Kitkat Sample Report
Kitkat Sample Report
Kitkat Sample Report
Title Page.No.
1. Introduction. 2
8. Executional Guidelines 6
9. Conclusion 6
Market share
KITKAT is the flagship brand of Nestle and the no. 3 chocolate brand. The chocolate
is the perfect combination of creamy chocolate and crispy wafers. KITKAT is
basically shared between friends and family members as the design of bar is made
in that way that it allows the consumer to break the finger at the time of consuming
the product. The product will be for the age group of 15 to 40 years old of all gender.
There are mainly three competitors of KITKAT they are Perk, Ferrero, Mars, and
Cadbury. KITKAT annual revenue is around Rs. 6,500 crore with 14.2% of market
share (in value).
Positioning
KITKAT image is that it can be consume at any time anywhere, and give support to
consumer to have a break and enjoy it.KITKAT is the creamy chocolate covered with
wafer.The appeal of the product is that it is available everywhere and can be
consumed anytime.The Medias used by KITKAT to advertise its products are TV,
billboards, social media Magazine and newspaper. (NA, ND, online)
Brand switching is done to increase the sales of the product it includes extrinsic
incentives like sale promotions. The consumer also does it to get intrinsic
motives outcomes such as wish to try a new brand.
Target Audiences
Demographic
Geographic
The sales promotion will be held in India only to promote energy bar Kit Kat with less
calories.
There are many competitors of Kit Kat in the market as confectionary industry is
highly competitive some of the nearest competitors are Mars, Kellogg’s and
Cadbury.Cadbury is one of the biggest competitors as because of its high variety of
product line and presence almost in every country. The market share of Cadbury is
41% in value. (NA, 2016,online)
or
The promotion campaign would involve the different method for sales of the product
and thus affecting the buying decision of the end users. Our campaign will not only
target the audience but would also add on the loyal customers for the product and
base customers for the Brand.
Sales promotion will be active till for 10 weeks during summers. During the summer
time where people are more concern about their health and body shape as winter
season ends in which India’s usually consume more calories. Brand will run the
campaign “Crave the energy with little sweetness” where health conscious
customers would consume the product with high energy and little sweetness or
calories. As in many chocolates calories level are high which make the consumers to
avoid it especially from their fitness chart. Customers will share their pic of having Kit
Kat during exercise time and will have to upload Pic on pre defined social media
forum. Customer will have to share message as how they feel about the product and
Sales promotion will work from 1st March 2017 to 15th May 2017. The launch will be
done on Television, Newspaper and Online. Ad will run for 1 minute from 6pm to
12pm on TV channels like news, music, sports and entertainment mainly before the
programme and less in between. Customers will have to click a picture of having the
Kit Kat in their exercising time and upload it on Social media campaign will run on
Instagram,Face book, and Twitter with a message as how they feel about the
product and how it help them overcoming craving.
The first 500 customers will be selected and then company will shortlist the 100
customers who will have a one week fitness and training programme by the well-
known trainers around the world
Justification
As economies create and riches expands, chocolate is one of the primary things that
individuals in that developing economy need to have. A large number of the
developing countries, actually, hope to see deals increments of up to 25% happen.
Pretty much everybody adores chocolate. The insights on chocolate utilization
demonstrate it. Women (91%) prefer to eat chocolate more than men (87%). (Gaille,
2015, online) Thus our product targets the age group of 15-45 where people are in
more working state and having energy with sweetness type product is just bliss for
them. Through this buyer would enccuraged to buy and also help in the shifting of
buyers to us from our competitors. After doing the considerable research it will help
our team to analysis who is the main users or consumers of our product. Health is
main concern in today’s world as people consume more and exercise less which
leads to obesity. Thus it will be great platform to attract them towards product and
making them exercise at the same time by offering the tour. This would maintain the
brand image and loyalty among the buyers of this product and also as a brand.
Campaign Strap Line
Slogan for this sales promotion is “Crave the energy with little sweetness” this one
linear say it all about the product and its benefits which buyer is going to have. Thus,
will attract the target audience and fitness buyers to consume and enjoy the product.
“Kit Kat has become the first global confectionery brand sourced from 100% certified
sustainable cocoa, supplied through the Nestlé Cocoa Plan that aims to improve
lives in farming communities and the quality of beans.” (NA, 2016, online) Nestle as
a brand always make it sure that it’s important to balance the social as well as
environmental aspects. Nestle products are 100% certify by The Food Safety and
Standards Authority of India (FSSAI). (Majumder, 2015, online)
Executional Guidelines
Executional guidelines includes legal requirement to full fill if any. Company has to
check whether the ad campaign is as per law and not offensive. Content of this
campaign abides by law and guidelines defined by ASCI. This Ad campaign will
target the social market and by that the analysis would be done as who are the
target audience for Kit Kat i.e. age group, gender etc. thus knowing the brand and
product choice.
Conclusion: This campaign which company will execute between 1March and 15
May will reach out to its target audience. Connect with customer will help in Brand’s
positioning strategy between age group of 15-45 years. It will also deliver positive
message and will create awareness for healthy eating habits among target
audience. Campaign will be monitored very closely and feed backs from
stakeholders will be analysed and suggestion will be incorporated to make it more
effective.
Reference List