Hershey's Essay

990 Words2 Pages

This particular article discusses the rivalry between Hershey’s and M&M’s, two brand names that most Americans hold dear to their heart. Hershey’s has attempted time after time to find ways to outperform M&M’s. One way Hershey’s has attempted to counter M&M’s is to create an extension of their brand name- moving from Hershey’s Kisses to Hershey’s Kissables. Hershey’s Kissables contrasts from Hershey’s Kisses in that Kissables are bite-sized and covered in a variety of colors such as red, blue, green, and yellow. They are also packaged in colorful bags. Hershey’s tactic in doing this is based on the fact that Hershey’s is positioning Kisses as more than just a home candy dish, but rather snacks consumers can take with them on the go. Moreoever, …show more content…

For example, Hersheys Kisses are bite sized pieces of chocolates with a distinct shape and wrapped in colorful foil. Not to mention is also has a thin strip of paper coming out from the very top of it. The product has been consumed since 1907 and is definitely well established in the candy industry, in terms of chocolates. Hersheys Kisses are made up of chocolate and fillings to satisfy the consumer. What's interesting to note is that consumers tend to buy this particular product on certain occasions such as holidays- especially during Valentines or Christmas season. Hershey's has positioned Kisses in such a way that consumers generally perceive the product as something to share it with, which is why it is so popular during holiday …show more content…

For example, most people who would want a candy similar to M&M’s, would buy M&M’s, not Hershey’s unique version of M&M’s. While Hershey’s tried to convey to its consumers that Kissables could be an alternative to M&M’s, its message fell short because of consumers’ interpretation of the message. Simply put, consumers could not comprehend Hershey’s Kissables because they interpreted it as merely a knock-off product. The taste also fell short to the standards of consumers. Moreover, Hershey’s had altered the taste of the product awhile after it was released, making it undesirable to many people. Taste is obviously such a huge component in sensory marketing, which is comprised of marketing strategies that concentrates on the influence of sensation on a consumer’s product experience. Considering that candy involves taste, it is usually the make or break for the

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