Nestle Kit kat

Anshu Kumar Mona

2K91A19
PGDM (General)
Ekaterina Eskova gr.
 What the Brand Is..
• Brands – products or firms whose names
and/or logos are readily recognised and
associated with particular characteristics

• Branding - is the process of using a name,

sign, symbol or other creative element to
identify a product and emphasise its
position in the market

Ekaterina Eskova gr.

 Brand name:
• can be achieved using a company name
• promises the consumer particular benefits
• considered by a company to be its most
important intangible asset
• becomes paramount to a product's success

Anshu Kumar
Ekaterina EskovaMona
gr.
 Introduction
• Kit Kat is the UK's best-selling chocolate bar. The history of
Kit Kat emphasises the importance of successfully managed
brand names to the company that owns them. Nestlé was
prepared to pay a record price to acquire Rowntree in 1988
because of the prestigious brands in Rowntree's product
portfolio. Kit Kat was an important part of the portfolio.

• Internationally, Kit Kat is now also manufactured in Canada,

Germany, India, Malaysia, China, Japan, Australia, South
Africa and the United States. It is available in more than 100
countries throughout the World.

Anshu Kumar
Ekaterina EskovaMona
gr.
 Products
• Ice Cream
• ChunKy
• Kit Kat Bar
• Kit Kat Snacks
• Kit Kat Gift Packs
• Frozen Desserts
• Pop Chocs
Product Strategy
• chocolate fingers
• foil and band wrapping, unique in the
countlines market and seen as an
important feature which encourages
involvement and sharing by consumers
• well-known strapline - Have a Break,
Have a Kit Kat.

Anshu Kumar Mona

romotion Strategy
• The “Have a Break, Have a Kit Kat” theme appeared
briefly in 1939, but has been the on-going Kit Kat
slogan, or strapline, since the mid 1950s

Anshu Kumar
Ekaterina EskovaMona
gr.
• Kit Kat's advertising is concentrated in two media:
– television commercials - which follow the well-known Have a
Break tradition
– posters - where the powerful colours of the pack and product
are used to dramatise the message
• Women account for two thirds of all confectionery sales, but a
large proportion of these purchases are subsequently consumed
by children

Anshu Kumar Mona

•
• FACTORY GODOWN

• WHOLE SALER C/F AGENT

• RETAILAR COUSTOMER

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• There are three main steps of Kit-Kat packaging ,
from inside they are respectively-
• 1.Aluminum foil cover(to prevent it from moisture,
air, heat & other things)
• 2.Thick paper cover( to prevent heat absorption)
• 3.Thin paper (for product logo & company name)

Anshu Kumar Mona

 SWOT Analysis of the Product

It is very useful technique for identifying strength,

weakness, opportunity and the threat.

Strength and weakness are the internal

factors
• KIT-KAT is not only a chocolate but also a
wafer so it can be used as tiffin.
• It is very testy product.Most of people like the
taste
• Price is not very high.Most of people can
afford it.
• Good brand name.
• It has good promotion support

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• People are now more health conscious they
don’t eat much chocolate.
• Requires a good brand ambassador.
• Still price is not affordable for large portion of
rural area.

Anshu Kumar Mona

• Big Indian market & high demand.
• People trust in Nestle brand.
• Change in consumer behavior, now people
think that chocolate is not only a kid’s product.

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• 1.High competitive market.
• 2.In rural areas demand is low.

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 Conclusion
• Kit Kat's success can be attributed to
consistency in its marketing, whilst allowing for
minor changes to maintain a modern image

• Continuous reinforcement of the brand message

through advertising and promotions has
enabled Kit Kat to sustain its popularity
over a long period of time in the face of
rapidly changing consumer
attitudes and tastes and
consumption patterns
Anshu Kumar Mona
Thank you!

Anshu Kumar
Ekaterina EskovaMona
gr.