Marketing mix of Kitkat by Nestle – Kitkat Marketing mix

(Source: https://www.marketing91.com/marketing-mix-kitkat/)

Kitkat is a biscuit bar of wafer that is covered in chocolate. Rowntree of England created it in
the year 1935 and later Nestle started its production after acquiring the company in the year
1988. Kitkat has a universal appeal to every generation and age group. Some of its
competitors are as follows:
 Cadbury
 Mars

Product in the Marketing mix of Kitkat

The traditional Kitkat bar has four fingers with a measurement of 9cm by 1cm. Later a bar of
two finger was also introduced that is the company’s bestselling product till today. The KitKat
bars have different number of fingers in accordance with the market.
It starts from a size of half a finger that is available in Japan to a bar of three fingers in
Arabia, to the bars of twelve fingers that are available in France and Australia. The bars of
Nestle Kitkat are sold in various forms of multi-packs, boxes, bags and even individually.
“Nestle Kitkat Chunky” was launched in 1999 and “Nestle Kitkat Chunky Peanut Butter” in
2006 in variants such as milk and orange.
In countries like America, UK, France, and Ireland the company produces “Nestle Kitkat ice-
cream” and in countries like Malaysia and Australia it produces “Nestle Kitkat Drumsticks”.
The four fingers Nestle Kitkat has appeared in mint and orange flavours and later in variants
like blood orange, Yogurt and Lemon and lime flavours.
One of its most favourable variant is “Caramac” that was introduced in 2005. “Kitkat Green
Tea Chocolate” is one another successful product of the company. In Japan, at least forty
flavours of Nestle Kitkat are available like the Cucumber, wasabi, and lemon vinegar.

Place in the Marketing mix of Kitkat

Nestle Kitkat is produced in at least 21 countries of the world such as Brazil, Canada, UK,
Germany, Malaysia etc. and at present is the leading confectionary brand in the global
market. It is easily available in nearly one hundred countries of the world. In the year 2010,
a new manufacturing line, costing 5 million pounds was opened in York by Nestle. This plant
is supposed to produce a billion units of Kitkat every year.
The global team of Nestle Kitkat has developed an intricate network of distributive channels
that has the responsibility of ensuring that Nestle Kitkat is available to every interested
consumer at whatever place or whenever time he desires.
Numerous market researches show an amazing fact that 60% of the purchases are impulsive
buys without any rhyme or reason. Sales of any confectionary product depends on easy
availability therefore, the company tries to supply as many as possible variants of
its products to maximum number of outlets through its wholesalers and retail channels.

Price in the Marketing mix of Kitkat

Nestle Kitkat has a very strong image of its brand name and in this competitive market this
image allows the company some flexibility in executing its pricing policy. However, to
increase the volume and maintain its loyal customers Nestle Kitkat has resolved to maintain
a low and fair pricing policy.
The starting prices of the Kitkat product remain unchanged at INR5, along with its quality,
even if the quantity has been reduced. The customers then do not feel very unhappy with
the company as they also realize the effects of rising economy. The stability in the pricing
policy has been a major factor in the maintenance of sales of this brand. The company’s
policy has proved to be a boon for them.
Promotions in the Marketing mix of Kitkat
The packaging of Nestle Kitkat is very distinctive and is done in white and red coloured
wrapper. The first advertisement for the brand Nestle KitKat was shown on television in the
year 1957 and the first colour advertisement were seen in the year 1967. Some of the most
exclusive advertisements of Nestle Kitkat comprises of “Dancing Panda” in the year 1987 and
“Have a Break, Have a Kitkat” ads in the early 90s.
Nowadays, a tagline has become an important promotional activity. Nestle Kitkat has relied
heavily for its promotions on the media such as newspapers, magazines, billboards, posters,
televisions and especially online through internet and various websites that asks the visitors
to take a break and have a Kitkat. The company has offered free bars of Nestle Kitkat with
family packs as promotional strategies.

Case study's questions are:

What does market orientation mean?
Which are the signs of a market-driven company?
According to the case study which are the key elements of marketing-mix?
Why are they so important?
What is the role of product development or branding in the success of the company?
What are the basic relations between the different marketing-mix elements?