RECOMMENDATIONS:

Marketing and product recommendations:

In order for Nestlé to maintain its competiveness in the market it needs

to ensure that, when proceeding with the segmentation of a market, its
segments are identifiable, sizeable, stable, and accessible and coincide
with the company’s goals and resources (Schiff man et al ., 2014:51). It
must be identifiable in that it shouldn’t be difficult for the marketer to
recognize the chosen segment (Schiff man et al., 2014:51). A marketer
is successful if a chosen segment is profitable and is somewhat going to
remain the same (Schiff man et al., 2014:51). This also means that the
marketer was able to acquire the chosen market segment affordably
(Schiff man et al., 2014:51).

Kit Kat dates back to 1936 (Nestlé Professional, 2013). For this reason it
could be seen by younger generations as an old brand and therefore
does not appeal to them. Nestlé should aim at changing this perception
by focusing its demographic segmentation onto 18-24 year olds, who
are in tertiary education or graduates. There is an immense amount of
pressure on this segment in university and starting out at work. They
are thus a perfect target for Kit Kat’s tagline ‘Have a break, Have a Kit
Kat’. One must keep in mind that brand loyalty, especially in the
chocolate confectionary market, is not of high importance to young
adults. Purchase decisions made by this segment are thus associated
with segment variables such as the latest trends, price and what looks
good. Kit Kat therefore needs to appeal to these bases of segmentation.
Efficiency Recommendation:

• There are few recommendations that are recommended if the

project is to be conducted again in future.
• Employees should be trained according to the changing standards
of the organization.
• Company should conduct survey from time to time to according
to which changes can be introduced in the organization to stay
updated in the market.
• They should introduce creativity into the work, so that the
employees can do their work active mindedly.
• Employees should be given compensation in order to keep them
loyal.
• Employees should be more involved in decision making to become
more differentiated.
• Company should provide incentives to shop keepers