Hershey’s Marketing Strategy 2024: A Case Study


Key Takeaways:

  • Hershey’s, founded in 1894 by Milton Hershey, is a well-established brand with a rich history in the chocolate industry.
  • The company has expanded its product portfolio through acquisitions and owns popular brands like Reese’s, Kit Kat, Hershey’s Kisses, and York Peppermint Patties.
  • Hershey’s marketing strategy focuses on building strong brand equity, product originality, and superior quality.
  • The company invests heavily in digital media to reach a wider audience and employs micro-marketing techniques for targeted campaigns.
  • Hershey’s utilizes various social media platforms, including Facebook, Twitter, Instagram, and YouTube, to engage with customers.

Hershey’s, with a long history of chocolate production, has continuously evolved its brand and marketing strategies since its inception in 1894. The company’s marketing strategy encompasses various elements, including brand equity, product originality, and superior quality. Hershey’s has expanded its product portfolio over the years, acquiring popular brands like Reese’s, Kit Kat, Hershey’s Kisses, and York Peppermint Patties.

As part of its marketing efforts, Hershey’s heavily invests in digital media to reach a wider audience and utilizes micro-marketing techniques to create special themed campaigns for holidays and events. The company also leverages the power of social media, engaging with customers through platforms like Facebook, Twitter, Instagram, and YouTube.

With a large fan following on Facebook and a focus on reaching a younger audience, Hershey’s utilizes Instagram effectively. Twitter provides an immediate communication channel for Hershey’s to interact with customers, while YouTube serves as a platform to share engaging videos related to its products, effectively engaging subscribers.

Hershey’s website plays a crucial role as a hub for information sharing, offering detailed product information, company history, recipes, videos, and more. This helps in building brand loyalty and providing a seamless customer experience.

Key Takeaways:

  • Hershey’s marketing strategy emphasizes brand equity, awareness, and reliability.
  • The company heavily invests in digital media for advertising and utilizes social media platforms to engage with customers.
  • Hershey’s success in utilizing AI technology for media bidding and consolidation of media into the Google Marketing Platform.
  • Leveraging emotional connections and creativity in marketing campaigns boosts consumer engagement.
  • Continuous upskilling of talent is crucial in keeping pace with the evolving landscape of AI and technology in the industry.

By focusing on brand equity, awareness, and reliability, Hershey’s continues to position itself as a trusted and leading brand in the confectionery industry. The company significantly increased its investment in digital media for advertising, allowing it to reach a wider audience and engage with customers effectively.

A notable success for Hershey’s was achieved during the Halloween season by using AI to adjust media bidding strategy in underperforming markets. This resulted in a sell-through rate of 90% in those specific areas. Additionally, Hershey’s saw an incremental reach of 16 million and an 87% improvement in efficiency and ROI for its KitKat® brand by consolidating media into the Google Marketing Platform and utilizing Google AI.

One of Hershey’s successful marketing campaigns involved leveraging emotional connections and creativity to engage consumers. The company introduced Reese’s Caramel Big Cup during a commercial aired at a major sports event in 2024, bringing excitement and surprise to the audience.

Hershey’s recognizes the importance of upskilling talent in marketing and collaborates with internal and external experts for training. This ensures that its team keeps pace with the evolving landscape of AI and technology in the industry, enabling them to drive innovation and stay ahead of the competition.

Achieving Investor Relations Goals with Notified

Notified, a leading provider of investor relations (IR) services, has played a crucial role in helping Hershey’s achieve their investor relations goals. Through their comprehensive IR solutions, Notified has empowered Hershey’s to enhance their investor awareness and engage with stakeholders effectively. One of the key areas where Notified has delivered exceptional results is the development and management of Hershey’s investor relations website.

The Hershey’s investor relations website serves as a central hub for investors seeking information about the company’s financial performance, strategies, and future prospects. Notified has collaborated with Hershey’s to create a user-friendly and visually appealing website that aligns with the brand’s image and provides a seamless browsing experience for investors.

With Notified’s expertise, Hershey’s investor relations website has become a go-to resource for investors, offering up-to-date and relevant content. Regular content updates, including earnings-related assets, SEC filings, and other important announcements, have helped Hershey’s investors stay informed and make informed decisions.

One of the standout features provided by Notified is the email alert system, which notifies investors of important updates and new content on the investor relations website. This feature ensures that investors never miss essential information and fosters a sense of trust and transparency between the company and its stakeholders.

Through Notified’s tailored IR services, Hershey’s has witnessed a remarkable improvement in investor awareness and engagement. The number of site visitors has significantly increased, with a total of 884,494 visitors in 2023. The investor relations website has also garnered a staggering 957,562 page views, showcasing the effectiveness of Notified’s strategies in driving investor interest.

Furthermore, Notified’s proficient handling of content downloads has facilitated seamless access to crucial documents by investors. In 2023 alone, Hershey’s recorded a total of 69,441 content downloads, indicating the growing demand for comprehensive investment-related information.

Enhanced Investor Awareness

By leveraging Notified’s state-of-the-art IR solutions, Hershey’s has successfully elevated their investor awareness. The synchronized efforts between Hershey’s and Notified have enabled the company to effectively communicate their financial performance, growth strategies, and future plans to stakeholders, establishing a strong investor base.

Through timely communication and accurate financial reporting, Hershey’s has gained credibility among investors, promoting trust and confidence in the company’s ability to deliver value. The insightful earnings calls, which usually last between 45-60 minutes, have provided transparency regarding Hershey’s financial health and performance, allowing investors to make informed decisions.

Earnings transcripts, readily available on Hershey’s investor relations website, further enhance the accessibility and reach of earnings calls. Investors can access webcasts or audio recordings of the calls, empowering them to review and analyze the discussions at their convenience.

As Hershey’s continues to release quarterly earnings reports that detail revenue, expenses, profits, and losses, Notified ensures full compliance with regulatory requirements, including those by the SEC in the United States. Hershey’s earnings releases are carefully crafted to include all required information, such as the company’s contact details, release dates, financial results, outlook, and a forward-looking statements disclaimer.

Key to Success: Best Practices

Notified’s expert guidance on best practices for earnings calls and releases has been invaluable for Hershey’s. By implementing these practices, Hershey’s has been able to maximize the effectiveness of their investor relations activities.

For earnings calls, Hershey’s employs a reliable internet connection to ensure uninterrupted communication during the call. They also provide captions in multiple languages to cater to a diverse investor base and ensure inclusivity. In addition, Hershey’s ensures that their IR Event Platform adheres to the Web Content Accessibility Guidelines, enabling easy access for investors with disabilities.

When it comes to earnings releases, Notified has assisted Hershey’s in planning the release dates, gathering financial data, drafting the reports, and conducting thorough reviews and edits. Compliance with regulatory requirements is diligently ensured throughout the process. Notified’s expertise in distribution planning and scheduling earnings conference calls or webcasts has contributed to the success of Hershey’s investor relations initiatives.

Benefits of Partnering with Notified for IR Websites

When it comes to Investor Relations (IR) websites, partnering with a reliable service provider can bring numerous benefits to companies like Hershey’s. Notified, a leading provider of IR website services, offers a comprehensive solution that caters to the unique needs of businesses in the industry.

One of the key advantages of partnering with Notified is their accessibility expertise. They understand the importance of complying with accessibility standards to ensure that the information presented on IR websites is accessible to all stakeholders. By integrating accessibility features, such as screen reader compatibility and alternative text for images, Notified helps companies like Hershey’s uphold inclusivity and demonstrate their commitment to accessibility.

In addition, Notified excels in enhancing engagement through user-friendly designs. They provide a library of visually appealing templates and images through AI-powered tools like Beautiful AI. These resources enable IR professionals to create captivating presentations that effectively convey important information. By saving time and reducing costs associated with designing presentations from scratch, Notified empowers companies to focus on their core strengths of messaging and relationship-building.

To ensure branding alignment, Notified works closely with their clients to reflect their unique identity on their IR websites. Through customizable features and design elements, companies like Hershey’s can maintain consistency in their branding across various channels. This alignment reinforces their brand image and strengthens the recognition and trust among investors and stakeholders.

Partnership with Notified also ensures access to 24/7 support provided by IR professionals. This dedicated support team is well-versed in the intricacies of IR communications and can provide assistance and guidance whenever needed. With prompt and reliable support, companies can navigate challenges seamlessly and optimize their IR website performance.

Notified’s streamlined workflow and commitment to data security are additional reasons to consider partnering with them. With a focus on efficient processes, they help companies like Hershey’s streamline their IR communication workflow, enabling effective and timely dissemination of information. Furthermore, they prioritize data security, ensuring that sensitive information shared on IR websites is protected from unauthorized access.

In summary, Notified offers a range of benefits for companies seeking a trusted partner for their IR websites. Their expertise in accessibility, enhanced engagement, branding alignment, 24/7 support, streamlined workflow, and data security make them an ideal choice for businesses like Hershey’s. By leveraging Notified’s services, companies can effectively communicate with their stakeholders, strengthen their investor relations, and achieve their IR goals.

Benefits of Partnering with Notified for IR Websites:
Accessibility expertise
Enhanced engagement through user-friendly designs
Branding alignment
24/7 support by IR professionals
Streamlined workflow
Data security

The Importance of Trade Promotion for Hershey’s

Hershey’s, the largest chocolate manufacturer in North America, understands the significance of trade promotion in driving sales and building brand loyalty. Trade promotion encompasses a range of retail marketing activities, including special pricing, in-store displays, and supply chain planning. By effectively leveraging trade promotion, Hershey’s can enhance its competitiveness in the confectionery market.

Recognizing the need to optimize their trade promotion management (TPM) system, Hershey’s embarked on a journey to upgrade its infrastructure. The goal was to improve operational efficiency and ensure accurate data analysis. To achieve this, Hershey’s collaborated with PwC to implement a cloud-based TPM solution.

The upgraded TPM system not only streamlined Hershey’s trade promotion processes but also enabled the company to handle massive amounts of data efficiently. The cloud-based solution provided a centralized platform that allowed for seamless integration with Hershey’s future SAP S/4HANA ERP (Enterprise Resource Planning) platform.

By consolidating data and automating workflows, Hershey’s TPM system upgrade resulted in improved operational efficiency and enhanced decision-making capabilities. The company now has access to real-time insights that enable them to make data-driven decisions and optimize trade promotion strategies.

Advantages of Hershey’s TPM System Upgrade:

  • Enhanced operational efficiency
  • Accurate and reliable data analysis
  • Real-time insights for informed decision-making
  • Seamless integration with SAP S/4HANA ERP platform
  • Streamlined trade promotion processes

The successful implementation of the TPM system upgrade has empowered Hershey’s to maximize the effectiveness of its trade promotion efforts. With a robust system in place, Hershey’s can execute trade promotions more efficiently, optimize promotional spend, and drive sales growth.

The importance of trade promotion for Hershey’s cannot be understated. It allows the company to collaborate with retailers, create impactful in-store experiences, and drive consumer engagement. Through effective trade promotion strategies, Hershey’s can strengthen its market presence, increase brand visibility, and ultimately achieve its business objectives.

Unleashing Success with SAP and PwC Managed Services

PwC, in collaboration with SAP, has played a pivotal role in Hershey’s journey towards achieving success through their TPM system upgrade. By leveraging the power of SAP S/4HANA and PwC Managed Services, Hershey’s has experienced significant improvements in data accuracy, process efficiency, and incident reduction.

As a global leader in business transformation services, PwC offers a comprehensive range of solutions to support organizations in their transformation efforts, including Business Strategy, Portfolio Transformation, and Technology Transformation. PwC’s Managed Services team ensures smooth and efficient operations, enabling companies like Hershey’s to focus on their core competencies.

Through the implementation of SAP S/4HANA, Hershey’s has witnessed a dramatic increase in data accuracy. The upgraded TPM system utilizes in-memory databases, allowing Hershey’s to handle the increasing complexity of their data. This enhanced data accuracy provides the foundation for improved decision-making and strategic planning.

PwC’s Managed Services team plays a crucial role in maintaining the TPM system and driving continuous process improvements. Their expertise in business process transformation and digital operations ensures that Hershey’s operations run seamlessly, resulting in improved efficiency and reduced incidents.

The collaboration between SAP and PwC goes beyond technological advancements. PwC also leverages innovative, human-led technologies to create smarter and more inclusive solutions in the emerging mobility ecosystem. Their focus on sustainable hydrogen technologies and markets further demonstrates their commitment to driving sustainable growth for their clients.

With their extensive experience and industry-tailored capabilities, PwC and SAP have transformed Hershey’s trade promotion process. The TPM system upgrade, powered by SAP S/4HANA and managed by PwC, has elevated Hershey’s business model while achieving sustainable growth ambitions efficiently.

The Impact of the TPM System Upgrade

The upgraded Trade Promotion Management (TPM) system at Hershey’s has had a significant impact on various aspects of sales and trade planning, leading to improved data accuracy and more efficient operations. Through this upgrade, Hershey’s has achieved approximately 99.5% accuracy in trade investment forecasts, enabling them to make informed decisions and drive revenue growth.

The implementation of the new TPM system has also resulted in a remarkable ~730 basis point improvement in trade spend efficiency. With enhanced analytics capabilities, Hershey’s can now execute impactful trade promotions and optimize financial decision-making, ensuring a higher return on investment (ROI) for customers. This has led to consistent growth in customer ROI within the first five years of implementing the new system.

One of the significant benefits of the TPM system upgrade is its capacity to handle massive amounts of data accurately and at speed. This capability has allowed Hershey’s to streamline trade promotion and revenue growth management processes efficiently. Moreover, the upgraded system has contributed to a more than 50% reduction in incidents in TPM system operations. This reduction in incidents has been made possible with the support of PwC’s Managed Services, resulting in improved operational efficiency and reduced risks.

The impact of the TPM system upgrade goes beyond operational improvements. It has empowered Hershey’s with the ability to make data-backed decisions, strengthening their financial decision-making capabilities. By leveraging advanced analytics, Hershey’s can now gain deeper insights into sales and trade planning, enabling them to stay competitive in the rapidly evolving consumer packaged goods (CPG) industry.

Enhancing Trade Promotions with Data Accuracy

The improved data accuracy provided by the TPM system upgrade has enabled Hershey’s to unleash the full potential of their trade promotions. With accurate data, Hershey’s can identify the most effective strategies, target the right audience, and create impactful trade promotions that resonate with consumers. This precision in trade promotions has contributed to increased customer attraction, loyalty, and revenue growth.

Hershey’s Direct-to-Consumer Strategic Plan

To adapt to the changing customer expectation of online shopping, Hershey’s has developed a comprehensive direct-to-consumer (DTC) strategic plan. This plan, in partnership with DEG, A Merkle Company, focuses on leveraging first-party data and creating a frictionless path to purchase on Hershey’s website.

Recognizing the increasing demand for online shopping and the importance of personalized experiences, Hershey’s is implementing various ecommerce initiatives. These initiatives aim to enhance engagement, conversion, and overall customer satisfaction.

Gathering First-Party Data

A key component of Hershey’s DTC plan is the collection and utilization of first-party data. By capturing valuable customer insights directly from their online channels, they can better understand consumer behavior, preferences, and trends. This data-driven approach allows Hershey’s to create more targeted and personalized marketing campaigns, resulting in higher customer satisfaction and increased sales.

Creating a Frictionless Path to Purchase

Hershey’s is committed to providing a seamless and frictionless path to purchase for their customers. The company has built a one-stop DTC site using Salesforce Commerce Cloud, ensuring a user-friendly interface and a hassle-free shopping experience. Customers can easily navigate through the website, explore product offerings, and make purchases with ease.

Through their DTC strategic plan, Hershey’s aims to capture more snacking occasions and expand their customer base. By meeting consumers where they are, both in retail stores and online, Hershey’s ensures that their products are easily accessible to everyone.

Furthermore, Hershey’s emphasis on operating with best-in-class capabilities and partnerships strengthens their DTC initiatives. By collaborating with industry-leading partners like DEG, A Merkle Company, Hershey’s combines their expertise with innovative technologies to deliver exceptional experiences to their customers.

Key Points Statistics
Approximately 50% of adults are actively seeking better-for-you (BFY) options within the confection category.
Less than 10% of confection category sales are currently derived from BFY products, indicating an underdeveloped segment compared to peer categories.
Sales of the Zero Sugar line of candy, including iconic brands like Hershey’s and Reese’s, doubled within a year, resulting in a $30 million growth.
Lily’s, a brand specializing in low-sugar, BFY confectionery products, experienced a significant growth of 27% following its acquisition by The Hershey Company in 2021.
Over 70% of consumers are looking to reduce their sugar intake, emphasizing the importance of sugar reduction in the BFY candy sector.
In-market tests are ongoing to evaluate the success of offering products with 25% less sugar, including variations of Reese’s and Hershey’s, shedding light on consumer preferences within the reduced-sugar segment.
Hershey aims to drive growth by capturing more snacking occasions.
The company focuses on profitable and sustainable international expansion as part of its vision.
Hershey emphasizes operating with best-in-class capabilities and partnerships.
The company invests in people and communities as part of its strategic plan.
Hershey boasts a #1 customer service ranking among its peers in global supply chain operations.
The retail sales force serves as an important link between Hershey and its customers.
Hershey has made significant investments in its supply chain to adapt to changing consumer shopping behaviors.
The company emphasizes the importance of meeting consumers both in retail stores and online.
Data analysis is a crucial aspect of Hershey’s business operations to provide a seamless experience for consumers.
The company is adapting its media strategy to deliver more personalized and targeted messages to consumers.
Hershey’s was founded in 1894 by Milton S. Hershey, building the world’s largest chocolate factory in Hershey, Pennsylvania, and introducing the iconic Hershey’s Milk Chocolate Bar in 1900.
Hershey’s brand identity is guided by core values including integrity, excellence, togetherness, and making a difference.
Hershey’s target market segmentation includes Kids (aged 5-12), Teens (aged 13-19), and Adults (aged 20-45) who appreciate high-quality chocolate.
Hershey’s utilizes demographic, psychographic, and behavioral segmentation in its marketing strategies to tailor messages to specific consumer groups.
Hershey’s offers a wide range of product varieties including sugar-free and gluten-free options.
Hershey’s marketing strategy includes storytelling, emotional advertising, and social media engagement to create strong brand identity.
Hershey’s engages in initiatives like the Cocoa For Good program aimed at sustainable cocoa sourcing and community support.
The Hershey’s Employee Resource Groups focus on aspects of diversity such as gender, race and ethnicity, LGBTQ+, and veterans.
Creating personas is vital for Hershey’s marketing strategy, allowing for tailored messages that resonate with different consumer segments.

Understanding Customer Behavior through DTC Strategy

As online shopping continues to gain momentum, businesses like Hershey recognize the importance of understanding customer behavior to drive sales and enhance the online shopping experience. Through their direct-to-consumer (DTC) strategy, Hershey aims to gain valuable customer insights, provide personalized promotions, and engage with target personas more effectively.

With online retailers selling 1.2 to 3.5 times more snack items compared to physical stores, it is clear that the digital space holds significant potential for growth. By analyzing customer data and leveraging advanced analytics, Hershey can better understand consumer preferences and tailor their offerings to individual tastes and preferences.

In the online shopping landscape, where baskets in online transactions are 1 to 3.5 times larger than in brick-and-mortar purchases, Hershey knows the value of catching the customer’s attention. They aim to create package designs that can be noticed on a 5-inch screen and from 30 feet away, ensuring that their products stand out and capture consumer interest.

To increase visibility, Hershey focuses on driving their products to be listed on the first page of online searches. They understand that appearing prominently in search results can significantly boost brand exposure and increase the likelihood of customer engagement.

Targeted conversion is crucial in the online space, as products added to a list tend to market themselves. By understanding target personas and their preferences, Hershey can deliver personalized promotions that resonate with their audience. This approach not only leads to increased sales but also fosters customer loyalty and satisfaction.

Despite the limited presence of the convenience store industry in online shopping, Hershey sees growth opportunities in this space. With their robust DTC strategy, they can tap into this untapped market and establish a stronger foothold. By leveraging their expertise and utilizing data-driven insights, Hershey can position themselves as leaders in the online snack market.

Hershey incorporates a five Cs strategy, focusing on connections, content, conversion, and community. This comprehensive approach helps them build a direct relationship with consumers and provides a seamless online shopping experience.

Hershey’s DTC strategy revolves around understanding customer behavior at a deeper level. By analyzing a breadth of consumer interactions, both online and offline, Hershey gains valuable insights into consumer preferences and habits. This data-driven approach allows them to tailor their marketing efforts, deliver more relevant content, and ultimately drive sales.

Today, in a digital age where 50 percent of purchases are influenced by a digital interaction, Hershey’s focus on customer insights and online shopping aligns perfectly with consumer behavior trends. Consumers continue to seek indulgence through small treats and self-rewards, making the online snack market a lucrative space for businesses like Hershey.

In conclusion, Hershey’s DTC strategy centers around understanding customer behavior and leveraging that knowledge to provide personalized promotions and an exceptional online shopping experience. Through their data-driven approach and commitment to targeting personas, Hershey continues to drive success in the digital space.

Leveraging Salesforce Commerce Cloud for DTC Success

Hershey’s recognized the potential of Direct-to-Consumer (DTC) sales and partnered with DEG, A Merkle Company, to harness the power of Salesforce Commerce Cloud. By leveraging this robust platform, Hershey’s was able to create a compelling online shopping experience for its customers.

The design of Hershey’s DTC site on Salesforce Commerce Cloud was focused on enhancing brand affinity and delivering a seamless customer experience. Each brand within Hershey’s portfolio had its own unique identity, allowing customers to connect with their favorite products easily.

The DTC site design aimed to ensure that customers could easily find and purchase the products they desired without any friction in their path to purchase. This meant optimizing the site’s availability, findability, and conversion tactics – the three key levers that influence ecommerce sales.

To strengthen its DTC strategy, Hershey’s recognized the importance of gathering consumer data and generating valuable insights. By utilizing Salesforce Commerce Cloud, Hershey’s was able to collect data on consumer behavior, preferences, and purchase patterns, enabling them to tailor their marketing efforts and enhance customer engagement.

In the ever-competitive DTC landscape, customer retention is vital for long-term success. Hershey’s understood the significance of building lasting relationships with its customers and focused on providing a personalized and captivating experience through Salesforce Commerce Cloud.

Throughout the DTC journey, Hershey’s monitored competitor growth rates and made data-driven decisions to stay competitive in the market. The collaboration with DEG, A Merkle Company, ensured that Hershey’s had access to valuable insights and competitive advantages in their marketing strategies.

Key Statistics Data
Williams-Sonoma, Inc.’s online sales percentage Over 55%
Stella & Dot network size 30,000 entrepreneurial women
Sephora employee count More than 16,000
Moosejaw growth over the past 27 years Experienced growth

By capitalizing on the capabilities of Salesforce Commerce Cloud, Hershey’s successfully leveraged DTC principles to drive revenue growth, build brand loyalty, and create meaningful connections with its customers. The collaboration with DEG, A Merkle Company, and the implementation of data-driven strategies solidified Hershey’s position in the competitive DTC landscape.

Enhancing Efficiency and Revenue with DTC Initiatives

As Hershey continues to navigate the evolving consumer landscape, the implementation of direct-to-consumer (DTC) initiatives has become a driving force behind the company’s strategy to enhance efficiency and drive revenue growth. By leveraging technology and consumer insights, Hershey aims to create a frictionless purchasing experience, increase engagement with customers, and optimize conversion rates.

Streamlining Sales and Trade Planning Processes

Through the integration of advanced digital solutions, Hershey has enhanced its sales and trade planning processes, resulting in enhanced efficiency and streamlined operations. By leveraging data analytics and automation, the company has been able to optimize product assortment, pricing, and promotional strategies, ensuring that the right products are available at the right time and in the right quantities.

Creating a Frictionless Online Shopping Experience

Hershey recognizes the importance of providing a seamless online shopping experience to meet the growing demand for e-commerce. By investing in user-friendly interfaces, optimized website architectures, and secure payment gateways, Hershey ensures that customers can easily browse, select, and purchase their favorite products. This frictionless purchasing experience enhances customer satisfaction and encourages repeat purchases.

Personalized Promotions for Increased Engagement

One of the key drivers of DTC success is the ability to engage customers on a more personal level. Hershey utilizes advanced customer analytics to understand individual preferences and behaviors, enabling them to deliver personalized promotions and offers. By tailoring marketing efforts to specific customer segments, Hershey increases engagement and fosters a stronger connection with its target audience.

Optimizing Conversion Rates through Data-Driven Strategies

Hershey leverages data-driven strategies to optimize conversion rates and maximize revenue potential. By tracking and analyzing customer interactions across various touchpoints, Hershey identifies areas for improvement and implements conversion optimization tactics. This includes optimizing website design and layout, simplifying the checkout process, and leveraging targeted marketing campaigns to drive higher conversion rates.

Key Statistics Insights and Opportunities
Hershey reported a 12% increase in net sales YoY in Q2 2023, reaching approximately $2.37 billion The implementation of DTC initiatives aims to further drive revenue growth
Sales of organic foods in the US grew by 5.9% in 2022, indicating potential for Hershey to diversify into health and organic product categories Integrating organic and health-focused products into the DTC strategy can cater to evolving consumer preferences
Food and beverage e-commerce sales projected to exceed $38 billion in the US by 2023 A strong online presence is crucial for Hershey’s DTC initiatives to tap into the growing e-commerce market
Over 60% of consumers globally are consciously making efforts to improve their health Hershey can leverage its DTC initiatives to offer sugar-free and reduced-calorie options, catering to health-conscious consumers

By embracing direct-to-consumer initiatives and leveraging its strong brand presence, Hershey aims to enhance efficiency, increase customer engagement, and optimize revenue growth. Through a seamless online shopping experience, personalized promotions, and data-driven strategies, Hershey is well-positioned to thrive in an increasingly digital and customer-centric landscape.


Hershey’s marketing strategy has propelled the company to remarkable success, establishing itself as a leading confectionery brand globally. Through its emphasis on creating emotional connections with consumers, prioritizing product quality, and leveraging its rich heritage, Hershey’s has crafted a marketing approach that resonates with its target audience.

The company’s commitment to evoking feelings of happiness and togetherness in its campaigns has fostered strong emotional bonds with consumers, while its dedication to crafting high-quality chocolates has ensured superior taste and consumer trust.

Hershey’s strategic branding efforts have played a pivotal role in its success, creating a strong and recognizable brand image worldwide. By engaging in innovative advertising techniques and forming strategic partnerships, Hershey’s has expanded its reach and attracted a loyal customer base.

Looking to the future, Hershey’s will continue to leverage its marketing strategy and explore new growth opportunities. By aligning product development with market insights and staying ahead of consumer trends, Hershey’s will remain at the forefront of the confectionery industry. Through initiatives like the Cocoa For Good program, Hershey’s also aims to contribute to sustainable cocoa sourcing and make a positive impact in the communities it operates in.


What is the importance of Hershey’s marketing strategy?

Hershey’s marketing strategy plays a crucial role in retaining and expanding its market dominance in the confectionery industry. It focuses on effective communication, data accuracy, and customer engagement to achieve its goals.

How did Hershey’s achieve their investor relations goals?

Hershey’s partnered with Notified to create an investor relations website that provided up-to-date content and a reliable hosting infrastructure. This helped increase investor awareness and engagement.

What are the benefits of partnering with Notified for IR websites?

Notified offers customized IR website designs, accessibility expertise, enhanced engagement through user-friendly designs, branding alignment, 24/7 support, streamlined workflows, and data security.

Why is trade promotion important for Hershey’s?

Trade promotion is crucial for Hershey’s business model as it covers special pricing, in-store displays, and supply chain planning. It helps improve operational efficiency and data accuracy.

How did Hershey’s upgrade their TPM system?

Hershey’s partnered with PwC to implement a cloud-based TPM solution that could handle massive amounts of data and integrate with the future SAP S/4HANA ERP platform.

What was the impact of the TPM system upgrade?

The upgraded TPM system transformed Hershey’s sales and trade planning processes, leading to improved data accuracy, more efficient operations, data-backed decision-making, and effective trade promotions and revenue growth management.

What is Hershey’s direct-to-consumer strategic plan?

Hershey’s direct-to-consumer plan focuses on gathering first-party data and creating a seamless path to purchase on their website. It aims to increase engagement, conversion, and customer satisfaction.

How does Hershey’s understand customer behavior through their DTC strategy?

Hershey’s developed a DTC strategy to deliver personalized promotions and a seamless online shopping experience. They target specific personas and implement tailored strategies to increase sales, loyalty, and the effectiveness of marketing campaigns.

How does Hershey’s leverage Salesforce Commerce Cloud for DTC success?

Hershey’s collaborated with DEG, A Merkle Company, to build a one-stop DTC site on Salesforce Commerce Cloud. This design allows each brand to have its own identity while maintaining a seamless customer experience.

What are the benefits of Hershey’s DTC initiatives?

Hershey’s DTC initiatives enhance sales and trade planning processes, increase engagement with customers, optimize conversion rates, and strengthen customer relationships through a seamless online shopping experience and personalized promotions.

What is the future of Hershey’s marketing strategy?

Hershey’s marketing strategy has proven successful in achieving its goals. Moving forward, they will continue to innovate and leverage new opportunities to further strengthen their position in the confectionery industry.
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.