Mktg 205 Unit 4 Ip Principles of Marketing

Carrie Cunnien Ameri bath Intercontinental University unit 4 idiosyncratic Project MKTG 205 Principles of grocery placeing defraud This is a single paragraph, no indentation is required. The next page go forth be an abstract a brief, comprehensive summary of the studys of the article it allows the readers to check out the contents of an article quickly (Publication Manual, 2010). The length of this abstract should be 35-50 voice communication (2-3 sentences). NOTE the abstract must be on page 2 and the corpse of the paper entrust begin on page 3. Introduction Remember to al slipway indent the first caudex of a paragraph ( apply the tab key).The mental home should be short (2-3 sentences). The margins, font size, spacing, and font sluicet (italics or plain) argon set in APA format. While you may change the names of the headings and subheadings, do non change the font or style of font. Definition of selling This content comes from the unit of measurement 1 Discussi on Board. Be legitimate to include the required citations and fit the sources to the reference advert. If your instructor suggested updates in the week 1 grading, those should be made with this submission. What is the definition of marting?My definition is basically, what customers motivation, when they want it, where they want it, and at a legal injury they argon can afford to pay. Well I soon found out that every unity has their own paying back on the definition of merchandiseing. These three I felt up were the lift out because they made the definitions easy enough for me to gr asp what exactly marketing means. The first source I used was from our text book Marketing star-tenth edition by Kerin, Hartley & Rudelius, (2011), their definition of marketing is it focuses on assessing and satisfying the take ins of consumers. The second source was from Marketing. 2005), In International cyclopaedia of Hospitality Management, they claim marketing is the dissemination of ideas, greats, and services. The last source I used was marketing. (2003), In The Macmillan Encyclopedia, their definition is a market of goods and services which is part of the marketing mix. This consists of quadruple parameters packaging, result, pricing and place. They as well as feel that a gild requisites to keep up on the times and change their crops to the consumers ask. This is the ultimate goal of all marketers and their companies. Introduction of all overlap/ServiceThis content comes from the Unit 1 Discussion Board. Be sure to include the required citations and add the sources to the reference list. If your instructor suggested updates in the week 1 grading, those should be made with this submission. The corporation that I chose to do my research on is hot chocolate Bar Food and Agriculture Candy Manufacturing Herseys Candy Compevery. I chose this company for rough reasons because they atomic number 18 able to support a intersection that can satisfy just about every person out in that respect in the world. They have glaze over for every type of person imaginable.They have a anatomy of products for the chocoholics, wellness fanatics, and baking fanatics. These be all people that they promote their products to. found on your definition, analyze whether the company should be considered good marketers or not. I would say that this company is definitely earned its reputation as a good marketer. They always find new ways to keep their loyal customers to keep orgasm back for more and more. Also the company has been around since 1894 and has been growing chill out ever since. I think this speaks volumes of how well they promote their products.They listen to customer needs and wants and develop new ideas constantly. Which I believe are all elements of a great marketer. They as well have their products world-wide which consists of 90 different countries. With Milton Hersey the fo below of the Hersey caller-out is experiencen for his humanitarian services like the school for orphans, creating a community and accommodate for all its 12,000 plus employees and executives match to, Milton S. Hershey The Man and His Legacy/ The Hershey go with. Situation compendium Marketing Environment Forces Impacting Product/Service This content comes from the Unit 1 unmarried Project.Be sure to include the required citations and add the sources to the reference list. If your instructor suggested updates in the week 1 grading, those should be made with this submission. Market Force 1 interpretation and Analysis of impact on product/service The technological environment changes rapidly, and provides a square tool for, marketers, consumers, and manufacturers. This age of information makes it possible for almost anyone to receive, or send information quickly according to Kerin, Hartley & Rudelius, (2011).This information is not limited to text, and it may include pictures, graphics, obtain options, and the ability to provi de custom strikeions for a soldiers of products. For the savvy marketers at the Hershey partnership this opens the door to a wide variety of consumers. Market Force 2 Description and Analysis of impact on product/service The economic environment plays a large role in marketing according to Kerin, Hartley & Rudelius, (2011). The economic environment force is the income, expenditures and resources that affect the cost of rail a business and household, according to Kerin, Hartley & Rudelius, (2011).The impact this has on the Hersey corporation is keeping monetary values affordable and production costs down. Market Force 3 Description and Analysis of impact on product/service In addition the social environment is the demographic characteristics of the population and its values, according to Kerin, Hartley & Rudelius. (2011). Also changes in this force can have a dramatic impact on marketing strategies, for example the obesity epidemic in America has caused consumers to convert to level-headed eating habits. This variety has resulted in a reduction of confections consumed by slightly families.With the consumers eye on how corporations operate Hersheys marketers must be ever vigilant to ensure the companys reputation remains positive. If a corporation is seen as having less than acceptable business practices consumers may decide to spend their money elsewhere Kerin, Hartley & Rudelius. (2011). Strategies to outperform the Threats Some of the technologies strategies that the Hersheys Company needs to overcome are a rapid exchange of information which allows consumers the opportunity to quickly spread news of any unsatisfactory experience or transaction they may have endured with the Hershey Company.Further once a negative incident is noted it has the ability to snowball as it is passed in front from one consumer to another. The economic strategies The Hersheys Company needs to overcome are given the state of the current economy consumers are less likely to barter for luxury goods. While chocolate proscribe are an inexpensive item consumers give consideration to their choices. With the wide variety of chocolate bars available mercenary exposure to consumers must be consistent and of high calibre (Mitchell, 2008).The social strategies that the Hersheys Company needs to overcome is having a responsibility to educate consumers on how candy store can be a part of a balanced diet and a healthy lifestyle. Strategies to Capitalize on the Opportunities The technology strategy that Hersheys Company capitalized on was commercials and television ads that are high in quality and that have catchy tunes and providing technical support and expertise to organizations such as the macrocosm Cocoa Foundation and the United States Food and Drug Administration, according to the Hersheys Company website, (2009).On the social side the Hershey Companies strategies to capitalize on certain opportunities where, given the concerns of families of the health reflexion of the Hersheys candy they capitalized on this by responding to these concerns with sugar-free versions of some of our most popular products as well as bit-size and individually wrapped miniature items (most infra 100 calories per piece) to enable portion control that meets the dietary needs of consumers, according to the Hersheys Company website, (2009). In addition, we are involved in several efforts to promote healthy eating habits, weight control and exercise.They not only see to it that the community gets educated but also gives back to the community where they live and run short by doing this they gain their support which enables them to succeed. On the social force, Hershey has responded to these concerns with sugar-free versions of some of our most popular products as well as snack-size and individually wrapped miniature items (most under 100 calories per piece) to enable portion control that meets the dietary needs of consumers according to the Hersheys Company website, (2009).In addition, we are involved in several efforts to promote healthy eating habits, weight control and exercise. Marketing dodge Target Market(s) & Positioning This content comes from the Unit 2 Discussion Board and Individual Project. Be sure to include the required citations and add the sources to the reference list. If your instructor suggested updates in the week 2 grading, those should be made with this submission. There are five stages a leverager passes through when they make choices about which products and services to buy. They are the first stage which is problem recognition, which means perceiving a need.The second stage called the information search is when you taste out the value of a purchase. The third stage is called the alternative evaluation and this is when a consumer assesses the value of a product. The fourth stage is when a consumer decides to make the final examination purchase decision and what the get value would be. The last stage called the postpurchase behavior is when a consumer decides what the value in the consumption or use of a product would be if they indulged in the product and made the purchase, according to Kerin, Hartley & Rudelius. 2011). These are all stage in which a consumer finds themselves in when they decide to make that purchase. It is these actions that they give take in purchasing and using products and services. Out of the four factors influencing buyer behavior cultural, social, ad hominem and psychological I decided that for the Hersheys candy it would be personal and social. The reason I say this is because chocolate is a personal preference. It is what a person sees in the product that gets their attention and makes them want to buy that item.The social aspect of the Hersheys candy bar is also this behavior because income level and consumption habits are major parts to the social class. Not to mention the harm is two-a-penny enough for them to indulge in a chocolate candy bar. In today s market there is a need for healthier products in which Hersheys has come through on. They have quit a few healthy products that better their chances of the consumer buying not only for themselves but also the family as well. For Hersheys they use all different ads to appeal to all types of generations. For instance at Christmas they leave run ads that target parents and children.The parents because they are the ones that lead purchase the items and the children are the ones that will say what they like the outdo and that will be based on what ad they feel caught their mind and make them want to have that preferably of a different item. Also Halloween, Easter, Valentines and the summer time, (such as parades) are all hot times for marketers to really step up to the plate and out let the competitors for the consumers to want to buy their products because the volume in candy gross sales at this time are extremely high. According to Almond, S. (2009) he eels that with the econo my in a slump this is when consumers will buy more chocolate than any other time because apparently there is nothing more soothing to a financially insecure than a candy bar because it is cheap and a quick fix when a person is hungry. Statics have found that in recent eras of belief the economic turmoil the consumers crave is the luxury of cheap sweets. Marketers and company officials understand that it is not always possible to charm everyone all the time in the homogeneous way. Further different convocations or market segments require different relationships.This is to say that while some shoppers will be delighted with coupons or contest type promotions others would prefer free shipping or discounts for bulk purchases. In an effort to please both groups different approaches are used to present products, in ways and places that appeal to each group. With this in mind marketers zero in on customers in particular groups with the intention of presenting products and service in a w ay that best suits the particular group. This practice is known as market segmentation according to Kerin, Hartley & Rudelius, (2011).Additionally few companies have the capacity or desire to provide truly particular(a) products and service to everyone on every occasion. The process of segmentation enables marketers and companies to pinpoint consumers needs or desires. Segmentation does not necessarily eliminate some consumers kind of it enables the marketer to reach them in a different way according to Kerin, Hartley & Rudelius, (2011). Segmentation bases that may be doughable for Hersheys chocolate bars are geographic, demographic, and psychographic. Geographic factors will be most relevant in the international markets and the business markets.In general Geographics are not relevant to the sales of Hersheys chocolate bars. Except of course in the cities where the Hershey Company operates manufacturing plants. Demographics will have relevance based on who is doing the shopping, and how tight the budget is. Psychographics may indicate the most profitable choice for market segmentation in the case of Hersheys chocolate bars, according to the Hersheys Companys website. Also some lifestyles and personalities have an aversion to consuming chocolate the marketers efforts are better used elsewhere.Additionally because some lifestyles and personalitys include pleasure in the simple things segmentation by psychographics can separate these two groups according to Kerin, Hartley & Rudelius, (2011). Consumer buying behavior begins with how a product is marketed. Marketing includes the product itself, the price of the product, the products availability, and how and where the product is offered according to Kerin, Hartley & Rudelius, (2011). If a consumer feels that a product is too expensive or difficult to find many a(prenominal) consumers will turn elsewhere for comparative products.Additionally if a consumer is not excited by the appearance of the product, or plea sed with the way it is presented these consumers are likely to look for alternatives. Other factors that affect buying behavior are the social and cultural environment that consumers live and pass in, along with the consumers personal and psychological feelings. from each one potential costumer is an individual, however buyers are members of groups and these groups affect buying decisions, sometimes subtly sometimes not. Further each individual is likely a member of several groups.Groups include family, friends, neighborhoods, religious affiliations, and others including nationalities according to Kerin, Hartley & Rudelius, (2011). Furthermore how the market appeals to these groups is paramount in some buying decisions. If a group places importance on a specific product the group members are apt to purchase that product or something similar at some point. The final purchase comes about due to a number of reasons. First the repeated exposure to it enforces a need for it, and then i t becomes profit that the product is superior because everyone likes it and keeps using it.Finally the consumer decides they are able to afford it based on the fact that other members in the group were able to buy it. Furthermore there are consumers who will buy the Hershey bar regardless of the price just because they are loyal consumers of Hershey products. Then there are consumers who will buy the chocolate bar that costs less or the chocolate bar that first catches their attention. The wise marketer understands that no one factor effects buying decisions all the time, but several factors work together within the consumer to create final buying decisions. agate line to business marketing. Geographically verbalise the Hershey Company will target their marketing strategy to business owners who operate or supply concessions or vending machines, along with grocery stores, and various retailers who transmit snack intellectual nourishments. Local Business owners. These business own ers will likely purchase the products in large quantities and with some regularity. Foreign Markets. In foreign markets this approach eliminates the need to reach individual consumers and allows the local retailers to market the Hershey bar in ways they know will reach their customers.Demographics. When thinking in terms of demographics the target market for Hersheys Chocolate bars might be parents who are of average income, and have one or more children. Age. 25 45. This target market will be profitable if the marketer remembers to market to the parent while embracing the family as a unit. Gender. Males and females are likely to be the main shoppers in many households these shoppers are the target market in this segment. Income. $25,000+ per year.Hersheys chocolate bars are a convenience item and something of a luxury, persons with incomes lower than $25,000 per year are not likely to be regular consumers of luxury food products. Psychographics. Psychographic market segmentation w ill provide a target market of fun loving, able people who embody a sense of enjoying every moment of life. Subscribe to Family Circle Magazine and the Disney Channel This market segment has the potential to produce a growing population of loyal Hersheys customers. Frequent amusement parks, county fairs, and childrens sports activities.This group will purchase Hersheys chocolate for the pure joy of it, and will most likely introduce Hersheys chocolate to their friends and family. According to the go up New Strategy, (2006), reports on the corporate strategy being employed by Nestle Corp. The company is planning to reorganize so that its wide product shed can adapt to dynamic emerging markets. The company is aware on the need to calibrate their business strategy despite 20. 7% rise in net profits in 2005. Nestle is repositioning its products towards nutrition, health and wellness.The company also plans to build a new facility in Brazil to manufacture goods for low-income populatio ns. The mar Corporation positioning in the market consists of being the first confectionery company in the US to voluntarily implement Guideline Daily Amount (GDA) nutrition labeling on all of its chocolate, non-chocolate confectionery and other food products. whole packages will be redesigned to feature new graphics on the front and back of packages, which contain consumer-friendly, clear and easy to understand nutrition information that will help consumers make informed choices at the point of purchase.This announcement is part of a global initiative Mars is undertaking around the world. Our redesigned labels are the up-to-the-minute examples of Mars commitment to health and nutrition. By providing clear, concise and understandable information to consumers about whats inside all of our products, we will help them to make informed decisions about the foods they eat, according to Bob Gamgort, president of Mars North America, (2008) We make every effort to go beyond what is expecte d of a global food company. The product that the Hershey Company has competitive advantage over Mars and Nestle is the fact that they target the older generation with smaller bit size candies. The reasoning for this is because they are targeted them with the familiarity that smaller is healthier and less calories because the pieces are bit size. Not to mention an adult will consume less because they are more conscious of what they are putting in their mouths than say children and younger adults will. Another advantage that the Hersheys Company has over other competitors is it is now targeting consumers that want a snack that is a 100 Calorie Bar and healthy.Hersheys has come out with exactly those kinds of items such as York Peppermint, Wafer Bars, Reeses Peanut Butter Wafer Bars, Hersheys Pretzel Bars, Hersheys Special Dark Chocolate Bars, Hersheys natty Wafer Bars, Hersheys Whipped Vanilla Bars, which is more than any of the competitors have out in this category, according to th e Hersheys Company website. The Hershey Company will build their value proposition on product and image. The Hershey Company uses a value proposition of more for the same as stated by Kerin, Hartley Rudelius, (2011).To familys who want time together and a taste of the good life Hersheys Chocolate will evoke the sweetest memories and help create new ones. Product/Service Overview and Strategies to Consider This content comes from the Unit 3 Discussion Board. Be sure to include the required citations and add the sources to the reference list. If your instructor suggested updates in the week 3 grading, those should be made with this submission. The Hersheys Chocolate bar is classified as a convenience product. Products classified as convenience products are generally inexpensive and easy to find.In order to market convenience products successfully marketers must ensure that prices remain low or equivalent to competitors prices. Additionally the products must be of consistent quality a nd packaged attractively. This author preferred the older type packaging with the chocolate wrapped in foil and slipped in to a paper sleeve. However it is clear there is a need for secure wrapping with one fully sealed package. This new packaging seems difficult to open without damaging the perfect pulp of the chocolate bar but it cannot be tampered with as easily as it could have been with the previous wrapping.This is evidence that the Hershey Company is paying attention to what consumers need even when convenience must be secondary in order to ensure product safety. When marketing the Hersheys chocolate bar some important factors in addition to packaging are how to promote the Hershey brand, labels that identify Hershey products, where Hershey products will be sold, and how Hersheys products will be displayed in retail locations. For example with convenience foods the items at eye level or within easy reach are more likely to be purchased than the same type of item on a high sh elf or a low shelf.This simple placement can make a large difference in total sales over a period of time. The marketing strategies in use with the Hershey chocolate bar are to offer more for the same. This can be accomplished with a combination of great tasting chocolate at a reasonable price, prominent placement on store shelves, and providing clear indications that our products are Hersheys products. Everyone knows that a Hershey bar is a Hersheys product but how many people know who produces snickers or MMs? Pricing Strategy This content comes from the Unit 4 Discussion Board.Be sure to include the required citations and add the sources to the reference list. If your instructor suggested updates in the week 4 grading, those should be made with the Unit 5 Individual Project submission. When pricing Hersheys chocolate bars marketers must consider several factors. Consumers expectations of the chocolate can in a flash affect the price. For example Hersheys promises a bit of happin ess with each bite. On the other hand Godiva chocolates appear to be a cut preceding(prenominal) the average chocolate bar, and because of this expectation for something special Godiva chocolates sell at higher price. Another factor to consider is the actual cost to produce the chocolate bar. The price should cover the cost of production, overhead, and dispersal and still allow for a viable profit margin. Also important when determining a price is the competition. It is important to know what comparable products such as nestles crunch or MMs are selling for. This knowledge allows Hershey to offer their candy at the highest price the target market will pay, according to Kerin, Hartley Rudelius. (2011).The pricing method I would use for the Hersheys chocolate bar is cost based pricing with a target profit scale. While this method does not take into account consumer demand or value assessments, according to Kerin, Hartley Rudelius. (2011). In the case of chocolate bars it seems the best choice. In general people who want a chocolate bar expect only fresh candy that tastes great, no more and no less. Therefore the products value is in the taste and freshness, and this can be delivered by following a fixed schedule, which works well with a target profit approach.Further Product Mixed Pricing with an emphasis on Product Line Pricing will allow the candy maker to offer a variety of products in an array of sizes, according to Kerin, Hartley Rudelius. (2011). For example the Hershey bar comes in at least three sizes and is available with or without nuts. This variety can meet the needs of those who wish to share and those who do not while allowing for price differences to offset packaging and handling requirements. dispersion Channels This content comes from the Unit 3 Individual Project. Be sure to include the required citations and add the sources to the reference list.If your instructor suggested updates in the week 3 grading, those should be made with this su bmission. Overview of Distribution Channels guide distribution is a model used by organizations to move products from production to buyer without the use of wholesalers and retailers, according to Business vocabulary. com. By eliminating the number of parties involved in the distribution process, significant savings can be realized. An organization using cipher distribution must sell and distribute that product using their warehouses and sales staff.In mastermind distribution is a chain of intermediaries through which a product moves in order to be made available for purchase by a consumer, according to BusinessDictionary. com. An indirect channel of distribution typically involves a product passing through additional steps as it moves from the manufacturing business via distributors to wholesalers and then retail stores according to Business Directory. com. Overview of Channel giving medications A conventional distribution channel is loosely organized and each channel considers itself separate from the others.This type of distribution channel is not strong and it is unlikely to produce the best value for the consumer, according to Kerin, Hartley Rudelius, (2011). A vertical marketing system or VMS is a much stronger distribution system. A VMS includes at least one product manufacturer (or service provider), and a retail or wholesale return. The VMS generally has a leader and the separate channels work together with each channel financial backing the other and forming a unit, according to Kerin, Hartley Rudelius, (2011). A horizontal marketing system occurs when two or more companies of affect strength ban together to create a new concept.This new unit may be experimental or long term and may include competitors or other members of a chain of distribution. By joining together these companies are able to provide goods or services in a better way for both the consumer and the companies, according to Kerin, Hartley Rudelius, (2011). Multichannel marketi ng systems are becoming more common, and seem to be the best way to market many products or services. Multichannel marketing systems include more than one chain of distribution, and provide many different ways for consumers to acquire the product or service, according to Kerin, Hartley Rudelius, (2011).Analyze Target Markets Needs in Distribution Channels The analyses of the target markets needs for the Hershey Company in the distribution channels would be in nontraditional classes of trade, such as drug stores, convenience stores, wholesale clubs and dollar stores, as well as in channels such as vending, food service and concessions. The target market channels would also be found in retailers, such as convenience stores, Wal-Marts, Targets, and grocery stores according to West, David, (2008).The target market in regards to the customers would be the chocolate lovers such as teens, children, females, and males, with the female population the highest. New target marketers would be t he individuals looking for a low calorie snack with the chocolate taste they crave. Determine Channel Members with Explanation The channel members I would use for the Hersheys Company marketing system would be wholesaler and a retailer. Adding three wholesalers is the most common for low-cost, low unit value items that are frequently purchased by consumers, such as candy, confectionary items, and magazines.Hersheys sells its line of chocolate candy to wholesalers in case quantities, who then break down (sort) the cases so that individual retailers can order in boxes or much smaller quantities, according to Kerin, Hartley Rudelius, (2011). The intense distribution would be the most beneficial channel for the Hersheys Company because it is the most used one for products that need to go out to as many outlets as possible. The objective is to place its products within an arms reach of desire. Discuss How Many Channel Members with ExplanationThere are three target market insurance c overage channels that a company can choose to go through for the best target market coverage. The three target markets consist of Intensive Distribution which means a company tries to place its products in as many stores as it possibly can like candy, fast food, newspapers and soft drinks. The second coverage of the target market coverage is called exclusive distribution which is just the opposite of intensive distribution because instead of several outlets this one only goes through one retailer in a geographical area to carry a companys product.This type is usually reserved for specialty products like womens fragrances, men and womens apparel and accessories. The last coverage of the target market coverage is called selective distribution. This coverage is for firms who want to only have a select few retailers to carry its products in a geographical area, according to Kerin, Hartley Rudelius, (2011). An example of this coverage would be computer companies like Dell who sells a li mited range of its products to companies like Wal-Mart, Best Buy and Staples.The best coverage that was chosen for The Hersheys Company would be the first coverage which was the Intensive distribution because Hersheys want their products to be everywhere as to compete with the other candy companies. They want their consumers to have it available at arm reach. Every corner, every store, and every outlet they can sell their product. Another requirement to consider in a channel choice is gaining access to channels and intermediaries that satisfy at least some of the interest that buyers might want fulfilled when they purchase a companys product.There are four broad categories which consist of information, convenience, variety, and pre- or postsale service. Out of these four I would recommend the convenience when satisfying buyer requirements because this has multiple meanings for buyers. Such as the driving time to a store which is open 24 hours a day 7 days a week to fulfill their cra vings not to mention the companys benefit by gaining display space. Channel Organization So after everything that we have learned about with channel organizations the best channel organization that I would recommend would be the vertical marketing system or VMS.The reason I chose this channel organization for the Hersheys Company is because it is a much stronger distribution system. It includes at least one product manufacturer (or service provider), and a retail or wholesale outlet. The VMS generally has a leader and the separate channels which work together with each channel supporting the other and forming a unit, according to Kerin, Hartley Rudelius, (2011). Integrated Marketing Communications Introduce the concept and cite the resources DO NOT use the exact words be sure to indent the first line of the paragraph.Using direct quotes does not show your mastery of the subject. Marketers need to remain aware of all communication that is related to their product. Each piece of publ icity or media exposure should combine with the others to enhance the overall product cognitive content. The integrated marketing communications or IMC sets the tone for how the product is perceive and received by the consumer. It is imperative that the message is consistent and in line with the products promised value (Armstrong Kotler, 2009). procession Mix StrategyIntroduce the concept and cite the resources DO NOT use the exact words be sure to indent the first line of the paragraph. Using direct quotes does not show your mastery of the subject. This author would suggest that the Hershey Company use both a push strategy and a pull strategy with each to be used according to the market segment best serviced by the specific strategy. This is to say that when selling to business and vendors a pull strategy would be most effective. This would allow the sales force to build and plead positive relationships with large scale buyers (Armstrong Kotler, 2009).On the other hand the He rshey Company would benefit with the use of a push strategy when marketing to individual consumers. This technique will allow the Hershey Company to take full advantage of their massive advertising budget, and the consumers will create a demand for the chocolate bar (Armstrong Kotler, 2009). Message Strategy Introduce the concept and cite the resources DO NOT use the exact words be sure to indent the first line of the paragraph. Using direct quotes does not show your mastery of the subject.The Hershey Company is well served with their simple message, Hersheys will stupefy a little bit of happiness into every day. This message is simple yet consistent in all of the Hersheys advertising, and is revealed in many ways which generally include friends or family and always good times. Hersheys takes a soft approach when sending this message and the consumer is made to feel content with the simple pleasure of a little bit of happiness. Promotion utensil 1 Introduce the concept and cite t he resources DO NOT use the exact words be sure to indent the first line of the paragraph.Using direct quotes does not show your mastery of the subject. Promotion Tool 1 Advertising The Hershey chocolate bar will be promoted via advertising. This advertising will consists of TV commercials on the Disney channel, Lifetime and the three major networks. Also magazine ads will be placed in Family Circle and Better Homes and Gardens. These areas for advertisement have been selected based on the psychographic data related to the target market. Hersheys message of putting a little bit of happiness in every day will be related by the big smiles and pleasant atmosphere depicted in the photos and commercials.Further the intent of these advertising tools is to remind consumers (Armstrong Kotler, 2009) that the Hershey bar is still the consumers favorite chocolate bar. Promotion Tool 2 Introduce the concept and cite the resources DO NOT use the exact words be sure to indent the first line of t he paragraph. Using direct quotes does not show your mastery of the subject. Direct marketing via the internet will be used to promote Hershey products. On the Hershey websites consumers can purchase custom chocolate bars in orders large or small.Consumers can also send custom gifts for special occasions which are sure to bring a little bit of happiness to any recipient. The excitement of giving or receiving chocolate that has been selected and packaged for someone special is what will keep customers coming back to the website, and encourage new customers to purchase that something special. Promotion Tool 3 Introduce the concept and cite the resources DO NOT use the exact words be sure to indent the first line of the paragraph. Using direct quotes does not show your mastery of the subject.Due to positive public relations the Hershey Company has enjoyed over 100 years of success (Company Profile, 2003). With todays technology and the ability to exchange information rapidly, positive public relations are a necessity. The Hershey Company will continue to operate in a way that enhances communities and leaves a positive impact on places relevant to chocolate production (The Hershey Company, n. d. ). The Hershey company will maintain a website that allows consumers to explore all the ways in which the Hershey company enhances the lives of employees and consumers alike (West, n. d. ). ConclusionAdd some concluding remarks-can be a sentence or two. As you can see marketing the Hersheys chocolate bar is not a simple task. However with careful planning and continued efforts to understand consumers desires the Hershey Chocolate bar will enjoy continued success. References direct distribution. BusinessDictionary. com. Retrieved April 06, 2012, from BusinessDictionary. com website http//www. businessdictionary. com/definition/direct-distribution. html indirect channel of distribution. BusinessDictionary. com. Retrieved April 06, 2012, from BusinessDictionary. com website h ttp//www. businessdictionary. om/definition/indirect-channel-of-distribution. html Kerin, Hartley Rudelius. (2011). Marketing tenth Edition. The McGraw-Hill Companies, Inc. ISBN 978-0-39-013641-1. New York, NY. Retrieved on April 6, 2012 from https//mycampus. aiu- online. com/pages/MainFrame. aspx? ContentFrame=/Academics /Pages/ Orientation. aspx West, David. (2008). The Hershey Company Business Update Call Transcript. Retrieved on April 8, 2012 from http//seekingalpha. com/article/82178-the-hershey-company-business- update-call-transcript Kerin, Hartley Rudelius. (2011). Marketing Tenth Edition. The McGraw-Hill Companies, Inc.ISBN 978-0-39-013641-1. New York, NY. Retrieved on April 6, 2012 from https//mycampus. aiu- online. com/pages/MainFrame. aspx? ContentFrame=/Academics /Pages/ Orientation. aspx The Hershey Company. (2011). Hershey Announces Third Quarter Results Updates Outlook for 201. HERSHEY, Pa. , Oct 27, 2011 (BUSINESS WIRE) The Hershey Company (NYSE HSY)http//www. th ehersheycompany. com/newsroom/news- release. aspx? id=1622319 Kerin, Hartley & Rudelius. (2011). Marketing Tenth Edition. The McGraw-Hill Companies, Inc. ISBN 978-0-39-013641-1. 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