Academic English for Tertiary Studies: EAP 4

Business Case Study: Kit Kat - Revitalising a Brand Leader SWOT Analysis

Strengths Weaknesses Opportunities Threats

 Kit Kat is the UK’s best-
selling chocolate bar and
it is the number 1
confectionery brand
 Nestlé produced new
products called “Kit Kat
ChunKy” as the new
interest for all ages
 The company applied
media, promotional
activities and point of sale
to support the launch
 Nestlé provided excellent
support for retailers
 Late 1990s Kit Kat’s
volume sales were falling.
Faced with several
increasingly attractive
competitive offering
 Consumer began to see
Kit Kat in its traditional
form as lacking in
excitement and interest
 The negative effect on the
traditional four-finger Kit
Kat
 Kit Kat’s products
compete against
themselves
 Nestlé invested in a range
of public relations  Kit Kat original loose
activities popular appeal among
young people
 Four-finger Kit Kat
continued to be highly  Consumers’ tastes
popular among 25-40 continually change
year olds
 Kit Kat ChunKy flexibly
meet consumers demand
of the 12-20 year olds
 Consumers’ tastes
continually change

 The advertising campaign

about ChunKy did not
aim to older adults

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