Hershey’s Marketing Strategy 2024: A Case Study

Hershey’s, a renowned leader in the confectionery industry, has consistently demonstrated a strong commitment to innovative marketing strategies. By employing digital media and social media platforms, Hershey’s effectively engages customers and builds brand equity. The company’s marketing focus revolves around brand awareness, reliability, product originality, and superior quality.

With core brands like Kisses, Twizzlers, Reese’s, Kit Kat, and Hershey Bar, Hershey’s has successfully positioned itself as a leader in the confectionery market. Through strategic marketing efforts, Hershey’s has not only built strong brand awareness but has also differentiated itself from major competitors such as Mars, Nestle, and Mondelez International.

To effectively target its diverse consumer base, Hershey’s employs market segmentation and micro-marketing. This approach allows Hershey’s to tailor its strategies and products to specific target audiences, ensuring maximum impact and customer engagement.

Hershey’s recognizes the importance of data and technology in its marketing approach. By partnering with DEG, A Merkle Company, Hershey’s has developed a direct-to-consumer (DTC) strategic plan that harnesses the power of first-party data. This plan enables Hershey’s to adapt to the ever-changing landscape of online shopping and deliver personalized experiences to its customers.

Hershey’s commitment to innovation is further evidenced by its product strategy. The company emphasizes product originality, unique packaging, and high-quality ingredients to meet consumer preferences. By consistently delivering innovative products, Hershey’s ensures its place at the forefront of the industry.

Furthermore, Hershey’s understands the importance of pricing in providing value to its customers while remaining competitive in the market. The company employs competitive pricing strategies that strike a balance between affordability and quality.

Key Takeaways:

  • Hershey’s leverages digital media and social media platforms for customer engagement.
  • The brand positioning focuses on brand equity, awareness, and reliability.
  • Hershey’s employs market segmentation and micro-marketing to target diverse consumer segments effectively.
  • The company differentiates itself through product originality, unique packaging, and high-quality ingredients.
  • Hershey’s product strategy emphasizes innovation and quality to meet consumer preferences.

Understanding the Importance of Brand Ideals

In today’s highly competitive market, the success of a brand goes beyond just delivering high-quality products and services. Companies that truly thrive are the ones that establish a strong brand ideal, reflecting their values and resonating with their target audience. This is especially true for a brand like Hershey, one of the largest chocolate manufacturers globally, led by Michele Buck as the Chief Executive Officer, President, and Chairman of the Board.

Hershey’s brand identity is built on a rich history, strong values, and a unique selling proposition. The company understands the significance of connecting with its customers on a deeper level and forging a genuine emotional connection. To achieve this, Hershey embraces brand ideals centered around altruism and social responsibility, creating a positive impact both on customers and society.

This focus on brand ideals has been a driving force behind Hershey’s high growth rate and financial success. According to research by Jim Stengel, brands with a mission and an ideal that brings together customers and society are 400% more likely to succeed. By aligning their values with those of their target market, Hershey effectively differentiates themselves from competitors and captures a larger share of the market.

Understanding the importance of brand ideals, Hershey strategically segments its target market into Kids, Teens, and Adults, taking into account demographic factors such as age, gender, income, and family size. In addition, Hershey utilizes psychographic segmentation to cater to consumers’ lifestyles, interests, and values. By employing behavioral segmentation, they analyze buying patterns, usage occasions, and brand loyalty, ensuring they deliver products that resonate with their audience.

Hershey’s commitment to social responsibility is exemplified through initiatives like the Cocoa For Good program. This program focuses on sustainable cocoa sourcing and empowering farmers, aligning with their brand ideals of altruism and social responsibility. Moreover, Hershey offers a wide range of product varieties, including sugar-free and gluten-free options, to cater to diverse consumer preferences and needs.

One effective strategy Hershey employs to understand consumer preferences and behaviors is creating personas. These personas help the company gain deep insights into their target audience, enabling them to tailor their marketing efforts to meet the specific needs and desires of their customers.

Another remarkable aspect of Hershey’s brand ideals is their emphasis on corporate social responsibility. The company places a strong focus on sustainability initiatives, ensuring that their business practices are environmentally friendly and socially responsible. This commitment enables Hershey to build trust among their customers and reinforces their brand’s authenticity.

Hershey’s Brand Ideal Strategies:

Strategies Description
Driving growth by capturing more snacking occasions Hershey aims to expand market share by creating more opportunities for consumers to enjoy their products.
Pursuing profitable and sustainable international expansion Hershey seeks to enter new global markets while ensuring profitability and sustainability.
Operating with best-in-class capabilities and partnerships The company leverages its strengths and strategic partnerships to enhance its operational efficiency and effectiveness.
Investing in people and communities Recognizing the importance of its employees and the communities it operates in, Hershey invests in their growth and development.

Leveraging Technology and Data

In today’s digital landscape, leveraging technology and data is essential for businesses to stay competitive and drive growth. The Hershey Company understands the power of AI, efficiency, and data consolidation in achieving marketing success.

During Halloween, Hershey utilized AI to automate its media bidding strategy, resulting in a remarkable sell-through rate of 90% in underperforming markets. This AI-powered approach allowed Hershey to optimize its ad spending and target consumers more effectively.

By consolidating its media under the Google Marketing Platform for the KitKat® brand, Hershey was able to achieve an incremental reach of 16 million, representing an impressive 87% improvement in efficiency and ROI. This consolidation allowed Hershey to streamline its marketing efforts, gather valuable consumer insights, and optimize its campaigns for maximum impact.

However, Hershey understands that technology and data alone cannot guarantee success. The company recognizes the importance of leveraging emotional connections with consumers to create meaningful brand experiences. For example, Hershey successfully engaged fans of their Reese’s brand by showcasing an innovative product innovation on a large platform.

To keep up with the pace of AI advancements and changing opportunities, Hershey emphasizes the importance of upskilling talent within the marketing industry. By equipping their teams with the necessary skills and knowledge, Hershey ensures that they can effectively leverage technology and data to drive results.

In 2024, Hershey’s focus is on integrating technology, data, and creativity to build stronger connections with consumers and elevate the marketing fundamentals within the industry. By leveraging AI, efficiency, and data consolidation, Hershey aims to stay at the forefront of marketing innovation and deliver impactful campaigns that resonate with their target audience.

Businesses across industries are discovering new growth opportunities by leveraging data and technology. Collaboration between retailers and brands can enhance sales by sharing consumer insights and developing targeted marketing strategies.

Although e-commerce has gained significant popularity, consumers still value in-store experiences. Features like click-and-collect and personalized shopping have become crucial aspects of the retail landscape.

It is important to note that the complexity of e-commerce requires tailored approaches for different business models to be successful. Understanding consumer behavior and preferences through data analysis allows companies to develop targeted strategies and drive growth.

The Power of Leveraging Data

Hershey’s marketing strategy is built upon three core principles: creating emotional connections with consumers, focusing on product quality, and leveraging its rich heritage. The company has been in operation for over a century, and it leverages its heritage to appeal to consumers who appreciate tradition and quality.

Product quality is a top priority for Hershey, evident in its meticulous manufacturing processes that ensure every chocolate bar meets high standards. This commitment to excellence has helped Hershey establish a strong and recognizable brand image that resonates with consumers worldwide.

Advertising has played a significant role in Hershey’s success, enabling the company to maintain its position as a market leader. The company’s advertising efforts have influenced market share by encouraging repeat purchases, driving brand loyalty, and attracting new customers.

Hershey has effectively leveraged data-driven advertising to optimize its marketing campaigns and maintain its market leadership position. Through extensive market research, Hershey aligns product development with marketing, identifying emerging consumer trends and adapting its approach to meet changing preferences and behaviors.

By embracing technology, data, and creativity, Hershey continues to build stronger connections with consumers, drive growth, and elevate marketing fundamentals within the industry.

Statistics Marketing Success
Halloween Media Bidding Strategy Achieved a sell-through rate of 90% in underperforming markets
Google Marketing Platform for KitKat® Incremental reach of 16 million, 87% improvement in efficiency and ROI
Emotional Connections with Consumers Successfully engaged fans, showcased innovative product innovation
Talent Upskilling Emphasized to keep up with AI advancements and changing opportunities
Focus for 2024 Integrating technology, data, and creativity to build stronger connections
Data and Technology Provide new growth opportunities for businesses
Retailer-Brand Collaboration Enhance sales by sharing consumer insights
In-Store Experiences Consumers value click-and-collect and personalized shopping
Marketing Fundamentals in E-commerce Tailored approaches required for different models
Hershey’s Marketing Strategy Emotional connections, product quality, and leveraging heritage
Importance of Advertising Played a significant role in maintaining market leadership
Data-driven Advertising Optimized marketing campaigns and maintained market leadership
Aligning Product Development with Marketing Conducting market research to identify emerging consumer trends

Balancing Data-Driven Marketing with Creativity

Data-driven marketing has become a fundamental aspect of modern brand strategy. Through the utilization of technologies and data analytics, companies like Hershey have been able to personalize their marketing efforts, improve consumer targeting, and enhance overall performance. However, amidst the shifting landscape of digital marketing, it is crucial for brands to strike a balance between data-driven strategies and the power of creativity.

As technologies like cookies fade away, advertisers have an opportunity to reset and personalize media delivery to unique audiences. By leveraging personalization techniques, brands can create more impactful and relevant experiences for consumers. Personalization goes beyond simply addressing consumers by their names; it involves crafting messages that resonate with their needs, desires, and emotions.

Emotional connection is a key driver of consumer loyalty and brand affinity. Brands that can tap into the emotions of their audience are the ones that succeed in building deeper relationships. Hershey’s, a prime example of this, capitalized on the love consumers have for their Reese’s brand by creating an emotional connection through a fake-out campaign.

This clever marketing ploy sparked curiosity and anticipation, and when the new product was finally unveiled during a major sports event, it generated excitement and engagement. By appealing to consumers’ emotions, Hershey’s was able to build a stronger connection with its audience, fostering loyalty and driving sales.

However, it is important to emphasize that creativity and emotional connection should not overshadow the importance of data-driven insights. Data-driven marketing provides valuable insights into consumer behaviors, preferences, and trends, enabling brands to make informed decisions and optimize their campaigns. It empowers marketers to deliver the right message to the right audience at the right time.

To strike a balance between data-driven marketing and creativity, successful brands like Hershey’s aim to understand their consumers on a deeper level. They combine data-driven insights with creative storytelling to create compelling campaigns that resonate with their audience. By adapting and evolving their strategies, brands can continue to leverage the power of data while fostering emotional connections and building authentic relationships with consumers.

Upskilling Talent for Modern Marketing

In the rapidly evolving world of marketing, staying ahead of the curve is essential. As artificial intelligence (AI) continues to revolutionize the industry, the need for upskilling talent in areas such as AI, talent development, and learning and development is more important than ever.

Companies like Hershey’s understand the value of investing in their marketing teams‘ professional development. By partnering with learning and development experts, Hershey’s has created comprehensive training programs that provide marketers with the necessary tools and knowledge to navigate the ever-changing landscape.

According to Glassdoor, many companies, including tech giants like Google and Apple, have already recognized the importance of skills and experience over traditional educational qualifications. This shift has opened up opportunities for individuals passionate about marketing to thrive, regardless of their academic background.

Forbes reported that in 2019, 31 out of the 50 most influential Chief Marketing Officers were women. This demonstrates the increasing emphasis on diversity and inclusion in the industry, providing more opportunities for talent development and growth.

Marketers are encouraged to take advantage of online platforms like Udemy, Coursera, and YouTube for upskilling. These platforms offer a wide range of courses, many of which are available for under $100. With the flexibility of online learning, marketers can acquire new skills at their own pace and apply them directly to their roles.

In the midst of the COVID-19 pandemic, Hershey’s marketing team took the opportunity to reassess their strategies and ensure their creative content remains relevant during challenging times. This adaptability and commitment to staying up-to-date with industry trends further highlight the importance of continuous learning and improvement.

Lessons learned from previous roles and experiences in consumer-centric marketing and leadership are invaluable assets. Marketers can draw on their past experiences to inform their decision-making and strategy development, incorporating best practices and innovative approaches.

It’s also important to address the challenges faced by women in male-dominated industries. In marketing, factors such as inclusion in team activities and developing respect for their opinions can impact talent development and career progression. By fostering an inclusive and supportive environment, companies can empower women to reach their full potential.

Individuals like Denis Sison, with over 30 years of experience as a global marketing executive at iconic brands like P&G and Coca-Cola, serve as role models for aspiring marketers. Their knowledge and expertise provide valuable insights for talent development and mentorship.

In addition to professional experience, the influence of industry associations and educational institutions cannot be underestimated. Denis Sison’s role as the board advisor to the marketing department of the Rutgers Business School showcases the importance of collaboration between academia and industry for talent development.

As Gord McLean, President and CEO at ANA Educational Foundation, aptly stated, “Our future marketing and advertising leaders are not just looking for a job, they are looking for a meaningful career that will make a positive impact on society.” This sentiment underscores the importance of continuous learning, growth, and talent development within the marketing industry.

Industry Experts Key Insights
Ritu Trivedi Empowering employees with knowledge and skills in AI unlocks its full potential, driving productivity, creativity, and retention among advertisers and brands.
Devin Nagy Marketers are shifting towards new metrics enabled by AI, such as attention, to capture the right audience’s attention in cookieless environments and ensure ad effectiveness.
Christopher Neff AI’s predictive modeling capabilities allow advertisers to forecast campaign results accurately before launch, facilitating informed decision-making and resource optimization.

By embracing AI and investing in talent development, marketers can enhance their skills and capabilities to thrive in the modern marketing landscape. The combination of AI-driven strategies and the continuous pursuit of learning and development is the key to success in the ever-evolving world of marketing.

The Year of Fundamentals

As the marketing landscape continues to evolve, it’s important for brands to stay grounded in the fundamentals. This year, Hershey’s recognizes the significance of prioritizing technology, data, creativity, and human connections in their marketing strategy.

Embracing Technology

Technology plays a crucial role in modern marketing. Hershey’s understands the need to leverage technological advancements to connect with consumers in meaningful ways. By adopting innovative tools and platforms, Hershey’s can enhance customer experiences and streamline marketing efforts.

Unlocking the Power of Data

Data-driven insights provide valuable information about consumer behavior and preferences. Hershey’s recognizes the importance of data analytics in refining their marketing strategies. By harnessing the power of data, Hershey’s can deliver personalized experiences, target specific market segments, and optimize their marketing initiatives.

Nurturing Creativity

Creativity is at the heart of successful marketing campaigns. Hershey’s understands the significance of fostering a creative culture within their organization. By encouraging innovative thinking and providing resources for experimentation, Hershey’s can develop captivating campaigns that resonate with their target audience.

Building Human Connections

While technology and data play vital roles, human connections remain essential in marketing. Hershey’s values the importance of building authentic relationships with their consumers. By engaging in meaningful conversations, listening to feedback, and understanding their customers’ needs, Hershey’s can create lasting connections and foster brand loyalty.

Hershey’s commitment to the fundamentals of technology, data, creativity, and human connections ensures that their marketing efforts remain relevant and effective in an ever-changing landscape. By staying true to these principles, Hershey’s will continue to elevate their brand and deliver exceptional experiences to their consumers.

Innovative Digital Initiatives

Hershey’s, a leading global chocolate brand, has embraced the digital transformation with a range of innovative digital initiatives. These initiatives leverage technology and data to help retailers make data-driven decisions and boost sales.

One of Hershey’s key initiatives is the launch of a Direct-to-Consumer (DTC) site on Salesforce Commerce Cloud. This e-commerce platform allows Hershey to reach customers directly and provides a frictionless path to purchase. With the increasing popularity of online shopping, this initiative aligns with the growing trend of e-commerce.

Mobile marketing also plays a crucial role in Hershey’s digital transformation strategy. With the rise of smartphones, consumers are increasingly relying on their mobile devices for shopping and product research. Hershey recognizes the importance of mobile marketing in reaching consumers and has implemented mobile-friendly strategies to enhance the customer experience.

Another notable initiative is the use of augmented reality (AR) technology to aid Hershey’s retail territory sales leads in making merchandising decisions. This innovative tool tracks merchandise in-store locations and provides valuable insights on sales impact. The AR tool has received positive feedback from store staff in preselling locations and maintaining displays, proving its effectiveness in driving sales.

Furthermore, Hershey is considering using image recognition data in its targeted media strategy to assist consumers in discovering new products. By leveraging image recognition technology, Hershey can gather valuable insights and tailor its marketing efforts to enhance brand visibility and customer engagement.

These digital initiatives by Hershey not only showcase its commitment to digital transformation but also highlight its dedication to innovation and enhancing the customer experience. By embracing technology and leveraging data, Hershey is well-positioned to stay competitive in the ever-evolving digital landscape.

Advertising Campaigns and Influencer Collaborations

Hershey’s understands the power of strategic marketing campaigns and collaborations with brand ambassadors and social media influencers to elevate their brand messaging and connect with a broader audience. By partnering with well-known figures in marketing campaigns, Hershey’s creates high-impact initiatives that resonate with consumers and drive brand awareness.

Collaborations with brands, artists, and influencers have proven highly successful for Hershey’s. These partnerships have resulted in exciting ventures, such as a new line of Jolly Rancher-themed sneakers and apparel. This demonstrates the company’s ability to leverage the influence and reach of prominent personalities to create unique and captivating marketing campaigns.

Hershey’s has engaged in multiple brand collaborations across various sectors, including cosmetics, beverages, and sporting events. These successful collaborations showcase the diverse range of industries where partnerships can be highly effective in promoting Hershey’s products to a wider audience.

Consumer engagement with licensed Hershey products has shown a remarkable impact on purchasing behavior. Studies reveal that engagement with Hershey’s licensed products increases the likelihood of purchasing Hershey confections by five times. Additionally, this engagement leads to a doubling of spending on Hershey confections annually. These findings underscore the positive influence of collaborations on consumer behavior.

An outstanding example of the success of influencer collaborations is the limited-edition Reese’s Puffs cereal boxes. In partnership with rapper Travis Scott and General Mills, these cereal boxes sold out in a staggering 30 seconds, despite a retail price of $50 per box. This remarkable feat highlights the immense popularity and success of collaborating with celebrities for product design.

Traditional advertising methods are facing challenges in reaching consumers, particularly among younger generations who prefer controlling their media exposure. To overcome these obstacles and effectively engage with target audiences, Hershey’s has turned to brand collaborations with social media influencers. By partnering with influencers, Hershey’s can cut through the noise and establish genuine connections with their desired consumer base.

In the influencer marketing industry, it is interesting to note that men tend to earn 30% more on average than women, despite women making up the majority of the workforce. This discrepancy highlights the need for greater inclusivity and equal opportunities within the influencer marketing landscape.

Collaborative Efforts for KitKat Flavors

Hershey’s recognized the potential of influencer marketing collaborations to introduce new flavors and variants of its iconic KitKat brand. Leveraging the influence of social media influencers, Hershey’s successfully launched flavors like Apple Pie, Key Lime Pie, and Birthday Cake. These unique flavors gained popularity and generated substantial buzz among consumers.

Hershey’s continued its collaboration with influencers to expand the KitKat product line. New KitKat varieties such as Chocolate Frosted Donut and DUOS Strawberry + Dark Chocolate are being launched in partnership with influencers, showcasing the brand’s commitment to innovation and responding to evolving consumer preferences.

This shift towards influencer collaborations represents an evolution in Hershey’s marketing strategy. Historically, the company has been less active in the influencer space; however, recognizing the potential of influencer marketing, Hershey’s has adapted its approach to leverage the power of influencers for promoting KitKat flavors.

Walmart, a major retailer of Hershey’s products, also capitalized on the influencer marketing trend. They used local influencers to promote KitKat and strengthen connections with their audience. Walmart’s initiatives, such as employee recognition programs, aimed to boost employee morale while creating a sense of community and highlighting the unique flavors of KitKat.

Revenue Growth and Marketing Investments

The success of advertising campaigns and influencer collaborations is evident in Hershey’s financial performance. In 2021, Hershey’s reported revenue amounting to approximately $8.97 billion, a significant 10.0% increase from the previous year.

Seasonal sales play a crucial role in Hershey’s revenue stream, contributing up to 10% of its total annual revenue in 2021. Limited-edition and seasonal products capture consumers’ attention and drive sales, demonstrating the significant impact of these collaborations.

Hershey’s strong market position is reflected in its success in the U.S. syrup market, where its products hold a market share of around 29.4%. This highlights Hershey’s dominance and influence in this specific segment.

One of Hershey’s top-selling products is Reese’s Peanut Butter Cups, generating over $2 billion in annual revenue. The popularity and consumer demand for this product further illustrate the effectiveness of Hershey’s marketing campaigns and collaborations in driving sales.

In response to changing consumer preferences, Hershey’s is emphasizing diversification into healthier snack options. This strategic move comes as the demand for healthier products witnesses a 6.5% year-over-year growth. By expanding their product portfolio to include healthier options, Hershey’s aims to capture a larger market share and cater to evolving consumer needs.

In 2022, Hershey’s sustained its growth and financial performance with reported revenue reaching approximately $9.3 billion. This impressive result further underscores the effectiveness of Hershey’s advertising campaigns and influencer collaborations in driving brand success.

Recognizing the importance of brand visibility, Hershey’s allocated $655 million to advertising expenses in 2021. This significant investment in promotional activities highlights Hershey’s commitment to enhancing brand visibility and reaching their target audience through various marketing channels.

Hershey’s promotional efforts during Easter in 2021 led to a 12.8% growth in net sales for that quarter. This success reflects the impact of well-executed advertising campaigns and collaborations during key seasonal periods.

As a testament to its strong social media presence, the Hershey Company’s Facebook page boasts over 10 million followers, while its Instagram account has amassed more than 150,000 followers. These numbers demonstrate the brand’s ability to engage with consumers through social media channels, further amplifying the impact of their marketing campaigns.

Revenue Breakdown (2020 vs. 2021)

2020 (in billions) 2021 (in billions) Growth Rate
Total Revenue $8.15 $8.97 10.0%
Seasonal Sales Contribution N/A Up to 10% N/A

In conclusion, Hershey’s successful advertising campaigns and influencer collaborations have significantly contributed to the company’s growth and brand success. By partnering with brand ambassadors and social media influencers, Hershey’s has been able to create authentic and engaging content that resonates with consumers. These partnerships have not only expanded Hershey’s reach across different industries but also impacted consumer behavior, driving increased engagement and sales. Hershey’s commitment to innovation and diversification, coupled with strategic marketing investments, has solidified its position as a leader in the confectionery industry.

Sustainability Initiatives

Hershey’s commitment to environmental responsibility is evident in its extensive range of sustainability initiatives. The company has invested 51% of its $500 million commitment in the Cocoa For Good strategy, which aims to create a sustainable supply chain for farmers and their families. This strategy includes measures to improve farming practices, support local communities, and address deforestation and conversion issues.

One of Hershey’s key initiatives is the Hershey Income Accelerator Program, which has reached 1,850 cocoa farmers with cash transfers for adopting sustainable farming practices. By providing financial incentives, Hershey encourages farmers to embrace sustainable methods that protect the environment and ensure the long-term viability of cocoa production.

In addition, Hershey is supporting education by funding the construction of 12 primary schools in cocoa-producing communities in Côte d’Ivoire. This commitment to education helps uplift communities and provides opportunities for children in these regions.

Hershey has made substantial progress in reducing its environmental impact. The company achieved a 43% reduction in Scope 1 and 2 emissions against a 2018 baseline and aims to further reduce emissions by 50% by 2030. Hershey’s efforts to combat climate change also include a commitment to eliminate deforestation and conversion from its supply chain by 2025, five years ahead of its initial target.

In line with its sustainable practices, Hershey eliminated over 1.7 million pounds of packaging material in 2023, demonstrating its dedication to eco-friendly packaging solutions. By reducing packaging waste, the company strives to minimize its environmental footprint and promote a circular economy.

Water conservation is another focus of Hershey’s sustainability initiatives. The company has achieved a 20% absolute reduction in water use across all facilities since 2022, with a remarkable 46% reduction at its corporate headquarters. These efforts contribute to the preservation of this vital resource.

Recognized for its commitment to corporate social responsibility, Hershey has been honored as a 2024 recipient of The Civic 50, an award that recognizes companies for their community support and philanthropic giving. Hershey also received the Volunteer Leader Award for fostering a culture of volunteerism within its organization.

Through its diverse range of sustainability initiatives, Hershey demonstrates its environmental responsibility and commitment to sustainable practices. By investing in renewable energy projects and reducing emissions, the company strives to make a positive impact on the environment. Furthermore, Hershey’s focus on eco-friendly packaging and water conservation showcases its dedication to ensuring a sustainable future.

Customer Loyalty Programs

Hershey’s understands the importance of building strong customer loyalty, and as part of its marketing strategy, the company has implemented innovative customer loyalty programs. These programs are designed to reward and incentivize customers for their continued support and to enhance their overall brand experience.

Personalized Rewards Program

At the core of Hershey’s customer loyalty programs is a personalized rewards program. Through this program, Hershey’s offers unique benefits and rewards to its loyal customers based on their individual preferences and purchasing behaviors. By leveraging data analytics and consumer insights, Hershey’s is able to deliver tailored rewards that resonate with each customer, fostering a deeper connection and enhancing their overall satisfaction.

Loyalty Benefits and Exclusive Offers

In addition to personalized rewards, Hershey’s loyalty programs provide members with exclusive benefits and offers. These may include early access to new products, limited edition flavors, special promotions, and discounts. By offering these exclusive perks, Hershey’s not only strengthens its relationship with customers but also creates a sense of exclusivity and excitement, driving increased engagement and repeat purchases.

Enhanced Personalization for a Tailored Experience

One key aspect of Hershey’s customer loyalty programs is the focus on personalization. By leveraging advanced technologies and data analysis, Hershey’s gathers valuable insights about its customers’ preferences, behaviors, and purchasing patterns. This enables the company to deliver highly personalized experiences, such as customized recommendations, product suggestions, and targeted offers. The personalized approach ensures that each customer feels valued and understood, creating a strong emotional connection to the Hershey’s brand.

Customer Loyalty at Hershey’s

Statistics Insights
Hershey’s top 5 strategic brands account for over 75% of U.S. sales Hershey’s focuses on strengthening customer loyalty for its top brands
Top 5 strategic brands experienced over 3% growth at retail last year Positive growth indicates a strong customer base and brand loyalty
Consumer loyalty to Hershey’s iconic brands is exceptionally high Hershey’s iconic brands have built a strong loyal customer following
Core items that have been around for 20 years or more are top velocity performers across all pack types and classes of trade Long-standing core items contribute significantly to customer loyalty and sales
Innovation is additive to tried and true brands and helps grow baskets Innovation alongside established brands drives customer engagement and revenue growth
The focus on core brands, sustainable innovation, proprietary insights, and retail capabilities is expected to fuel continued success in the marketplace. Hershey’s strategic focus will further strengthen customer loyalty and market position

By prioritizing customer loyalty programs and personalization, Hershey’s is able to foster long-term relationships with its customers, cultivate brand advocacy, and drive business growth. These programs help create a unique and tailored experience for each customer while rewarding them for their ongoing support. As Hershey’s continues to evolve its marketing strategies, customer loyalty remains a key priority in maintaining its position as a leading confectionery brand.

Analyzing Consumer Insights

Hershey’s recognizes the significance of market research and data analysis in understanding customer behavior and preferences. By delving into consumer insights, they gain invaluable knowledge that drives their marketing strategies and enables them to effectively connect with their target audience.

To deepen their consumer intelligence, Hershey’s has developed the Hershey Intelligence Engine. This powerful tool combines data with retail experience and insights, providing a comprehensive understanding of consumer behaviors in an omnichannel environment. It analyzes behaviors rebounding to pre-pandemic levels, those adjusted post-pandemic, and even completely new behaviors resulting from the pandemic experiences.

Hershey’s commitment to understanding consumer behavior extends beyond data analysis. They actively invest in market research and consumer-centric strategies to improve their understanding of shoppers. By pulling together all their internal data, including purchase behaviors, competitive overlap analysis, mind and context, and behavioral and psychographic data, they create a comprehensive brand profile for effective targeting.

One of Hershey’s objectives is to build first-party data through strategic partnerships. For example, a data-sharing agreement between Hershey Entertainment and Resorts allows for deterministic profiling, enhancing their future media buying efforts. Additionally, Hershey reinforces its data capabilities through second-party partnerships, further improving their understanding of retail customers.

Consumer Insights Driving Strategy

Hershey’s belief in the correlation between product preference and engagement is evident in their consumer insights-driven approach. A survey conducted by Hershey revealed that individuals who favor Hershey’s Kisses have a higher likelihood of visiting Hershey Park. This finding showcases the impact of product preference on consumer behavior and highlights the importance of understanding consumer insights to drive meaningful interactions.

In the ever-changing post-pandemic landscape, consumers are engaging in self-care and enjoying outdoor experiences. Hershey’s recognizes this shift and positions their sweet and salty snacks as ideal accompaniments to these activities. By aligning their product offerings with evolving consumer behaviors, Hershey’s effectively caters to their target audience’s preferences and desires.

With a market share of 28.9% in the confectionery market, Hershey’s has established itself as a strong player in the industry. Operating in more than 70 countries globally, they cater to diverse income and age groups with a wide range of products, including chocolates, candies, mints, spreads, and beverages. The confectionery market itself is valued at approximately 206 billion USD, with projected growth to reach up to 225 billion USD in the near future.

Company Revenue
Mars, Inc. $33 billion (2016)
Nestle S.A. $92 billion (2017)
Lindt & Sprungli International AG $3.8 billion (2016)

In a crowded market space, Hershey’s commitment to market research and understanding consumer behavior gives them a competitive edge. By leveraging consumer insights and data, Hershey’s shapes their marketing strategies, identifies target audiences, and creates compelling experiences that resonate with their customers.


Hershey’s Marketing Strategy has proven to be a successful catalyst for the company’s growth and continued market leadership. By investing in creative and data-driven campaigns, Hershey’s has effectively adapted to changing consumer expectations and leveraged technology to enhance customer engagement.

The implementation of the updated marketing strategy has yielded significant results, including a 12% increase in sales revenue and an 8% growth in market share within the targeted demographic. Additionally, customer retention rates have improved by 10% due to the implementation of new marketing initiatives.

With a strong emphasis on micro-marketing and tailored experiences, Hershey’s has established itself as a global leader in the chocolate industry. The company’s social media presence and engagement have witnessed substantial growth, further solidifying its position as a market frontrunner.

Moving forward, Hershey’s future outlook remains promising as it continues to innovate and evolve its marketing approach. Despite competition from industry giants like Nestle and Mars, Hershey’s is well-positioned to maintain its market position through its iconic brands, successful campaigns, and commitment to sustainability.


What is Hershey’s marketing strategy?

Hershey’s marketing strategy focuses on adapting to changing customer expectations, leveraging technology and data, and balancing creativity with data-driven decisions. They prioritize fundamentals such as technology, data, and creativity to build human connections.

How does Hershey’s balance data-driven marketing with creativity?

Hershey’s understands the importance of data-driven marketing, but also recognizes the value of creativity. They believe that brands that can evoke emotional connections with consumers are the ones that succeed. By personalizing media delivery and creating emotional connections, Hershey’s engages with their target audience effectively.

What digital initiatives has Hershey’s launched?

Hershey’s has embraced digital transformation by launching various initiatives, including the development of a direct-to-consumer (DTC) site on Salesforce Commerce Cloud. They also utilize ecommerce and mobile marketing to reach customers and provide a frictionless path to purchase.

How does Hershey’s collaborate with influencers?

Hershey’s collaborates with brand ambassadors and social media influencers to amplify their brand messaging and reach a wider audience. By partnering with influencers, they create authentic and engaging content that resonates with consumers.

What sustainability initiatives has Hershey’s implemented?

Hershey’s is committed to sustainability and has implemented various initiatives to reduce their environmental footprint. They focus on sustainable practices and eco-friendly packaging to minimize their impact on the planet and connect with environmentally conscious consumers.

Does Hershey’s have a customer loyalty program?

Yes, Hershey’s has implemented customer loyalty programs to incentivize repeat purchases. These programs offer personalized rewards and benefits to enhance the overall customer experience and foster long-term loyalty.

How does Hershey’s utilize consumer insights?

Hershey’s utilizes consumer insights gained through market research and data analysis to understand customer behavior and preferences. These insights inform their marketing strategies and help them connect with their target audience effectively.
About the author

Nina Sheridan is a seasoned author at Latterly.org, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.