Select Identify A Major Consumer Product And The Company

Select Identify A Major Consumer Product And The Company That Makes I

Select/ identify a major consumer product and the company that makes it. Provide a brief history of them both. (Select an existing publicly owned company. View the link Public Companies for a comprehensive list of publicly traded companies.) Identify/ create/ build a Marketing Mix for this product as it is today. Discuss any potential ethical or social responsible issues that could arise from the marketing of this product. Your post should be written about the marketing activities of a well-known consumer product, not services (like insurance, storage, or banking), not automobiles/ jets or any other industrial product. Select a well-known consumer company/product that comes in a box/ bottle/ can/ etc. (like Corn Flakes, M&M, Hershey Kisses, Welch's Grape Jelly ) to demonstrate the marketing concepts we will study. You will usually find a great deal of marketing/ business information out there on well-known consumer products to complete your assignments with ease. Focus on the product then tie in the company. Keep in mind the demonstration of the marketing concepts and terms in your writing are the basis for determining your level of understanding of the concepts and terms studied. Use them! Also, be sure to cite them from your text and other sources for maximum earned points. Write your initial response in a minimum of 200–300 words. Apply a standard business writing style (headers/ sub heads/ bullets) to your work but be sure to cite your work in the APA format.

Paper For Above instruction

Introduction

The selection of a major consumer product and its manufacturing company provides a platform to analyze and understand real-world marketing strategies. For this assignment, I have chosen Hershey’s Kisses, a globally recognized confectionery product produced by The Hershey Company, one of the largest and oldest chocolate manufacturers in the United States. This paper will explore the brief history of Hershey’s Kisses and The Hershey Company, analyze the current marketing mix, and discuss potential ethical and social responsibility issues related to their marketing practices.

Brief History of Hershey’s Kisses and The Hershey Company

The Hershey Company, founded by Milton S. Hershey in 1894, is renowned for revolutionizing chocolate production in America. The company's flagship product, Hershey’s Milk Chocolate Bar, debuted in 1900, and the iconic Hershey’s Kisses were introduced in 1907. The Kisses were initially marketed as small, individually wrapped chocolates, emphasizing their convenience and shareability. Over the decades, Hershey’s expanded its product range and became a household name, maintaining its focus on affordable, high-quality confectionery. The company’s growth was driven by innovations in manufacturing, branding, and advertising strategies, enabling it to secure a dominant position in the confectionery industry.

Marketing Mix (4Ps) for Hershey’s Kisses

- Product: Hershey’s Kisses are small, bite-sized chocolates with a distinctive foil wrapper and a paper plume. The product emphasizes quality, taste, and brand consistency. Variations include special editions like almond, caramel, and holiday-themed Kisses.

- Price: The pricing strategy follows a competitive market approach, positioning Hershey’s Kisses as an affordable indulgence. The product is available in various package sizes, from single-serve packs to bulk bags, catering to different customer needs.

- Place: Hershey’s Kisses are widely distributed across supermarkets, convenience stores, online retail platforms, and vending machines, ensuring broad accessibility. The company maintains extensive distribution channels across North America and internationally.

- Promotion: Marketing efforts include traditional advertising (TV, print, and billboards), digital campaigns, social media engagement, and promotional events. Seasonal campaigns for holidays like Christmas and Valentine's Day generate high sales spikes.

Ethical and Social Responsibility Issues

While Hershey’s Kisses enjoy widespread popularity, their marketing raises several ethical concerns. One such issue involves responsible marketing to children, as the product’s packaging and advertising appeal to younger audiences, potentially fostering unhealthy dietary habits. Additionally, the sourcing of cocoa involves ethical challenges; concerns about fair trade practices and child labor in cocoa-producing countries have surfaced. Hershey’s has committed to sustainable sourcing through certifications like Fair Trade, yet continuous scrutiny exists regarding supply chain transparency. Moreover, marketing campaigns emphasizing indulgence may contribute to health issues such as obesity and dental problems, especially when consumption is excessive or not balanced with healthy lifestyles.

Conclusion

In summary, Hershey’s Kisses, produced by The Hershey Company, exemplify successful application of marketing concepts through strategic product development, competitive pricing, extensive distribution, and targeted promotions. Nonetheless, ethical considerations concerning responsible marketing and sustainability remain vital for maintaining brand integrity and social license to operate. Companies like Hershey’s are increasingly held accountable for their social responsibilities, which influence consumer perceptions and industry standards.

References

1. Hershey’s. (2023). Our History. Hershey’s Official Website. https://www.thehersheycompany.com/en_us/our-history.html
2. Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
3. Fair Trade Certified. (2023). Cocoa Certification. Fair Trade Certification. https://www.fairtrade.net/
4. Hershey’s. (2022). Sustainability and Ethical Sourcing. Hershey’s Corporate Responsibility Report.
5. Gupta, S., & Sharma, N. (2019). Marketing Strategies of Leading Confectionery Brands. Journal of Business & Management, 21(3), 45-52.
6. World Cocoa Foundation. (2020). Cocoa Sustainability Initiatives. https://www.worldcocoafoundation.org/
7. American Journal of Public Health. (2018). Marketing to Children and Ethical Considerations. https://ajph.aphapublications.org
8. Mintel Group Ltd. (2021). Confectionery Market Overview. Mintel Reports.
9. Hershey’s. (2021). Corporate Social Responsibility Report. Hershey’s Annual Report.
10. Lee, S., & Lee, S. (2020). Ethical Marketing and Consumer Trust. International Journal of Business Ethics, 34(2), 157-172.