Consumers have a negative opinion of Hershey's chocolates.
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Consumers have a negative opinion of Hershey's chocolates. This posting gives steps that managers should take to improve Hershey's perception.
In the United States, most consumers consider Hershey's to be awful. Many feel that Hershey's is garbage chocolate. If you are a marketing manager at Hershey's and has been tasked to improve the reputation of Hershey in the US what steps would you recommend?
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Solution Summary
This problem gives steps that a manager of Hershey should take to improve its perception. These include improving its ingredients, brand reputation, customer reviews, customer loyalty, and pricing strategy.
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First, Hershey must improve its ingredients. In addition, it can use added ingredients such as citrus zest, milk powder, nuts, vanilla, and sweeteners. Further, Hershey must pilot test its bars and kisses and survey how the taste of its new chocolate is perceived by its potential customers (1). If Hershey uses good quality ingredients, it will improve the taste and perception of its chocolates.
Second, Hershey should improve its brand reputation. It must communicate not only through traditional advertising but also through social networking sites. Hershey's brand reputation will only improve ...
Education
- BSc , University of Calcutta
- MBA, Eastern Institute for Integrated Learning in Management
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