Nestle Kit Kat

8/2/2019 Nestle Kit Kat

1/14


2/14

Ekaterina Eskova gr. 11150

"Have a break...have a Kit Kat"

What is a brandname?

Kit Kat brand

- Product strategy

- Promotion Strategy

Products

Product life-cycle

Success of thelaunch

Conclusion


3/14


What the Brand Is...Brands products or firms whose namesand/or logos are readily recognised andassociated with particular characteristicsBranding - is the process of using a name, sign,symbol or other creative element to identify aproduct and emphasise its position in themarket


4/14


Brand name:can be achieved using a company namepromises the consumer particular benefitsconsidered by a company to be its most

important intangible assetbecomes paramount to a product's success


5/14


Kit Kat is the UK's best-selling chocolate bar. The history ofKit Kat emphasises the importance of successfully managedbrand names to the company that owns them. Nestl wasprepared to pay a record price to acquire Rowntree in 1988because of the prestigious brands in Rowntree's productportfolio. Kit Kat was an important part of the portfolio. Internationally, Kit Kat is now also manufactured in Canada,Germany, India, Malaysia, China, Japan, Australia, SouthAfrica and the United States. It is available in more than 100

countries throughout the World.


6/14

chocolate fingersfoil and band wrapping, unique in thecountlines market and seen as animportant feature which encourages

involvement and sharing by consumerswell-known strapline - Have a Break,

Have a Kit Kat.

Product Strategy


7/14


8/14

Kit Kat's advertising is concentrated in two media:television commercials- which follow the well-knownHave a Break tradition

posters- where the powerful colours of the pack andproduct are used to dramatise the message A particular challenge for the advertisers is to appeal to

both the consumers and the purchasers Women account for two thirds of all confectionery sales,but a large proportion of these purchases are subsequently

consumed by children


9/14

Products

Ice Cream ChunKy Kit Kat Bar Kit Kat Snacks Kit Kat Gift Packs Frozen Desserts Pop Chocs


10/14

Product life-cycle

Business theory suggests that products follow a life

cycle, going through phases of development asfollows:

research and development

introduction to the market

the conception of an idea/product


11/14

period of growth then follows as consumers

become increasingly aware of the product

and, if successful, it becomes profitable

Eventually, the growth of sales will level off -this is the mature phase and is usually the

result of increased competition

The theory predicts thatsales will gradually decline

as the market becomes

saturated and consumer

tastes change


12/14

The launch of Kit Kat ChunKy proved to be one ofthe best marketing success stories in recent timesOver 50 million bars were despatched within the

first few weeks of the launchKit Kat ChunKy almost immediately became thebest selling countline, and this success story has

continued

The success of the launch


13/14

Conclusion Kit Kat's success can be attributed to

consistency in its marketing, whilst allowing forminor changes to maintain a modern image

Continuous reinforcement of the brand messagethrough advertising and promotions hasenabled Kit Kat to sustain its popularity

over a long period of time in the face ofrapidly changing consumer

attitudes and tastes and

consumption patterns


14/14Ekaterina Eskova gr. 11150

Thank you!

Nestle Kit Kat

Documents

Transcript of Nestle Kit Kat