Strategic Brand Management

Report On

KitKat Brand Audit

Submitted By:

Harshitha Suvarna 4NM18MBA33

Sudarshan suvarna 4NM18MBA

Dholi Thejaswini 418MBA

Submitted To

Dr. Sandhya Rao

JKSHIM, Nitte.

Submitted On

1ST June 2020

About the Brand

KitKat was created in 1935 in England by Rowntree Mackintosh under the name
“Rowntree’s Chocolate Crisp” and was commercialized as a 4-bars wafer made of milk
chocolate. In 1937, as the name was considered too long and complicated, it was changed to:
“KitKat Chocolate Crisp”. The packaging underwent a few changes too: in 1942, due to a
milk shortage during World War II, the wafers had to be coated in dark chocolate, which
resulted in a blue packaging (instead of a red one) in order to let people know that the
recipe had changed. It was finally in 1949 that the brand name was shortened to “KitKat”
and the packaging returned to its normal red, as we know it now.

The famous slogan “Have a break, have a KitKat” was invented in 1958 by a British
advertising agency called JWT and is still used nowadays. The agency gambled on the
efficiency and simplicity of the tagline, which has proven successful since it has not been
changed for half a century

About the Industry

KitKat is competing in the confectionery industry and more particularly in the chocolate bar
market. Recently, the industry has been facing a cocoa deficit, which resulted in overall
increases in prices. This problem pushed the companies to change their products in order to
reduce the production costs. The confectionery industry is a mature one, with many
established competitors in it. It is currently, and it is expected to keep on growing because of
the counter- cyclical nature of this industry: indeed, in times of economic crises, consumers
perceive candies as affordable luxuries.

As a well-known brand, KitKat's main purpose is to bring joy to every chocolate lover
between 10 and 50 years old. KitKat tends to reach everyone no matter the age, ethnical and
demographical factors, and to enable people to treat themselves and relax with a snack during
break time. The customers are not the only ones who benefit from KitKat, but also Nestlé.
According to insiderermedia.com, KitKat has reached a sales growth of 100 million pounds
in the United Kingdom
The differentiation among chocolate brands is not obvious, but KitKat succeeded in reaching
customers with an emotional appeal, especially in Japan where it has become a real lifestyle.
There are more than 200 flavours of KitKat in Japan, such as blueberry cheesecake, green tea,
peach etc.

Consumer Analysis

Kit Kat has a high level of relevance with its customers. It meets the needs of chocolate
lovers by providing a different type of wafer chocolate with a distinctive taste. It is widely
available and caters to all demographics. It fulfils the desire of relaxation. Kit Kat’s is
targeting every age segment in the community, They have confirmed that the largest
segments of Kit Kat buyers are consumers of the ages 35-54, who have children aged 18 and
below. As a result, they have decided to put this segment (age 35-54) as the top buyer in their
analysis with 41.7% of the total market segmentation.

The next market segmentations, aged 12-17 and aged 18-24, are derived from the results of
their quantitative study. It indicates that Kit Kat brand has high familiarity with teenagers and
young adults Due to the fun and quirky nature of the brand. This is reflected from their funny
TV commercials and their online marketing strategy. Furthermore, Kit Kat has believe that
teenagers and tertiary students/young adults are increasingly independent in deciding which
products to buy. As a result, age 12-17 and age 18-24 segments are put in the second and
third category

Kit Kat has a high level of relevance with its customers. It meets the needs of chocolate
lovers by providing a different type of wafer chocolate with a distinctive taste. It is widely
available and caters to all demographics. It fulfils the desire of relaxation. In the minds of
consumers, chocolate has always been considered as a luxury product, even if opinions are
progressively changing to “even the most expensive chocolate is an affordable luxury”.
Chocolate is seen as a product which provides pleasure. And another thing is consumers are
demanding more convenience concerning the packaging. Sometimes, they do not want to eat
all their chocolate or their bar at once, so in order not to put chocolate everywhere it would be
more convenient for them to have a packaging that can be refolded with the chocolate inside.
Brand Inventory

 Elements

Kit Kat’s brand name itself is part of the brand elements: the name is short, catchy, and is
easy to be remembered by consumers. Kit Kat’s logo is represented by two colours: white
and red. Red colour represents excitement, youth and energy. The logo is a slanted ellipse
with the word mark within it.

One of Kit Kat’s powerful brand elements is its slogan: “Have a break, Have a KitKat”. With
this tagline, KitKat wants to be strongly associated with break times, encouraging people to
have a KitKat each time they are taking a break and want to relax. This tagline also inputs the
idea of youthfulness and fun in the minds of the consumers. KitKat bars have 4 fingers,
which is a distinctive shape that differentiates it from their competitors since their bars are
usually composed with one single bar.

 Current Marketing Programs

KIT KAT's new ad campaign promises viewers an 'enchanting' virtual travel break

Nestle Kit Kat has launched ‘My Travel Break’ – a campaign that promises to bring
immersive travel break experiences to life. In a first of its kind initiative, select Nestlé KIT
KAT packs have been designed as picture postcards from interesting Indian locations, such
as, Valley of Flower, Alleppey, Puducherry, and Nubra Valley amongst others. The new
packs are available at all leading grocery stores across the country.

 “For decades, Nestlé KIT KAT has delighted its consumers by curating different and unique
break experiences. In the past, kit Kat have created several ‘first to market’ partnerships and
launched promotions and campaigns to enable #Shopping Breaks, #Talk time Breaks and
many such exciting breaks. The idea behind Their latest campaign ‘My Travel Break’ is to
celebrate the richness of experiences that India has to offer, and bring these right to our
consumers’ hands”
As part of this unique campaign, Nestlé India has also launched a series of four videos, each
capturing the serenity, and beauty of an interesting location. Each 15 second video promises
to take viewers on a relaxing and enchanting virtual travel break.
  Points of parity

The benchmarking of KitKat’s competitors we’ve previously done gives us enough elements
to evaluate the brand’s points of parity and points of difference compared to the other brands
in the industry.

-Affordability and accessibility: although all the brands in the chocolate bar market do not
focus on price-competition, there is somehow a common agreement between them to charge
quite low prices for their products. This is why KitKat, even as a strong brand with a fair
degree of flexibility in its pricing strategy, has kept its prices remarkably stable over the last
100 years (a classic 4-bars snack costs around 2 Euros/2.5 dollars). This is the average price
of all the standard-size chocolate snacks in the industry. The affordability of KitKat’s
products also allows it to target a very wide range of customers. KitKat can also be found
almost everywhere, just like its competitors: supermarkets, gas stations, vending machines
etc…

-Use of different chocolates: as all the other brands in the industry, KitKat developed a
variety of snacks made of different chocolates (white, dark, milk), which helps it target
different segments of consumers. Ferrero Rocher also offers milk and dark chocolate
variations, as well as M&M’s that sells dark or peanut butter sweets, or Kinder Bueno with its
white chocolate bars.

Packaging variations: KitKat’s two-stick and four-stick snack packaging can be found in
many sizes and types. There is not only the classic square packet with 2 or 4 fngers in it, but
also boxes containing12 or 24 sticks and long packets with 6 to 9 sticks in it. Of course, there
are also numerous limited editions, such as the Chunky Peanut Butter snack or the Toffee
Treat one. It is common in the chocolate confectionary industry to come up with new and
innovative packages to meet all kinds of demands, which is why M&M’s offers columns and
boxes along with the normal packets, or why Twix snacks come in packets of 2, 4 or 10 bars,
boxes of 36 bars etc. Limited editions also allow the brands to increase their sales without
cannibalizing the original product

 Points of difference

- Format and size of the product itself: the fact that KitKat snacks can be found in many
versions, such as single stick, two-stick, four-stick or chunk packets, enhances the peculiarity
of the brand. This is the only brand that sells so many formats in this industry, and it enables
its customers to find the perfect snack anytime and anywhere, fitted for every craving they
might experience. Chunky bars, for example, were designed for people who look for a bigger
hit of chocolate, sweeter, heavier and heartier than a simple finger. This kind of product line
extension does not exist for Twix or Ferrero Rocher, which, on the contrary, only have one
standard size for their snacks, or M&M’s and Kinder Bueno that only come in normal and
mini sizes.

-Variety of flavours. In Canada and the US, KitKat snacks come in a large variety of flavours
such as peanut butter, mint, coffee, hazelnut, caramel, mint etc. In Japan, the range of
flavours is even bigger: chili pepper, raspberry, pear, green tea, wasabi, royal milk, even
pizza or sandwich flavoured KitKats can be found there. This is the only brand in the
chocolate bar market that offers so much possibilities in terms of taste.

-Wafer stick: the wafer is one of the key features associated with KitKat, although Kinder
Bueno’s products are made of wafer too and M&M’s and Ferrero Rocher also started to
include wafers in their products (not to the same extent as KitKat though). The fact that is
comes in sticks is also a differentiating attribute since it enables consumers to break off a
finger at a time and share them with their friends or their family, an emotional appeal that is
strongly associated with KitKat. The simple action of breaking off a finger is what adds value
to the product.

- Association with breaks: as opposed to the majority of its competitors, KitKat is often
associated with the word “break”. This was achieved thanks to the famous “Have a break,
have a KitKat” tagline that enabled KitKat to differentiate itself from its competitors, which
are primarily seen as plain chocolaty snacks that are consumed whenever one is hungry or
just craves for sweets, like Kinder Bueno, which defines itself as a “Small Hunger” product.

Brand Positioning

KitKat targets consumers all around the world, and more precisely in the following countries:
Australia, Brazil, Botswana, Bulgaria, Canada, Colombia, Ecuador, Egypt, France, Georgia,
Germany, Indonesia, Italy, Japan, Lesotho, Libya, Malta, Mexico, Middle East, Namibia,
New Zealand, Philippines, Poland, Portugal, Spain, South Africa, Sudan, Swaziland, The
Nederland’s, the United Kingdom, and the United States57. KitKat’s target market is a mass
audience, since the brand’s customers are both men and women. According to the product,
the targeted age bracket changes: the four-finger KitKat is offered to men and women aged
from 15 to 40 years old58. KitKat chunk is designed for teenagers and young adults, from 12
to 2459. KitKat mini is intended to children60 and KitKat Single to all adults. The customers
are chocolate lovers and people who want to indulge themselves with a well-deserved treat,
for example during a break at work, as the slogan suggests. We can observe that for some
products consumers have specific characteristics: for KitKat Single, they are indulging
themselves while watching their waistline61, and KitKat balls is for people who like to share
things with their friends or family62. Concerning the consumer lifestyle, the main target is
employed men and women.

Brand Mantra

Brand function: Snack

Descriptive modifier: Folks

Emotional modifier: Fun

KitKat’s internal core values lie in those characteristics: Kit Kat puts an emphasis on being a
fun brand, intended to give a break to every man and woman that needs it through a tasty
snack that they will be able to break and share, anytime and anywhere.

Competitors Brand Inventory

Cadbury

Brand Element-

 Brand name – Cadbury

 Brand ambassador- Amitabh Bachchan
 Jingle- kuch meetha ho jaye
 Logo

Brand portfolio

 5 Star
 Bournville
 Dairy Milk
 Temptations
 Perk
 Choc lairs
 Dairy milk Shots
 Gems Bournvita
 Oreo
 Dairy milk silk.
Marketing Campaign

 Real Taste of Life -Campaign Promotion in the early 90s, chocolates were meant for
kid. In the Mid90s the category was re-defined by the very popular `Real Taste of Life
campaign, shifting the focus from `just for kids to the `kid in all of us. It appealed to
the child in every adult.
 Khanewalon Ko Khane Ka Bahana Chahiye Campaign -In the late 90s, to further
expand the category, the focus shifted towards wideningchocolate consumption
amongst the masses, through the Khanewalon Ko KhaneKa Bahana Chahiye
campaign. This campaign built social acceptance for chocolate consumption amongst
adults, by showcasing collective and shared moments
 Pappu Pass Ho Gaya & Miss Palampur Campaign- Here, the campaign associated
Cadbury Dairy Milk with celebratory occasions and the phrase "Pappu Pass Ho Gaya"
became part of street language help to hold the market share by segmenting the kids
as well as Younger people despite the bitter moments, hoping that the future will be
much sweeter. Similar thoughts went into the Miss Palampur campaign aligned to
“Pappu‟ wherein Dairy Milk becomes a part of the big celebrations in life even with
strangers

 Payday Campaign PayDay campaign-was a rather narrow interpretation of the

occasion-based positioning; Cadbury India unveiled a new campaign that continued
with the brands Kucch Meetha Ho Jaye positioning. The campaign revolved around
the theme of Pay Day, which is associated with happiness by most people. This new
campaign takes the concept of celebrations to yet another level. The commercial kept
the core promise of happiness while introducing another moment of joy in one’s life.
Cadbury highlights the celebratory occasion of pay day, which is an important event
in the life of every middle-class Indian.
 Shubh Aarambh Campaign (meaning Auspicious Beginning) Cadburys Dairy Milk
launched this campaign which is. The Shubh Aarambh campaign reinforces the
occasion-based positioning of Dairy Milk. The brand has been trying to position itself
as a symbol of enjoyment and celebrations. Indians have the tradition of sharing
sweets on auspicious occasions The belief is that good things happen when one starts
a venture on a positive note(like sharing sweets). Dairy Milk very cleverly captured
 this tradition and in corporated into its brand story. The new campaign takes the brand
to the centre this tradition linking Dairy Milk to Sweet and Auspicious Beginnings.
Shubh Aarambh has given the brand a broad playing ground.

Brand exploratory for brand and for primary competitor

 Level of Brand awareness:

Brand awareness of Kit Kat is good as potential consumers are able to recognize and
associate the product of this certain brand. Kit Kat tries different promotional platform to
attract new consumers as well as to maintain existing consumers. This helps in increasing
brand awareness. People easily recognize this brand because of its strong brand elements
like packaging, advertisements, slogan etc. So below mentioned survey tells about how
people recognize the brand Kit Kat and how they associate the brand with different
objects or thoughts.

 Brand association: What comes to your mind when you think of Kit Kat

Survey:

Opinion Opinion
1 Red colour wrapper 15 Break sound
2 Crispy 16 Red colour package
3 Delicious 17 Dangal girls
4 Happiness to heart 18 Squirrel advertisement
5 Wrapper 19 Love
6 Wafers 20 Break time
7 Nestle 21 Crunchy
8 Craving to eat more 22 Silver wrapper
9 Jingle of Kitkat 23 Four finger format
10 Chocolate 24 Rectangle Shape
11 Kit Kat cake 25 Ek Break ho jaye
12 Childhood memories 26 Break and eat
13 Easy to consume 27 Separate bars
 14 Different taste 28 Sweet

So the above survey tells about what comes to consumers mind while thinking about
brand Kit Kat. Respondents have associated the brands with its packaging, advertisement,
shape and taste etc. Everyone has a different a different opinion regarding the brand but
sometimes it will be similar but they may express it differently or they may give different
name to it. For example Red colour wrapper, Wrapper and Red colour package is similar
in sense i.e. packaging but respondents or consumer will give different name or opinion to
it. So we can say that opinion of the consumers towards brand may be similar as well as
different from one another.

 Brand positioning analysis

The brand is youthful in nature, and focuses on the consumer segment that 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”.
Brand Positioning

Brand Domain Men and women of all ages between 15-40 years old at a worldwide
level. Chocolate lovers more particularly
Brand Heritage Dark chocolate, Heritage is outdated for younger generations.

Brand Values Slogan in itself “have a break, have a KitKat”, fun, original, universal
symbol of break, quirky spirit, sharing.
Brand Assets Packaging, red color, shape, message (specific one), many variants.
Brand Personality If Kit Kat was a person, it would have a good sense of humor and it
would be dynamic and fun.
Brand Reflection Kit Kat means coolness; break (relief) from whatever, tasty, easy to
share and fun. A youthful brand and affordable.

Brand Domain
When it comes to Kit Kat’s regular product, the target group is between the age of 15 and 40
years all around the world, with a core target aged between 18 and 24 years old. Kit Kat is
constantly looking for innovative ways to reach out to its core target audience, which are
youths aged between 18 to 24 years. Regarding the market place, the brand competes in the
confectionary industry and more precisely in the chocolate bar market.

Brand Heritage
Kit Kat has the strong heritage of decades and its association with taking break has been
successfully continued. This brand has millions of memories regarding childhood days. Kit
Kat’s history, as far as consumers can remember, is composed of two things: the packaging
used to be blue during World War II and it was called “Rowntree’s Chocolate Crisp” instead
of Kit Kat.

Brand Values
The values of the brand are, first of all, the slogan in itself and above all, the idea behind it.
The “break” is something that strongly defines the company and we can see it through their
communication: the “break” concept has become a symbol for the brand, a timeless and
universal symbol. The idea of fun also defines the brand; the company’s communication
around their products is never too serious and that leads us to their quirky spirit, which is
always present and goes along with the idea of break. We can also talk about the originality
of the brand, always trying to create new products (new flavors) in their different market
areas.

Brand Assets

Kit Kat is different from many of its competitors for various reasons. First, the packaging and
especially the color are pretty much unique and attract the eyes of customers. Then there is
the shape, which is also unique (four bars) in the market, so unique that Kit Kat uses the
shape of the product in its communication strategy very often. There is also the message: Kit
Kat was the first brand to advertise around this idea of “having a break”.. Kit Kat is also
defined as the company with many variations in its products (flavors), packaging or formats.

Brand Personality

According to Aaker’s brand personality framework, if Kit Kat was a person, it would have
the following characteristics: cheerful (sincerity), daring and spirited (excitement) and most
of all it would have a fine sense of humor. In general, Kit Kat’s personality is a fun, dynamic
and empathetic one, as their main purpose is to give consumers a break in their stressful lives,
creating a feeling of thankfulness and complicity towards Kit Kat.

Brand Reflection

The customer, after having bought one of Kit Kat’s products, feels different things. The first
one is a feeling of coolness, related to the communication used by the brand and also the
values of the brand (fun, sharing aspects). Then there is the feeling of relief and satisfaction,
created by the “have a break” tagline and marketing activities of Kit Kat, which has
established itself as a break time food in consumer’s minds. Finally, there is the “youth”
factor, Kit Kat being a positive and dynamic brand. So consumers find Kit Kat as a fun,
cheerful or break time snack.
 Consumer perceptions analysis (your brand vs. competition)

1. Kit Kat

Male Celebrity Female Animal Car Bird Country

Celebrity
1 Tiger Shroff Smriti Squirrel Ferrari Cardinal India
Mandhana
2 Vijay Deepika Cat Mercedes Sparrow USA
Padukone Benz
3 H.D Radhika Giraffe Range Kingfisher India
Kumaraswamy Kumaraswamy Rover
4 Ranveer Singh Shraddha Panda Lamborgini Wood India
Kapoor pecker
5 Aditya Seal Ananya Panday Squirrel Lamborgini Turkey Switzerland

6 Dhanush Pooja Hegde Dog Toyota Peacock India

7 Ranbeer Kapoor Alia Bhat Cat Mercedes Wood India

Benz pecker
8 Shahid Kapoor Sridevi Panda Duster Eagle India

9 Ranveer Singh Deepika Dog Brezza kukaburra France

Padukone
10 Sidharth Alia Bhat Squirrel Audi Kingfisher korea
Malhotra

Consumer perception regarding brand may be similar or different from one another. Above
table is the survey regarding association of brand Kitkat to Male celebrity, Female celebrity,
Animal, Car, Bird and Country. So association can be done on the basis of colour, shape,
advertisement or feature etc. From the above table you can observe that squirrel has been
responded thrice in the animal section this is because the brand Kitkat had introduced squirrel
advertisement which was quite famous so people remember that advertisement while talking
about Kitkat and they easily associate squirrel with brand Kitkat.
 2. Dairy milk (Competition)

Male Female Animal Car Bird Country

Celebrity Celebrity
1 Lee Min Ho Shraddha Rabbit BMW Blue Switzerland
Kapoor Grosbeak
2 Yash Radhika Pandith Cow Audi Crow India

3 Virat Kohli Anushka Dog Land Rover Duck Italy

Sharma
4 Karhtik Aryan Disha Patani Meer cat Ferrari Peacock UAE

5 Aditya Roy Disha Patani Sloth Bugatti Crane Maldives

Kapur
6 Duniya Vijay Alia Bhat Elephant Kia Dove Singapore

7 Hrithik Roshan Kriti Sanon Cow Ferrari Swam India

8 Sushant Singh Tamanna Bhatia Bear Creta Eagle UK

Rajput
9 Ranbeer Alia Bhat Cat Geep Peacock India
Kapoor
10 Hrithik Roshan Katrina Dog Volkswagen Sparrow Thailand

Consumer perception regarding brand may be similar or different from one another. Above
table is the survey regarding association of brand Dairy Milk to Male celebrity, Female
celebrity, Animal, Car, Bird and Country. So association can be done on the basis of colour,
shape, advertisement or feature etc. From the above table you can observe that in male
celebrity section Dairy Milk was associated with Hrithik Roshan this is because the
respondent had connected the shape of the chocolate that it look looks like abbs so this suits
Hrithik Roshan’s personality.
 Customer Based Brand Equity (CBBE Model)

Customer Based Brand Equity Analysis of Kit Kat

1. Salience

 Recognition: Kit Kat has high recognition in the market and people can recall the
brand easily.
 Brand awareness: Kit Kat has always associated itself with taking Break and its
tagline itself says that “Have a break, Have a Kit Kat” so brand awareness will be
high in the minds of the customer.
2. Performance

 Four finger format: Primary characteristics: ingredients’ quality is perceived as

“good”. The four fingers format is very popular and consumers like the idea of
sharing their snack.
 Average quality: KitKat is perceived as an average-quality chocolate bar. It is has
more product reliability.
 Affordable: Price is very affordable when compared to the major competitors in
the market.

3. Imagery

 Mental Image about the brand is that the product gives energy for child and this
indicates the need of a break for adults in a stressful life.
 Purchase situation- availability of this brand is easy and consumer finds it easy
to purchase as it is available in most of the retail shops of different areas of the
country.
 History- heritage of brand Kit Kat helps in brand recognition and brand
development.

4. Judgements

 Customers love Kit Kat for their quality and affordable price in the market.
 Strong association with “Taking a break” is what attracts the consumer and this
helps the brand to stand out from competition.

5. Feelings

 This brand reminds childhood memories and helps in feeling energized in the
stressful life.
 This brand has some sentimental connection and affectionate towards the brand is
more as it is connected to the childhood memories of the consumers.

6. Resonance

 Customer always craves for Kit Kat immediately after eating one.
 Kit Kat strongly resonates with customer’s childhood memories which evokes
warmth of youthfulness and comfort in them
Customer Based Brand Equity Analysis of Dairy Milk

1. Salience

 Depth of awareness: The brand is associated with best tasting chocolate. For
many people, chocolate is Dairy Milk and no other brand will do. The core values
of quality, taste and emotion supports the brand.
 Breadth of awareness: Branded products command premium prices. Consumers
are willing to pay the premium if they believe that the brand offers levels of
quality and satisfaction that competing brands do not. So Dairy Milk has such
range of awareness in the market.
2. Performance
 Over the years it has survived in a highly competitive market and developed its
competitive advantage. It is successful in communicating the customers that it is
still the ultimate in chocolate pleasure.
  It has shown the consistency in performance. The strength of the umbrella brand
supports the brand value of each chocolate bar, thus implying how reliable the
brand is.
 Cadbury’s packaging on the functional level, the pack was structurally sound to
protect the product quality in distribution and storage conditions, thus the
consumers can acknowledge the durability of the product

3. Imagery

 Purchase availability: The product could be bought from supermarket on the

insistence of the child to its parents or from department store.
 Personality: The Cadbury as a person is able to create a feeling of warmth, the
togetherness of family & friends on special occasions, to hold those relationships
in life.
 The intangible association to Cadbury includes family experiences, childhood
memories.
 The core values of quality, taste and emotion are the pillars of the brand.

4. Judgements

 Brand Quality: Consumers trust the brand because there is certain level of
quality attached to it. The people buy chocolates during the auspicious occasion as
a token of their love tells the level of trust that the people have.
 Brand Credibility: The flagship chocolate brand, Cadbury Dairy Milk which has
history of centuries is credential for its quality and taste.
 Brand Consideration: The brand has been considered for possible purchase and
use not only as a chocolate but it has become a substitute for sweet. The punch
line “Kuch Meetha Ho Jaye” justifies this.
 Brand Superiority: The unique taste of chocolate which comes in a pure form.

5. Feelings

 Warmth: The brand evokes a soothing type of feeling. As the chocolate melts
inside our mouths, a similar soothing effect is felt inside our hearts.
  Passion: It is reflected in the impulse buying nature of consumers. Commercials
of Dairy Milk show how consumers are passionate to eat chocolate during an
auspicious time or during any special occasions as part of sweet.
 Bond of Love & Relationships: The brand provides the consumers with an
opportunity to express their love to their family and friends. It is a time to
celebrate and have few precious moments of togetherness.
 Enthusiasm: The commercials of the brand also reflect the fun & the excitement.
The brand makes the consumers feel excited.

6. Resonance

 Attachment: The level of attachment can be judged by the fact that the consumers
feel that is a perfect gift for special occasions. It could be used to express their
token of love. The moment consumers think about celebration they think about
this brand.
 Sense of community: The consumers feel an affiliation with other people
associated with the brand. The sense of belongingness to that particular brand is
generated.

SWOT Analysis

a) Strengths
 Kit Kat has a strong parent company i.e. Nestlé. So this help in brand identification.
 It got average price to its product so this can be a competitive advantage in the
market.
 It has a strong history heritage of many decades. So this will better help in
strengthening the brand.
 Kit Kat got good visibility and advertising in the minds of the customer. Its
uniqueness in the advertising in the advertising helps in customer attraction.
 Available in a variety of packaging helps in capturing each and every economic
segment of the society.
 Kit Kat is easily reachable (distribution) and it has its presence in almost every retail
stores of any parts of the country. Nestlé’s highly efficient global supply chain helps
in growth of demand.
b) Weaknesses
 Not enough flavors in some countries and even within the country some of the flavors
are not available and this may affect sales in this competitive market.
 In some countries or rural areas in developing countries, the price is still too high so
people may find it difficult to afford the product.

c) Opportunities

 Emerging markets helps the brand to increase its growth and this may develop the
brands.
 Adding more flavors may be helpful in growing the business.
 Alliance or partnership with big organization in terms of promotion or product line
extension may have better future for the brand.

d) Threats
 Competition with other chocolate bars
 Rise in raw materials cost can impact the chocolate industry
 Consumers’ increasing preferences for healthy food (palm oil awareness, calories)
may affect the business.
 High buyer power (importance) due to a multiple choice of chocolate confectionery
brands.
 Many substitutes are available in the market which may be threat to the brand Kit Kat.


Strategic Brand Recommendations

Our main focus on this project was on the Indian market. With the help of questionnaires, in-
depth interviews and also our researches we’ve concluded that Kitkat has very strong brand
recognition, but a weak brand recall. The brand has been successful in implementing the idea
of “break” and “fun” in consumers’ minds, however Kitkat is mostly consumed during breaks
and needs broader usage situations. The thing that makes it special is not the taste itself but its
4-fnger format and convenience to eat. Kitkat has launched different flavors in different parts
of the world depending on the countries consumer base and culture , such as Kitkat chunky
caramel, Kitkat ball white chocolate, Oreo Kitkat, dark KitKat, hazelnut Kitkat and etc.. but
the main problem lies in the communication strategy. A big part of the consumers are not
even aware that those products exist. In order to enhance customers’ brand equity we suggest:

Co-branding- every country has its own culture and own taste preference towards deserts,
KitKat could merge or co- brand with countries favourite brand to launch new flavours and
make them more aware to the customer by promoting them effectively.

Social media campaign

To further enforce its social media coverage, we suggest launching a Selfe campaign on
Facebook. The rules of this game would be for participants to take a selfe during break times
and the picture with the highest number of “likes” or “retweets” would win the contest. The
prize could be break related and with a stress relief purpose, for instance, trips, concerts
tickets, cinema tickets etc.

Campus promotion: We recommend Kitkat to promote its chocolate bars on campuses, the
purpose of this campaign would be not only to increase brand recall but also increase its
flavour’s awareness. As we said, the main problem is that consumers are mostly not aware of
the flavours. The young are the segment that is the most sensitive and curious about new
tastes and flavour’s, that is why we are choosing campus as a promotion vector.