Marketing Plan - Take 5

| HERSHEY'S TAKE 5 |

| Image courtesy of Alyssa Pennington at behance.net

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10/10/2014 | Product re-launch report |

| Professor: Mrs. Tina PressmanCourse code : MRK106Submitted by: Navjyoti Upadhyaya (011716149) |

Question #1 : Explain the consumer insight that led to the re-launch of Hershey’s new chocolate bar.

Hershey’s Take 5 market research found that the chocolate bar is best enjoyed by young adults comprised of individuals in their late teens to their early twenties.

Hershey's decision to re-launch the chocolate bar is based upon research that shows that the individuals in the target group prefer the distinct and unique taste of chocolate combined with peanuts, peanut butter, caramel and large chunks of pretzels. This combination is one of a kind and serves as not only a snack bar but also enables consumers to experiment by combining it's consumption with other foods.

It's been discovered that teens, just at the beginning of their adulthood, prefer sweet and salty snacks. This bar's level of sweetness caters to this preference, serving to separate it from the run of the mill chocolates that this target group is used to. This provides them with an enjoyable break from the usual and acts as a stimulating contrast to the competition.

Take 5 is also similar to Kitkat and Coffee crisp in some ways and these chocolates have proven themselves in the market. Hershey aims to take on this competition and gain the advantage over it through the unique traits mentioned earlier; namely, the unique combination of ingredients and reduced sweetness.

"Consumers want to be treated as individuals and expect chocolates that are both as distinct and unique as they are. Personal identification can take a number of forms including high-quality ingredients, craftsmanship, limited editions and exclusive products." [1] This chocolate bar is a perfect example of the personal identification that consumers yearn for.

Question #2 : Explain why it is a...