X

  • Client Login
  • Kenya
    • ---Regions---
    • Europe
    • Mainland China
    • India
    • Latinoamérica (Latin America)
    • Middle East, North Africa and Pakistan
    • Southeast Asia, North Asia and Pacific
    • Sub-Saharan Africa
    • -------------
    • Algeria
    • Argentina
    • Australia
    • Bahrain
    • Bangladesh
    • Беларусь (Belarus)
    • Belgium
    • Brasil (Brazil)
    • България (Bulgaria)
    • Cameroun (Cameroon)
    • Canada
    • Centroamérica (Central America)
    • Chile
    • Mainland China
    • Colombia
    • Crna Gora (Montenegro)
    • Hrvatska (Croatia)
    • Cyprus
    • Česká republika (Czech Republic)
    • Danmark (Denmark)
    • Deutschland (Germany)
    • República Dominicana (Dominican Republic)
    • Ecuador
    • Egypt
    • España (Spain)
    • Eesti (Estonia)
    • France
    • Ghana
    • Ελλάδα | Greece
    • Hong Kong
    • India
    • Indonesia
    • ישראל (Israel)
    • Italia (Italy)
    • Côte d'Ivoire (Ivory Coast)
    • 日本 (Japan)
    • Jordan
    • Ireland
    • Казахстан (Kazakhstan)
    • Kenya
    • Kuwait
    • Latvija (Latvia)
    • Lebanon
    • Lietuva | Lithuania
    • Македонија (Macedonia)
    • Magyarország (Hungary)
    • Malaysia
    • México
    • Morocco
    • Myanmar
    • Nederland (Netherlands)
    • Nepal
    • New Zealand
    • Nigeria
    • Norge (Norway)
    • Oman
    • Österreich (Austria)
    • Pakistan
    • Peru
    • Philippines
    • Polska (Poland)
    • Portugal
    • Puerto Rico
    • Qatar
    • România
    • Россия (Russia)
    • Saudi Arabia
    • Slovenská republika (Slovakia)
    • Slovenija (Slovenia)
    • South Africa
    • Srbija (Serbia)
    • Sri Lanka
    • Suomi (Finland)
    • Singapore
    • South Korea
    • Schweiz | Switzerland | Svizzera | Suisse
    • Sverige (Sweden)
    • Tanzania
    • Taiwan
    • ประเทศไทย (Thailand)
    • Tunisia
    • Türkiye (Turkey)
    • Uganda
    • Ukraine
    • United Arab Emirates
    • United Kingdom
    • Uruguay
    • United States
    • Venezuela
    • Việt Nam
    X
Nielsen Logo Nielsen Logo
MENU
  • Insights
  • About Us

Insights

Case Study: Demand-Driven Approach Helps Candy Company Target More Profitable Buyers

Markets and Finances | 01-09-2013
Email Share

separate addresses by comma

Hershey has benefited from a series of strategic acquisitions and new product introductions over the years, but in 2007 the company’s management became concerned that growth was beginning to slow. With key competitors involved in merger talks – Mars and Wrigley in 2008, and Kraft acquiring Cadbury in 2010 – identifying unmet consumer demand took on added importance. With long-term sustainable growth as its goal, Hershey turned to The Cambridge Group, a division of Nielsen, to bring a game-changing approach to its “go to market” strategy.

Tagged:  CPG AND RETAIL
Email Share

separate addresses by comma

To download, please provide us with a little information.

Welcome Back! Click below to download.

Request Download
X

Thank you

Click on the link to download the file. If your download doesn't start right away, right click on the link below to "Save As."

Case Study: Demand-Driven Approach Helps Candy Company Target More Profitable Buyers

You might also be interested in:

Three Screen Report (Q1 2010)
Three Screen Report (Q4 2009)
Three Screen Report (Q2 2009)
Three Screen Report (Q1 2009)
Three Screen Report (Q4 2008)
Three Screen Report (Q3 2008)

Related News

  • Connectivity Improves User Adoption of E-Commerce for Evolving Product Categories Like FMCG
  • Perspectives: Who Exactly is Africa's Consuming Class?
  • Ingredient Inspectors: Consumers Embrace Dietary Diligence
  • Consumers in Kenya, Ghana and Nigeria Confident Despite Spare Cash Scarcity
  • Spare Cash Is Hard to Come by for Most in Nigeria, Kenya and Ghana

Related Report

  • Quarter By Numbers: Q1 2018
  • 'Made In Matters'… or Does It?
  • What’s Next In Africa
  • Why Retailers Are Keeping It Fresh: Fresh Foods Not Spoiled by Inflationary Heat
  • Every Breakthrough Product Needs An Audience

Interested in learning more?
Contact Us

Get the Nielsen Newswire Newsletter

By clicking on Subscribe, I agree to the Privacy Policy and Terms of Use.

X

You’re almost done! Please check your email to confirm your subscription.

In the meantime, explore our insights and reports on the latest consumer trends.

X

Something went wrong. If this is your first time subscribing, return to our signup form and try again, or contact us.

Once the form has been submitted successfully, you will receive an email requesting to confirm your subscription.

  • Twitter
  • Facebook
  • LinkedIn
  • aYouTube

Responsibility & Sustainability   |   News Center   |   Careers   |   Privacy Policy   |   Terms of Use   |   Site Map   |   Contact Us
Copyright © 2019 The Nielsen Company (US), LLC. All Rights Reserved.