Kitkat fame has skyrocketed since its first creation back in 17th century. And through the years, it grows steadily under Nestlé SA. Through the years, Nestlé has gained a lot of sales and saw a rapid organic growth from this confectionary chocolate. Since then, the Kitkat brand has grown compared to its other competitors. The sales grow steadily as provided in the Euromonitor and how other people such as our respondents think that it is one of the number one brands. The researchers analyze this brand on how the sales grows gradually over time. The researchers analyze its strength and weaknesses and how it provides opportunities while trying to avoid the possible threats it might encounter.
The researchers also analyze its marketing objectives such as to be the largest food manufacturer. As predicted by its 3-year sales forecast, it will increase its shares by almost 3.08% or by almost 4.0 shares. Accordingly, it will target different market shares and also possible market segments such as the working class and those students who are in need of an energy outlet. By positioning itself, the brand may analyze how to make its chocolate confectionary brand different compared to other competitors. And by using other types of communications in order to promote the product such as advertising and personal selling in order to build customer relationship. At the same time, the researchers also analyze the 4Ps of marketing in order to understand the brand more clearly.
Table of Contents
I. Executive Summary
II. Market Background
2.1 Standing in the Mind
2.3 Standing in the Market
2.3.1 The Competition
III. SWOT ANALYSIS (KITKAT)
3.1 STRENGTHS
3.2 WEAKNESS
3.3 OPPORTUNITIES
3.4 THREATS
IV. OBJECTIVES
4.1 MARKETING OBJECTIVE
4.1.1 3-Yr Sales Forecast
4.1.2 Market Share Target
4.2 COMMUNICATION OBJECTIVE
4.3 TARGET MARKET
V. STRATEGIC FORMULATION
5.1 SEGMENTATION
5.2 POSITIONING
5.2.1 POINT OF DIFFERENCE (POD)
5.2.2 Point of Parity (POP)
5.3 MARKETING MIX
5.3.1 Product
5.3.2 Price
5.3.3 Promotion
5.3.4 Place
VI. Creative Execution
6.1 Collaterals/Print Ads
6.2 TV Ads/Radio/Sales Promo
VII. Expense Budget
Research Objectives and Focus Areas
This study aims to evaluate the market performance and strategic positioning of the KitKat chocolate brand, specifically analyzing consumer perceptions, sales trends, and the competitive landscape to inform effective marketing strategies. The research focuses on identifying growth opportunities and refining brand communication.
- Brand positioning and competitive advantage in the confectionary market
- Consumer preferences regarding product characteristics and purchase motivation
- Sales performance trends based on historical data and future forecasts
- Analysis of marketing mix strategies including product innovation and promotion
Excerpt from the Book
3.1 STRENGTHS
KitKat has many strengths ranging from its brand name and product marketing strategies. With its brand name as something unique and simple, people tend to recall its name easily and quickly. One of its strengths being name recall, KitKat has also utilized this with its major marketing strategies. KitKat’s advertising in televisions, radios and social media has not only been emphasized by its tagline being “Have a break, have a Kitkat”, but their appeal to humor and emotion has been in a league of its own. Their advertisements in public have also been unique as they did not stick with the common ways of advertising a product. In parks and amusement parks, there are several benches there that can be found to be “made of chocolate bars” of KitKat chocolate wafers. These can also be found in convenience stores as they try to crate 3D chocolate wafer bars in places you would not be expecting it. In overall rating, KitKat has always been ahead of its peers as it always try to divulge from the traditional ways of advertising a product. Another thing to consider is how the product is different from its competitors as KitKat offers the chocolate along with the wafer, something that was different from its peer chocolates.
Summary of Chapters
I. Executive Summary: Provides an overview of KitKat's historical growth under Nestlé SA and outlines the researchers' analysis of its market performance and marketing objectives.
II. Market Background: Details the history of the KitKat brand, its evolution of marketing strategies, and demographic data collected from university respondents.
III. SWOT ANALYSIS (KITKAT): Examines the brand's competitive strengths, weaknesses, expansion opportunities, and external market threats.
IV. OBJECTIVES: Defines the corporate and marketing objectives for the brand, including 3-year sales forecasts and market share targets.
V. STRATEGIC FORMULATION: Outlines the segmentation, positioning, and marketing mix strategies utilized to maintain the brand's competitive edge.
VI. Creative Execution: Discusses the implementation of advertising campaigns across various media channels including print, TV, and sales promotions.
VII. Expense Budget: Presents the projected financial allocation for various marketing and research activities.
Keywords
KitKat, Nestlé, Chocolate, Marketing Strategy, SWOT Analysis, Brand Positioning, Consumer Behavior, Sales Forecast, Confectionery, Market Segmentation, Advertising, Social Media, Product Innovation, Competitive Analysis, Market Share
Frequently Asked Questions
What is the core focus of this publication?
The work provides a comprehensive marketing analysis of the KitKat brand, evaluating its strategic position, sales performance, and consumer reception within the competitive confectionery industry.
What are the primary themes addressed in the analysis?
Key themes include brand history, SWOT analysis, marketing mix strategies (4Ps), market share objectives, and consumer demographic data gathered from survey respondents.
What is the ultimate research objective?
The objective is to understand how KitKat maintains its market presence and to propose strategies that allow the brand to reach new market segments, increase sales, and solidify its identity as a leading confectionery product.
Which scientific methodology is employed?
The researchers utilize a mix of secondary data analysis from sources like Euromonitor and primary research through structured surveys of students at the University of Santo Tomas to assess consumer preferences and brand awareness.
What aspects of the brand are covered in the main section?
The main sections cover the brand's strengths and weaknesses, long-term sales projections, segmentation strategies, and the specific marketing tactics, such as 'moment marketing' and advertising campaigns, used to influence consumer choice.
Which keywords define the scope of the study?
The study is defined by terms such as KitKat, marketing strategy, SWOT analysis, consumer behavior, and sales forecasting.
How does KitKat differentiate itself from competitors according to the study?
KitKat differentiates itself through its unique 'wafer stick' composition, its consistent 'Have a break' tagline, a wide variety of global flavor variants, and its agile use of social media and 'moment marketing' to remain relevant.
What role does the BCG Matrix play in this research?
The researchers use the BCG Matrix to categorize KitKat's market position, identifying the goal of reaching the 'Star' quadrant, which necessitates maintaining high market shares and strong industry growth.
- Citar trabajo
- AB Legal Management Yasmeen Muyano (Autor), 2019, A KitKat Market Research. SWOT-Analysis, Objectives, Strategic Formulation, Creative Execution and Expense Budget, Múnich, GRIN Verlag, https://www.grin.com/document/477614
