The Hershey Company is the largest North American manufacturer of quality chocolate and sugar confectionery products. With revenues of nearly $5 billion and more than 13,000 employees worldwide. (The Hershey Company 2007) Hershey’s produces a variety of sweets and confectionary which can be grouped according to different types. These are sold in the United States and in many other countries.
Some of the Hershey brand’s include 100 calorie chocolate bars, almond joy candy bar, cacao reserve by Hershey’s, Cadbury chocolates, 5th avenue candy bar, heath toffee bar, Hershey’s milk chocolate, Hershey’s extra dark, Hershey’s pot of gold boxed chocolates, Hershey sticks, kissable brand chocolate candies, Hershey’s kisses brand chocolates, kit Kat wafer bar, krackel chocolate bar, Mauna Loa, milk duds candy etc.. Other groups are snacks, sugar confectionary, gum and mint pantry items and kosher products.
The major lines include Hershey’s solution centre, Snacks , Ice Breakers, Jolly Rancher, Twizzler’s kisses, Kit Kat, Reese’s and Hershey’s. Patents, copyrights, Trade Secrets and Trademark It was in 1907 that the first Hershey brand of chocolates was introduced. In 1924 Milton S. Hershey established a registered trademark for the “plume” extending out of the KISSES brand wrapper. In 1976 the familiar foil wrap was established as a registered trademark. (The Hershey Company) Hershey chocolate is a trademark and many of the names, shapes and packaging of the chocolates are protected by U.
S patent and trademark office. Hershey’s own various registered and unregistered trademarks and service marks and have rights under licenses to use various trademarks that are of material importance to the Hershey business (Hershey Co 2007) Hershey in 2005 blocked a Californian company from using the name milkdutz for a line of clothing for breast feeding mothers as it makes milk duds candy (USA today 2005) The shape of Hershey’s Kisses chocolate candy is a registered trademark. No one else can use that shape for chocolate candy morsels as long as Hershey is using it (USA today 2001) Technology
The chocolate is made using a blending system to make a chocolate liquor combine it with milk and sugar and dry it to make a powder. This powder is mixed with cocoa butter to make a paste. The paste is placed inside conches which are large granite rollers to smooth out the chocolate. Mostly the chocolate is placed in moulds. The molding machines can fill 1000 moulds per minute. The moulds are vibrated to remove air bubbles. Kissed however are made differently where a precise amount of chocolate is dropped on a quickly moving steel belt which is cooled quickly to give the shape of the kisses.
Hershey’s secrets: There has always been a rivalry between Hershey’s and Mar’s from the beginning of their formations. The two founders were very different characters. There were bitter legal and marketing fights between these two companies. (Brenner1998) I’d like to buy the world a Hershey’s bar Except for a TV and billboard campaign in Canada in 1964, the company had never really done advertising on a national scale. In 1968, the newly renamed and reorganized Hershey Foods Corporation announced plans for a nationwide consumer advertising campaign spearheaded by the famous Ogilvy ; Mather ad agency.
(The Hershey Company 2007) The company claims their quality of their products is the best form of advertising although many of its products are advertised through all forms of media.
Brenner, J. 1998. The Emperor’s of chocolate. Random House; First Edition, 2nd Printing edition Hershey Co. 23 February 2007. Edgar online. 23September 2007. ; http://yahoo. brand. edgar-online. com/fetchFilingFrameset. aspx? dcn=0001193125-07-037921;Type=HTML; “Hershey seeks to block milkdutz” . 28october 2005. USA today.
Advertising and marketing retrieved from the World Wide Web on the 22nd September 2007: http://www. usatoday. com/money/advertising/2005-10-28-Hershey_x. htm “Protecting products’ distinctive designs – Law – Brief Article. ” USA Today (Society for the Advancement of Education), Dec, 2001 retrieved from the World Wide Web on the 22nd of September 2007: http://findarticles. com/p/articles/mi_m1272/is_2679_130/ai_81110794 Hershey’s. The Hershey company . retrieved from the World Wide Web on the 22nd of September 2007: http://www. hersheys. com/products/details/kisses. asp