceptual map to position its products in the market, it should strive to position York peppermint patties, take 5, payday, 5th avenue, and whatchamacallit at medium price, medium quality position in order to increase its market share.       There are gaps in low price, low quality market and low price, high quality markets. However, no one would want to buy a low quality product, hence the company should not produce a low quality and low price product. Similarly, the high quality and low price quadrant is empty due to the fact that the company would find it difficult to produce high quality goods for cheap price. In essence, it would not make profits by selling high quality chocolate at low prices.  ReferencesHawkins, D. I., & Mothersbaugh, D. L. (2010).Consumer behavior: Building marketing strategy (11th ed.). Boston, MA: McGraw-Hill Irwin,.Hershey’s Chocolate World. (2015). 13 candy bars you didn’t know are made by Hershey’s.   Retrieved from https://hersheyschocolateworldlasvegas.com/2015/01/13-candy-bars-  didnt-know-made-hersheys/Yu, D. (2017, September 24). Nestle, Hershey, Mars’ shift to clean snacking fuels US candy   market rebound: Packaged facts. Confectionary News.Com. Retrieved from https://www.confectionerynews.com/Article/2017/09/25/Nestle-Hershey-s-shift-to-clean-  snacking-fuels-candy-market-rebound