Integrated Marketing Communication Plan Of Hersheys Deluxe Chocolate

This integrated marketing communication plan is designed for the launch of HERSHEY’S new product Deluxe. In order to fit the position of this new series, enhancing customers’memory, this plan penetrates core concept "Sincerity for Deluxe". After borrowing experience of similar cases, this plan aims to change traditional concept of FMCG promotion, symbolize something hard to explain or express in language, such as love and friendship, putting abundant signified into this production. Using all promotion tools we can to establish integrated figure, like SNS and event-marketing. Communication on microblog and APP, attracting customers to take part on "Deluxe card","Kissmas","Deluxe Bus" and so on, part of this plan have been carried out successfully. This brand has been spread quickly and been concerned on that day. The huge quantity of participates and high rate of rise impressed the whole Chinese chocolate market, laying a good foundation for long term presence. However, the execution is lack of emphasizing oral spreading and the connection between online and offline. It need to be improved by exploring new function on Wechat. Further target will be making wedding custom be unconsciously influenced, accumulating experience for next period promotion by increasing more pleasures.