Q2. Think about theconfectionery category (candy, gum, and mint) and then choose

Question

Q2. Think about theconfectionery category (candy, gum, and mint) and then choose a product within that category. There are many products available in stores within this category for us to consider purchasing. Confectionery products are typically sold in most distribution points (food stores, drug stores, convenience stores, big box stores, department stores, etc.) The category is highly competitive and consumers buy this category on impulse so the manufacturers and retailers rely on up to the moment information at the store level to have the right candy brand in the right place for the target market. Hershey Foods would like to launch a new chocolate candy bar targeted to teen boys. Describe the channel strategy that would be most appropriate for the first 90 days of introduction. Discuss how the finished goods would be transported from its plant in Hershey, PA to stores across the globe.

Explanation / Answer

The placing and dsitribution of confectionery product is of vital importance. Many a times the purchase of such product is not on regular basis for a regular consumption but its rely upon the impulses of consumers.

When Hershey Foods is going to start the launch of its new candy marketed for teen boys, it should be very careful and selective and persuasive about its distribution strategy.

Multi channel placing strategy would be beneficial here. Distributors and retailers would help to gather information from market and would help to promote the candies as well.

Besides the following ways could be used in first 90 days to channel the candy correctly to teen boys:

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