NESTLE

KITKAT
 AGENDA

• Introduction
• STP Strategies
• PLC Stage
• Marketing Mix
• Brand Equity
 INTRODUCTION

• Kit Kat is a chocolate-

covered wafer bar confection created
by Rowntree's of York, United Kingdom in
September 1935 as Rowntree's Chocolate
Crisp and was later acquired by Nestle in
1988.
• Slogan “Have a break... have a Kit Kat“
 STP STRATEGIES
SEGMENTATION TARGETING
• Market is mostly Urban/rural • Men and women of all ages
• Age spectrum tends to be 8-21 • Love chocolates
• Social class is mostly middle class • Low price that is constant over the
to lower class that is attracted to past 80 years hence has a mass
innovation consumer market
• Brand association with breaks due
to the tagline.
POSITIONING
POP
• Affordability
• Milk/Dark/White chocolate
• Lucrative packaging and variations
POD
• Wafer stick
• Association with snacks
• Uniqueness of taste
• Ice cream production
• Association with android
 PRODUCT LIFE CYCLE
INTRODUCTION:
It is a stage where a product is introduced to the world as a new product, the company fixes on one market
and then launches the product and decides which market, product and competitor to take it from.

GROWTH:
This is the second stage of PLC where the customers and the consumers start increasing. The profit during
this time is high as customer requirement is fulfilled by a new product.

MATURITY:
The maturity stage comes and lasts for a long time. Competitors come in and there is a potential threat from
new entrances if company does not keep on innovating the product line. Kit kat is in its maturity stage but
is facing competition from various other chocolates like Dairy Milk, Perk, Munch, etc

DECLINE:
This is the last stage of the PLC where the company is left with less customers as new entrants come up with better
innovation. KitKat was in a declining stage when it had decided to only be sold in select few stores but changed the
strategy and still faces a lot of competition
 MARKETING MIX
PRODUCT: PLACE:

• Delightful chocolaty experience with a crunch of • More than 15 countries in the world
wafer trying to experience quality at an affordable • Store in Melbourne allows consumers to
price customize a KitKat for themselves depending
•  KitKat bar has 4 fingers each 0.4 inches by 3.5 on the choice of their ingredients and flavors
inches that they wish to consume.

PRICE PROMOTION:
• Impulsive buy. • Snack more than as a chocolate
• Maintained it’s pricing over the years. • A version of the Android software version 4.4
Unveiled on September 3, 2013
• AD
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