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From Teen Fashion to Hershey Kisses: New Ways to Sell the Brand
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******************************** From Teen Fashion to Hershey Kisses: New Ways to Sell the Brand http://knowledge.wharton.upenn.edu/index.cfm?fa=viewfeature&id=1344 How do you market to an audience that is skeptical of traditional advertising, very media savvy, and possessed of short attention spans? And how do you turn a product that is highly dependent on seasonal sales into a product of choice year-round? Both topics were addressed at this year's Wharton Marketing Conference which included a panel on "What Teens Want: Capturing the Attention of the Trend-Driven and Lucrative Teen Dollar," as well as a keynote presentation by Richard H. Lenny, chairman, president and CEO of The Hershey Company.
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