During the process of writing the o

During the process of writing the order, several instances came up where decisions had to be made about competition items and promotional programs. By utilizing historical data, these decisions were made in a fair and equitable manner . At one point, the retailer had decided not to carry a specific competitor’s item for the season. However, in looking at past sales, Hershey determined that that would not be a good decision for the retailer. The retailer took a second look, agreed, and added the item back into the season. By doing this, Hershey proved that they wanted to do what was best for the retailer and not just what would be best for Hershey. After the season, a post-analysis was performed, with solid growth attained across all major manufacturers and a double-digit increase for the season-a strong performance for the retailer! Due to this success, Hershey was able to gain the retailer’s commitment to take over the category captain responsibilities, which allowed them additional influence and exposure in the account.