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Reese’s Pieces in Spain

Reese’s Pieces in Spain

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Reese’s Pieces in Spain

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  1. Reese’s Pieces in Spain Rachel FisherProf. BrazealSummer 2010

  2. Situation Summary • Confectionery market in Spain - $800 million in chocolate sales (33.2% of market) - 72.5% used for snacks or general use, 15.4% for gifts • Competitors: Other brands – 56.9% Cadbury – 20.8%, Nestle – 13.2%, Mars – 9.1% • Independent retailers – 38.2%, Supermarkets – 23.5%, Convenience stores – 18.5%

  3. Cultural Issues • Spanish economy - Higher savings rate - Growing unemployment - Shopping less frequently & switching to store brands • Hofstede – PDI (57), IDV (51), MAS (42), UAI (86) • High number of Roman Catholics • 67.1% of population between 15-64 • 77% of citizens live in urban environment

  4. Strategic Idea • Bring Reese’s Pieces to the young professionals • More disposable income, changing views on family & gender roles • Increase awareness of Reese’s across many times of year & in multiple aspects of daily life • Through comprehensive “For all the pieces of your life” campaign

  5. The Campaign – P.R./Promo • “Travel with your friends and Reese’s” • POS contest for tickets for group travel to Hershey, PA to visit headquarters& tour factory • Linked to internet campaign with entries accepted via website

  6. The Campaign – P.R./Promo • “Reese’s Fuels Fun” • Contest for personal vehicles decorated for Easter • Wraps for buses & trains and advertising materials inside to encourage discussion amongst travelers

  7. The Campaign - Direct • Promotional materials sent to young professional households • Sample of product • Recipe book & ideas for incorporating Reese’s Pieces at your next party- both as a snack and as entertainment • Family & friends pack of tickets for “E.T. the Extraterrestrial in 3D”

  8. The Campaign - Internet • Build on large social network existing in Spain • Well-organized and frequently monitored online content • YouTube channel for Spanish consumers to upload their videos relating to Reese’s • “Reese’s Pieces Break” online game • Carnival-style game with individual or group scores

  9. The Campaign - Advertising • On TV • On public transportation • In some newspapers • Use of celebrities: soccer players, film stars, athletes • Lighthearted visual appeal with emphasis on POS ads & unique packaging • Heavy purchase for Easter season & reference to “E.T” post-rerelease

  10. Summary • Spanish market loves sweets • Reese’s Pieces similar to M&M’s, lowering apprehension to product • Brand personalities (fun, small, peanut butter punch, the strange family member) eases fears by exploiting humor • Examining the brand in different day part situations, Reese’s can quickly succeed