Business Wars Encore: Hershey's vs Mars | Mars Attacks! | 4
Jan 5, 2022
In 1965, Hershey faces a formidable competitor as Forrest Mars enters the chocolate market with Snickers and M&M’s. The traditional Hershey, unaccustomed to marketing, struggles with internal doubts while trying to catch up. Meanwhile, the establishment of a new marketing department creates tension over innovative strategies. As negotiations for Kit Kat unfold, economic shifts tip the scales, challenging Hershey's dominance and igniting an all-out battle for America's candy throne.
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Hershey's Vulnerability
- Hershey's dependence on Mars for revenue was greater than they realized.
- Losing Mars's business threatened a significant portion of Hershey's annual revenue.
Mars's Chocolate Independence
- In 1965, Forrest Mars informed Hershey that he would stop using their chocolate.
- This shocked Hershey executives, who hadn't anticipated Mars's shift from ally to competitor.
Hershey's First Marketing Department
- Hershey hired John Raleigh as their first head of marketing in 1965.
- He struggled to build a department due to Hershey's lack of marketing understanding and data.