Hershey

1. What are the advantages of targeting candy bars to adults rather than to children?

Selecting the appropriate target market is important in developing successful marketing programs. Therefore, Marketers need to adopt different strategies to appeal to different target markets considering that there are varying consumers’ purchase goals, product knowledge, involvement, and purchase behavior.

* The primary research show that mothers determine the children’s early taste in candy, so by being the first to reach this target and converting these mothers into loyal consumers the company is hoping they will introduce their children to Hershey’s candy.

* In the beginning Hershey’s candies were targeted toward children, although this was a highly profitable market, it was relatively small and limited Hershey’s chances for growth. So, Hershey came up with its new products (Hershey Kisses), which helped increase sales in the adult market.

* The past decade has shown an increase in the candy industry competition; by targeting adults Hershey was able to separate itself from the competitors, which translated in increased profits and market share.

* Research shows that adults eat more than 55 percent of all candy sold. Since adults compose the working-group of the population, they have the capability to purchase the product. Thus, increasing the sales and profit of Hershey.

2. Does targeting to adults require a change in image for candy products?

* Target marketing to adults does require candy companies to change the image of their products to fit the current market segments. The idea of market segmentation does apply in the case of candy products because candy products do not appeal to all consumers. Not only do the types of candy vary in relationship to which the organization wants to market but the packaging and flavor also plays a role in that as well.

* A large part of the adult chocolate market is aimed at people who just want to...