Develop a Product-Positioning Map for Hershey Company

Purpose

Organizations continually monitor how their products and services are positioned relative to those of competitors. Product-positioning maps, often called perceptual maps, provide useful strategic information for marketing managers as well as corporate executives responsible for strategic planning. Hershey uses perceptual maps in strategic planning.

Headquartered in McClean, Virginia, Mars, Inc. is the third-largest privately held company in the United States and a major rival to Hershey. Five of Mars’ leading candies are 3 Musketeers, Snickers, Twix,Milky Way, and M&M’s. Headquartered in Vevey, Switzerland, Nestle’s is the largest food company in the world and also a major rival to Hershey. Four of Nestle’s leading candies are Kit Kat, Baby Ruth, Nestle Crunch, and Butterfinger.

Four of Hershey’s leading candies are Mr. Goodbar, Krackel, Hershey’s Kiss,and Almond Joy. All 13 of these candies compete for market share, shelf space, and customer loyalty.

Instructions

Step 1. Do some research that can enable you to develop a perceptual map based on High/Low Quality and High/Low Price including the 13 candy bars just identified. How could this information be helpful for Hershey? Which company’s products do you prefer? Why?

Step 2. Do some research that can enable you to develop a perceptual map based on High/Low Calories and High/Low Nutrition including the 13 candy bars just identified. How could this information be helpful for Hershey?

 

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