Hershey is a widely respected brand and in fact the largest producer of quality chocolate in North America and is considered a global leader in chocolate and confectionery. With a history dating back to the 18th century, Hershey competes with Nestlé and Cadbury to dominate the global confectionery business. The main product lines include chocolate and confectionery products; food and beverage enhancers, such as baking ingredients, garnishes and beverages; and refreshing mint and gum products. Hershey's business strategy is focused on growth and capital by diversifying its brand in the global market. Hershey's operating model follows a single reportable segment in manufacturing and manufacturing, marketing and sales, operations, supply chain and distribution of various types of chocolate confectionery and confectionery products, food and beverage enhancers, and refreshing mint and gum products with more than 80 brands. Product advertising is defined as the art of building and ensuring that awareness of the product remains with potential buyers. A good advertising program aims to make consumers aware of product needs, product usage, customer value, and a product's sustainable competitive advantage over the competition. Hershey has always used appropriate channels such as the Internet and radio advertisements to ensure that customer value and convenience are promoted (Chitty, 2011). MARKETING MIX The purpose of marketing is to develop relationships with customers that value and meet their needs. Marketing also covers pricing aspects, channels through which products are placed, distribution, promotion and communication programs to create brand awareness. Over the years, the Hershey Company has used considerable methods to improve its relationship program...... middle of paper ......ication that improves customer loyalty by engaging customers at touchpoints through channels such as broadcast, print, design, interactivity, live, promotions and public relations. These efforts should result in increased brand value and market share. Works CitedKeller.K. (2008). Strategic brand management, (3rd ed.). New Jersey: Apprentice HallKotler, p & Keller, K. (2006). Marketing Management (12th Edition). New Jersey: Pearson Education, Inc. Solomon, M. R. (2004). Consumer behavior: buying, having and being. (6th edition). New Jersey: Prentice-Hall Inc.YouTube Advertisement Retrieved from http://www.hersheys.com/chocolateworld/explore-trolley-worksMcMahon, J.D. (2001). Built on Chocolate: The Story of the Hershey Chocolate Company. Santa Monica, CA: General Pub. Group.Chitty, W (2011). Integrated marketing communications. South Melbourne, Vic: Cengage Learning.