Kitkat Promotional Campaigns
- 2. Introduction KitKat is a perfect balance of chocolate and wafer first launched in the UK in 1935 as 'Chocolate Crisp'. The KitKat brand name and logo was introduced on pack in 1937. The standard bars consist of two or four pieces composed of three layers of wafer, separated and covered by an outer layer of chocolate. Each finger can be snapped from the bar separately. There are many different flavors of Kit Kat, including milk, white, and dark chocolate. NESTLÉ KITKAT is one of the most successful brands in the world, present in more than 80 countries and every year over 12 billion NESTLÉ KITKAT fingers are consumed around the globe, present So go ahead, have a BREAK and relish the great new taste!
- 4. Nestle Kit Kat has a very strong image of its brand name and in this competitive market this image allows the company some flexibility in executing its pricing policy. Packaging helps in getting the brand identification in the store among other brands of the same category. Its colour, logo etc in packaging helps in distinguishing.
- 5. Points of Parity (POP) • Affordability: In comparison to other major brands, Kit Kat being lower in price is affordable to a wide range of customers. • Milk / Dark / White Chocolate: Kit Kat’s use of milk, dark and white chocolate variances in its products is a POP for the brand as it is one of the features which helps Kit Kat target a range of different consumers. • Lucrative packaging and variations: Kit Kat’s two-stick and four-stick versions come in varying package sizes and types. Points of Difference (POD): • Wafer stick: The wafer stick is one of the key PODs for the brand among it’s chief competitors. Though M&M and Fererro-Rocher have versions that incorporate wafer, they feel that being a chocolate wafer stick is a unique attribute for Kit Kat. • Associated with snacks: Kit Kat is often associated with the word “snack”, as opposed to others which are primarily associated with being chocolates. Kit Kat was able to achieve the “snack” status as a result of its highly recognized tagline “Have a Break, Have a Kit Kat”. • Uniqueness of taste : The main difference between Kit Kat and other competitors lies in the taste it holds, the reason why Kit Kat is successfully holding a wide portion of the market worldwide for ages. • Ice-cream production: Unlike any other chocolate brands, Kit Kat produces Ice-creams keeping up with the same great taste and satisfying ice-cream lovers as well. • Association with Android: Android 4.4 Kit Kat is an android operating system launched in collaboration with android without any trade of cash. This is the first ever chocolate brand labeled for an android operating system.
- 6. Since 1958, the slogan for the Kit Kat has been Today, the tagline is one of the most important communication tools of the brand and incorporates the youthful and fun nature of the brand "Have a break... have a Kit Kat". Bangladesh Increasing awareness and digitization (50% digitization) https://www.thedailystar.net/business/digitisation -efforts-pay-1503712) GDP Growth and rising economy (7.65%) Young Population at Asset (34% aged 15 and younger)
- 7. Brand Positioning “Broad in appeal, young in feel, big in stature”. The positioning can be described as ‘positioning by creating values and beliefs’. Kit Kat’s sensation is its taste: the treat of the moment develops a passion and an individual connection with the product. Target Market Kit Kat’s target market is men and women of all ages. The brand is youthful in nature, and focuses on the consumer segment who love chocolate, and are willing to indulge themselves with chocolaty snacks. What draws consumers to this brand is its association with “breaks” due to its tag line “Have a Break, Have a Kit Kat”. It’s low prices, constant over the past 100 years, allows it to target the mass consumer market. Unique Selling Point Kit Kat’s unique selling points are implemented through the following global brand strategies: - Different Varieties & Limited Editions – flavour, forms, and shapes - Making it widely available along with affordability factor
- 8. Bangladesh Promotional Campaign Proposals • Introducing Kit Kat to Bangladesh digitally and boosting ad. Facebook Page calculating the no of “BREAKS” taken with Kit Kat in Bangladesh by the track of hashtags (#haveabreakhaveakitkat) Facebook page linked to Kit Kat global website. • This is because the TG having been mostly school children to young adults are active participant in the social media. • Introduce KIT KAT in Instagram for BD, a rising social media platform where pictures are shared. Share recipes with KIT KAT • YOUTUBE pull ads, and digital ad campaign Emotional Aspects: Kit Kat’s sensation is its taste: the treat of the moment develops a passion and an individual connection with the product. The bar is targeted towards having a break from the consumer’s busy life style. Because the product fits easily into a customer’s day to day life. Tagline/Call to Action communicated in the media: “Have a Break…Have a Kitkat”. Communicated in Bangla “Break nao, KITKAT khao!”
- 9. Bangladesh Promotional Campaign Proposals Creative Point of Purchase in Modern Trades May-July ICC World Cup 2019, England and Wales. Take a break, win World Cup tickets Novembera- December Winter campaigns: Free 2 Finger Kitkat with Nescafe Free GP talk time hours February Valentine Campaign: Digitally boost your valentine communication digitally. ( Have a break and enjoy with your love a box of Kit Kat, this Valentine)
- 10. Kitkat #mytravel break, share best kitkat pictures while travelling via Instagram or social media all around Bangladesh, to win an international trip. Bangladesh Promotional Campaign Proposals Win dual tickets to Cineplex or Blockbuster of the superhero movies releasing in 2019 Partnering up with Google to create The YOUTUBE Break Bangladesh, to watch top trending videos after KIT KAT ad