What draws consumers to this brand is its association with “breaks” due to its tag line “Have a Break, Have a Kit Kat”. However, through filtering out of products such as Ricola, Fisherman’s Friend and Mentos, which are not chocolate brands, it can be seen that Kit Kat is second behind Ferrero Rocher. Kit Kat is also the number one best-selling chocolate in Japan, and the only non-American brand in America’s list of top 5 chocolate favourites. In 2012, Nestlé’s company share in Singapore’s confectionary market was 9.4%. The first brand advertisement was shown in the year 1957 which was black and white. Kit Kat is owned by Nestlé SA which also owns a range of other product brands, e.g. › Promotion and Marketing Strategy of Kit Kat. This shows us that introduction of competitor brands, as well as increased in market share in existing competitor brands such as Ferrero Group since 2009 has led to a drop in brand share for Nestlé. The bars of Nestle Kitka… Then the firm sort market targeting by evaluating Though Kit Kat’s is targeting every age segment in the community, we have confirmed that the largest segments of Kit Kat buyers are consumers of the ages 35-54, who have children aged 18 and below. This is depicted by the bar chart showing company shares by global brand owner. Creating an image in the minds of the customer. The product packaging has played a very vital role in the success of this brand. Our team chose M&Ms as the second brand competitor as Cadbury had insufficient data based on the brand shares table. Marketing Kit kat Thursday, 18 September 2014. Free shipping on orders of $35+ & save 5% with your Target RedCard. Though Kit Kat’s is targeting every age segment in the community, we have confirmed that the largest segments of Kit Kat buyers are consumers of the ages 35-54, who have children aged 18 and below. Segmentation, Targeting, Positioning SEGMENTATION . As a result, we have decided to put this segment (age 35-54) as the top buyer in our analysis with 41.7% of the total market segmentation. Kit Kat has a case to be the healthiest candy bar in the market … In addition, our analysis is also influenced by the demographic population data of Singapore – currently most of the local citizens are from age 35 to 54. The brand is youthful in nature, and focuses on the consumer segment who love chocolate, and are willing to indulge themselves with chocolaty snacks. As can be seen, overall since 2007, Ferrero Group and Mars Inc.’s brand shares have increased whereas Nestlé SA’s brand shares have reduced.
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