32. Hershey created a line of upscale chocolates called "Cacao Reserve by Hershey's." The company created fancy packaging, priced theproduct at the high end, and did little mass marketing for its new product. Initial sales were disappointingly slow even though thepremium chocolate market is growing nicely, with brands like Ghirardelli faring well. As a consequence, Hershey almost immediately(within six months) dropped its prices and started mass advertising. The product ultimately flopped and was discontinued. Usingconcepts in this chapter, why do you think Hershey failed in its move into the premium chocolate market? Do you think the adjustmentswere the most appropriate, or could Hershey have taken other steps?

Brand Extension is a branding framework where a company uses the brand of any of its current…

Answered: Hershey created a line of upscale…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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