Global Confectionary Industries: Hershey IMC Essay

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Hershey is a widely respected brand name and as a fact is the largest producer of quality chocolate in North America and considered as global leader in chocolate and sugar confectionery. With history dating to 18th century, Hershey competes with Nestle and Cadbury to dominate global confectionary business. The main product lines include chocolate and confectionery products; food and beverage enhancers, such as baking ingredients, toppings and beverages; and gum and mint refreshment products. Corporate strategy of Hershey is focused to deliver growth and capitalize by diversifying its brand in the global market.
Hershey operating model follows a single reportable segment in production and manufacturing, marketing and sales, operations, supply chain and distributing various package types of chocolate and confectionery products, food and beverage enhancers and gum and mint refreshment products under more than 80 brand names.
Product advertising is defined as the art of building and ensuring that product awareness stays with potential buyers. A good advertising program aims to make consumers aware of product need, usage of product, customer value and sustainable competitive advantage of a product compared to the competitors. Hershey’s always used appropriate channels like of internet, radio ads in order to ensure to promote customer value and affordability (Chitty, 2011).
The aim of marketing is to develop customer relationship which evaluates and satisfies need…