Marketing Mix of Kit Kat

 

Marketing Mix Of :  Kit Kat Chocolate

 

Product strategy:

 No matter how effective the promotion and packaging, a firm will find it very difficult to market a product which fails to satisfy a consumer need. Kit Kat owes much of its success to a unique dual appeal - as a four-finger four-finger chocolate chocolate bar, (known in the confectionery confectionery trade as a countline), sold at corner shops and newsagents, but also as a two-finger biscuit sold in supermarkets. It is a product that has endured because of its wide appeal across the age ranges and to both sexes. KITKAT is sold in 11g, 17g and 35g finger bars and KITKAT Chunky is available in 46g bar. For Kit Kat, these intrinsic elements of the product, or unique selling points include the: •

Chocolate fingers

•

Foil Foil an and ban band wrap wrappi pin ng, uni uniq que in in the the cou count ntli lin nes mar marke kett and and seen seen as as an imp impor orta tant nt

feature which encourages involvement and sharing by consumers •

Well-kn -known st strap line - Have a Break ak,, Ha Have a Kit Ka Kat.

Effects on Consumer Behavior:

Special editions are used of kit kat to effect consumer behavior. Market research has shown thatt consum tha consumers ers prefer prefer special special editio editions ns to be availa available ble for limited limited period periodss only only and that consumers consu mers are likely to purch purchase ase the original Kit Kat at the same time or shortly shortly after. They 1 | Page

 

are, therefore, a good way of injecting new life into the Kit Kat product life cycle. Depending on their popularity, some special editions are introduced more than once. The Orange Kit Kat has proved so popular that the two-finger multipacks are now permanently available.

Pricing strategy:

A key advantage of maintaining a strong brand image in a competitive market is a degree of  flexibility in the pricing strategy. It is a common characteristic of imperfectly competitive markets for producers to concentrate on non-price competition. When looking at the pricing stra strate tegy gy for for Ki Kitt Kat, Kat, it can be seen seen from from th thee figur figures es th that at th thee re real al pr price ice has remai remaine ned d remarkably stable over the last many years. And it starts from RS 5 only.

Effects on Consumer Behavior:

The price also had a great effect on consumers specially those who are price conscious people  because the price of the kit kat chocolate has remained stable over the decades yes there has  been some vulnerability in price but it was not that much, so the customers remained loyal with the brand. brand. In pricing pricing Consumers Consumers’’ background background and socio-econo socio-economic mic status status including including income, education etc. also plays a pivotal role and because of the very much stable price even the lower middle class customers can also afford it and it was a big plus for kit kat.

Placing Strategy:

 Nestlé has developed distribution channels which ensure the availability of Kit Kat to buy wherever and whenever the consumer wishes to purchase it. Sales of confectionery depend heavily on its availability, with market research showing that well over 60of all purchases are

2 | Page

 

made on impulse. Consequently, Nestlé tries to supply as many outlets as possible - both wholesaler and retailer channels. Point of sale merchandising is also important when consumers are making instant, snap decisions from a wide range of products on view. Instantly recognisable packaging also helps to tempt customers. Internationally, Kit Kat is now also manufactured in Canada, Germany, India, Malaysia, China, Japan, Australia, South Africa and the United States. It is available in more than 100 countries throughout the World.

Effects on Consumer Behavior:

Place has a great role in consumers buying behavior because it doesn’t matter how good the  product is if it is not available easily for the customers they would not buy it. Shoe shops, for  example, have recently been identified as having potential for confectionery sales owing to the large number of families that visit them. It is also predicted that confectionery, along with all foodstuffs, will become available through cable and interactive television, videophones and the Internet. So the company needs to make sure the availability of the product.

Promotional strategy:

  Nestlé has used a wide range of promotional tactics with Kit Kat. Promotion offers have included free bars in the multi-bar family packs and an instant win deal with Mc Donald’s. This promotion strategy has left a great impact on the consumers because there were many of  them who never got a taste of kit kat and due to this strategy company has gained many customers. Kit Kat's advertising is concentrated in following Medias: • •

•

Television commercials (very few) Posters and billboards where the powerful colors of the pack and product are used to dramatize the message Magazines & Newspapers

3 | Page

 

Effects on Consumer Behavior:

A pa part rtic icul ular ar ch chal allen lenge ge for for th thee ad adve vert rtis isers ers is to ap appe peal al to bo both th th thee co cons nsum umer erss an and d th thee  purchasers. A large proportion of these purchases are subsequently consumed by children. Men eat as much as they purchase suggesting they are less generous, so we think that they need nee d to advert advertise ise more more in televis television ionss and channe channels ls like like Cartoo Cartoon n networ network k becaus becausee many many children watch that channel and it would create a impact on consumers behavior.

Conclusion KITKAT is by far one of the most popular chocolates all around the world! It’s trademark red and white colours and the distinct KITKAT logo makes it one of the most recognised brands ever. The marketing marketing mix of Kitkat chocolate was good enough but like any other product there is always room for improvement and kit kat can also improve its marketing mix by adopting new and innovative strategies.

References

http://images.google.com.pk/images? hl=en&gbv=2&tbs=isch:1&q=kit+kat+effect+on+consumer+behavior&sa=N&start=90&nds  p=18

http://www.nestle.pk/brands/nestle-kit-kat.aspx

4 | Page

 

I:\C.b\Marketing Mix of Nestle Pakistan_files\CA63C1IJ.htm

5 | Page