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Smaller Bars
Candy bars. Hershey is raising their prices 13%
Would you…
Keep the candy bars the same size and charge more?
Reduce the size/weight of the bars by 13% or more?
Do a little of both to ease the pain?
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10 Replies
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[Randall Raymond] “Would you keep the candy bars the same size and charge more?”
I can tell you how this issue was handled by the Jack Daniels Distillery.
JD kept the price the same and simply added water, thus lowering the product from 86 to 80 proof. In their case, loyal customers were outraged and many vowed never to buy the product again. So, I guess the point is, you can’t ever win by lowering your standards…
David Roth Weiss
Director/Editor
David Weiss Productions, Inc.
Los AngelesPOST-PRODUCTION WITHOUT THE USUAL INSANITY ™
A forum host of Creative COW’s Business & Marketing, and Indie Film & Documentary forums.
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I would issue a series of wrappers (collect all eight!), each with a picture of an Upper Crust Executive on it. I would call the marketing campaign “Take His Bonus” – for every wrapper code you enter in on the Hershey’s website, Hershey rebates you 50 cents, which is taken directly out of some board members year-end bonus!
Then, I would sit back and watch the sales soar!
Christian Glawe
editor/compositor
http://www.christianglawe.com
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Steve Wargo
Tempe, Arizona
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A marketing guy would charge the same price, make the bar the same length but narrower, and call the new smaller bar “lower-calorie diet size”. People will rationalize that since it’s a diet version, they can get away with eating two instead of one, same as they do now with Halloween “fun size”. Marketing guy retires to a tropical island.
“Oh, you wanted to RECORD that?”
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[David Roth Weiss] “JD kept the price the same and simply added water, thus lowering the product from 86 to 80 proof. In their case, loyal customers were outraged and many vowed never to buy the product again. So, I guess the point is, you can’t ever win by lowering your standards…”
Man, this kind of stuff happens all the time. I’m still hacked off about A-1 sauce. A few years ago they added a bunch of water to their recipe and began marketing their bottles as having 10% more FREE! Dirtbags…
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[Mark Suszko] “A marketing guy would charge the same price, make the bar the same length but narrower, and call the new smaller bar “lower-calorie diet size”. People will rationalize that since it’s a diet version, they can get away with eating two instead of one, same as they do now with Halloween “fun size”. Marketing guy retires to a tropical island.”
I don’t know if it’s still on the market but Milky Way used to have a “lite” bar that did exactly that. It was made exactly the same as the regular Milky Way bar except a bit smaller.
-A
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[Andrew Kimery] “I don’t know if it’s still on the market but Milky Way used to have a “lite” bar that did exactly that. It was made exactly the same as the regular Milky Way bar except a bit smaller.”
Yeah, with more air in it. Kinda the way we do things…
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Three Musketeers Bar got it’s name from being made with three types of filling: chocolate, vanilla, and strawberry nugat. Some time in the mists of ancient history, they dropped the strawberry component for reasons unknown, but kept the name.
Comedians will tell you, universally, the funniest candybar name is Zagnut. I like Zagnut bars. I LOVE their old commercial, which has the feel of a Stan Freeberg work., dunno if it was his but has his flavor on it. Description:
Two executives are touring a candy plant, discussing the new candy they are going to market. They go on about how great the bar tastes, as they reveal that they were using a newfangled computer to help pick the best name for the product. The head suit asks what the computer came up with. The junior exec proudly exclaims; “ZAGNUT!”.The Head Suit goes ballistic, saying this is the stupidest name for a candybar he’s ever heard of and that nobody in their right mind is going to buy a candybar called Zagnut, no matter HOW good it tastes.
By this time, the tour has arrived at the shipping and packing department, where we see the situation is a fait accompli’, as the infinitely huge warehouse is already brimming with cases and palletloads of candy all branded “ZAGNUT”.
The Head Suit sighs resignedly and says something like, “oh hell, might as well give it a try”.
“Oh, you wanted to RECORD that?”
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[David Roth Weiss] “JD kept the price the same and simply added water, thus lowering the product from 86 to 80 proof. In their case, loyal customers were outraged and many vowed never to buy the product again.”
I’ve always preferred George Dickel, instead.
I think I heard somewhere that Hershey bars were once bigger than they are now. As opposed to Pepsi, which famously went from 6 to 12 ounces when there was a bottle shortage.
Arnie
Now in post: Peristroika, a film by Slava Tsukerman
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At the other end of the scale, adobe added more to CS3 than was in CS2 ( flash, ultra, on location, illustrator?? ) and took out only Audition, and AFAIK, kept the price about the same.
George Socka
BeachDigital
http://www.beachdigital.com
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