Ekaterina Eskova gr. 11150

Anshu Kumar Mona

2K91A19

PGDM (General)

Nestle Kit katNestle Kit kat

Ekaterina Eskova gr. 11150

What the Brand Is...

• Brands – products or firms whose names and/or logos are readily recognised and associated with particular characteristics

• Branding - is the process of using a name,

sign, symbol or other creative element to identify a product and emphasise its position in the market

Ekaterina Eskova gr. 11150

Brand name:

• can be achieved using a company name

• promises the consumer particular benefits

• considered by a company to be its most important intangible asset

• becomes paramount to a product's success

Anshu Kumar Mona

Ekaterina Eskova gr. 11150

• Kit Kat is the UK's best-selling chocolate bar. The history of Kit Kat emphasises the importance of successfully managed brand names to the company that owns them. Nestlé was prepared to pay a record price to acquire Rowntree in 1988 because of the prestigious brands in Rowntree's product portfolio. Kit Kat was an important part of the portfolio.

• 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.

Introduction

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Products

• Ice Cream• ChunKy• Kit Kat Bar• Kit Kat Snacks• Kit Kat Gift

Packs• Frozen Desserts• Pop Chocs

• chocolate fingers

• foil and band wrapping, unique in the countlines market and seen as an important feature which encourages involvement and sharing by consumers

• well-known strapline - Have a Break, Have a Kit Kat.

Product Strategy

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Ekaterina Eskova gr. 11150

Promotion Strategy

• The “Have a Break, Have a Kit Kat” theme appeared briefly in 1939, but has been the on-going Kit Kat slogan, or strapline, since the mid 1950s

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• Kit Kat's advertising is concentrated in two media: – television commercials - which follow the well-known Have a

Break tradition – posters - where the powerful colours of the pack and product

are used to dramatise the message• 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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•

• FACTORY GODOWN

• WHOLE SALER C/F AGENT

• RETAILAR COUSTOMER

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• There are three main steps of Kit-Kat packaging , from inside they are respectively-

• 1.Aluminum foil cover(to prevent it from moisture, air, heat & other things)

• 2.Thick paper cover( to prevent heat absorption) • 3.Thin paper (for product logo & company name)

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SWOT Analysis of the Product

It is very useful technique for identifying strength, weakness, opportunity and the threat.

Strength and weakness are the internal factors

• KIT-KAT is not only a chocolate but also a wafer so it can be used as tiffin.

• It is very testy product.Most of people like the taste

• Price is not very high.Most of people can afford it.

• Good brand name.• It has good promotion support

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• People are now more health conscious they don’t eat much chocolate.

• Requires a good brand ambassador.• Still price is not affordable for large portion of

rural area.

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• Big Indian market & high demand.

• People trust in Nestle brand.

• Change in consumer behavior, now people think that chocolate is not only a kid’s product.

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• 1.High competitive market.

• 2.In rural areas demand is low.

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Conclusion• Kit Kat's success can be attributed to

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

• Continuous reinforcement of the brand message through advertising and promotions has enabled Kit Kat to sustain its popularity

over a long period of time in the face of rapidly changing consumer attitudes and tastes and consumption patterns

Anshu Kumar Mona

Ekaterina Eskova gr. 11150

Thank you!

Anshu Kumar Mona