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
- A. History
- B. Marketing Strategy
- C. Demographics
- 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
- 4.1 MARKETING OBJECTIVE
- 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
Objectives and Key Themes
The main objective of this work is to analyze the KitKat brand, examining its market position, marketing strategies, and future prospects. The analysis incorporates historical background, SWOT analysis, and marketing mix considerations. The research aims to provide insights into the brand's continued success.
- Brand History and Evolution
- Marketing Strategies and Their Effectiveness
- Market Positioning and Competition
- Target Market and Segmentation
- Marketing Mix (4Ps) Analysis
Chapter Summaries
I. Executive Summary: This section provides a concise overview of the KitKat brand's history, growth, and the key findings of the research. It highlights the brand's consistent success, its marketing strategies, and the projected market share growth based on a three-year sales forecast. The summary touches upon the brand's target market and its efforts in differentiating itself from competitors through various marketing communications and a detailed analysis of the 4Ps of marketing.
II. Market Background: This chapter delves into the rich history of the KitKat brand, tracing its origins from the 17th-century Kit Kat Club to its global expansion under Nestlé. It meticulously details key milestones, including recipe changes, packaging evolutions, successful advertising campaigns ("Have a break, Have a Kit Kat"), and strategic partnerships. The chapter also analyzes KitKat's varied marketing strategies, such as consistent taglines, product innovation (especially the diverse range of flavors available globally), strategic social media engagement ("moment marketing"), and the brand's collaboration with other brands and even Google (Android KitKat). Finally, it presents demographic data from a survey of students, providing insights into consumer preferences and consumption patterns.
Keywords
KitKat, Nestlé, brand analysis, marketing strategy, SWOT analysis, market positioning, target market, segmentation, product innovation, advertising, social media marketing, 4Ps of marketing, consumer behavior, sales forecast, market share.
KitKat Brand Analysis: Frequently Asked Questions
What is this document about?
This document is a comprehensive language preview of a KitKat brand analysis. It includes a table of contents, objectives and key themes, chapter summaries, and keywords. The analysis examines the brand's market position, marketing strategies, and future prospects, incorporating historical background, SWOT analysis, and marketing mix considerations.
What are the key themes explored in this analysis?
The analysis explores several key themes, including the brand's history and evolution, the effectiveness of its marketing strategies, its market positioning and competition, its target market and segmentation, and a detailed analysis of its marketing mix (4Ps).
What is included in the Table of Contents?
The table of contents covers an executive summary, market background (including history, marketing strategy, demographics, and competitive analysis), a SWOT analysis, objectives (marketing, communication, and target market), strategic formulation (segmentation, positioning, and marketing mix), creative execution (collaterals and advertisements), and finally, the expense budget.
What is the main objective of this analysis?
The main objective is to analyze the KitKat brand, examining its market position, marketing strategies, and future prospects to provide insights into the brand's continued success.
What does the Market Background section cover?
This section delves into KitKat's history, tracing its origins and global expansion under Nestlé. It details key milestones, including recipe changes, packaging, advertising campaigns, and strategic partnerships. It also analyzes KitKat's marketing strategies, demographic data, and consumer preferences.
What does the SWOT analysis cover?
The SWOT analysis section examines the strengths, weaknesses, opportunities, and threats related to the KitKat brand.
What are the objectives outlined in the document?
The objectives include specific marketing and communication objectives, along with defining the target market and a 3-year sales forecast and market share target.
What aspects of strategic formulation are discussed?
Strategic formulation covers segmentation, positioning (including points of difference and parity), and a detailed breakdown of the marketing mix (product, price, promotion, and place).
What is included in the Creative Execution section?
This section details the creative aspects of the marketing campaign, including collaterals/print ads and TV/radio/sales promotions.
What keywords are associated with this analysis?
Keywords include KitKat, Nestlé, brand analysis, marketing strategy, SWOT analysis, market positioning, target market, segmentation, product innovation, advertising, social media marketing, 4Ps of marketing, consumer behavior, sales forecast, and market share.
What kind of information is provided in the Chapter Summaries?
The chapter summaries provide concise overviews of each section of the analysis, highlighting key findings and insights from each chapter, from the executive summary to the expense budget.
Who is the target audience for this document?
While the precise target audience is not explicitly stated, the detailed nature of the analysis suggests it is intended for academic use or professionals involved in brand analysis, marketing, and business strategy.
- Quote paper
- AB Legal Management Yasmeen Muyano (Author), 2019, A KitKat Market Research. SWOT-Analysis, Objectives, Strategic Formulation, Creative Execution and Expense Budget, Munich, GRIN Verlag, https://www.grin.com/document/477614
