This chocolate bar is a part of the brand name of

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bar has to do with the logo, and not necessarily consumer information. This chocolate bar is a part of the brand name of Hershey’s because although the look and taste are different, the “HERSHEY’S” logo on the package creates a familiarity with those already loyalty the products created by the Hershey’s Company. Also tied to the Cookies ‘n’ Crème bar is the manufacturer’s brand. A chocolate bar such as this wouldn’t have much trouble selling because the brand that it is attached to has
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high brand equity. The Hershey’s Company “has high awareness, perceived quality, and brand loyalty among customers” (MKTG, 162). The value of this is that, even if a product like this is put out on the market being new, customers won’t be as hesitant to buy it because Hershey’s is known and trusted for making chocolate that customers love. With its reasonable price, customers won’t be hesitant when purchasing he cookies ‘n’ crème bar. Customers know what they are getting when they buy a Hershey’s product, so customers will be more than likely satisfied with their decision. Hershey’s has always been a company to target people who love chocolate. However, it would only gain the attention of those who like milk chocolate and dark chocolate. This limitation Left out those who prefer another type of chocolate to the ones already available. In implementing white chocolate as a product now available, they were able to draw another market of people in and may have also taken consumers away from some of their other products as well. Their target market in mind when creating this product were people who like white chocolate as opposed to the regular milk or dark chocolate. Place (Distribution) There are many outlets from which to buy the Hershey’s Cookies ‘n’ Crème bar. Hershey’s products and the Cookies ‘n’ Crème bar in particular is very accessible. The many places where you are able to buy this product range from grocery stores to warehouses, and even online. In grocery stores such as Price chopper, TOPS,
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  • Fall '08
  • Harmon,T
  • Crème bar

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