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9 Clever Ideas: If I Were Marketing @...
Hershey’s India- Brand Background
• One of the few organized players in the Dessert Additive
category in India
• No competition from large brands like Nestle, Kraft etc.
Only local brands present in syrups category
• Hence, educating customers about uses of syrups largely
falls on Hershey’s
Based on this background, if I were marketing @ Hershey’s Syrups…
9 Clever Ideas: If I Were Marketing @ Hershey’s…
My chosen TG would be:
All adults
• They need more inducement to
drink milk, as compared to
kids.
• Likely to consume the syrups
more if they know how they
can be used in desserts, food,
salads, etc. www.ifiweremarketing.com
9 Clever Ideas: If I Were Marketing @ Hershey’s…
My marketing objectives/ USP would be:
1. Clearly communicate that there are two variants of syrups that Hershey’s has launched in India- Chocolate and Strawberry.
2. Convey the varied uses of the syrups thus breaking the myth that chocolate/ strawberry syrups are for milk and ice creams only.
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STICKY, FUN, UNUSUAL MARKETING IDEAS
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9 Clever Ideas: If I Were Marketing @ Hershey’s…
1. No ‘Bas-Stop’-
• Take centrally located high
traffic bus stops in metros
• Place 7-8 ft tall cutouts of
the two Hershey’s bottles
with the hoarding on the bus
stop or near the bottle
stating ‘ You won’t be able to
say Bas Stop to Hershey’s
chocolate and strawberry
syrups. Just try them.’ www.ifiweremarketing.com
9 Clever Ideas: If I Were Marketing @ Hershey’s…
2. Facebook contest-
• Facebook contest called ‘Hershey’s 101’ wherein people have to submit 101 recipes or food items that could do with a Hershey’s makeover.
• Example- coat a marie biscuit with the chocolate sauce and freeze it to get biscuit chocolate or create a cake recipe with Hershey’s syrups.
• Once the TG helps fill up this list, it could be a free giveaway with the bottles or free downloads on the Hershey’s site.
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9 Clever Ideas: If I Were Marketing @ Hershey’s…
3. Freebie-
• Two sided coin- One side
chocolate color and one side
strawberry
• Give with every Hershey’s
syrup with the message- Flip
the coin to decide which flavor
to drink today.
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9 Clever Ideas: If I Were Marketing @ Hershey’s…
4. Premix packets-
• Get first mover advantage by launching chocolate and
strawberry milkshake premixes.
• Sell it through vending machines- where people can also
get a bottle of cold water.
• So cold water plus the premix gives you one glass of
yummy milkshake.
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9 Clever Ideas: If I Were Marketing @ Hershey’s…
Read rest of the 9 ideas
@
http://ifiweremarketing.co
m/hersheys-syrups/
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Comments and Feedback Welcome!!
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