e bars are widely known segments. Hershey, however, has pioneered another size segmentsùthe bite-size candy bar. Reese's Pieces is a well known product marketed by Hershey in this market segment, as are Rolo chocolates. Recently, however, Hershey has introduced bite-size versions of its leading chocolate candy productsù including the various formulations of Symphony chocolates (Lazarus, 1990). Hershey's Kisses have always been a bite-size product, and, for decades, was the only major entry in the bite-size segment. Kisses are bite-size versions of the standard Hershey milk chocolate candy bar.
A relatively recent segmentation of the candy bar market is the division between standard quality candies and upscale, or premium quality, candy bars. Hershey markets several chocolate candy products in the upscale segment of the candy bar market, as well as a wide range of products in the standard quality segment.
In addition to segmentation on the basis of chocolate content, bar size, and quality level, cross segmentation exists within the candy bar market. Candy bar products of varying chocolate content, and candy bar products of different quality levels, as examples, are marketed in a variety of bar sizes. Further, both standard quality and premium quality candy bars are marketed in varying chocolate content reci
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