Yash Jadhav

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Strategy / Hershey India

Everything Chocolate, everything Hershey's


Strategy/ Portfolio

Backstory

Hershey’s, a global chocolate leader, faces stiff competition in India against established brands like Mondelez, Nestlé, and Ferrero. While Hershey’s Chocolate Syrup has strong market penetration, other offerings like spreads, milkshakes, and premium chocolates (Kisses, Exotic Dark) are still gaining traction. The recent launch of budget chocolates (Choco Delight, Choco Tubes) further diversifies the portfolio but risks diluting brand perception.

Backstory

Hershey’s, a global chocolate leader, faces stiff competition in India against established brands like Mondelez, Nestlé, and Ferrero. While Hershey’s Chocolate Syrup has strong market penetration, other offerings like spreads, milkshakes, and premium chocolates (Kisses, Exotic Dark) are still gaining traction. The recent launch of budget chocolates (Choco Delight, Choco Tubes) further diversifies the portfolio but risks diluting brand perception.

Brand Portfolio Strategy

Hershey’s should adopt a Branded House with a Hybrid Execution, ensuring a strong master brand presence while tailoring communication for key segments. The focus should be on luxury indulgence chocolates (Kisses, Exotic Dark) to build Hershey’s as the go-to brand for premium chocolate before expanding efforts into everyday and budget categories.

Strategic Approach

  1. Core Indulgence Segment – Position Kisses, Exotic Dark, and Chocolate Bars as aspirational, indulgent treats.

  2. Everyday Chocolate Solutions – Leverage syrup’s success to drive spreads, milkshakes, and dessert integration.

Budget & Mass Market Segment – Maintain accessibility for price-sensitive consumers without diluting premium positioning.

Communication Objectives

Make Hershey’s Synonymous with Chocolate – Reinforce Hershey’s as India’s ultimate chocolate brand.

Strengthen Premium Perception – Elevate Kisses and Exotic Dark as luxury indulgence.

Drive Cross-Category Growth – Use chocolate syrup’s success as an entry point to other segments.

Expand Market Presence – Target Tier 1 & Tier 2 cities through retail expansion.

Execution Plan

📢 Master Brand Campaign: “For the Love of Chocolate” to establish Hershey’s as India’s premium chocolate brand.
🎯 Category-Specific Marketing:

  • Luxury Indulgence – Digital storytelling, influencer collaborations, premium gifting experiences.

  • Everyday Consumption – Recipe-driven campaigns showcasing Hershey’s versatility.

Mass Market – Fun, accessible snacking campaigns for budget chocolates.
🏪 Retail & Visibility Expansion – Strengthen presence in modern trade and Tier 2 & 3 markets.

Execution Plan

📢 Master Brand Campaign: “For the Love of Chocolate” to establish Hershey’s as India’s premium chocolate brand.
🎯 Category-Specific Marketing:

  • Luxury Indulgence – Digital storytelling, influencer collaborations, premium gifting experiences.

  • Everyday Consumption – Recipe-driven campaigns showcasing Hershey’s versatility.

Mass Market – Fun, accessible snacking campaigns for budget chocolates.
🏪 Retail & Visibility Expansion – Strengthen presence in modern trade and Tier 2 & 3 markets.

Execution Plan

📢 Master Brand Campaign: “For the Love of Chocolate” to establish Hershey’s as India’s premium chocolate brand.
🎯 Category-Specific Marketing:

  • Luxury Indulgence – Digital storytelling, influencer collaborations, premium gifting experiences.

  • Everyday Consumption – Recipe-driven campaigns showcasing Hershey’s versatility.

Mass Market – Fun, accessible snacking campaigns for budget chocolates.
🏪 Retail & Visibility Expansion – Strengthen presence in modern trade and Tier 2 & 3 markets.

Yash Jadhav

Portfolio 2025-26