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Lauren Nickel The Hershey Company Media Plan
Student Project Fall 2014
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Executive Summary
Product: Hershey’s Chocolate Year: January 2015-‐ December 2015 Budget: $120 million Target Audience: Women ages 18-‐34 Primary Audience: Women who are between the ages of 18 and 34 who are brand loyal to Hershey’s chocolate and will continue to buy it for their children. Positioning: The Hershey’s Company has always strived for innovative, affordable, and luxurious chocolate that brings happiness into the consumer’s day. Market Share Goal: The goal is to increase Hershey’s sales by 6 percent. This would cause Hershey’s to increase their share in the market from the current 42 percent to 48 percent by the end of 2015. The company plans to do so by targeting women 18-‐34.
Media Objectives: National Goals Reach Frequency Gross Rating
Points January 70 3 210 February 95 10 950 March, April, May 70 6 420 June 95 10 950 July, August, September
70 6 420
October 95 10 950 November, December
70 6 420
Media Mix and Budget Allocation:
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Table of Contents
Executive Summary 1
Situation Analysis • Company Background 3 • Product, Place, Price 4-‐7 • Past Promotions 7-‐8 • Uncontrollable Variables 8 • Positioning Statement 8-‐9
Competition • Market Shares 9-‐10 • Advertising Shares 10-‐11 • Competitor’s Media Mix 11 • Share of Voice 12 • Consumer Analysis 12-‐13
Marketing Objectives
• Market Share Goals 13 • Strategy for Achieving 13 • Communication Objectives 13 • SWOT Analysis 14
Consumer Target Market • Demographic 14-‐16 • Geographic 17 • Product Usage 14-‐16
Media Objectives • Reach and Frequency Chart 18 • Reach Goals 18-‐20 • Frequency Goals 18-‐20
Planned Promotions 20-‐22 Media Mix 23
• Budget Recap 27 • Flow Chart 28
Works Cited 29
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Situation Analysis
I. Company Background
The Hershey Company has been devoted to excellence since 1894. In that year,
Milton Hershey decided to produce baking chocolate, cocoa, and sweet chocolate
coatings for his original product, Lancaster caramels. These products took off and
the Hershey Chocolate Company quickly turned into a company all of its own.
Milton Hershey saw how fast his chocolate was entering the scene and knew that
he had struck gold. The one thing he couldn’t figure out was how to produce the
perfect milk chocolate; a product that he believed would revolutionize the chocolate
world. In 1896, he built a milk-‐processing plant on his family farm. There he began
developing a formula for this chocolate. Finally in 1899, he figured it out and
became the first American to manufacture milk chocolate
(thehersheycompany.com).
Milton Hershey began making milk chocolate in bars, wafers, and other shapes in
1900. This was also the same time that mass production was invented and Hershey
was able to lower the per-‐unit cost of his chocolate. This changed a product that was
normally a luxury good into an item that was available for all without loosing its
luxurious appeal. The Hershey Company still follows this low-‐cost, high-‐quality ideal
today as it did over 100 years ago.
Besides producing exemplary chocolate, Milton Hershey was dedicated to
philanthropic work. He founded a school for orphan boys in 1909. He and his wife,
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Catherine, could not have children of their own and wanted to give back to the
community that had helped them gain their wealth. The Milton Hershey School is
now a coeducational home and school that stays true to the ideals it was founded on.
They provide education, meals, clothing, health care, counseling, and career training
to nearly 2,000 children.
Milton Hershey passed away in 1945 but not without leaving a legacy. The
Hershey Company continues to innovate and take risks when it comes to creating
the best possible product for their consumers. It is the leading North American
manufacturer of chocolate and non-‐chocolate confectionery and grocery products
(thehersheycompany.com). They market in 70 countries worldwide and their
products are known all over. They have 14,000 employees and net sales above $6.6
billion. The company also recently teamed up with Mar’s Inc. to commit to use cocoa
only from sustainable sources and invest to help cocoa farmers improve their
profitably (Greenbiz.com). Hershey’s also has teamed up with Cargill on an Ivorian
cocoa program (Confectionarynews.com). The Hershey Company continues to stay
true to the values that Milton Hershey first established over 100 years ago.
II. Product
The Hershey Company has 11 iconic brands and more than 80 brands
worldwide (thehersheycompany.com). These brands include the famous Hershey’s
chocolate, Reese’s, Hershey’s Kisses, Lancaster, Hershey’s Bliss, Twizzlers, Almond
Joy, Mounds, York, Kit Kat, and Pieces.
The Hershey’s chocolate brand includes the chocolate bars in milk and dark
chocolate, baking chocolate, miniature bars, sundae syrup, and sugar free candy.
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In 1963, the Hershey Chocolate Corporation purchased the H.B Reese Candy
Company. Since then, the Reese’s line has expanded beyond the original idea of
chocolate covered peanut butter cups to wafer bars, crispy crunchy, nutrageous
candy bars, fast breaks, Reese’s pieces, and creamy peanut butter. Reese’s has
captured the hearts of the North American market, as it currently stands as the
overall favorite Halloween candy among U.S consumers in 2013
(thehersheycompany.com).
Milton Hershey decided to expand his product line in 1907 by creating a flat-‐
bottomed piece of chocolate that he eventually named the “kiss” and thus the
Hershey’s kiss was introduced. In 1924 the shape of the kiss was trademarked and
has continued to stay a fan favorite.
Lancaster caramels are a throw back to the original Hershey product that Milton
made before his chocolates.
Hershey’s Bliss is a line of even more luxurious chocolates that allow for a well-‐
deserved moment of bliss in a consumer’s busy day.
Twizzlers are not a chocolate brand, but they are a high selling product of the
Hershey Company. They are a licorice brand that sells products such as pull ‘n’ peel,
bites, NIBS, and sugar free licorice.
Almond Joy and Mounds are the two Hershey’s products that contain coconut.
Almond Joy is a bar made with chocolate and almonds over a bed of coconut while
Mounds are the same product without the almonds.
York Peppermint Patties are a mixture of chocolate and mint. This brand entails
the original patties, sugar free york, york pieces and sundae syrup.
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33%
25%
15%
10%
8%
4% 5%
Place of Sale
Mass Merchandisers
Supermarkets
Convenience Stores
Drug Stores
Wholesale Clubs
Dollar Stores
Specialty Channels
Kit Kat is another one of The Hershey Company’s number one sellers. This brand
has products such as the original wafer bar, king size bars, snack size bars,
miniatures, extra crispy bars, and white chocolate bars.
Pieces are one of the newer ideas of Hershey. They come in resalable bags in
brands such as Reese’s, York, and Almond Joy.
The Hershey Company also does a great job at having special dietary need
options such as gluten free, kosher, and sugar-‐free products.
III. Place
Hershey’s products can be found in a number of places worldwide. According to
a Hershey’s Investor update from 2012, supermarkets and mass merchandisers sell
the largest amount of Hershey products. Coming in behind these two are
convenience stores and drug stores. Finally, there are wholesale clubs, dollar stores,
and specialty channels. The chart above further explains the percentages of each.
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IV. Price
The Hershey’s company has been dedicated to making a luxury chocolate
affordable to all since Milton Hershey decided this in 1900. They have stayed true to
those values even in a continuously changing marketplace. After looking at the
prices of Hershey’s six count individually wrapped bars at a grocery store, it is
obvious that prices continue to be competitive. Six count bars sell for around $4.00
while a Twix package of the same amount was selling for $5.00. While there may not
be a mind-‐blowing difference in prices, it is enough to see that Hershey’s cares about
keeping their products affordable.
V. Past Promotions
The Hershey’s Company is dedicated to monthly consumer promotions. For the
2014 year, Hershey’s has planned out 12 promotions that run a month at a time and
two that run during any month (thehersheycompany.com).
The month of January had a promotion of Kit Kat minis 240 count. February had
a promotion of pre-‐priced 79-‐cent Standard Bar Shipper, 312 count. In March,
Hershey paired with the NCAA for a March Madness King Size Bar Shipper, 220
count. April’s promotion was Hershey’s Foodservice Bundle Standard Bar Shipper,
252 count. May had a pre-‐priced 2 for $3.00 King Size bar shipper, 242 count. In
June, Hershey’s partnered with Coca-‐Cola and promoted grabbing a Coke and a
Reese’s. It was titled Reese’s Summer Coca-‐Cola Bundle Assorted Standard Bar
Shipper, 266 count. In August, Hershey’s worked with the Wounded Warrior Project
to promote the nonprofit. This was titled Hershey’s Wounded Warrior Partnership
King Size Bar, 240 count. August had a promotion of Pre-‐Priced 79 cent Standard
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Bar Shipper, 312 count. In September they partnered with the NCAA again in a
promotion called NCAA Football King Size Bar Shipper, 220 count. In October the
Hershey’s Company worked with Foodservice again and called this promotion
Hershey’s Foodservice Bundle Standard Bar Shipper. November had a promotion of
Pre-‐Priced 2 for $3.00 King Size Bar Shipper, 242 count. In December, Hershey’s
paired with Coca-‐Cola again for another promotion on pairing a Coke with a Reese’s.
Any month standard promotion is a promotion where Hershey’s partnered with
Wounded Warrior Project and supports the troops year round. Any month king
promotion is a Reese’s promotion for the assorted king size bar.
VI. Uncontrollable Variables
The Chocolate confectionary industry is always going to have unforeseeable
setbacks. The number one issue in the chocolate market is that people see chocolate
as fattening. Chocolate is one of the number one things that dieters give up. There is
also a rise in diabetes in the United States so more and more people are looking to
give up sugar and other sweet items. Thankfully, the Hershey Company has adjusted
and come out with a line of sugar free candies that are available to buy.
There are other unforeseen factors that lead to setbacks in the industry. Thanks
to a dry weather in West Africa, the Ebola outbreak, and an increase in Chinese
chocolate sales, chocolate could become harder to come by within the next 10 years
(WashingtonPost.com).
VII. Positioning Statement
The Hershey Company is dedicated to the values and ideals that Milton Hershey
put in place back when he founded the company in 1894. It is a company known for
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42%
29%
6%
5%
5%
1% 12%
Market Shares
The Hershey Company
Mars Inc.
Nestlé S.A.
Lindt & Sprungli A.G.
Russell Stover Candies Inc.
Private Label
Other
providing happiness to consumers through chocolate and the other products they
create. Hershey’s is focused on growing in international markets while continuing
its brand awareness in North America (thehersheycompany.com). Hershey’s is also
a company dedicated to innovative ideas as they continue to push the boundaries of
the chocolate industry by creating healthier and affordable options for all.
Competition I. Market Shares
The chart below presents the market shares for the year 2013.
The Hershey Company has 41.7 percent of the market share and reported a 7
percent increase in sales in the past year thanks to its bestsellers of name brand
chocolates and Reese’s. Mars has a 28.8 percent market share but had the weakest
sales of 2013 with an increase of only 0.8 percent. Nestlé comes in as a distant third
with 5.9 percent share of the market and experienced slight growth last year. Lindt
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3% 3% 3%
4%
27%
2% 6% 17%
19%
16%
Advertising Shares
Brynwood Partners
Ferrero USA Inc.
World's Finest Chocolate, Inc.
Russell Stover Candies, Inc.
The Hershey Company
Lindt & Sprungli
R.M. Palmer Co.
Nestlé S.A.
Mars Inc.
Other/Private Label
& Sprungi A.G. is coming in at 5.2 percent market share and saw the biggest rise in
sales at 16.6 percent, which can be attributed to the consumers growing interest in
premium chocolates. They are quickly moving in on Nestlé and trying to take over
third place in market shares. Russell Stover Candies Inc. has 5.4 percent of the
market and saw an increase in sales of 7 percent in 2013. Private labels keep hold of
1.3 percent of the market but grew a whopping 18.6 percent in the past year. Finally
other companies come in at 11.7 percent of the market.
II. Advertising Shares The chart below presents the advertising shares for the year 2013.
The Chocolate confectionary industry is made up of 11 major companies,
however Other/Private Labels are combined in the above chart. Lindt & Sprungli
hold the least amount of advertising shares at 2 percent. Brynwood Partners
accounts for 3 percent of the advertising shares, as does Ferrero USA and World’s
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Finest Chocolate, Inc. Russell Stover Candies, Inc. holds four percent of the
advertising shares. R. M. Palmer Co. has six percent of the advertising shares.
Other/Private Label chocolate companies hold 16 percent of the advertising shares
while Nestlé comes in right in front of them with 17 percent. Finally, we have our
top two competitors with Mars Inc. coming in at 19 percent and The Hershey
Company with 27 percent. The Hershey Company is the clear leader of advertising
and holds the largest share.
III. Competitor’s Media Mix
The graph below breaks out each category along with the brand to display where
Hershey’s and their competitors spend their money.
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IV. Share of Voice (SOV)
The Media Mix shows how companies spend their advertising money while the
Share of Voice is the percentages of total spending in each category according to the
total amount spent by all brands in that category. The graph below explains this
further.
V. Consumer Analysis Consumers of chocolate spread over age, race, sexual orientation and religion.
According to Mintel’s Chocolate Confectionary report, nearly nine out of 10 adults
purchase products in the chocolate category for themselves or others in their
household (academic.mintel.com). Young consumers are also more likely to buy and
eat chocolate because for the most part, they are less worried about the sugar and
chloric intake than someone of an older age. Even though young consumers are
more likely to buy and eat chocolate, adult consumers still partake by eating
chocolate at an average of two times a week (academic.mintel.com).
Another survey found that some 95 percent of households with children
purchase chocolate confectionary, compared to 82 percent of those
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without (academic.mintel.com). There is also a survey that shows that the
mother of the household is significantly more likely to buy chocolate than the father
of the household. This is important to note because these studies show that it is not
only crucial to advertise to the younger crowd that buy chocolate more often but it
also shows how important it is to advertise to slightly older audiences that have
children at home.
Marketing Objectives I. Market Share Goals
Currently, The Hershey Company holds a market share of 42 percent. The
market share goal is to increase sales by 6 percent in 2015, creating a market share
of 48 percent. Hershey’s will do this by targeting women 18-‐34 years old.
II. Strategy for Achieving The Hershey Company has always been devoted to creating a luxury chocolate
that is affordable for everyone without loosing its high-‐end appeal. Hershey’s will
continue this tradition and achieve its market share goal by creating promotions,
being aggressive in media advertisements, and marketing to a specific target
audience of women 18-‐34 years old.
III. Communication Objectives
The communication objective is to increase advertisements in television, radio,
magazines, and outdoors for women 18-‐34 years old.
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IV. SWOT Analysis
Consumer Target Market I. Demographic and Product Usage
According to the graph below obtained from Simmons OneView, Hershey’s has
multiple factors to look at when deciding on a target market. Research has shown
that women ages 18-‐34 have a higher index of eating Hershey’s (114) and a slightly
lower for eating chocolate over all (106). This is significant because it shows that
Strengths • Well known • Philanthropic • Strong customer loyalty • Involved in International
Cocoa Initiative Foundation
Weaknesses • Chocolate as fattening • Increase in diet fads • Nut allergies • More long term debt
than key competitors (sec.gov/archives)
Opportunities • Increase awareness of
newer, healthier options • Social media (Facebook,
twitter, blogs) • Energy and meal
replacement bars
Threats • Steady price increase
of milk, sugar, and cocoa bean
• Increasing diabetics • Steady increase of
minimum wage of employees
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these women are already brand loyal to Hershey’s and will most likely continue to
purchase Hershey’s in the future. Simmons OneView also displays that this target
age group has the highest index for fun-‐size packages (132), meaning they will buy
larger bags of smaller items. This fact will come in handy when planning out
Halloween promotions where candy is typically bought in large bags but bite-‐size
pieces of chocolate. This target audience also has a high index in multi-‐packs of bars
(122). This is another important piece of information that pertains to buying in bulk
for future promotions.
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Demographic and Product Usage (Simmons OneView)
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II. Geographic
According to research found on Simply Maps, chocolate really is a product loved
by most states. The states with the largest amount of people that said that they eat
chocolate are Idaho, Utah, Nebraska, Kansas, Oklahoma, Iowa, Wisconsin, Indiana,
Ohio, Kentucky, and West Virginia. By comparing this map with the map that shows
which states eat the most Hershey’s products, it was clear which states could use
more spot advertising. These states are Kentucky, Oregon, and Tennessee
(simplymaps.com). Since chocolate is eaten all over the United States, it is important
to continue to do national advertising while focusing spot advertising in those three
states.
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Media Objectives
I. Reach and Frequency Chart
See chart above for reach and frequency for 2015 media objectives.
II. Reach and Frequency Goals by Period
Period 1-‐ January
The first month of the period is when women ages 18-‐34 are least likely to
buy chocolate. This is the first month of the New Year and a lot of women are
making resolutions to eat healthier or loose weight. Therefore, the appropriate
reach and frequency based off of these findings would be a medium reach (70
percent) and a low frequency (3). This should allow for the target audience to still
hear about the product but not be bombarded by heavy advertising before a
promotion month. The total gross rating point goal for this period is 210.
Period 2-‐ February
February is the first month of the year that contains a Hershey’s promotion
because of Valentine’s Day. The promotion will consist of a point-‐of-‐purchase
display and hearing/seeing ads on the radio and television. It is important that this
month contain a high reach (95 percent) and high frequency (10) in order to cause a
rise in sales particularly from our target audience. The total gross rating point goal
for this period is 950.
Level Reach Reach Frequency Frequency
Range Average Range Average
High 75-‐95% 85% 8-‐10 9
Medium 60-‐75% 68% 5-‐7 6
Low 50-‐60% 55% 1-‐4 3
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Period 3-‐ March, April, and May
This period of three months contain March, April, and May. These are the
three-‐month following the first promotion of the year. It is crucial that Hershey’s
continues to stay in the consumer’s mind during these months since they contain
Easter and Mother’s day. This is why there needs to be a medium reach (70
percent) and medium frequency (6) during all three of these months. The total gross
rating point goal for this period is 1260.
Period 4-‐ June
The fourth period containing the month of June is another promotion month.
Students are out for summer while others are graduating and starting new passages
of their lives. This promotion is focused on the Hershey original bar and will entail
the use of advertising through television, radio, magazines, coupons on social media,
and some outdoor displays. The best reach and frequency for this month is a high
reach (95 percent) and a high frequency (10). The total gross rating point goal for
this period is 950.
Period 5-‐ July, August, and September
Period five is made up of July, August, and September. These months are
important as they continue to advertise the happiness of summer and how
Hershey’s chocolate can provide them with happiness. They are not promotional
months however so it is best not to overload the consumer with advertisements but
keep the Hershey name fresh in their minds. There should be a medium reach
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(70 percent) and medium frequency (6) during this period with a total gross rating
point goal of 1260.
Period 6-‐ October
This period is an obvious promotional month with Halloween. October is a
large selling month for candy, especially for Reese’s, which is the number one
Halloween candy in North America. This promotion will call for an in-‐store point-‐of-‐
purchase display along with more advertisements on television, radio, magazines,
and outdoor. This month calls for a high reach (95) and a high frequency (10). The
total gross rating point goal for this period is 950.
Period 7-‐ November and December
This final period of the year is made up of November and December. These
will be medium reach (70) and medium frequency (6) months because they are still
holiday months but they are right after Halloween. The total gross rating point goal
for this period is 840.
Planned Promotions
Promotion 1: February 2015
The month of February is the perfect time to have the first Hershey’s
promotion of the year. This promotion will be for Valentines Day and will be a buy-‐
one-‐get-‐one free deal. The consumer will buy a special Valentines Day assorted bag
of candy while another bag will be given to the nearest Ronald McDonald House so
that the parent’s living there may have candy for themselves as well as candy for
their children in the hospital. Since Hershey’s is dedicated to bringing happiness to
those who eat their chocolate, this promotion will focus mainly on bringing joy
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through chocolate into the home of those who need some happiness the most. This
promotion will consist of an in-‐store point-‐of-‐purchase display that has the special
Valentines Day bags on it while explaining who the free one is given to. There will
also be a higher use of television ads, both national and local. The radio will also be
employed in this promotion along with outdoor signs near the Ronald McDonald
Houses. This promotion should pull on the heartstrings of our target audience of
women ages 18-‐34 and cause them to buy the special bag not only because it has a
creative design but also because it helps those in need of a little happiness this
season.
Promotion 2: June 2015
June is another month that is great for a promotion, especially one centered
on the nostalgia of S’mores. June is the month where children are on summer break
and parents begin their family vacations. Whether these families are heading to the
beach or to a cabin in the woods, it is important that they know that a S’more using
Hershey’s original chocolate bar is the best way to create a sweet treat and a family
moment. This promotion will consist of coupons on social media for bundled
Hershey’s chocolate bars with graham crackers and marshmallows, as well as
television and radio ads both national and spot, reminding people how great a
Hershey’s S’more really is. There will also be a mailed out sample to people of a mini
Hershey’s chocolate bar with a coupon for a the bundled package that can be
redeemed at the local grocery store.
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Promotion 3: October 2015
The month of October is a great month for a promotion because of
Halloween. Reese’s has been ranked as the overall favorite Halloween candy among
U.S consumers in 2013 (Hersheycompany.com). Therefore, this is a great time to
pair Reese’s with St. Jude children’s hospital in Memphis, Tennessee. When a
consumer buys a bag of Reese’s Halloween candy, a bag will be given to St. Jude so
that the children who are staying in the hospital over the holiday will still be able to
enjoy the tradition of trick-‐or-‐treating inside of the hospital. This promotion will
employ the use of in-‐store point-‐of-‐purchase displays with the bags of Reese’s on
them. There will also be increased television and radio ads both nationally and
locally that show the joy you can bring to a child’s life just by buying a bag of
Reese’s.
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51%
23%
11%
6% 0%
3% 1% 0%
3% 2%
Media Mix
Network Television
Network Cable
Network Radio
Magazines
Social Media
Spot Television
Spot Cable
Spot Radio
Outdoor
Direct Mail
Media Mix The chart above outlines the Media Mix percentages for the proposed
Hershey’s media plan of 2015.
Network Television-‐ Early Morning, Daytime, Early News, Prime, and Late
Night/Late News: 51 percent weight, 2,499 gross rating points-‐ The media type
of Network Television as a whole is being used because it is the best way to reach
our target audience of women ages 18-‐34. According to Simmons OneView, the
target audience has the highest index of viewers during late night/late news and
daytime. This is where most of the money should go. These advertisements will be
30 seconds in length and will be played between either the hours of 11pm-‐1am or
Monday-‐Friday 10am-‐4pm. Advertisements will still run during the other hours
however but not as heavily.
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Network Cable-‐ Daytime, Prime, and Late Fringe: 24 percent weight, 2,610
gross rating points-‐ Network cable is the second largest media of where money
should be spent. According to Simmons OneView, women 18-‐34 regularly watch
cable television, especially during late fringe. These advertisements will be 30
seconds in length and should run during shows such as 90210 (154 index),
American Dad (185 index), Crimetime Saturday (142 index), Family Guy (151
index), Greys Anatomy (130 index), The Vampire Diaries (145 index), and House
(135 index). These are all shows that have high indexes in Simmons OneView and
would be best suited for 18-‐34 year old women.
Network Radio-‐ Morning Drive, Daytime, Evening Drive, and Nighttime: 11
percent weight, 1,700 gross rating points-‐ Network Radio is another important
media to use when targeting women 18-‐34 years old. According to Simmons
OneView, they are big listeners on Monday-‐Friday, 7pm-‐midnight and midnight-‐
6am. These radio spots are 60 seconds long and should be interesting enough to
catch the audience’s attention within three seconds.
Magazines-‐ Women’s and General Interest: 6 percent weight, 780 gross rating
points-‐ Magazines, specifically women’s magazines, are another great way to reach
our target audience. They should be full page, four color ads that will attract the
reader’s eye and make them notice the ad. It is not important that the ads inform the
reader about what Hershey’s is, but rather it should just remind the reader that it’s
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time for a Hershey’s product. These advertisements should run in magazines with
the highest index numbers for women 18-‐34. These magazines include Babytalk
(182), Seventeen (178), American Baby (172), Golf Digest (166), Parenting: Early
Years (159) and Cosmopolitan (155).
Digital National-‐ Mobile: 0.05 percent weight, 12 gross rating points-‐ Social
media is important during the promotions for items such as coupons and brand
awareness, especially through the apps on ones phone. According to Simmons
OneView, women ages 18-‐34 have an index of 115 for using social media, meaning
that 83 percent of them use it.
Spot Television-‐Daytime, Primetime, Late Fringe/Late News-‐ 3 percent weight,
570 gross rating points-‐ Spot television was used primarily during promotion
months so that consumer’s could see that the deal was going on at their local
grocery store. Again there is more money dedicated to daytime and late fringe/late
news because that is when the target audience is most likely to watch. The
advertisements should be 30 seconds in length.
Spot Cable-‐ 1 percent weight, 210 gross rating points-‐ Spot cable is also only
used during promotions since we know women ages 18-‐34 watch cable television
and would like to see that their local grocery store is holding the promotion. The
advertisements should be 30 seconds in length.
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Spot Radio-‐ Morning Drive, Evening Drive, and Nighttime: 1 percent weight,
300 gross rating points-‐ Spot Radio is another media that is used only during
promotions and used mostly during evening drive and nighttime slots because of
our target audience. These advertisements should be 30 seconds in length and
should be used because they can say the local grocery store that is participating in
the promotion.
Outdoor-‐ 3 percent weight, 5,502 gross rating points-‐ Outdoor is used
specifically during promotions to increase awareness of the current promotion.
There should be full billboards near major intersections where busy 18-‐34 year old
women would be likely to see them while driving.
Direct Mail-‐ 2 percent weight, 14 gross rating points-‐ Direct mail will only be
used during the promotional month of June when Hershey’s will send out samples of
their chocolate bars along with a coupon. Sending out samples that have a coupon
attached is a great way to bring the target into a hands-‐on environment with the
product and really remind them how great a Hershey’s S’more is.
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Budget Recap (Year at a Glance)
The table below explains the Hershey’s Media Plan Budget Recap for the year
2015 from Media Flight Plan.
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Flow Chart
The Flow Chart below presents each media used for Hershey’s Media Plan for
the year 2015.
29
Works Cited The Hershey Company. Hershey's, n.d. Web. 17 Nov. 2014. <http://www.thehersheycompany.com/investors/company-‐profile.aspx>. The Hershey Company, Our Story. Hershey's, n.d. Web. 17 Nov. 2014. <http://www.hersheys.com/our-‐story.aspx#/home>. Hershey's Convenience. Hershey's, n.d. Web. 17 Nov. 2014. <http://www.hersheys.com/cstore/consumer-‐promotions/>. Walmart. Walmart, n.d. Web. 17 Nov. 2014. <http://www.walmart.com/ip/ Hershey-‐s-‐Individually-‐Wrapped-‐Bars-‐Milk-‐Chocolate-‐6-‐ct/10452239>. Ferdman, Roberto A. "The World’s Biggest Chocolate-‐maker Says We’re Running out of Chocolate." Washington Post [Washington] 15 Nov. 2014: n. pag. The Washington Post. Web. 17 Nov. 2014. <http://www.washingtonpost.com/blogs/wonkblog/wp/2014/11/15/theworldsbiggestchocolatemakersayswererunningoutochocolate/?utm_source=Daily+Skimm&utm_campaign=2746a88f90daily_skimm_west&utm_medium=email&utm_term=0_74efee6205-‐2746a88f90-‐27493209>. Chocolate Confectionary-‐US-‐April 2014. N.p.: n.p., n.d. Mintel. Web. 17 Nov. 2014. <http://academic.mintel.com/display/680673/>. Lifestyle Demographics-‐Chocolate. N.p.: n.p., n.d. Simmons OneView. Web. 17 Nov. 2014. <https://oneview.experian.com/main/#>. Chocolate US States. N.p.: n.p., n.d. SimplyMap. Web. 17 Nov. 2014. <https://www.simplymap.com/ index.html>.
