IMC Plan for…

Group 5

Angellyna Bui, Jessica Cornell, Eric Galan, Taylor LaBell, Vincent Lodato, Maisa Vendrasco, Laura Wolfart

Situation

42%

25%

7%

8%

16%2%

Objective• Remain the market leader • Promote healthy on-the-go snacks• Strengthen brand loyalty and brand

recognition• Increase 10% of U.S. market share (44%

54%)

Budget

3% of projected 2015 sales ($8,163,944,800*.03

=$244,918,344):

• 40% to Product Placement/ TV commercials -

$97,967,337.60

• 25% to Print Ads - $61,229,586.00

• 15% will be allocated to In-Store Promotions -

$36,737,751.60

• 15% will focus on Podcasts - $36,737,751.60

• 5% to a Social Media Campaign - $12,245,917.20

Creative Concept

• Slice-of-life• Traditional chocolate, but more health

conscious• “Hershey’s, because you deserve a

delicious life.”

IMC Elements

• Television:

• Print ads:

• In store promotions:– Free samples next to a wide variety for

sale– Displays near registers to promote

impulse purchases

• Podcast:– Socially responsible and environmentally

sustainable manner– Promote in a positive and healthier way– 10 most popular podcasts hosts talk – 100% of

control

• Social media:– 5% of our budget– DAGOBA Organic Chocolate, sugar-free Jolly

Ranchers, and Hershey’s all natural unsweetened 100% cocoa

– Use of well-known actor or actress