A

PRESENTATI
ON
ON
KIT KAT PRESENTED BY
Raju Doley
Ahashas Sarif Ahmed
Shekhar Saikia
Areeb Hussain
Khaidem Rishikanta Singh
Rohan Ghosh
INTRODUCTION
Kit Kat is a chocolate covered wafer first launched in
the UK in 1935 as 'Chocolate Crisp'. The Kit Kat brand
name and logo was introduced on pack in 1937.

Today, the iconic brand is present in more than 80

countries.

The famous Have a break, have a Kit Kat stripling was

first used in 1958 and has been used without a 'break'
ever since.

KitKat Chocolatory is the ultimate KitKat Break

Experience offering products with unique premium
flavours, personalized and customized, digitally
shareable.

KitKat is the first global confectionery brand to be

sourced from 100% sustainable cocoa.
 Company Profile
• Brand - KIT KAT – Nestlé's flagship chocolate bar
• Product Line -_Kit Kat 4 Finger, KitKat Caramac , KitKat 4 Finger Fine Dark, 2 Finger Kit Kat,
Kit Kat Chunky, KitKat Chunky Peanut Butter

• Image in Market
 Kit Kat is a brand leader over 80 years
 One of the best selling chocolate bars and has acquired an instantly recognizable brand name and
identity.
 In 1997, British sales of Kit Kat amounted to some £227 million. 44 Kit Kats are consumed every
second in the UK!
 The UK confectionery market : is worth over £5 billion per annum and is highly competitive.

• Technology and Experience - Technically superior products, following international

quality and safety norms
• Primary Objective- To maintain its position as the UK’s number one selling confectionary
brand
 SWOT Analysis
STRENGTHS
• Strong team work. OPPORTUNITY
• The business is well-established; company has enough financial • Expansion - It has the potential to expand to
strength to keep up with the advertisement and promotions of the smaller towns and other geographies.
product. • Modifying products to satisfy customer seeking
• Its company is working on the brand image and its brand will novelty and change – 4 fingers, 2 fingers, Caramac,
maintain clear position in order to prevent cannibalization. chunky, Peanut Butter

• The company has been positioned of number one brand in 1999 in • Global hub - Since manufacturing of some
UK. products is cheaper in India, India could become
an export hub for it.
• The company believes long-term brand which means it will bring
competitive advantage to KitKat over their competitors.
• Widely known slogan.
• Different from competitor’s range of product, packaging and taste.

THREATS
WEAKNESSES
• Competition - It faces immense competition from the organised
• Still spending a big amount on the advertisement. as well as the unorganised sectors. The Indian Government has
• Don’t have a strong special feature of its product. reduced the import duty of food segments thus intensifying the
battle.
• Can not deliver better benefit than its competitors.
• Changing consumer trends
• Sales profit was not very impressive.
• Sectoral woes - Rising prices of raw materials and fuels, and in
• They have “reverse marketing relationship” with their turn, increasing packaging and manufacturing costs
supply-packaging suppliers.
• High operating cost and slight price increase in its
product.
4
4 P’s of Kit Kat
Product:
The product strategy and mix in KitKat marketing strategy can be explained as follows:

 offer customers delightful chocolaty experience with a crunch of wafer trying to experience
quality at an affordable price.
 The traditional KitKat bar has 4 fingers each 0.4 inches by 3.5 inches.
 The first flavour variant to be ever introduced by KitKat was KitKat Orange which started
distribution in United Kingdom long time back.
 KitKat comes in different flavours, shapes and sizes across the world. Half finger sized KitKat
Petite are available in Japan and 12-finger sized family bars are available in Australia and
France.
 Comes in different shapes and forms like individually wrapped fingers in France, bite-sized
pieces and kubes along with praline filled senses, all of which are extremely popular with
consumers.
 KitKat offers a variety of flavour variants in the world. Since 2000, more than 200 variants of
KitKat have been released in Japan alone ranging from flavours such as ginger ale, soysauce,
green tea and banana.
 Other popular products include the KitKat white and dark chocolates which have
significantly high penetration across the globe in various countries.
The original KitKat is made up of commonly available ingredients which include sugar, milk
ingredients, cocoa butter, cocoa mass, whey powder, lactose to name a few.
Price:
The pricing strategy in KitKat marketing are: Place:
 priced at a range to compete with existing
competition. Following is the distribution strategy of KitKat:

Since chocolates do not occupy a large  Nestle is responsible for producing KitKat
portion of the expenditure a consumer is across 16 countries in the world which include
incurring, KitKat like other chocolates is an Brazil, UK, Canada, Australia, Germany,
impulsive buy. Russia, Malaysia, Thailand, India, Japan,
China, Turkey, UAE etc.
Offers reasonable price to ensures it has
enough of a customer base which stays loyal to This shows the strong distribution strategy
its products when it comes to making in its marketing mix for the chocolate brand.
purchasing decisions.
KitKat has a dedicated Chocolatory which is
 One characteristic feature which makes it an like a chocolate laboratory that allows
extremely popular choice with individuals is customers to experience KitKat.
that it has maintained it’s pricing over the
years. The store in Melbourne, allows consumers
to customize a KitKat for themselves
As far as the Indian market is concerned, depending on the choice of their ingredients
KitKat sells as low as Rs 5 and different and flavours that they wish to consume.
product offerings are available at Rs 5, 10, 20
and 40.
Promotion:
The promotional and advertising strategy in the KitKat marketing strategy is as follows:
 In order to promote themselves well in the chocolate segments introduced various flavour
options and market them as special editions

firstly increase the buzz around these products and secondly make sure they are rolled out
only for a specific interval to prevent the sales of the original KitKat from being affected.

 The slogan for KitKat since a long time has been- “ Have a break, have a KitKat “.This slogan
has helped promote the brand as a snack more than as a chocolate, something which can
be consumed at any point of time and not specifically when you have a sweet craving.

 KitKat has associated itself with other brands and revolutions as well. Google took
permission from Nestle to make use of KitKat as a version of the Android software that it
wanted to roll out.
 Back in 2013, it collaborated with the show “The Big Brother” that allowed normal people
to visit the Bigg Brother house on showing a golden ticket, 100 of which were up for grabs
with every KitKat pack.

 Promotions through media channels is extensive for KitKat. Channels include television
advertisements, posters and billboards along with newspapers and social media
advertising to boost the sales of KitKat. Hence, this gives an overview about KitKat
marketing mix.
Key value offered by the brand

 offer customers delightful chocolaty experience with a crunch of wafer trying to experience
quality at an affordable price.
 KitKat offers a variety of flavour variants in the world. Since 2000, more than 200 variants of
KitKat have been released in Japan alone ranging from flavours such as ginger ale, soysauce,
green tea and banana
 Since chocolates do not occupy a large portion of the expenditure a consumer is incurring,
KitKat like other chocolates is an impulsive buy
 KitKat comes in different flavours, shapes and sizes Half finger sized KitKat Petite are
available in Japan and 12-finger sized family bars are available in Australia and France.

 It is easily available because Nestle is responsible for producing KitKat across 16 countries
in the world which include Brazil, UK, Canada, Australia, Germany, Russia, Malaysia,
Thailand, India, Japan, China, Turkey, UAE etc.
Major compititors
Most purchased brands Well-known Varieties: 2-Finger, 4-Finger and Chunky

Kit Kat was ranked as the No. 1 chocolate The 4-Finger version (65%) is the most well-
purchased. This shows a strong association of known type of Kit Kat along with 2-Finger and
buying chocolate with buying a Kit Kat. Chunky (64%). All of them were the milk
chocolate versions. Chunky white chocolate
Cadbury Dairy Milk was listed as the 2nd most version (51%) was another broadly recognised
bought chocolate with 60%, followed closely variety. Overall, the awareness levels of the
by Ferroro Rocher at 59%. varieties of Kit Kat were well distributed.