1. UNIT 3 DB
Hershey Special Dark Chocolate Bar
Product and Place
Victoria Rock
Unit 3 (DB)
As our book Marketing(2011) tells us, there are four types of consumer
products: convenience products, shopping products, specialty products, and unsought
products.(Kerin,Hartley & Rudelius(2011)) Convenience products are items that we buy without
really thinking about it. If you look around your local convenience store you can get a pretty
good idea as to what may be considered a convenience product. Shopping products are items
that we look and compare with similar products in regards to price, size, style, etc. Most f these
types of products can be found in your local Wal-Mart, Car Dealers, Hardware stores, etc.
Specialty products are products you personally go out in search of like a certain type of clothing
you can only find at Old Navy or The Gap. Cell phones and Video games also all under the
specialty products because even though they may be selling a similar product as their competitor,
their design and technology is unique to them. Unsought products are things we don't just go out
looking for like life insurance or cemetery plots, we may think about needing it but we don't go
in search of it.
The product I chose to do my marketing on was the chocolate bar produced by the Hershey
Company. My choice product is the Hershey Special Dark chocolate bar.

2. Hershey has been around for more than 100 years and is known for having the best flavor as
well as being an American icon, so why shouldn't they continue their success in the health
industry with their Special Dark chocolate bar. Unlike other types of chocolate bars and candy
companies that focus on the young, Hershey can be the one known for looking out for the health
of others as well. It would be good for them to help spread the word about the health benefits of
dark chocolate, the package of this candy bar can be simple with maybe a slogan such as; "The
Sweet Sensation for Your Heart". It can be promoted as being the chocolate bar for adults, and
at the same time getting the kids to want it because if you have kids, you know they always want
what their parents have. Therefore we will be helping in promoting good health, while
increasing sales. Placement of this product should be with all the other chocolate bars and at the
same price.
Reference
Kerin-Hartley-Rudelius. (2011). Marketing 10th Ed. In Kerin-Hartle-Rudelius, Marketing. New
York: McGraw-Hill.