Kit Kat Audit Report

Brand exploratory for brand and for primary competitor

a) Level of Brand awareness:
Brand awareness of Kit Kat is good as potential consumers are able to recognize and
associate the product of this certain brand. Kit Kat tries different promotional platform to
attract new consumers as well as to maintain existing consumers. This helps in increasing
brand awareness. People easily recognize this brand because of its strong brand elements
like packaging, advertisements, slogan etc. So below mentioned survey tells about how
people recognize the brand Kit Kat and how they associate the brand with different
objects or thoughts.

b) Brand association: What comes to your mind when you think of Kit Kat

Survey:

Opinion Opinion
1 Red colour wrapper 15 Break sound
2 Crispy 16 Red colour package
3 Delicious 17 Dangal girls
4 Happiness to heart 18 Squirrel advertisement
5 Wrapper 19 Love
6 Wafers 20 Break time
7 Nestle 21 Crunchy
8 Craving to eat more 22 Silver wrapper
9 Jingle of Kitkat 23 Four finger format
10 Chocolate 24 Rectangle Shape
11 Kit Kat cake 25 Ek Break ho jaye
12 Childhood memories 26 Break and eat
13 Easy to consume 27 Separate bars
14 Different taste 28 Sweet

So the above survey tells about what comes to consumers mind while thinking about
brand Kit Kat. Respondents have associated the brands with its packaging, advertisement,
shape and taste etc. Everyone has a different a different opinion regarding the brand but
sometimes it will be similar but they may express it differently or they may give different
 name to it. For example Red colour wrapper, Wrapper and Red colour package is similar
in sense i.e. packaging but respondents or consumer will give different name or opinion to
it. So we can say that opinion of the consumers towards brand may be similar as well as
different from one another.

c) Brand positioning analysis

The brand is youthful in nature, and focuses on the consumer segment that love chocolate,
and are willing to indulge themselves with chocolaty snacks. What draws consumers to
this brand is its association with “breaks” due to its tag line “Have a Break, Have a Kit
Kat”.

Anatomy of brand positioning

Brand Domain Men and women of all ages between 15-40 years old at a worldwide
level. Chocolate lovers more particularly

Brand Heritage Dark chocolate, Heritage is outdated for younger generations.

Brand Values Slogan in itself “have a break, have a KitKat”, fun, original, universal
symbol of break, quirky spirit, sharing.

Brand Assets Packaging, red color, shape, message (specific one), many variants.
Brand Personality If Kit Kat was a person, it would have a good sense of humor and it
would be dynamic and fun.

Brand Reflection Kit Kat means coolness; break (relief) from whatever, tasty, easy to
share and fun. A youthful brand and affordable.

Brand Domain
When it comes to Kit Kat’s regular product, the target group is between the age of 15 and 40
years all around the world, with a core target aged between 18 and 24 years old. Kit Kat is
constantly looking for innovative ways to reach out to its core target audience, which are
youths aged between 18 to 24 years. Regarding the market place, the brand competes in the
confectionary industry and more precisely in the chocolate bar market.

Brand Heritage
Kit Kat has the strong heritage of decades and its association with taking break has been
successfully continued. This brand has millions of memories regarding childhood days. Kit
Kat’s history, as far as consumers can remember, is composed of two things: the packaging
used to be blue during World War II and it was called “Rowntree’s Chocolate Crisp” instead
of Kit Kat.

Brand Values
The values of the brand are, first of all, the slogan in itself and above all, the idea behind it.
The “break” is something that strongly defines the company and we can see it through their
communication: the “break” concept has become a symbol for the brand, a timeless and
universal symbol. The idea of fun also defines the brand; the company’s communication
around their products is never too serious and that leads us to their quirky spirit, which is
always present and goes along with the idea of break. We can also talk about the originality
of the brand, always trying to create new products (new flavors) in their different market
areas.

Brand Assets

Kit Kat is different from many of its competitors for various reasons. First, the packaging and
especially the color are pretty much unique and attract the eyes of customers. Then there is
the shape, which is also unique (four bars) in the market, so unique that Kit Kat uses the
shape of the product in its communication strategy very often. There is also the message: Kit
Kat was the first brand to advertise around this idea of “having a break”.. Kit Kat is also
defined as the company with many variations in its products (flavors), packaging or formats.

Brand Personality

According to Aaker’s brand personality framework, if Kit Kat was a person, it would have
the following characteristics: cheerful (sincerity), daring and spirited (excitement) and most
of all it would have a fine sense of humor. In general, Kit Kat’s personality is a fun, dynamic
and empathetic one, as their main purpose is to give consumers a break in their stressful lives,
creating a feeling of thankfulness and complicity towards Kit Kat.

Brand Reflection

The customer, after having bought one of Kit Kat’s products, feels different things. The first
one is a feeling of coolness, related to the communication used by the brand and also the
values of the brand (fun, sharing aspects). Then there is the feeling of relief and satisfaction,
created by the “have a break” tagline and marketing activities of Kit Kat, which has
established itself as a break time food in consumer’s minds. Finally, there is the “youth”
factor, Kit Kat being a positive and dynamic brand. So consumers find Kit Kat as a fun,
cheerful or break time snack.

d) Consumer perceptions analysis (your brand vs. competition)

1. Kit Kat

Male Celebrity Female Animal Car Bird Country

Celebrity
1 Tiger Shroff Smriti Squirrel Ferrari Cardinal India
Mandhana
2 Vijay Deepika Cat Mercedes Sparrow USA
Padukone Benz
3 H.D Radhika Giraffe Range Kingfisher India
Kumaraswamy Kumaraswamy Rover
4 Ranveer Singh Shraddha Panda Lamborgini Wood India
Kapoor pecker
5 Aditya Seal Ananya Panday Squirrel Lamborgini Turkey Switzerland

6 Dhanush Pooja Hegde Dog Toyota Peacock India

7 Ranbeer Kapoor Alia Bhat Cat Mercedes Wood India

Benz pecker
8 Shahid Kapoor Sridevi Panda Duster Eagle India

9 Ranveer Singh Deepika Dog Brezza kukaburra France

Padukone
10 Sidharth Alia Bhat Squirrel Audi Kingfisher korea
Malhotra

Consumer perception regarding brand may be similar or different from one another. Above
table is the survey regarding association of brand Kitkat to Male celebrity, Female celebrity,
Animal, Car, Bird and Country. So association can be done on the basis of colour, shape,
advertisement or feature etc. From the above table you can observe that squirrel has been
responded thrice in the animal section this is because the brand Kitkat had introduced squirrel
advertisement which was quite famous so people remember that advertisement while talking
about Kitkat and they easily associate squirrel with brand Kitkat.

2. Dairy milk (Competition)

 Male Female Animal Car Bird Country
Celebrity Celebrity
1 Lee Min Ho Shraddha Rabbit BMW Blue Switzerland
Kapoor Grosbeak
2 Yash Radhika Pandith Cow Audi Crow India

3 Virat Kohli Anushka Dog Land Rover Duck Italy

Sharma
4 Karhtik Aryan Disha Patani Meer cat Ferrari Peacock UAE

5 Aditya Roy Disha Patani Sloth Bugatti Crane Maldives

Kapur
6 Duniya Vijay Alia Bhat Elephant Kia Dove Singapore

7 Hrithik Roshan Kriti Sanon Cow Ferrari Swam India

8 Sushant Singh Tamanna Bhatia Bear Creta Eagle UK

Rajput
9 Ranbeer Alia Bhat Cat Geep Peacock India
Kapoor
10 Hrithik Roshan Katrina Dog Volkswagen Sparrow Thailand

Consumer perception regarding brand may be similar or different from one another. Above
table is the survey regarding association of brand Dairy Milk to Male celebrity, Female
celebrity, Animal, Car, Bird and Country. So association can be done on the basis of colour,
shape, advertisement or feature etc. From the above table you can observe that in male
celebrity section Dairy Milk was associated with Hrithik Roshan this is because the
respondent had connected the shape of the chocolate that it look looks like abbs so this suits
Hrithik Roshan’s personality.
 Customer Based Brand Equity (CBBE Model)

Customer Based Brand Equity Analysis of Kit Kat

1. Salience

 Recognition: Kit Kat has high recognition in the market and people can recall the
brand easily.
 Brand awareness: Kit Kat has always associated itself with taking Break and its
tagline itself says that “Have a break, Have a Kit Kat” so brand awareness will be
high in the minds of the customer.

2. Performance

 Four finger format: Primary characteristics: ingredients’ quality is perceived as

“good”. The four fingers format is very popular and consumers like the idea of
sharing their snack.
 Average quality: KitKat is perceived as an average-quality chocolate bar. It is has
more product reliability.
 Affordable: Price is very affordable when compared to the major competitors in
the market.

3. Imagery
  Mental Image about the brand is that the product gives energy for child and this
indicates the need of a break for adults in a stressful life.
 Purchase situation- availability of this brand is easy and consumer finds it easy
to purchase as it is available in most of the retail shops of different areas of the
country.
 History- heritage of brand Kit Kat helps in brand recognition and brand
development.

4. Judgements

 Customers love Kit Kat for their quality and affordable price in the market.
 Strong association with “Taking a break” is what attracts the consumer and this
helps the brand to stand out from competition.

5. Feelings

 This brand reminds childhood memories and helps in feeling energized in the
stressful life.
 This brand has some sentimental connection and affectionate towards the brand is
more as it is connected to the childhood memories of the consumers.

6. Resonance

 Customer always craves for Kit Kat immediately after eating one.
 Kit Kat strongly resonates with customer’s childhood memories which evokes
warmth of youthfulness and comfort in them
Customer Based Brand Equity Analysis of Dairy Milk

1. Salience

 Depth of awareness: The brand is associated with best tasting chocolate. For
many people, chocolate is Dairy Milk and no other brand will do. The core values
of quality, taste and emotion supports the brand.
 Breadth of awareness: Branded products command premium prices. Consumers
are willing to pay the premium if they believe that the brand offers levels of
quality and satisfaction that competing brands do not. So Dairy Milk has such
range of awareness in the market.
2. Performance
 Over the years it has survived in a highly competitive market and developed its
competitive advantage. It is successful in communicating the customers that it is
still the ultimate in chocolate pleasure.
 It has shown the consistency in performance. The strength of the umbrella brand
supports the brand value of each chocolate bar, thus implying how reliable the
brand is.
 Cadbury’s packaging on the functional level, the pack was structurally sound to
protect the product quality in distribution and storage conditions, thus the
consumers can acknowledge the durability of the product

3. Imagery

 Purchase availability: The product could be bought from supermarket on the

insistence of the child to its parents or from department store.
 Personality: The Cadbury as a person is able to create a feeling of warmth, the
togetherness of family & friends on special occasions, to hold those relationships
in life.
 The intangible association to Cadbury includes family experiences, childhood
memories.
 The core values of quality, taste and emotion are the pillars of the brand.

4. Judgements

 Brand Quality: Consumers trust the brand because there is certain level of
quality attached to it. The people buy chocolates during the auspicious occasion as
a token of their love tells the level of trust that the people have.
 Brand Credibility: The flagship chocolate brand, Cadbury Dairy Milk which has
history of centuries is credential for its quality and taste.
 Brand Consideration: The brand has been considered for possible purchase and
use not only as a chocolate but it has become a substitute for sweet. The punch
line “Kuch Meetha Ho Jaye” justifies this.
  Brand Superiority: The unique taste of chocolate which comes in a pure form.

5. Feelings

 Warmth: The brand evokes a soothing type of feeling. As the chocolate melts
inside our mouths, a similar soothing effect is felt inside our hearts.
 Passion: It is reflected in the impulse buying nature of consumers. Commercials
of Dairy Milk show how consumers are passionate to eat chocolate during an
auspicious time or during any special occasions as part of sweet.
 Bond of Love & Relationships: The brand provides the consumers with an
opportunity to express their love to their family and friends. It is a time to
celebrate and have few precious moments of togetherness.
 Enthusiasm: The commercials of the brand also reflect the fun & the excitement.
The brand makes the consumers feel excited.

6. Resonance

 Attachment: The level of attachment can be judged by the fact that the consumers
feel that is a perfect gift for special occasions. It could be used to express their
token of love. The moment consumers think about celebration they think about
this brand.
 Sense of community: The consumers feel an affiliation with other people
associated with the brand. The sense of belongingness to that particular brand is
generated.

SWOT Analysis

a) Strengths
 Kit Kat has a strong parent company i.e. Nestlé. So this help in brand identification.
 It got average price to its product so this can be a competitive advantage in the
market.
 It has a strong history heritage of many decades. So this will better help in
strengthening the brand.
 Kit Kat got good visibility and advertising in the minds of the customer. Its
uniqueness in the advertising in the advertising helps in customer attraction.
 Available in a variety of packaging helps in capturing each and every economic
segment of the society.
 Kit Kat is easily reachable (distribution) and it has its presence in almost every retail
stores of any parts of the country. Nestlé’s highly efficient global supply chain helps
in growth of demand.

b) Weaknesses
 Not enough flavors in some countries and even within the country some of the flavors
are not available and this may affect sales in this competitive market.
  In some countries or rural areas in developing countries, the price is still too high so
people may find it difficult to afford the product.

c) Opportunities
 Emerging markets helps the brand to increase its growth and this may develop the
brands.
 Adding more flavors may be helpful in growing the business.
 Alliance or partnership with big organization in terms of promotion or product line
extension may have better future for the brand.

d) Threats
 Competition with other chocolate bars
 Rise in raw materials cost can impact the chocolate industry
 Consumers’ increasing preferences for healthy food (palm oil awareness, calories)
may affect the business.
 High buyer power (importance) due to a multiple choice of chocolate confectionery
brands.
 Many substitutes are available in the market which may be threat to the brand Kit Kat.