Portfolio Strategy

Coverage, overlap, and competitive positioning across your brand portfolio

Reese's

Hershey's

vs.

Snickers

M&M's

Lindt

Twix

Needs Covered

of 18

Coverage Gaps

High Overlaps

Competitive Battles

Coverage Matrix

Need / Occasion	Type	Relevance	Reese's	Hershey's	Best Comp.
Great taste	functional	93	65	63	Snickers (62)
Enjoyment	emotional	83	52	49	M&M's (52)
Satisfy sweet craving	functional	88	64	66	M&M's (63)
Comfort	emotional	75	58	52	Lindt (45)
Fun	emotional	78	66	42	M&M's (71)
Reward myself	emotional	72	56	45	Lindt (52)
Satisfy hunger	functional	68	52	41	Snickers (68)
High quality	functional	65	37	40	Lindt (73)
Share with others	functional	62	42	45	M&M's (73)
Energy boost	functional	55	38	30	Snickers (66)
Sophistication	emotional	45	28	30	Lindt (75)
Feel at home	emotional	60	48	55	M&M's (42)
Me time	occasion	69	56	55	Lindt (50)
On the go	occasion	54	52	35	Snickers (68)
Casual get together	occasion	65	48	45	M&M's (73)
Gifting	occasion	58	32	42	Lindt (71)
After meal dessert	occasion	54	45	48	Lindt (52)
At work	occasion	48	38	32	Snickers (61)

Covered & leading Covered but trailing Gap (score <40)

Great tastehigh overlap

Reese's: 65Hershey's: 63

Enjoymenthigh overlap

Reese's: 52Hershey's: 49

Satisfy sweet cravinghigh overlap

Reese's: 64Hershey's: 66

Comforthigh overlap

Reese's: 58Hershey's: 52

Share with othershigh overlap

Reese's: 42Hershey's: 45

Feel at homehigh overlap

Reese's: 48Hershey's: 55

Me timehigh overlap

Reese's: 56Hershey's: 55

Casual get togetherhigh overlap

Reese's: 48Hershey's: 45

After meal desserthigh overlap

Reese's: 45Hershey's: 48

Funmoderate overlap

Reese's: 66Hershey's: 42

Reward myselfmoderate overlap

Reese's: 56Hershey's: 45

Satisfy hungermoderate overlap

Reese's: 52Hershey's: 41

High overlap: both portfolio brands score similarly (<10pt gap) — risk of cannibalization. Consider differentiating roles.

Your Brand	Score	Competitor	Score	Territory	Gap
Reese's	52	M&M's	52	Enjoyment	0
Hershey's	49	Lindt	49	Enjoyment	0
Hershey's	41	Twix	41	Satisfy hunger	0
Reese's	64	M&M's	63	Satisfy sweet craving	+1
Hershey's	63	Snickers	62	Great taste	+1
Hershey's	63	Lindt	61	Great taste	+2
Reese's	65	Snickers	62	Great taste	+3
Reese's	52	Lindt	49	Enjoyment	+3
Hershey's	63	M&M's	60	Great taste	+3
Hershey's	49	M&M's	52	Enjoyment	-3
Hershey's	66	M&M's	63	Satisfy sweet craving	+3
Hershey's	45	M&M's	42	Reward myself	+3

Battles where your brand and a competitor both score 35+ and gap is <20 points. Sorted by closest competition.

Source: DECODE BGO ShowCase, US Chocolate Bars & Candy, Total (N=937). Implicit association scores (0–100).