Peer Discussion Responce to Hershey failed in its move into the premium chocolate market due to ineffective positioning and pricing strategies. Hershey's failure in the premium chocolate market can be caused by several factors. The company's initial approach did not align with the expectations and preferences of the target market. Hershey should have taken initial steps of marketing the new product after examining consumer behavior. Without understanding consumer behavior they are selling a product blindly that will have a chance of failure. Dropping the price after they realized sales was low was not a good move for the company. It was what they had to do due to consequences but it could have been prevented. The fancy packaging was a good way to re$-$vamp their brand and chocolates but should have put more focus on advertising the product from the beginning. By lowering the price is gave the perception that it was not of high quality or value when they were marketing it to be of higher value with their fancy packaging. The newer generation turns to social media when considering new brands so this move would have been better for Hershey. Social media offers direct communication and fosters engagement while mass advertising reaches many consumers that may not interact with it$.$ With social media Hershey can analyze consumer engagement of the product. Social media apps like Instagram will tell you how many times the post was viewed or how many clicks on the link it had gotten. This can be useful to Hershey to give them an idea of how many consumers would actually be interested in their product. They could also offer surveys in their ads on social media with questions such as$,$ "Would you try the all new....?". This can be an effective approach to learn consumer behaviors when marketing their new chocolate. Apps like Instagram already do the work for you by telling business pages how many interactions posts had gotten as well as clicks on links and so much more.