Hershey Take 5 Marketing Plan

Prepared for Hershey Take 5Prepared for Hershey Take 5
Collegiate Case Competition 2013-2014
American Marketing Association

Executive Summary
Hershey is the leading United States manufacturer of chocolate. However, in an article pub-
lished by Forbes in May of 2013, Hershey’s Take 5 candy bar was labeled the “most under-
valued brand in the world.” To help the company regain brand growth and increase in sales,
a comprehensive marketing plan has been created from the evaluation of the value proposi-
tion, distribution, and communications for a derived target market.
Key Research Findings:
•Only 35% of those surveyed responded positively to brand image but 68%
responded positively to flavor.
•It was noted frequently that the candy bar had a distinct and unique ingredient
combination.
•Before they even tried the candy bar, many respondents believed they would enjoy
it based solely on the ingredients.
•60% of people have tried Take 5. This is higher than expected, but significantly
lower than competitors. In comparison, 98% of people have tried Kit Kat.
•“Boring” was mentioned 24 times to describe the brand image.
•People responded more positively about the product once they were aware it was
made by Hershey.
•67% would definitely recommend to a friend.
Marketing Suggestions:
•First and foremost, distribution of Take 5 needs to be increased. Research members
visited 15 stores to evaluate Take 5 shelf placement. Only five of these retailers sold
Take 5! All of them sold Hershey bars, Snickers, and Kit Kat.
•Initiate a relaunch campaign for Take 5. The current brand image is “boring” and
unappealing to the target market. This will give customers the perception that the
brand has been reinvented.
•Hershey should consider a package redesign. Shelf appeal of the current packaging
is low. Customers associate the package with off-brand products.
•Create a brand image for Take 5 centered around the idea that Take 5 is the candy
bar that “has it all!” This will resonate well with American customers who can relate to
the feeling of wanting to have it all—but much more often they feel the need to
compromise on things in their life.
•Utilize social media to reach the target market – 78% of people say that social
media posts affect their purchase decisions.
In conclusion, the overall flavor perception was VERY high. Take 5 has definite potential for
growth if Hershey invests money and resources in the brand. Specific objectives include
increasing Take 5’s market share from .25% of the countlines segment of the industry to
.60% by 2016, increasing the Take 5 brand awareness from 60% to 80% in the first year of
implementation, and bringing Take 5 sales from 25.1 million to 50 million by 2015.

Table of Contents
I. SITUATIONAL ANALYSIS
Industry Analysis 1
Competitive Analysis 2
Customer Analysis 4
SWOT Analysis 4
III. Target Market/Postion/Strategy
Target Market 7
Position Statement 7
Strategy 7
Marketing Objectives 8
II. Primary RESEARCH
Objectives 5
Taste Tests 5
Focus Groups 6
Online Surveys 6
IV. Marketing Tactics
Distribution 9
Promotional Pricing 10
Co-Branding 10
V. IMC PLAN
Commercials 11
Billboards 12
Website 12
Social Media 13
Contests 14
Future Suggestions 15
VI. Measurement and Evaluation 15
VII. Appendix 22
VIII. Citations 33

I. SITUATIONAL ANALYSIS
Background:
In 2005, Hershey formulated a new “…delicious salty sweet snack unlike anything
else.…” The classic version of the Take 5 candy bar was nugget sized with five layered
ingredients - pretzel, peanut butter, caramel, peanuts, all covered in chocolate. “[The]
candy bar [came] in a standard rectangular red package with metallic gold lettering.”
The name was chosen from a discontinued chocolate covered wafer from the 1980s.
When Hershey formulated the new candy bar in 2005, the Take 5 brand name was res-
urrected. Take 5’s brand positioning with Hershey has not been updated since the initial
launch.
Industry Analysis:
It is forecasted that by 2016, the United States chocolate confectionery market will
reach a value of approximately $20 billion (Chocolate). This is an increase of 9.9% since
2011. Though the growth in the industry does provide opportunities for success, the pre-
dicted average annual growth rate is only 1.98% which is considerably lower than the
average United States annual GDP growth of 3.24% (United States). Both the Asia-Pa-
cific and the European chocolate confectionary markets are expected to grow at a much
higher rate – with the Asia-Pacific growth rate double that of the United States.
Though the United States’ growth rate is lower than other countries, they represent
20.5% of the global chocolate confectionery market (Chocolate). The Hershey Company
is the leading player in the United States chocolate confectionery market, holding over
40% of the market. The competition in the US chocolate confectionery market is very
tough, with the top four players representing over 86% of the total market.
Take 5 falls in the chocolate countlines segment (sold in bulk packages to retailers who
break them into individual items for resale). Chocolate countlines is the largest segment
of the chocolate confectionery market in the United States. It alone accounts for 45.4%
of the market’s value—which was over eight billion dollars in 2011 (Chocolate). The
competition in the countlines segment is even more intense than the industry as a whole
with the leading companies representing over 92% of the market share.
Figure 1: 2011 Data from MarketLine
1

Competitive Analysis:
The candy bar market at the Take 5 price range exhibits intense rivalry. To find its main
competitors a perceptual map was created using less dense to dense and smooth to
crunchy on the axes. It was determined that the substance and texture of a candy bar
were the two major descriptors that subconsciously positioned them in consumer’s
minds. Take 5 fell in the quadrant dense and crunchy. This shows that main competitors
for this type of candy bar are Snickers, Baby Ruth, Pay Day, and 100 Grand. Its second-
ary competitors are Kit Kat, Pretzel M&Ms, and Twix due to ingredient overlap and level
of market share. It is important to note that many of Take 5’s competitors have consider-
ably larger market share.
2

Main Competitors:
Snickers: Snickers is a sub-brand of Mars, Inc. and is the world’s best-selling candy bar.
It contains peanuts, caramel and nougat, coated with milk chocolate. Snickers quickly
became one of the planet’s favorite treats after its introduction in 1930 (Mars). Their cur-
rent campaign is “You’re not you when you’re hungry,” which promotes the candy bar as
being a filling snack (Exclusive). Snickers has annual global sales of $2 billion (Snick-
ers). It is a main competitor to Take 5 due to its salty sweet flavor combination, high
density and amount of ingredients
Baby Ruth: Nestle’s Baby Ruth includes peanuts, caramel, and chocolate nougat cov-
ered in milk chocolate. It was introduced in 1921 (Baby Ruth). Their campaign is “This
baby really gets you going,” promoting the energy you will get from the peanuts in the
candy bar (Baby Ruth Ad). Because of the salty sweet combination it is a main competi-
tor to Take 5.
Pay Day: Pay Day is a candy bar made of salted peanuts around a chewy caramel
center made by Hershey. Pay Day was first introduced in 1932 (PayDay). Their current
campaign is “Fill up and go” which emphasizes the energy you will get from the protein
in peanuts (TV Commercial). It is seen as a main competitor because of its texture and
salty sweet flavor combination.
100 Grand: 100 Grand is made by Nestle and was first produced in 1966. It is made of
caramel and crisped rice covered in chocolate (100 Grand). The crunchiness and tex-
ture combination make 100 Grand a main competitor to Take 5.
Secondary Competitors:
Kit Kat: Kit Kat is a chocolate-covered crispy wafer that is a product of Hershey. Each
bar consists of four smaller bars that you can easily break apart. Kit Kat is associated
with taking a break and is recognized by the jingle “Give me a break, give me a break,
break me off a piece of that Kit Kat bar” (Kit Kat). It is considered a secondary competi-
tor because of its crunchy texture.
Pretzel M&Ms: M&Ms were first introduced in 1941 in the United States. M&Ms are a
sub-brand of Mars, Inc. However, Pretzel M&Ms were not released until 2010 (Pretzel).
The product consists of pretzels coated in a milk chocolate candy shell. These M&Ms
are larger in size than the plain M&Ms, so each package contains fewer M&Ms. Pretzel
M&Ms had a total of $18 million in sales from June of 2012 to June of 2013 compared to
$9 million for Take 5.
Twix: Twix candy bars originated in the United Kingdom in 1967, and were then intro-
duced to the United States in 1979 (History). Two bars come in a package. Each bar
consists of a biscuit with caramel, covered in milk chocolate. Twix’s current ad campaign
involves two separate factories, each producing Twix bars. One factory produces the
left bar while the other produces the right bar (Nudd). With sales at $81 million, Twix has
nine times the sales of Take 5.
3

Customer Analysis:
The chocolate industry is focused on a demographic of predominately female consum-
ers who are married, aged 18-44, employed, have children under 18, and income under
$100,000. Adults account for 81% of chocolate consumption. On days when chocolate
is eaten it’s typically eaten only once per day, often as an after dinner dessert or late
night snack while watching TV.
After looking at the MRI+ database, information was gathered about current Take 5 cus-
tomers. The table above shows demographics of current Take 5 customers.
SWOT ANALYSIS:
Hershey’s patronage was listed as a major strength and opportunity. The resources, im-
age, and leverage that Hershey can provide should not be undervalued - especially in a
market with intense rivalry among long established brands.
4

II. PRIMARY RESEARCH
The development of the situational analysis led to the collection and evaluation of sec-
ondary data. Upon reviewing the information, it was noted that many important topics
regarding Take 5 still needed to be explored. These questions led to an extensive pri-
mary research study, which included focus groups, surveys, and taste tests.
Objectives
•Understand the purchasing habits of the target audience
•Develop an understanding of which customer needs candy bars meet
•Gather opinions on the taste, look, and brand image of the Take 5 candy bar
•Measure the awareness level of Take 5
Taste Tests:
In order to help market Take 5, it was important to understand the product. 54 taste tests
helped measure the overall likeability of the candy bar, as well as the perception of the
brand. Students, primarily between the ages of 18-24, represented a wide variety of
majors, ethnicities, and backgrounds. The full list of responses and conclusions can be
found in Appendices A & B.
Key Findings:
-Only 35% of those surveyed responded positively to brand image but 68%
responded positively to flavor.
-Pretzel was the most prominent ingredient, followed by chocolate and peanut butter
respectively. Only three respondents said they tasted the peanuts.
- “Boring” was mentioned 24 times to describe the brand image.
- Respondents mentioned it looked like an off-brand product.
- After tasting, 67% would definitely recommend to a friend.
The above Worldle repre-
sents the words used during
the taste test. The most often
used words are the largest.
5

Focus groups:
Students, mostly age 18-24, were selected to represent a variety of majors and class
standing at the university. These students were asked to talk about their impressions
of the Take 5 candy bar. The participants represented a variety of majors and class
standings. Participants signed a confidentiality and consent form to use their answers.
A total of nine focus groups were led (each consisting of 6-8 respondents). These
focus groups brought to light valuable insights and perceptions of Take 5. The full list of
themes from the focus groups can be found in the Appendices C & D.
Key Findings:
-Before they even tried the candy bar, many respondents believed they would enjoy it
based solely on the ingredients.
-The overall perception of the taste of the candy bar was positive.
- The packaging was continuously described as “bland” and “boring”.
- People responded more positively about the product once they were aware it was
made by Hershey.
-It was noted frequently that the candy bar had a distinct and unique ingredient
combination.
Online Survey
The objective of the online survey had three main components. The first was to gain
insight on consumer buying behavior, needs met by candy bar purchases, and factors
leading to the purchase of candy bars. Second, Take 5 awareness and purchase level
were measured. Lastly, respondents were asked to rate candy bar brands on six criteria;
price, brand name, convenient location, flavor, ingredients and packaging. The survey
was created and distributed via Survey Monkey. College aged students were targeted
through email and consumers 25+ were targeted through Facebook posts. The full sur-
vey and results can be found in Appendices E - H.
Key Findings:
-60% of people have tried Take 5. This is higher than expected, but significantly lower
than competitors. In comparison, 98% of people have tried Kit Kat.
-15% had purchased Take 5 in the last 6 months and 30% said they would be purchas-
ing Take 5 in the NEXT 6 months. Other candy bar brands did not see this significant
increase.
- 18-24 year olds are significantly more likely to believe that candy bars satisfy their nu-
trition needs, the need to enjoy many flavors, and their taste cravings.
-Flavor was the MOST important criteria on which customers purchased candy bars.
- When consumers rated popular candy bars on the six criteria listed above, Take 5 per-
formed very well on flavor and ingredients. It performed poorly on accessibility, packag-
ing, price, and brand name.
-Respondents that cared about product packaging were less likely to buy Take 5.
6

III.Target Market/Position/Strategy
target market
Social Snackers:
Take 5 candy bar will be primarily targeting 18-24 year old women and men. These
young adults prefer the excitement and flavor of the candy bar and consume chocolate
regularly (MRI+). They rely heavily on social media for information, purchasing sugges-
tions, and entertainment. In fact, research shows that 50% of 18-24 year olds access
Facebook during primetime hours. In comparison, only 37-43% watch TV during that
same time period (Smith). Though they all utilize social media frequently, their back-
ground, ethnicity, and religion are highly diverse. They pride themselves in strong ties
to their favorite brands and note that flavor is the most important aspect of their candy
purchase decision. The most effective way to capture their attention is to engage them
through social media outlets.
‘
Busy Buyers:
The secondary target market will include 25-44 year old women. This category spe-
cifically aligns with the chocolate industry’s main consumers. Though most of these
women have children and/or spouses, research shows they primarily buy chocolate for
themselves. They have a household income under $100,000 and likely have some col-
lege experience (MRI+). This age group is much harder to reach because of their busy
schedules. It is still important to target them, because they represent a larger portion of
total chocolate purchases.
Position Statement:
To those who aspire for a fulfilling life, Hershey’s offers Take 5 - the ultimate candy bar. This de-
licious snack is unlike any other candy bar because it satisfies all the sweet and salty cravings.
Brand Strategy:
In order to combat the low industry growth rate, Take 5 should pursue an increased
penetration strategy. Wiith this strategy, it is important that Take 5 adds perceived value
to their product. This can be done by promoting the Take 5 candy bar as “The candy bar
that has it all.” The unique five layers give customers everything they want in one candy
bar. Take 5 contains multiple flavors and textures -the crunchiness of the peanuts and
pretzel, the smoothness of the peanut butter, and the chewiness of the caramel- which
satisfies virtually every customer need. It is the perfect combination of salty and sweet.
The slogan “The candy bar that has it all” will resonate well with American customers
who can relate to the feeling of wanting to have it all—but much more often they feel the
need to compromise on things in their life.
7
In a crowded and competitive market it’s especially important to identify a distinct posi-
tion. Many survey respondents agree that Take 5’s unique selling proposition is tied
directly to it’s ingredient and flavor combination. The product should be positioned as
such; a candy bar that offers consumers the opportunity to satisfy ALL the taste and
texture cravings.

Relaunch:
As part of this strategy, it is important that Take 5 creates a “re-launch” campaign. This
campaign will give Take 5 the opportunity to introduce their newly found identity to cus-
tomers. Also, the re-launch will include a package redesign, co-branding, displays, and
promotional pricing to entice new customers. Exampe redesign in Appendix J.
1. Package Redesign: After evaluation of the Take 5 candy bar package us-
ing basic graphic design principles (See full audit in Appendix I), it is advised
that the Take 5 package be redesigned in the following ways:
•Place the “Hershey” name on the package- most people are
unaware Take 5 is a Hershey product. In fact, many taste test
respondents believed it was an off-brand product (See Appendix
A). Hershey has a strong brand image so adding the name would
help attract customers. Eventually, as Take 5 builds their own
brand, Hershey can phase out their patronage.
•Change the colors on the wrapper. The red and yellow combina-
tion does not stand out on the shelf (See Appendix J). It has no
appetite appeal, and our research shows that customers view the
color combination as “cheap”.
•Change the “Take 5” font and angle. The angle suggests move-
ment. This contradicts the idea of enjoying a candy bar, and many
survey respondents noted that it resembled the NASCAR logo.
•Create a visual hierarchy on the package by using variance in
sizing for the text.
•Take off the image of the candy bar, it doesn’t look appealing.
2. Product Name: Take 5 should maintain the brand name. Primary research
shows that at least 60 percent of people have heard of the Take 5 candy
bar (Appendix A). Changing the name of the candy bar could jeopardize the
already established base of Take 5 consumers. Also, the name change would
be an unnecessary expense, as research shows that the name is not a pri-
mary reason for lack of sales.
1. Increase Take 5’s market share from .25% of the countlines segment of
the industry to .60% by 2016.
2. Increase the Take 5 brand awareness from 60% to 80% in the first year.
3. Create a strong brand image that resonates with customers.
4. Reconnect with current customer base to increase their purchasing.
5. Increase distribution to make Take 5 available at all Hershey retailers.
6. Bring Take 5 sales from $25.1 million to $50 million in the first year.
MARKETING OBJECTIVES:
8
See full sales forecast in Appendix K.

IV. MARKETING TACTICS
DISTRIBUTION:
First and foremost, distribution of Take 5 needs to be increased. Research members
visited 15 stores to evaluate Take 5 shelf placement. Only five of these retailers sold
Take 5! All of them sold Hershey bars, Snickers, and Kit Kat. Accessibility is particularly
important in the countlines segment of the chocolate industry. This is because custom-
ers note purchasing specifically out of convenience and opportunity.
The overall Hershey sales channel is divided up into seven retail carriers, in which
the company holds the title of being the market leader in CMG sales. The first is mass
merchandisers, totaling 33% of the net sales, followed closely by supermarkets at 25%.
Convenience stores (C-stores) bring in 15% of net sales and the market share within
the channel has been continually increasing for the past four years, reaching 31.4% in
2012. The next retail outlets include drug stores and wholesale clubs, which are contrib-
utors of 10% and 8% to net sales, respectively. The final two carriers of Hershey brands
include dollar stores and specialty channels, together yielding 9% of the total net sales
(AMA Marketing Case Competition Packet).
The Take 5 candy bar is not distributed amongst all of the channels the Hershey Com-
pany uses. In June of 2013, Take 5 sales throughout its entire distribution were only
$25 million (AMA Marketing Case Competition Packet). Convenience stores bring in
the most revenue to the total net sales at $14 million. Supermarkets, such as Delhaize
Group leading in king size sales, and mass merchandisers, such as Walmart, which is
the leader in the snack size sales, contribute $4.2 million. Drugstores generate $2.6 mil-
lion while only $1 million come from wholesale clubs, such as Sam’s Club, which gener-
ates the most sales in the standard loose bars packaged in boxes. The least amount of
sales is from dollar stores with less than $50,000.
Expanding Distribution:
Within the markets that are currently used as distribution channels, the supply of Take
5 candy bars should be increased. Supplementary venues within the retail supply chain
where Take 5 should be sold include vending machines, point-of-purchase displays in all
of the current channels, and specialty stores such as candy shops and gift shops.
The Hershey’s Milk Chocolate bar, which can be found in all of the distribution channels
in high quantities, has over $170 million sales. This is a great example of a brand within
the Hershey Company that shows how increases in sales revenue can be achieved by
making the product more readily available to consumers by offering it in additional ven-
ues (AMA Marketing Case Competition Additional Information Packet). In order to en-
courage retailers to stock Take 5, volume discounts and allowances should be offered.
9

PROMOTIONAL PRICING AND PACKAGING:
It is especially important during the first stages of the re-launch that Take 5 uses promo-
tional pricing to encourage purchases. Research shows that people who try Take 5 like
it. It is recommended that coupons be placed in retail locations. These coupons will be
for one FREE Take 5 candy bar with the purchase of two Hershey products. In addition,
Hershey should specifically work with grocers that use rewards cards. These rewards
cards have the ability to track consumer purchasing habits. Offer FREE Take 5 coupons
to customers that have purchased five or more candy bars in one year. In this case, trial
creates customers!
Take 5 candy bars should be placed in Hershey snack-sized variety packs (especially
around Halloween). Instead of including Take 5 in the variety mix, Hershey should ini-
tially place a graphic on the bag that says “Two Take 5 candy bars free!” This will en-
courage customers to search through the bag and try their free prize.
Displays should be placed at supermarkets and mass merchandisers. These card-
board displays should invite customers to try the “new” Take 5. It is important that these
displays are aligned with the strategy and positioning mentioned above. The aim is to
reinforce the brand identity and value at every step of the purchase process.
CO-BRANDING:
Take 5 should also consider co-branding with Dairy Queen during the re-launch of the
Take 5 candy bar. Dairy Queen currently sells Blizzards featuring Hershey products
so the relationship is already established. Dairy Queen also has over 4,500 locations
throughout the United States (Jorge). Using Take 5 pieces (or ingredients) inside DQ
Glizzards will bring awareness and customers to the product. Also, if the DQ campaign
is launched simultaneously with the Take 5 re-launch, both companies can benefit from
these synergies.
V. IMC PLAN
It is important to note that throughout this plan each advertising outlet is projecting the
same message. One of the weaknesses of the Take 5 brand is that the brand image is
unclear. This IMC plan will incorporate many elements of advertising and marketing with
a cohesive strategy that portrays Take 5 as “The candy bar that has it al!”
Budget and timeline can be found in Appendices L and M .
HAVE IT ALL!10

TELEVISION:
The theme throughout each commercial reflects the Take 5 slogan “The candy bar that
has it all.” Each of the suggested commercial ideas present a situation in which the
characters wish to “have it all” only to end up having to compromise with their results.
However, when eating a Take 5 there is no need to settle- the five delicious and unique
flavors satisfy consumers’ sweet and salty cravings. Because of this, each commercial
will display the layering of the ingredients and an announcer will name and describe
each layer as it appears. To implement Take 5 television commercials, we advise con-
tracting an advertising agency that has a video production division. The following series
of commercial suggestions are believed to be relatable situations to either the primary or
secondary target market. They should increase awareness levels of the Take 5 brand
and generate an interest and a desire to purchase the candy bar.
1.“Bad Hair Day”
This television advertisement would take place in a beauty shop. A young woman
would enter requesting a new, trendy, and eye-catching hairstyle. The beautician says
she will work her magic to give her a hairstyle no one will ever forget. When the “op-
eration” is over the young woman’s hair turns out to be too flamboyant and she real-
izes she cannot have it all in a hairstyle. Again, the end of the commercial will display
that the Take 5 can give her and others watching all that they want in a candy bar.
2.“The Imperfect House”
A couple is house searching in this television commercial. The husband has his
opinion on what he wants his house to have and the wife has her own set of qualities
the house has to have. Their realtor presents them with many options and finds them
a house that has it all. Then she presents them the house’s listing price, which turns
out to be $100,000 over the couple’s budget. The end of the commercial will resonate
that you can’t have it all in a house but you can have it all in the Take 5 candy bar
followed by the candy bar’s ingredients and packaging.
3.“He’s Not the One”
This Christmas commercial takes place in an upscale, bustling bar. Two women are
conversing and one brings up that she has met a man who has many great quali-
ties (he has a jolly personality, is great with children, owns his own business, etc.).
Just as the other woman asks to meet this man, Santa walks into the bar and up to
the women. The theme of this commercial is that a man may have some qualities a
woman wishes for but they may not have them all. The end of the commercial dis-
plays the candy bar and the ingredients, which show that Take 5 is the ultimate candy
bar. An example script can be found in Appendix M.
4.“Tricked Out Truck Fail”
The final TV advertising idea targets 18 to 24 year old males within our primary target
market. A man will be showing his friends his truck, which he just finished adding cus-
tom equipment (subs, lift kit, front grill guards, cherry bomb muffler, etc.). However,
when he goes to start his truck it will not start resulting to the ridicule of his friends.
The final cut will be to the Take 5 candy bar and an announcer will state its “have it
all” uniqueness.
11

The suggested time slots for these commercials to be run are on daytime and primetime
spots, Monday through Friday, and spot announcements in secondary markets. Accord-
ing the MRI + data from the Fall of 2012 for Candy/Sweets/Snacks bought in the previ-
ous six months, the types of TV shows adults were more likey to watch are Day Time
Talk/Variety (81.5%), Comedy/Variety (80.7%), and Primetime (75.4%). Example televi-
sion channels highly watched by these adults are MTV (80.1%), ABC Family Channel
(78.9%), and the Hallmark Channel (76.6%). Another outlet where the proposed com-
mercials can air is on online outlets, such as YouTube during music videos, ABC.com
(used by 77.8% of the adults), and Hulu.com (76.3%).
BILLBOARDS:
Hershey can take advantage of outdoor advertising in the form of billboards and transit op-
portunities. The Seattle, San Francisco, Los Angeles, Phoenix, Denver, Dallas, Chicago,
Atlanta, Miami, and New York metropolitan areas will be targeted. These ten metro areas
have an estimated population of 76.8 million people for 2012. From 2010 to 2012, these
areas have experienced a growth from as little as 0.65% in Chicago to as high as 4.28%
in Dallas. Major Interstates in these ten metro areas will be targeted. Central Puget Sound
Regional Transit Authority in Seattle, Bay Area Rapid Transit in San Francisco, Los Angeles
County Metropolitan Transportation Authority, Valley Metro in Phoenix, Regional Transporta-
tion District in Denver, Dallas Area Rapid Transit, Chicago Transit Authority, Metropolitan At-
lanta Rapid Transit Authority, Miami-Dade Transit, and Metropolitan Transportation Authority
in New York City rail and bus stops will display Take 5 advertisements. The advertisements
featured on both the billboards as well as the rail/bus stops will be fairly similar and focus on
the “have it all” theme. The billboards and transit advertisements will focus entirely on the
flavor, ingredients, and visual appeal of the candy bar.
WEBSITE:
A company’s website is a hub of information for consumers. Take 5’s should appeal to
customer’s appetite, include valuable information, and act as a cohesive binding of all the
marketing elements. It should have its own distinct page that feels unique from the Hershey
website. A full audit of the current website is available in Appendix O.
12
PRINT:
The “have it all” theme will be incorporated into print media also. The print ads will coincide
with the TV commercials; for each commercial made there will be a print ad created that
relates to the commercial. For example the ad will show a picture of a girl thinking about all
of the qualities she wants in a man and in a thought bubble it will show what she pictures
in her head, but in the background it will show Santa Claus with a checklist with all of those
qualities checked off. At the bottom of the ad it will say “You can’t have it all in a man, but
you can have it all in a candy bar.” There will be a picture of a Take 5 candy bar split in half,
showing the ingredients and the ingredients will be listed. Each ad will include a QR code
that when scanned will take you to the Take 5 Instagram, Facebook, Twitter, or Pinterest
page, to get more people involved in the social media contests (which are mentioned be-
low).Print ads will run opposite of the TV commercials (July-September, November, and
March- April). The specific magazine placement is listed in the appendix.

Twitter
Twitter has made its way into the social media world and has become a
great medium for introducing and creating awareness of products. With
215 million monthly users, it is currently the fastest growing social network-
ing service. According to Forbes, 81% of US respondents indicated their
friends’ social media posts directly influenced purchasing decisions. Twit-
ter is based upon following and sharing ideas, in which 34% of marketers
have used Twitter to successfully generate leads. To remain uniform with
Facebook,@HersheyTake5 should introduce Take 5’s Twitter page with the
consistent hashtag of #HaveItAll.
Pinterest
The number one category of content on Pinterest is food. The majority of
Pinterest users are women at 80% with 69% of them saying they have
found an item they have either bought or wanted to buy. A Hershey Take 5
Pinterest could include boards such as Desserts with Take 5, Promotions,
Hershey’s History, Milton Hershey School, Gluten Free, and Moderation
Nation.
Instagram
Instagram allows businesses to add their own touch to the product, network
their product, and reach new demographics. According to Maximize Social
Business, in just three years Instagram has grown to 150 million users,
which is faster than Facebook, Twitter, and Pinterest. Catching an audience
with pictures can be beneficial because messages can be target towards
those who are inclined to be visually oriented. The Instragram name would
be the same as Twitter’s- @HersheyTake5.
Facebook
As of November 15, 2013, there are total of 1.15 billion monthly users in
which 47% of Americans say that Facebook is their number one influence
of purchases. According to Forbes, 79% of consumers “like” companies
Facebook pages in order to receive promotional offers. 70% of marketers
say that their Facebook page has allowed them to successfully gain new
customers. With this being an extremely effective platform, statuses posted
onto the Hershey’s Take 5 Facebook page should encourage relationship
building as well as interaction with the brand.
SOCIAL MEDIA:
Out of all the internet users, 67% use a form of social media tool (Piombino). The use of social
media is largely used by those between the ages of 18 and 29 at 83% followed closely by 30 to
49 year olds at 77% and these numbers are increasing each year. 78% of social media users also
say that companies’ social media posts influence their purchases. Because the primary and sec-
ondary target market both heavily use social media outlets and their use is growing in popularity,
we suggest implementing a social media campaign managed by a social media associate. These
outlets include:
13

“Have it All!” Contest:
To gain interest for the Take 5 candy bar as well as encourage interaction with it and the
Hershey brand amongst the online media and with other consumers, a cohesive system
of contests is advised utilizing each medium. Each contest is suggested to be directly
tied to the television advertisement airing at that time, resulting in four contests for the
entire year. Promotion for each contest will be through each medium, however, a ran-
dom winner will be chosen from Pinterest, Instagram, and an entry form. The budget for
the contests is a total of $100,000 with $67,000 going directly toward the expense of the
contest prizes and an allotted $33,000 is for legalities.
Have It All Remodel
This contest involves Hershey Take 5 Pinterest followers creating a board entitled “Have
It All Remodel.” Its basis comes from the television commercial “The Imperfect House”
in which a couple is searching for the house that has it all. Hershey’s Take 5 would ask
consumers at the end of the commercial as well as through Facebook and Twitter to
create this board and pin design elements that their perfect house would include. This
could include a master bathroom, state-of-the-art appliances, outdoor decorations, etc.
The contest would encourage pinners to follow the Hershey Take 5 Pinterest. At the end
of the month of the commercial ending, one follower will randomly be chosen to receive
$10,000 in order to complete, for example, their bathroom remodel as noted from the
pictures pinned from their “Have It All Remodel” board.
New Hair-Do
Inspired by the “Bad Hair Day” Take 5 TV commercial, the winner of this contest will
take a trip to New York City, New York in order to receive a beauty transformation by a
world-renounced beautician, a trip valued at $2,500. The contest winner will be random-
ly chosen from Hershey Take 5 Instagram followers. The object of those who participate
are to post a picture answering, “What would you do to your hair if a famous hairstylist
worked their magic?”
Dream Car
“Tricked Out Truck Fail” involves a young man who tries to make his vehicle be the best
by having it all but ends up not being able to use the vehicle. The winners of this contest
will receive $50,000 in order to make or aid in the purchase of their dream car. An entry
form for the contest will be found on Facebook and Twitter. A great way to increase fol-
lowers and likes!
Have it all.. in the Bahamas!
Unlike the young woman in the “He’s Not the One” commercial spot, many of the Take
5 fans have a significant other who, like the Take 5 candy bar, has it all. This contest
involves a three-day vacation for two to the Bahamas valued at $5,000. Again, an entry
form for the contest will need to be placed on the Hershey Take 5 website and promo-
tion of the contest will be supported through Facebook and Twitter.
$10,000
$2,500
$50,000
$5,000
14

Additional Recommendations:
“Hershey Families”
Take 5 should be utilizing the full advantage of Hershey’s patronage. Perceptions for the
brand increased when respondents were informed that Take 5 was a product of Hershey.
Before respondents knew this, they noted that the candy bar packaging looked cheap.
Today’s customers are especially concerned with relating to a brand’s image. Based on
considerable secondary and primary research, Hershey should launch a “Hershey Fami-
lies” campaign. This is not included in the Take 5 budget, because the campaign applies to
all Hershey products. The marketing objective is to remind consumers that they are part of
the Hershey family- specifically through television commercials. It will target women with an
emotional appeal that elicits the nostalgia of chocolate.
Commercial example:
“We were there when you sat around the campfire. You were telling stories and sing songs.”
Show families making s’mores with Hershey bars on a summer night.
“And, when your mom let you put the Hershey kiss on the top of her peanut butter cookies…”
Flash to a mother and child baking together with Hershey kisses.
“We remember the best part of those Halloween nights… when you dumped out all your treats.”
Children sorting candy after Halloween. Feature kids excited about the Take 5s.
“And our Reese’s Eggs were the very first things you ate on Easter morning.”
Kids eating their Hershey Eggs by their Easter baskets.
“Bringing sweet moments of Hershey happiness to the world every day.”
To evaluate the effectiveness of the IMC plan, it must be measurable. As such, many
evaluative tactics were put in place. Commercial impacts, reach, and frequency will give
Hershey an idea as to how many people have viewed their advertisements on televi-
sion. While these numbers do not speak to how effective the advertisement is, it gives
them an idea to how many people have viewed the ad.
Gross rating points, or GRPs, are the major way to measure effectiveness of billboards.
Just like television, though, it is hard to measure the effectiveness. As research shows,
billboards should not be the main focus of an advertising campaign. The billboards are
simply in addition to the other advertising mediums. The GRPs will allow Hershey to
monitor how many times per day a billboard is seen. The more fequently the billboard is
seen, the higher the reach.
With the social aspect of the campaign, the admin panel available on Facebook pages
will give us an idea of how much reach the posts have. With this information, decisions
can be made on future posts so that they have a greater impact. Similar functions are
available on Instagram, Pinterest, and Twitter. The website can also fall into this catego-
ry. Hershey will be able to monitor how frequently the website is visited, as well as the
click-through rate.
VI. MEASUREMENT AND EVALUATION
15

VII. Conclusion
16
The overall flavor perception of Take 5 was VERY high. All of the primary research confirms
that customers enjoy the taste of Take 5 and many would recommend the product to a friend.
Done properly, a financial investment in marketing, advertising, and distribution has the potential
to drastically increase sales. More than ever, brand identity is a contributing factor in purchase
decisions –especially among young adults. Take 5 needs to show consumers exactly WHO they
are and what they have to offer. And, they have A LOT to offer.

VII. Appendix
Appendix A: Taste Test Results
Brand Image:
Boring: 24
Variety: 9
Fun: 2
Enjoy: 5
Tidy: 1
Fast Quick Snack: 1
Currently seen as a below average product: 5
Needs Hershey’s Logo: 3
For elderly people: 1
Brand Personality:
Bland/boring: 24
Enjoyable/Fun: 12
Relaxing/Laid Back: 7
Stands Out: 3
It could use a better logo: 2
Underestimated: 1
Comments:
•Needs to assign a personality to the candy,
bubbly, life of the party , enthusiastic type
•Schizophrenic
•It the weird guy that people forget about
•It’s kind of like Lindsey Lohan it’s there but you
just want to send it to rehab to get it to leave
Taste:
Sweet: Yes: 29/No: 11
Salty: Yes: 31/No: 9
Crunchy: Yes: 41/ No: 4
Chewy: Yes: 23/No: 16
Flavor:
Like: 26/ Dislike: 12
A lot of flavors/Indifferent: 16
Aftertaste:
Salty/Pretzel: 22
Chocolate: 11
Caramel: 1
Peanut Butter: 14
Nutty: 3
Liked: 10
Dislike: 2
Which ingredients do you taste?
Pretzel: 37
Peanut Butter: 28
Carmel: 10
Chocolate: 31
Peanuts: 3
Properly Balanced Flavors:
Yes: 19
No: 24
When would you use it most?
Snack: 24
On the go: 8
Never: 4
Halloween: 5
Impulse: 9
Craving: 7
Relaxing: 2
Opinion:
Like: 30 Neutral: 9
Dislike: 4
Recommend to a friend?
Yes: 33
No: 5
Maybe: 11
Packaging:
Boring-9
Similar to kit-kat-6
Old fashion looking bag-10
Quality of information-7
Bright stands out-2
17

Appendix B: Taste Test Process and Conclusions
Process:
First, candy bars were passed out to each participant. They were to make observations
about the package before opening it. Comments were to be made on the color, name,
graphic, and quality of information on the package. Second, the participants gave their
opinion on the brand image of Take 5. The same was done with the brand personality.
For the actual tasting of the product, participants were to remark on the quality, flavor,
aftertaste, looks, sweetness, saltiness, chewiness, and the degree of crunchiness. After
the taste test, the participants were to remark on which ingredient had the most domi-
nant flavor, and which had the least. They were also asked if the candy bar had properly
balanced flavors. The next question that the participants answered was when they think
they would use or eat the product. The participants were also asked what the best and
worst part of the candy or experience was. Finally, they were asked to give their opinion
on the candy bar rating from: strongly like, like, neutral, dislike, or strongly dislike; and if
they would recommend it to a friend.
Conclusions:
The taste test gave valuable information about the Take 5 candy bar. This information
was used to help answer the question of whether people were not buying Take 5 be-
cause of the taste, packaging, or something else.

As it turns out brand image, and brand personality turned out to be quite similar. A large
majority of the participants thought the brand image and personality of Take 5 was bland
and boring. Since this was prior to the taste test, it is believed that this is due to the
dullness of the packaging. The comment of “Schizophrenic,” leads to believe that the
packaging was contradicting itself.

When it comes to the taste and flavor, about two-thirds of everyone liked it. The partici-
pants seemed to all think it was very sweet and salty. Some even said it was the perfect
combination. All but four participants thought the Take 5 was crunchy, but when it came
to chewiness, it was much closer together. Some of the participants thought there was a
very strong aftertaste of pretzel, while several others thought it was chocolate. The most
prominent ingredients that people tasted were pretzel, chocolate, and the peanut butter
in that order. However, more than half of the participants did not think Take 5 was prop-
erly balanced.

In general, most people eat the Take 5 as a snack, more often than not this is “on the
go”. These are the two highest in this category and we think they go hand in hand which
also enforces the theme of the target market. All but four people did not like the Take 5
candy bar, and only five would not recommend it. This data leads to the conclusion that
it is not the taste of the candy bar prohibiting sales. In the packaging question, nineteen
people think that the packaging is boring and old fashioned. This has been a similar
theme throughout the research and it may be the biggest problem.
18

Appendix C: Focus Group Discussion Guide
Introduction (5 minutes)
Hello, my name is _______. You have been invited today to participate in a discussion about
a candy bar. The members of my group are surrounding you (introduce each), please ignore
them for now.
We are looking for your honest assessments about candy bars. We will not be asking
any questions that will make you uncomfortable. We will be focusing on your awareness of a
brand of candy bar and your thoughts on how it tastes and looks. Sometimes we might return
to subjects we have already discussed to verify your opinions. Please answer the best that you
can. The candy bar you will be tasting has peanuts in it, does anyone have a peanut allergy?
Even though we are recording our meeting, we will disguise your names in the transcripts. We
are guaranteeing your confidentiality, so that anything you say will not be known outside of this
room. Please sign your consent form. Let us begin….
Can each of you introduce yourself and tell us what you think about candy bars?
- (what you like and how you choose one to buy)
Overall Assessment (2 Min)
Have you ever heard of the Take 5 Candy Bar?
What do you know about it?
Name (2 Min)
Does the name indicate what the candy bar would be like? Explain (How so?)
Packaging (6 Min) (Take out a Take 5 to show the group)
What do you think about the packaging? (like or not like)
What does the packaging “say” to you about the candy bar inside?
Does the packaging remind you of any other brands of candy? Brand Image (5 Min)
What is the first thing you think of when you see a take 5 candy bar?
How do you feel about Take 5 as a Hershey product?
(Should Hershey’s name be more prominent?)
What do you think Take 5 will taste like?
Taste Test (15 Min) Hand out Take 5s to try
Hand out napkins, then hand out Take 5s. Ask them to slowly eat them and take notes
Answer the following questions:
• How does it look (texture)?
• Overall taste (describe the quality)
• Taste as expected?
• Most prominent flavor you taste?
• Which flavors would you like more of? Less of?
• Any comments on Sweetness, Saltiness, Chewiness, or Crunchiness:
• Any other comments?
Who, When, Why Buy? Purchase Intentions (10 min)
Can you describe the person you picture eating a Take 5? (age/gender/etc.)
Who do you think this product appeals to? (Who should it appeal to?)
Buy it for yourself or someone else?
Is this a candy bar for a quick snack or something to slow down and savor? Explain
How likely are you to buy a Take 5?
Summary (5 Min)
Finally, if you were speaking directly with Hershey, given all that we have talked about, what
would you tell them were the good and bad things about Take 5? (Organize as you wish)
Reasons NOT to buy Take 5 Reasons to buy Take 5
19

Appendix D: Focus group Process and Themes
Process:
The discussion guide for the focus groups followed the same guidelines as the initial
taste test but went much more in depth. The nine different groups were assigned a sec-
tion to create questions for the discussion guide. The sections were packaging, ingre-
dients, name, taste, brand image and personality, why buy, who would buy, when they
are craving, and purchase intentions. The questions were presented to the class to be
discussed and were put on the final discussion guide.
The discussion guide was used during the focus groups. The focus groups were record-
ed for reference. Each participant in the nine focus groups signed a consent form allow-
ing the use of the opinions they provided. After the participants were introduced to the
process of the focus group, each discussion question was asked giving ample time for
each participant to offer an opinion. The core of the focus group was a taste test of the
candy bar. After each question was asked, the focus group concluded. Each individual
also wrote down his or her thoughts and comments.
Themes
The following findings were taken from the various focus groups. “Smiles while
taking the first bite,” and “You should savor the flavor.” There were many state-
ments like these from the taste testing. Take 5 has the kind of taste that could
become the number one candy bar in the United States. Many participants stated
that before they even tried the Take 5, the ingredients seemed intriguing. Because
of this, they thought it would be a candy bar they would like.
Most all of the groups agreed that the packaging for the candy bar was very
“bland” and “boring”. This is a key find because lack of sales for the candy bar
may be due to the wrapper. Participants also said, “This is old people candy”
due to the wrapper. The packaging should be more directed at the target mar-
ket. There were also a lot of statements like, “It tasted even better than they
expected,” and, “They would eat Take 5 again.” This just proves the potential
Take 5 has to be a competitive product in this market. A common thought among
focus groups was that, the participants felt better about the product once they
found out it is a Hershey’s product. Even though they all liked it they thought
that Hersey’s name should be more prominent on the package of Take 5 because
many people have heard of Hershey’s, and it is a name that is trusted. Other
statements were, “It’s clean to eat,” and some even said it’s a “slowdown” food
and suggested it could be used for a “study break snack.”
One of the most valuable comments was: “It is different than most candy bars
because of the combination; not many candy bars will give you that all in one.” A
theme that was unanimous in all groups is that “pretzel was the strongest taste.”
20

Appendix E: Online Survey Template (shortened)
Online Survey Questions (e-mail and Facebook)
1.What candy bars have you purchased in the last 6 months?
100 Grand, Baby Ruth, Butterfinger, Kit Kat, Milky Way, Reese’s, Snickers, Take 5, Twix
2.What candy bar did you last purchase?
3.Who did you purchase your last candy bar for?
Myself, Spouse, Children, Friend, Other (please specify)
4.Where did you purchase your last candy bar?
Mass Merchandiser (Wal-Mart, Target, etc), Supermarket, Convenience Store/Gas
Station, Drug Store, Wholesale Club (Sam’s Club, Costco), Vending Machine, Other
(please specify)
5.How well does a candy bar satisfy each of the following needs?
(Very Poorly-Very Well)
Hunger, Energy, Nutrition, Excitement, Have Taste/Flavor, Have Multiple Flavors, To
Take a Break, To Slow Down, Need a Quick Snack, Savor the Experience
6.How important are the following criteria when purchasing candy bars?
(Not Important-Very Important)
Price, Brand Name, Convenient Location, Flavor, Ingredients, Hunger, Packaging, Size
of Bar, Special Occasions, Impulse Purchase
Product Survey Questions: 1 page for each bar
[Kit-Kat, Snickers, Take 5, Baby Ruth]-order was randomized
7.Have you tried [_____]? (Yes/No)
8.Based on your knowledge, how well does [_____ ] do on the following criteria?
(Very Poorly-Very Well, N/A)
Pricing, Brand Name, Convenient Location, Flavor, Ingredients, Packaging
9. What candy bars will you likely purchase in the next 6 months? (check all that apply)
Demographics:
1.What is your gender?
2.What is your age?
3.What is your marital status? ( Single, Married, Divorced, Widowed)
4. How many children do you have? (0, 1,2,3, 4+)
21

Appendix F: Survey Anovas
Significant Differences Based on Age
In this section a 1 to 5 scale was used, 1 being very poor 5 being very well. Overall, people do
not believe that candy bars satisfy nutritional needs very well. Respondents over the age of 24
especially do not believe candy bars satisfy their nutritional needs. Respondents from 18-24 are
more likely to believe that candy bars satisfy the need for multiple flavors. Respondents from
18-24 are also more likely to believe candy bars satisfy their need of taste and flavor.
Significant Differences Based on Gender
In this section a 1 to 5 scale was used, 1 being very poor 5 being very well. Females believe
Take 5 has a better price than males do. Respondents do not think candy bars satisfy nutritional
needs. Females especially do not believe they satisfy nutritional needs. Respondents do not
believe candy bars satisfy energy needs well. Males are more apt than women to think candy
bars give them energy.
Significant Differences Based
on Household Income
In this section a 1 to 5 scale was used, 1 being
not important 5 being very important. Respon-
dents with less than a $50,000 household
income viewed price significantly more impor-
tant than those who made more than $100.000
household income. Respondents with less than
$25,000 view the size of the bar significantly
more important than those who make more
than $100.00 in household income.
22

Appendix G: Survey Results
In this section a scale of 1 to 5 was used, 1 being very poor and 5 being very well.
Price: Respondents believe that both Kit Kat and Snickers are priced better than Take 5
and Baby Ruth. A short term fix to this issue might be to use coupons or discounts.
Brand Name: Take 5 does significantly lower on the perception of brand name than any
of the other competitors based on the online survey. A strong IMC plan would be re-
quired to turn this around.
Convenient Location: Take 5 does significantly worse than Kit Kat or Snickers. To fix this
a higher distribution of Take 5 would be required.
Flavor: Take 5’s strongest attribute but it still lags behind Snickers. However, the
respondents felt Take 5 tasted better than either Kit Kat or Baby Ruth.
Ingredients: Take 5, Kit Kat and Snickers are all perceived as relatively equal.
Packaging: Kit Kat and Snickers are perceived as having better appearance than Take 5
or Baby Ruth. Repackaging would likely be required to change people’s opinions.
23

Appendix H: Survey Results- Regression
Influences on likelihood to buy Take5 in next 6 months listed in order of importance:
Take5 Flavor
Satisfy Needs - Need to Slow Down (reversed) - [candy bars not satisfy need to
slow down]
How important - Size of Bar
How important - Packaging (reversed) - [packaging not important]
Satisfy needs - to Take a Break
24

Appendix J: Package Design
As you can see above, Take 5 does not stand out on the shelf. The color combination
does not catch the customer’s attention and it is not appetizing.
Current Packaging
Redesign Option
Note that redesign option
uses colors that represent
the product. The product
image is removed, and the
Hershey logo has been
added to the package.
26

Appendix K: Sales Forecast and Budget
27
Sales Forecast
*Each year of sales includes 52 weeks beginning May of 2014
The chart above shows the projected sales forecast for the first year of the Take 5 launch and the
following four years after that. Due to heavy increase in the distribution of Take 5 and pushing
our 10 million dollar budget in advertising and promotions, we project that in the first year we
will double current sales, bringing the total first year sales to $50 million. After the first year we
project that sales will have a slower growth rate. Sales will continue to increase but at a steadily
decreasing rate. Our projections show that in these 5 years sales will increase by a total of ap-
proximately 371 percent.

Appendix L: IMC Timeline and Budget
28
Description and explanation of
the timeline and budget avail-
able on the following page.

Appendix M: Budget and Timeline Explained
During the month of May we will focus on marketing to opinion leaders, and retailers.
We will need to reach out to them first to get Take 5 on their shelves before advertising
to the public. We will also reach out to bloggers and offer them a free bag of snack size
Take 5 bars to get them talking about them on their blogs and raise awareness.
Online
We will promote Take 5 online throughout all months of the year starting in June using
the Hershey website, Facebook, Twitter, Instagram, Pinterest, Youtube, Hulu, and abc.
com. One million dollars will be spent on online advertising between Youtube, Hulu, and
ABC.
Billboards
Billboards will be placed in metropolitan 2 areas and will be used throughout all months
of the year starting in June. There will be 4 different billboard designs that will be rotated
between locations every 3 months or so depending on the area. 1.2 million dollars will
be spent on billboard costs.
Promotional Coupons
Promotional coupons will be sent out during key times of the year. Each coupon will be
good for one free regular size Take 5 candy bar. Key times of the year are in June, be-
cause that is when Take 5 is being launched, October, because it is Halloween time, De-
cember because it’s Christmas time, and February because of Valentine’s Day. These
are considered key times to promote Take 5 because candy sales increase during the
holidays. Promo coupons will be sent out to 250,000 households. Each coupon will cost
Hershey about $1 bringing the total cost spent on promotional coupons to $250,000. We
will spend $50,000 on sending out free Take 5 bars to bloggers. Retailer discounts will
equal about $500,000. Additional coupons and discounts will cost $1,000,000.
TV Commercials
We will spend four million dollars on TV commercials.It will cost $400,000 to produce
the commercials. Four 30-second commercials will be produced and they will be aired
during the key selling months of the year (June, October, December, and February).
They will also be featured online.
29

Appendix N: Commercial
Take 5
“He’s Not the One”
30 seconds
30

Appendix N: Commercial (Continued)
31

Appendix O: Website Evaluation
This discussion will be based around the website’s strengths and weaknesses. This will
clearly define the improvements needed to assist in separating the Take 5 candy bar
from its competitors. References to the Hershey’s Milk Chocolate Bar website will aid in
the discussion. Upon implementing changes, further opportunities for the Take 5 website
to aid in brand recognition would be to add hyperlinks to social media.
The strengths of the website begin with the consistently of the layout with all other Her-
shey candy bar brands’ websites. The predominant red color of the background reflects
the packaging while the faded white shadow within the center box is displayed on every
Hershey candy bar page. Furthermore, the product ingredients and nutrition information
is placed on the right hand side and is easily readable along with the production de-
scription. Finally, when searching for Take 5 on a search engine, its’ Hershey’s webpage
is above the fold on the preceding results.
Despite the strengths the Take 5 website displays, the page is neither appealing nor
appetizing- two very important design aspects to capture the attention of a consumer
of chocolate. The bold red color connotes aggression and almost forces the viewer to
look away. The color should still reflect the packaging but a tone that is not as harsh as
the red, for example, should be used. The graphic of the candy bar is also smaller than
other Hershey candy website graphics. On the Hershey’s Milk Chocolate Bar website
two chunks of the bar are shown and are immediately eye catching but the large size
is not overwhelming. The Take 5 candy bar on the website is supposed to be a tool to
show the five different layers. However, the graphic is cut off by the informational chart
making the bar smaller and the different layers hard to see. The packaging icon also
misrepresents the amount of packaging types a consumer can purchase. On the Her-
shey’s chocolate webpage, the different products are shown which allow consumers to
view the expanse of Hershey’s chocolate that can be purchased. The Take 5 candy bar
can be purchased in a variety of packages (standard 2-pack, King size, and fun size)
and showing that aspect of the candy bar would be a great opportunity to capitalize on
to increase sales.
32

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