Michael Peiffer Email & Phone Number

West Lebanon, Nh

*Created new product performance profiles that provided a succinct, multi sourced report for new product launches. This report went well past the traditional view of a BASES Launch Advisor and gave a more eclectic view of the state of the business.*Examined Hershey’s Spreads volume drivers and recommend year 2 actions to maximize sales. Multiple data sources were integrated to provide a comprehensive analysis, which yielded 6 viable recommendations and uncovered some important "lessons learned."*Incorporated implicit association in the new VIS (visual identity system) for Hershey's Syrup. This process linked the emotional rewards with the brands functional benefits. Both are needed to understand consumer goals- the motivating force behind brand choice.

*Developed segmentations for both Hersheypark and the Hershey Destination. This resulted in a clearer view of who Hershey's guests were, where they were from, their awareness levels of the entities within the destination, propensity to stay overnight, spending levels by segment and the key drivers to high overall guest satisfaction levels.*Created a Visitor, Lapsed Visitor & Potential Visitor analysis for Hersheypark to assess how fertile the core markets where before moving on to market expansion. This resulted in a new resource allocation within the existing markets to grow business.

B.S., Psychology

Activities and Societies: Member of Psi Chi (National Honor Society for Psychology).

M.S., Psychology