Intro:

- The brand originated in the late 17th century in London. The famous tagline
“Have a break. Have a Kitkat” was first launched in 1958
- Ever since acquired by Nestle, Kitkat has become one of the dominant
name in the chocolate industry.
4P:
1. Product Strategy
- Kit Kat red & white packaging provides instant brand identity
- The famous slogan “Have a break, have a Kit Kat” launched in 1958 and
serves two purposes. First, it refers to the act of breaking the Kit Kat apart
before enjoying them. Second, it implies that Kit Kat is a satisfying part of
taking a well-deserved break from our hectic lives
2. Pricing Strategy
- Conve store / higher price – marrket purrchase large volumes / lower price
- Many discount: 2 for 1 sales, dcount immediately after holiday
- Quantity discounts are offered to consumers when they purchase the
product in multi-packs from the supermarket rather than as individual bars
- The longer in stock, the lower the price
- Use odd number prices -> customer feel like getting a bargain
3. Place Strategy
- Kit Kat is a consumer convenience product in a highly competitive market.
Because there are so many othe roptions, a consumer is likely to purchase a
competing product if Kit Katis unavailable rather than continuethe search
elsewhere
- Intensive distribution is required in order to ensure it is available where and
when the consumer wishes to purchase it
- KitKat is distributed in more than 80 countries in the world.
- Widely avaible in retail stores, cafeterias, supermarkets & ecommerce
platforms.
- Research indicates that more than 60% of consumer’s confectionery
purchases are made on impulse.To capitalize on these impulse buys,
convenience stores, cafeterias,and some supermarkets display individual
bars near the cash registers in full view of every custome
4. Promoting Strategy
- Advertising, sales promotions, online marketing & public relations.
- They advertise on television, posters, and billboards. The company
advertises aggressively on social media to increase its reach and sales.
- Smart use of brand awareness / consistent tag line
- In all their posts the word 'break' is constantly used for brand awareness.
The brand constantly interacts with people on social media. They run a lot
of campaigns on Facebook.
- Eg: Collabs with other big brands (Google, Oreo,…
Promotions in the form of contests aimed at the end consumer
Uses extensive online marketing, especially via social media
Make effective use of publicity to improve company/brand’s image
(Periodic press releases informing and reminding the public of how The
Cocoa Plan improves the lives of small family farmers in underdeveloped
regions boost the company’s image.This message is repeated on every Kit
Kat wrapper.)
5. Buyer Behaviour
- 73% bought in convenience stores, followed by markets at 54%
- 90% buy another brand -> low brand loyalty
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6. Product life cycle
- Nestle has gone through many life cycle stages. The company is somewhere
between the maturity and decline stages, known as the the revival stage