hershey's take 5 presentation
DESCRIPTION
Winning presentation for the American Marketing Association's Collegiate Case Competition. The competition asked student marketers to create an integrated marketing strategy for the relaunch of Hershey's Take 5 candy bar.TRANSCRIPT
![Page 1: Hershey's Take 5 Presentation](https://reader034.vdocuments.net/reader034/viewer/2022042623/546eb595b4af9faf268b4778/html5/thumbnails/1.jpg)
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Situation Analysis
1
Agenda
Market Research
2
Target Market
3
Strategic Positioning
4
Marketing Plan
5
Budget & Forecast
6
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Situation Analysis
1
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Situation Analysis
1 Environmental Analysis
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Situation Analysis
1 Environmental Analysis
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Situation Analysis
1 Environmental Analysis
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Situation Analysis
1 Environmental Analysis
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Situation Analysis
1 Competitive Analysis
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Situation Analysis
1 SWOT Matrix
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Market Research
2 Primary Research
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Market Research: Qualitative
2 In-depth Interviews
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Market Research: Qualitative
2 Focus Groups
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Market Research: Qualitative
2 Qualitative Findings
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Market Research: Qualitative
2 Qualitative Findings
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Market Research: Qualitative
2 Taste Tests
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Online SurveyMarket Research: Quantitative
2
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Online SurveyMarket Research: Quantitative
2
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Key Strategic FindingsMarket Research2
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Target Market3 Market Segments
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Target Market3 Market Segments
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Target Market3
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Target Market3
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Target Market3
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Target Market3 Objectives
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Positioning StatementStrategic Positioning
4
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New CampaignMarketing Plan
5
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New DesignMarketing Plan
5
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Channel Strategy OverviewMarketing Plan
5
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Target Market KeyMarketing Plan
5
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Field Marketing IMC Plan5 Marketing Plan
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Points of Interruption5 Marketing Plan
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Points of Interruption5 Marketing Plan
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Sampling5 Marketing Plan
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Store and Sales Incentives5 Marketing Plan
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Media Planning 5 Marketing Plan
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Media Planning5 Marketing Plan
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Media Planning5 Marketing Plan
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Pandora Mock-UpMarketing Plan
5
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Seasonal5 Marketing Plan
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Seasonal5 Marketing Plan
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Give 5. Take 5.5 Marketing Plan
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Sweepstakes5 Marketing Plan
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Contest5 Marketing Plan
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Social Media5 Marketing Plan
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Social Media & Website5 Marketing Plan
Don’t Settle for 1.
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2014-2015 Timeline5 Marketing Plan
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Future Recommendations5 Marketing Plan
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BudgetBudget & Forecast
6
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Metrics: Key Performance Indicators6 Budget & Forecast
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Forecasting6 Budget & Forecast
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Conclusion6 Budget & Forecast
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FORECAST BREAKDOWN
Ad Expenditure• Based on ad
expenditure of Rolo• When it became
activated brand• Sales increase of 48%
over 3 years
Primary Research• Based on research
segments and Take 5 consumption habits.
• Chain Ration Method:– Target Market Segment– % that have tired Take 5– Conversion rate of likely to
repurchase (50%)– Purchased multiple times
within target segment– Average amount consumed
• Added between all segments with an incremental increase based on Target Market Objective