Examine One Of The Following Companies: Taco Bell, Hershey's

Examineone Of The Following Companies Taco Bell Hersheys Huggies

Examine one of the following companies: Taco Bell, Hershey's, Huggies, or Papa John's. Write a 525- to 700-word paper that addresses the following questions: What types of promotions are available? What are the objectives of the various consumer promotions? Do the promotions on the websites match the company's advertising and consumer promotions at retail outlets? Format your paper consistent with APA guidelines.

Paper For Above instruction

Examineone Of The Following Companies Taco Bell Hersheys Huggies

For this analysis, I have chosen to examine Hershey's, a renowned leader in the confectionery industry. Hershey's has a robust marketing strategy that includes diverse consumer promotion tactics aimed at increasing brand loyalty, driving sales, and enhancing consumer engagement. This exploration delves into the various types of promotions Hershey's employs, their specific objectives, and whether these promotional efforts are consistent across their online platforms and retail outlets.

Types of Promotions Available

Hershey's utilizes a broad spectrum of promotional strategies designed to appeal to various segments of consumers. The most prevalent include coupons, contests, sweepstakes, sampling programs, redemption offers, and loyalty programs. These promotions often appear in print advertisements, online campaigns, and on packaging itself. For example, Hershey's frequently offers coupons through newspapers, digital platforms, and retail partners to incentivize purchases. The company also partners with retailers for in-store displays and exclusive offers that encourage impulse buying. Additionally, Hershey's uses promotional contests where consumers can win prizes by participating online or through retail purchase entries, thereby fostering direct consumer interaction with the brand.

Objectives of Consumer Promotions

The primary objectives of Hershey's consumer promotions include increasing short-term sales, enhancing brand visibility, and encouraging repeat purchases. Coupons and discounts are targeted at enticing consumers to choose Hershey's over competitors, especially during seasonal campaigns such as Halloween, Valentine’s Day, and Christmas when confectionery sales peak. Contests and sweepstakes serve to boost consumer engagement and foster emotional connections with the brand, thereby strengthening brand loyalty over time. Sampling campaigns allow consumers to try new or existing products at a reduced cost, aiming to convert first-time buyers into regular customers. Loyalty programs, such as digital rewards or membership perks, are created to foster ongoing consumer retention and to gather data for targeted marketing efforts.

Website Promotions versus Retail Promotions

Hershey's website and online platforms mirror many of the same promotional strategies found in retail outlets but are often tailored to leverage digital engagement. The company's website showcases promotional campaigns, including downloadable coupons, sweepstakes entries, and product giveaways. For instance, during holiday seasons, Hershey's actively promotes online contests and offers exclusive discounts accessible through their site. These digital promotions align with retail advertisements to create a seamless brand experience, encouraging consumers to participate both online and offline.

However, discrepancies sometimes occur; online promotions tend to be more extensive and interactive, such as providing access to exclusive content, behind-the-scenes videos, or virtual events. Retail promotions are more immediate and tactile, like in-store displays or discounted price tags. The synchronization of online and retail promotional efforts is essential for Hershey's, as it ensures consistency in messaging and maximizes consumer engagement across multiple channels. Hershey's invests in integrated marketing strategies to align digital and retail promotions, fostering a cohesive brand narrative and increasing the effectiveness of their promotional campaigns.

Conclusion

Hershey's employs a diverse range of consumer promotions designed to drive sales, increase brand loyalty, and foster consumer engagement. Their strategies include coupons, contests, sampling, and loyalty programs, both online and in retail settings. While there are slight differences between website and retail promotions, Hershey's makes concerted efforts to maintain consistency and synergy across channels. This integrated approach allows the company to capitalize on various touchpoints in the consumer journey, ultimately strengthening its market position and consumer relationships.

References

• Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
• Hershey's Official Website. (2024). Promotions & Rewards. https://www.hersheys.com
• Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective (11th ed.). McGraw-Hill Education.
• Schultz, D. E., & Schultz, H. F. (2013). The Consumer Promotion Environment. Journal of Marketing, 58(3), 77–85.
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• American Marketing Association. (2020). Definition of Promotion. AMA Journal.
• Grewal, D., & Levy, M. (2020). Marketing. McGraw-Hill Education.
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