Ben Gilbert: evaluation

Transcript context

…Totally. Speaking of copycats M&M's were so successful that Hershey’s really was getting worried. David, as you said, it became the better selling candy than Hershey’s bars. Hershey’s launched something called Hershey-ets. We’ll link to it in the show notes. It’s fun looking at the old marketing for this failed product. The biggest issue with marketing Hershey-ets is people would say, what is it? In order to say what it is, you had to say, they’re like M&M’s, which that’s a tough marketing position to be in. You nailed it earlier when you said being first to market is really important. In markets where it is important to be first to market, getting scale quickly so you become the product of record or of reference when people are trying to describe the category. M&M’s was that to a tee. Totally was.…

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