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What is your favorite brand of chocolate? If you're like a lot of other people around the world, chances are it's Hershey's. Hershey's Chocolate is one of the most recognized brands in the world. They launched their iconic Hershey's Kisses in 1907, but they were not the first chocolate drop on the market. Have you ever heard of Wilbur Buds? Wilbur Buds are chocolate drop candies that were launched in 1894 by Wilbur Chocolate company, based in Lititz, PA (near Lancaster). Wilbur Buds are still available today but only at their retail store in Lititz, on their website, and at some other small local retailers. Learn more about these brands by checking out the Hershey's and Wilbur Chocolate websites.
First tell us if you've ever heard of or tried Wilbur buds, then continue with the relaunch activity below.
New product development isn't just about launching brand new products but also includes product relaunches. If you were hired as a marketing manager at Wilbur Chocolate, what would you do to relaunch Wilbur Buds? Determine each area below:
Target market. (Remember - all of your decisions for the brand, package, price, promotion, and communications should tie back to your target market)
Would you make any changes to the brand name, packaging, and/or pricing?
What would differentiate this product in the market? (Why would consumers choose Wilbur Buds over Hershey's Kisses?)
What types of social media, advertising, or public relations would you develop to relaunch Wilbur Buds to your selected target market?
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