Kit Kat Brand Analysis

 

KIT KAT BRAND AUDIT

Cécile Tiphine Alexandre Alexandr e Gonfalonieri Bai Xue Lachartre  Juliana Trieu Trieu élanie Garcia

 

!arah Khel"

 

TABLE OF CONTENTS INTRODUCTION

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Brand Brand audit o%&ecti'e() o%&ecti'e() (cope) (cope) and approach approach +i( +i(tor, Bac./ro Bac./round und a a%out %out the indu(t indu(tr, r, Con(u Con(u1er 1er anal,( anal,(i( i(

PART I - BRAND INVEN INVENTORY TORY (suppl (supply y side)

#$ +i( +i(tor, 23ner(hip *$ 4roduct 4roduct related related attri%ute( attri%ute( 5territor,) 5territor,) identit,6 identit,6 1antra7 1antra7 Brand ele1ent(6 a((ociation( !upportin/ 1ar.etin/ pro/ra1( -$ Brand Brand portfo portfolio lio Role of the %rand 3ithin the portfolio 0$ ar. ar.et anal, anal,(i( (i( •

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Chocolate indu(tr, Co1petiti'e %rand( 424( and 42D( 8$ !trate !trate/ie /ie(( 5047 5047 4roduct !trate/, 4lace !trate/, 4ricin/ !trate/, 4ro1otion !trate/, • •

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PART II - BRAN BRAND D EXPLORATORY (dem!d sid side) e)

#$ Brand Brand po(itio po(itionin/ nin/ anal,(i( anal,(i( •

 T  Tar/et ar/et 1ar.e 1ar.ett Anato1, of %rand po(itionin/ *$ Con(u1er Con(u1er percepti perception on anal,( anal,(i( i( 4erceptual 1ap Brand a((ociation( Cu(to1er %a(ed %rand e9uit, anal,(i( and (ource( of KitKat:( %rand e9uit, Do the de(ired and percei'ed 1atch; KitKat) a lo'e1ar.; •

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PART III - CONC CONCLUSIO LUSION N AND RECO" RECO""EN "ENDATIONS DATIONS APENDIX SOURCES

 

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A( part of thi( %rand audit) our /oal i( to a((e(( the health of the KitKat %rand 3ithin Ne(tlé:( portfolio %, unco'erin/ it( (ource( of e9uit,) it( po(ition on the 1ar.et co1pared to it( co1petitor( and %, (u//e(tin/ 3a,( to i1pro'e that e9uit,$ e9uit,$ rance$ A fe3 ,ear( later) in #) the %rand 3a( exported to Canada) !outh Africa) Ireland) Au(tralia and Ne3 ealand and 3a( %ou/ht %, Ne(tlé$ It 3ould not #http333$con(o/lo%e$co1penu #http333 $con(o/lo%e$co1penurie=de=chocolat=cacao=c/ rie=de=chocolat=cacao=c/ *http333$rtl$fractuecono1iela= *http333 $rtl$fractuecono1iela=con(o11ation=de=chocolat con(o11ation=de=chocolat=en=france= =en=france= a=au/1ente=de=#H=en=cin9=an(=HHH0H*#HH8 - http333 http333$l(a=con(o$fr $l(a=con(o$frle(=francai(=et=le=chocolat=etu le(=francai(=et=le=chocolat=etude= de= exclu(i'e)*@0??H

 

%e 3ron/ to a((u1e that part of KitKat:( (ucce(( i( due to it( Briti(h ori/in($ In fact) a( a Briti(h cand,) KitKat 3a( a%le to reach urope) the U! and Au(tralia reall, (oon) and a%o'e all %efore an, of it( co1petitor( tried to export their product( and %uild an inMuence there$ No3ada,() KitKat i( pre(ent in o'er H@ countrie( 3orld3ide and i( doin/ extre1el, 3ell in  Japan) 3here it ha( an enor1ou( ran/e of product( and e'en dedicated (tore($ I!dus#$y

KitKat i( co1petin/ in the confectioner, indu(tr, ha( and %een 1orefacin/ particularl, in the chocolate %ar 1ar.et$ Recentl,) the indu(tr, a cocoa de"cit) 3hich re(ulted in o'erall increa(e( in price($ Thi( pro%le1 pu(hed the co1panie( to chan/e their product( in order to reduce the production co(t($  The confectioner, indu(tr, i( a 1ature one) 3ith 1an, e(ta%li(hed co1petitor( in it$ It i( currentl, /ro3in/ 5around 8 %illion of /lo%al (ale( in *@#*07) and it i( expected to .eep on /ro3in/ %ecau(e of the counter= c,cl c, clic ical al natu naturre of thi( thi( indu indu(t (tr, r, inde indeed ed)) in ti ti1e 1e(( of ec econ ono1 o1ic ic cr cri( i(e( e()) con(u1er( percei'e candie( a( aOorda%le luxurie($ "$.e# S+$e %/ C+%&%l#e C%!/e&#i%! Sles 'y 0l%'l $e0i%! i! 1 'illi%!s (2344)

A( a 3ell=.no3n %rand) KitKatP( 1ain purpo(e i( to %rin/ &o, to e'er, choc ch ocol olat ate e lo'er lo'er %et3 %et3ee een n #@ and and 8@ ,ear( old$ KitKat tend( to reach e'er,one no 1atter the a/e) ethnical and an d de1o de1o/r /rap aphi hica call fa fact ctor or() () and and to ena%le people to treat the1(el'e( and relax 3ith a (nac. durin/ %rea. ti1e$  The cu(to1er( are not the onl, one( 3ho %en %ene" e"tt fr fro o1 Kit KitKat at)) %ut al(o al(o Ne(tlé$ Accordin/ to in(iderer1edia$co1) in *@#0 KitKat ha( reached a (ale( /ro3th of #@@ 1illion pound( in the United Kin/do18$

 The diOerentiation a1on/ chocolate %rand( i( not o%'iou() %ut KitKat (ucc (u ccee eede ded d in reach eachin in/ / cu cu(t (to1 o1er er(( 3ith 3ith an e1 e1ot otio iona nall ap appe peal al 5&o 5&o, , an and d (harin/7) e(peciall, in Japan 3here it ha( %eco1e a real life(t,le 5KitKat i( a((ociated 3ith /ood luc. there7$ There are 1ore than *@@ Ma'or( of KitKat in Japan) (uch a( %lue%err, chee(eca.e) /r /reen een tea) peach etc$ "p %/ 5i#5# i! 6p!

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C%!sume$ !lysis

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 The 1a&orit, of chocolate con(u1ption i( in IG@@@@*= chocolat=le(=francai(=ne=(ont=pa(=(i=/our chocolat=le(=francai(=n e=(ont=pa(=(i=/our1and(=9ue=ca$php 1and(=9ue=ca$php

 

to 8$H /ra1( per da, for adult( $ In /eneral) fe1ale( tend to eat 1ore chocolate than 1ale($ C%!sume$ 'e+i%$

In the 1ind( of con(u1er() chocolate ha( al3a,( %een con(idered a( a luxur, product) e'en if opinion( are pro/re((i'el, chan/in/ to Ee'en the 1o(t expen(i'e chocolate i( an aOorda%le luxur,F$ Chocolate i( (een a( a product 3hich pro'ide( plea(ure$ >or thi( rea(on) in 0@of the ca(e() chocolate %ar( are %ou/ht on an i1pul(e#@$ To experience a ne3 .ind of plea(ure) con(u1er( are 3illin/ to tr, ne3 Ma'or($ Tho(e Ma'or( can %e ori/inal a((ociation() li.e chocolate 3ith %lue%err,) or exotic one( li.e chocolate 3ith pepper or 3a(a%i$ In /enera /enerall chocol chocolate ate(( ar are e con(u1 con(u1ed ed %et %et3ee 3een n 1e 1eal( al($$ >or thi thi(( rea(o rea(on) n) con(u1er( are de1andin/ 1ore con'enience concernin/ the pac.a/in/ ## (o1eti1e() the, do not 3ant to eat all their chocolate or their %ar at once) (o in order not to put chocolate e'er,3here it 3ould %e 1ore con'enient for the1 to ha'e a pac.a/in/ that can %e refolded 3ith the chocolate in(ide) li.e ar(: T3i(t un KitKat:( internal core 'alue( lie in tho(e characteri(tic( Kit Kat put( an e1pha(i( on %ein/ a fun %rand) intended to /i'e a %rea. to e'er, 1an and 3o1an that need( it throu/h a ta(t, (nac. that the, 3ill %e a%le to %rea. and (hare) an,ti1e and an,3here$

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Role of the %rand 3ithin the portfolio  BCG 1atrix

Ne(tlé:( %rand portfolio i( 'er, lar/e and exten(i'el, co'er( all cate/orie( of food and %e'era/e($ KitKat i( part of the chocolate and confectioner, cate/or,) 3hich include( Aero) Butter"n/er) Cailler) Crunch) KitKat) 2rion) !1artie() ood(Corp 5U!A7 Chocoladenfa%ri.enLindt6!pr_n/li AG 5!3iterland7 Arcor 5Ar/entina7 a.iGlico Co Ltd 5Japan7 Au/u(t !torc. KG 5Ger1an,7 ^ Thi( include( production of non=confectioner, ite1(

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*#http333$euro1onitor$co1/lo%al=confectioner,=o'er'ie3=.e,= cate/orie(=countrie(=and=trend(= cate/orie(=countr ie(=and=trend(=to=*@#report to=*@#report **http333$le"/aro$frcon(o*@#8@0@-@8@@H=*@#8@0@-ART>IG@@@@*= chocolat=le(=francai(=ne=(ont=pa(=(i=/our chocolat=le(=francai(=n e=(ont=pa(=(i=/our1and(=9ue=ca$php 1and(=9ue=ca$php *- http333 http333$planeto(cope$co1(u $planeto(cope$co1(ucre=cacao#8@= cre=cacao#8@=%arr %arre(=de=chocolat= e(=de=chocolat= 'endue(=dan(=le=1onde$ht1l *0 http333$icco$or/a%out=cocoachocolate=indu(tr,$ht1l

 

!o1e of th !o1e tho( o(e e co1p co1pan anie ie() () (uch (uch a( th the e >er errrero ero Grou Group p or Ne(t Ne(tlé lé)) o3n o3n (e'eral chocolate %rand( and (e'eral product cate/orie($  The follo3in/ ran.in/ cla((i"ed the T24 #@ of confectioner, %rand( in the 3orld in *@#**8 $ !nic.er( $il.a $ 6:( $Cat%ur, Dair, il. $ Trident $2r%it $ Ree(e(:( $xtra $ Galax, Do'e $KitKat In order to diOerentiate the1(el'e( to attract con(u1er( and increa(e con(u1er lo,alt,) co1panie( tr, to %e 1ore inno'ati'e$ Tho(e inno'ation( can concern the pac.a/in/ 5li.e for exa1ple the E1e1or, 3rapperF fro1 ar( a r(7) 7) the the pr prod oduc uctt de(i de(i/n /n 5li. 5li.e e th the e part partne ner( r(hi hip p %et3 %et3ee een n KitK KitKat at an and d Andr An droi oid7 d7)) th the e (i (ie e of th the e prod produc uctt 5f 5for or exa1 exa1pl ple e the the 1i 1ini ni fo forr1at7 1at7)) the the di(tri%ution channel 56:( 3hich open a 6:( (tore7 and (o on$ •

Co1petiti'e %rand(

rance) >errero had the t3o hi/he(t 1ar.et (hare( 3ith Kinder Bueno and Kinder axi$ KitKat i( onl, in - rd po(ition*H$ *8http333$planeto(cope$co1(ucre=cacao#8@=%arre(=de=chocolat='endue(=dan(=le= 1onde$ht1l

*? http333 http333$unctad$infoenInfoco $unctad$infoenInfoco11Be'era/e(Co 11Be'era/e(Cocoa*Co1panie( coa*Co1panie( *Hhttp333$le"/aro$fr(ociete(*@#*@0#*@@@8= *@#*@0#ART>IG@@H#=l=ener *@#*@0#AR T>IG@@H#=l=ener/ie=du=1arche=fr /ie=du=1arche=francai(=de(=%arr ancai(=de(=%arre(= e(= chocolatee($php

 

KitKat ha( t3o 1ain co1petitor( =one of >errero:( 1ain confectioner, %rand( Kinder Bueno) 1ade of t3o indi'iduall, 3rapped chocolate 3afer %ar( 3ith crea1, haelnut center( in each pac.et) 3ith four pre=portioned %ite( on e'er, %ar V = and one of the 1ain confectioner, %rand( of ar( Incorporated T3ix) t3o %ar( 1ade of cri(p, crunch, %i(cuit( 3ith (1ooth crea1, chocolate and che3, cara1el$  The confectionar, indu(tr, i( hi/hl, co1petiti'e$ Brand( often introduce ne3 line( of product( that are (i1ilar to other co1petitor(: product($ >or in(tance) to e1pha(ie the idea of (harin/) the %rand( KitKat) Kinder Bueno and T3ix (ell diOerent (ie( li.e KitKat %all() KitKat 1ini or Kinder Bueno 1ini) T3ix 1ini$ All the(e three chocolate %ar( can ea(il, %e (hared %ecau(e of their (pecial (hape( 5li.e Kinder Bueno or KitKat7) or %ecau(e of their nu1%er 5* T3ix in a pac.a/e7$ The(e product( are all aOorda%le 3ith a di'er(e ran/e of (ie($ The(e (nac.( re(ult fro1 i1pul(i'e purcha(e( and are a'ai a' aila la%l %le e to %u %u, , 3her 3here' e'er er and and 3hen 3hene' e'er er the the co con( n(u1 u1er er 3i(h 3i(he( e( to purcha(e it$ Indeed) 3e can ea(il, "nd the1 not onl, in (uper1ar. (uper1ar.et( et( and con'enience (tore() %ut al(o in 'endin/ 1achine() cine1a([  The(e three chocolate %ar %rand( u(e %ri/ht color( on their pac.a/in/) li.e /old) red or 3hite$ oreo'er) the(e three %rand( ha'e the (a1e tar/et their core 1ar.et i( children) ,oun/ adult( and adult( until 8@ ,ear( old) 3hich i( %a(icall, 1a(( 1ar.et$  To  To (u1 up) the(e three chocolate confectioner, %rand( are 9uite (i1ilar the, all ha'e the (a1e tar/et) tar/et) the (a1e ran/e of pric price) e) the (a1e (ellin/ poi oint nt(() re(e e(e1%li 1%lin n/ pac pac.a/in a/in/ / 5r 5red ed)) 3hit hite7 e7)) and the, the, laun launcche hed d approxi1atel, appro xi1atel, the (a1e product( at the (a1e ti1e$ But 3hat diOerentiate( KitKat i( it( (hape thethe four="n/ered %ar 3hich 1an, 3ould con(ider (,non,1ou( 3ith %rand$ The KitKat chocolate %ar( allo3 con(u1er( to %e a%le to %rea. oO a "n/er at a ti1e and to %rea. ea(il, the chocolate into proportio proportioned ned %it($

 

oreo'er) in Japan) KitKat encountered a /reat (ucce(( 3ith the KitKat Chocolato Choc olator, r, (tore=in=( (tore=in=(tor tore e conc concept ept*) and it( 1ar.et (hare( ha'e onl, %een %e en in incr crea ea(i (in/ n/ o' o'er er th the e *@@ *@@=* =*@# @#0 0 peri period od than than.( .( to thi( thi( .i .ind nd of  1ar.e 1ar .etin tin/ / initia initiati' ti'e($ e($ Ne(tlé Ne(tlé ha( al( al(o o incre increa(i a(in/l n/l, , pla pla,ed ,ed the car card d of  exclu(i'it, throu/h (pecial edition( and inno'ati'e Ma'or() or throu/h product( 3ith re/ional Ma'or( or adapted to 'ariou( occa(ion( throu/hout the ,ear$ It ha( al(o %eco1e a fa(cinatin/ cultural /ood in Japan$ And KitKat %oxe( are particularl, popular a( a /ift to pupil( and (tudent(*$

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424( and 42D(

 The %ench1ar.in/ of KitKat:( co1petitor( 3e:'e pre'iou(l, done /i'e( u( enou/h ele1ent( to e'aluate the %rand:( point( of parit, and point( of  diOerence co1pared to the other %rand( in the indu(tr,$

P%i!#s %/ p$i#y

=AOorda%ilit, and acce((i%ilit, =AOorda%ilit, acce((i%ilit, althou/h all the %rand( in the chocolate %ar 1ar.et do not focu( on price=co1petition) there i( (o1eho3 a co11on a/ree1ent %et3een the1 to char/e 9uite lo3 price( for their product($  Thi( i( 3h, KitKat) e'en a( a (tron/ (tron/ %rand 3ith a fair de/ree of Mexi%ilit, in it( pricin/ (trate/,) ha( .ept it( price( re1ar.a%l, (ta%le o'er the la(t #@@ ,ear( 5a cla((ic 0=%ar( (nac. co(t( around * uro(*$8 dollar(7$ Thi( i( the a'era/e price of all the (tandard=(i (tandard=(ie e chocolate (nac.( in the indu(tr, indu(tr,$$ The aOorda%ilit, of KitKat:( product( al(o allo3( it to tar/et a 'er, 3ide ran/e of cu(to1er($ KitKat can al(o %e found al1o(t e'er,3here) &u(t li.e it( co1petitor( (uper1ar.et() (uper1ar .et() /a( (tation() 'endin/ 1achine( etc[ = U(e of diOerent chocolate( a( all the other %rand( in the indu(tr,) KitKat de'eloped a 'ariet, of (nac.( 1ade of diOerent chocolate( 53hite) dar.) 1il.7) 1il .7) 3hich 3hich help( help( it tar/et tar/et diOer diOerent ent (e/ (e/1en 1ent( t( of con(u1 con(u1er( er($$ >erre errero ro Rocher al(o oOer( 1il. and dar. chocolate 'ariation() a( 3ell a( 6:( that (ell( dar. or peanut %utter (3eet() or Kinder Bueno 3ith it( 3hite chocolate %ar($ = 4ac.a/in/ 'ariation( KitKat:( t3o=(tic. and four=(tic. (nac. pac.a/in/ can %e found in 1an, (ie( and t,pe($ There i( not onl, the cla((ic (9uare pac.et 3ith * or 0 "n/er( in it) %ut al(o %oxe( containin/#* or *0 (tic.( and an d lo lon/ n/ pac. pac.et et(( 3i 3ith th ? to  (t (tic ic.( .( in it it$$ 2f co cour ur(e (e)) ther there e ar are e al(o al(o nu1erou( li1ited edition() (uch a( the Chun., 4eanut Butter (nac. or the * http333 http333$a/ro=1edia$fractu $a/ro=1edia$fractualite.it.at=de'eloppe=(o alite.it.at=de'eloppe=(on=concept=de= n=concept=de= chocolaterie=%ar=au=&apon=#H@-$ht1l *http%lo/$euro1onitor$co1*@#8@01orina/a(=Ma/(hip=dar(=(tore=in= *http%lo/$euro1onitor$co1*@#8@01orina/a(=Ma/(hip=dar(=(tore=in= the=foot(tep(=of=ne(tlC-A(=.it. the=foot(tep(=of =ne(tlC-A(=.it.at$ht1l at$ht1l

 

 ToOee  ToOee Treat one$ It i( co11on in the chocolate confectionar, indu(tr, to co1e up 3ith ne3 and inno'ati'e pac.a/e( to 1eet all .ind( of de1and() 3hich i( 3h, 6:( oOer( colu1n( and %oxe( alon/ 3ith the nor1al pac.et() or 3h, T3ix (nac.( co1e in pac.et( of *) 0 or #@ %ar() %oxe( of  -? %ar( etc$ Li1ited edition( al(o allo3 the %rand( to increa(e their (ale( 3ithout canni%aliin/ the ori/inal product$ P%i!#s %/ di=e$e!&e

= >or1at and (ie of the product it(elf the fact that KitKat (nac.( can %e found in 1an, 'er(ion() (uch a( (in/le (tic.) t3o=(tic.) four=(tic. or chun. pac.et() enhance( the peculiarit, of the %rand$ Thi( i( the onl, %rand that (ell( (o 1an, for1at( in thi( indu(tr,) and it ena%le( it( cu(to1er( to "nd the perfect (nac. an,ti1e and an,3here) "tted for e'er, cra'in/ the, 1i/ht experience$ Chun., %ar() for exa1ple) 3ere de(i/ned for people 3ho loo. for a %i//er hit of chocolate) (3eeter) hea'ier and heartier than a (i1ple "n/er$ Thi( .ind of product line exten(ion doe( not exi(t for T3ix or >errero Rocher) 3hich) on the contrar,) onl, ha'e one (tandard (ie for their (nac.() or 6:( and Kinder Bueno that onl, co1e in nor1al and 1ini (ie($ ='ariet, ariet,ofofMa'or( Ma'or( In Canada and%utter) the U!) KitKat (nac.( co1e incara1el) a lar/e (uch a( peanut 1int) coOee) haelnut) 1int 1i nt etc$ etc$ In Ja Japa pan) n) th the e ra ran/ n/e e of Ma'o Ma'or( r( i( e' e'en en %i// %i//er er chil chilii pe pepp pper er)) ra(p%err,) pear) /reen tea) 3a(a%i) ro,al 1il.) e'en pia or (and3ich= Ma'ored KitKat( KitKat( can %e found there$ Thi( i( the onl, %rand in the chocolate %ar 1ar.et that oOer( (o 1uch po((i%ilitie( in ter1( of ta(te$ = errero Rocher al(o (tarted to include 3afer( in their product( 5not to the (a1e extent a( KitKat thou/h7$ The fact that i( co1e( in (tic.( i( al(o a diOerentiatin/ attri%ute (ince it ena%le( con(u1er( to %rea. oO a "n/er at a ti1e and (hare the1 3ith their friend( or their fa1il,) an e1otional appe ap peal al th that at i( (t (trron/l on/l, , a((o a((oci ciat ated ed 3ith 3ith KitK KitKat at$$ The The (i (i1p 1ple le acti action on of  %rea.in/ oO a "n/er i( 3hat add( 'alue to the product$ = A((ociation 3ith %rea.( a( oppo(ed to the 1a&orit, of it( co1petitor() KitKat i( often a((ociated 3ith the 3ord E%rea.F$ Thi( 3a( achie'ed than.( to the fa1ou( E+a'e a %rea.) ha'e a KitKatF ta/line that ena%led KitKat to diOerentiate it(elf fro1 it( co1petitor() 3hich are pri1aril, (een a( plain choc ch ocol olat at, , (nac (nac.( .( th that at ar are e con( con(u1 u1ed ed 3h 3hen ene' e'er er on one e i( hu hun/ n/r, r, or &u(t &u(t cra'e( for (3eet() li.e Kinder Bueno) 3hich de"ne( it(elf a( a E!1all +un/erF product$

 

Brand(

4oint( of  parit,

=4rice and place (trate/, 5aOorda%ilit, ` acce((i%ilit,7 =Tar/et 1ar.et 5fe1ale ` 1ale) %et3een #8=8@,$o7 =4ac.a/in/ =4ac.a /in/ 'ariation( =U(e of 3hitedar.1il. chocolate

4oint( of  diOerence

= Left %arRi/ht %ar = !tor, tellin/

= 1otional appeal childhood no(tal/ia =A( A((o (oci ciat atio ion n 3ith ith E!1all +un/erF =Li/htne(( of the product 5not too hea',7

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 Thi( chart (ho3( a (1all price diOerence %et3een retailer( for a (a1e product 51ar/in7$ 

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>urther1ore) the %rand doe( a lot of co11unication in(ide the point( of  (ale) 1ainl, throu/h throu/h e'ent( and (pecia (peciall e1plo e1plo,ee( ,ee( 3ho enter entertain tain people and oOer (a1ple( for exa1ple) a/ain in order to rai(e a3arene(( on their product ran/e and increa(e (ale() directl, 3here the pro(pect( are$

0

Sp%!s%$s+ip !d p$#!e$s+ip

KitKat doe( a %it of (pon(or(hip) 3hether it:( for (pecial e'ent( (uch a( the 3orld cup of foot%all or directl, in (o1e foot%all tea1( 5(ee the i1a/e %elo37$ The, al(o pro1ote their product( throu/h partner(hip( 3ith (pecial cultural e'ent( (uch a( 1o'ie( 5late(t >a(t and >uriou( o'ie for in(tance7$ >urther1ore) the co1pan, doe( (o1e partner(hip( tooV the 1o(t fa1ou( one i( pro%a%l, the one 3ith Android) the Goo/le (,(te1 de'ice 8@$ Thi( partner(hip oOered a /lo%al 'i(i%ilit, to the KitKat %rand and the po((i%ilit, to a((ociate the %rand 3ith another po3erful and /ro3in/ %rand$

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O!li!e &%mmu!i&#i%!

KitKat i( an acti'e co1pan, online) indeed) the co1pan, u(e( online 1ar. 1a r.et etin in/ / to fu furt rthe herr in in'o 'ol' l'e e it( it( fa fan( n( 5t 5thr hrou ou/h /h di dial alo/ o/ue ue(( %et3 %et3ee een n cu(to1er( and the co1pan,7) a( 3ell a( pro1ote their 'ariou( conte(t() e'ent( and ne3 product( or ca1pai/n($ KitKat u(e( >ace%oo.) T3itter) 4intere(t and it( o3n 3e%(ite to .eep con(u1er( infor1ed of product de'elop1ent( and upco1in/ e'ent($ 2nline) the %rand often a(.( 9ue(tion( to it( co11unit, of follo3er() (uch a( Eair=trade 8?) and %, doin/ thi() the, 3ere a%le to enhance the credi%ilit, of the /roup$ It:( a 3in=3in relation(hip) for %oth co1panie($

4artner(hip 3ith >airTrade 5on the

C%!&lusi%!

KitKat:( (ituation i( co1plicated %ecau(e of the (i1ilarit, of it( price and di(tri%ution (trate/ie( tothe one( of it( co1petitor( in the 1ar.et$ KitKat ha( to rel, on product and pro1otion (trate/ie( to di(tin/ui(h it(elf in the 1ind( of cu(to1er( (ince it i( i1po((i%le to do (o 3ith the price$ KitKat i( one of the 1o(t popular chocolate (nac. %rand( around the 3orld) and it partl, o3e( to the it ha( in place all o'er the 1a.e( ,ear($ It( trade1ar. red1ar.etin/ and 3hite(trate/, color( and theput di(tinct EKitKatF lo/o= it one of the 1o(t reco/nia%le %rand( e'er and one of the leader( in thi( (e/1ent of the 1ar.et$ ace%oo. pa/e and o'er *@@ @@@ follo3er( on T3itter ?8$ It allo3( people to interact 3ith the %rand and po(t picture( of their Kit Kat experience) a( 3ell a( co1plain a%out it$

•

Anato1, of %rand po(itionin/

B$!d D%mi!

en and 3o1en of all a/e( %et3een #8=0@ ,ear( old ??  at a 3orld3ide le'el$ Chocolate lo'er( 1ore particularl, particularl,$$

B$!d ,e$i#0e

Dar. chocolate) pac.a/in/ %ein/ chan/ed to %lue durin/ rench ta(te($ 8H of the >rench •

 

prefer dar. chocolate %etter than 1il. chocolateH@) (o launchin/ EKitKat EKitK at NoirF 3ould %e a (1art 1o'e (ince it 3ill al(o %rin/ older a/e /roup( (uch a( the 8@ ,ear( old and 1ore$  

Co %randin/ 5in/redient co= %randin/7

 The traditional Efondant chocolatF had %een elected au a( the the fa fa'o 'ori rite te de(( de((er ertt a1on a1on/ / * >rench people ) therefore 3e (u//e(t to launch a ne3 chocolate fondant "lled KitKat$ A( KitKat doe(n:t ha'e the experti(e of  EChocolate fondantF 1a.in/) 3e (u//e(t to co %rand thi( ne3 product 3ith Gg De((ert$ >or KitKat the %ene"t( 3ill %e reduced in'e(t1ent and oper op erat atio iona nall co(t co(t($ ($ Gg 3ill 3ill /i'e /i'e Kit. Kit.at at the the nece nece(( ((ar ar, , .no3 .no3 ho3 ho3 of  de((er de( (ertt 1a.in/ 1a.in/ and %ri %rin/ n/ cu( cu(to1 to1er( er( to the de( de((er (ertt (e/1en (e/1ent$ t$ Thi( Thi( partner(hip i( a 3a, for KitKat to en(ure that it( ne3 chocolate %ar 3ill ha'e a /enuine Chocolate fondant ta(te$ Thi( al(o 3ill %rin/ to KitKat %roader u(a/e( (ituation(V (ituation(V the con(u1er( 3ill not onl, (ee the %rand a( a (nac. %ut al(o a( a de((ert$ In return) G_ 3ill /ain %rand a3arene(( and ta.e ad'anta/e( fro1 KitKat:( lar/e cu(to1er( %a(e$ •

!ocial 1edia ca1pai/n

 To  To further enforce enforce it( (ocial 1edia co'era/e) 3e 3e (u//e(t launchin/ a !el"e ca1pai/n on >ace%oo.$ The rule( of thi( /a1e 3ould %e for participant( to ta.e a (el"e durin/ %rea. ti1e( and the picture 3ith the hi/he(t nu1%er of Eli.e(F or Eret3eet(F Eret3eet(F 3ould 3in the conte(t$ The prie could %e %rea. related and 3ith a (tre(( relief purpo(e) for in(tance) trip() concert( tic.et() cine1a tic.et( etc$$ •

Co11unication (trate/, to enhance %rand a3arene(( of exi(tin/ Ma'or(

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