Question

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?

Answer 1

The above perceptual guide will be helpful for Hershey to position another item. Note that the principal quadrant of this perceptual guide is relatively vacant while the second and the third quadrants are swarmed with numerous players including Hershey's own particular items. There is use to position an item in the fourth quadrant which is High Price however low Quality. In the event that Hershey can position its item in the principal quadrant i.e. High caliber and Hig Price, it should confront a lesser rivalry and because of the high value, it can have higher edge per unit of offers.For Step 2, by what means will you have to characterize nourishment before plotting the focuses in the perceptual guide.