nestle kit kat
TRANSCRIPT
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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
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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
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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
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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.
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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
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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
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Products
Ice Cream ChunKy Kit Kat Bar Kit Kat Snacks Kit Kat Gift Packs Frozen Desserts Pop Chocs
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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
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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
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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
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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
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Thank you!