not only important to create awareness but to generate brand recall within the all of this in turn leads to a greater market share. Marketing Kit kat Thursday, 18 September 2014. This shows us that introduction of competitor brands, as well as increased in market share in existing competitor brands such as Ferrero Group since 2009 has led to a drop in brand share for Nestlé. Later a bar of two finger was also introduced that is the company’s bestselling product till today. Creating an image in the minds of the customer. In addition, our analysis is also influenced by the demographic population data of Singapore – currently most of the local citizens are from age 35 to 54. The brand is youthful in nature, and focuses on the consumer segment who love chocolate, and are willing to indulge themselves with chocolaty snacks. For a wide assortment of Kit Kat visit Target.com today. defines market segmentation as "The Furthermore, in the Company Shares by Global Brand Owner table, it can be seen that Mars Inc. is Nestlé’s second competitor. Researchers try to define segments on the basis The brand is youthful in nature, and focuses on the consumer segment who love chocolate, and are willing to indulge themselves with chocolaty snacks. As can be seen, overall since 2007, Ferrero Group and Mars Inc.’s brand shares have increased whereas Nestlé SA’s brand shares have reduced. Kit Kat is the world’s first chocolate bar made from 100% sustainable cocoa. segmentation basically is done to segment the target market and thus focus on the targets depending on their needs and requirements and also to get advantage over the competitors of that segment. Marketing segmentation means subdividing a market based on similarity, commonality. Each subset may conceivably be chosen as a market target to be reached with a distinct marketing strategy." The customer should be able to connect with the brand in future. AMA defines market segmentation as "The process of subdividing a market into distinct subsets of customers that behave in the same way or have similar needs. However, it still lags behind competitors such as Ferrero Rocher, Ricola, Fisherman’s Friend and Mentos in the confectionary market. “Broad in appeal, young in feel, big in stature.” This quote encompasses the brand positioning of Kit Kat. This is depicted by the bar chart showing company shares by global brand owner. The bars of Nestle Kitka… target. process of subdividing a market into distinct subsets of customers that behave Then the firm sort market targeting by evaluating Its As a result, we have decided to put this segment (age 35-54) as the top buyer in our analysis with 41.7% of the total market segmentation. Our team chose M&Ms as the second brand competitor as Cadbury had insufficient data based on the brand shares table. various market segments and deciding how many segments and which it will The product packaging has played a very vital role in the success of this brand. Free shipping on orders of $35+ & save 5% with your Target RedCard. It’s low prices, constant over the past 100 years, allows it to target the mass consumer market, as opposed to other high-end chocolate brands such as Godiva. Segmentation can lead to changes in the organisation such as: supply chain is changed, new techniques have to be applied to different segments,it changes how the industry works. What draws consumers to this brand is its association with “breaks” due … Though Kit Kat’s is targeting every age segment in the community, we have confirmed that the largest segments of Kit Kat buyers are consumers of the ages 35-54, who have children aged 18 and below. of four factors: Market segmentation shows the › Promotion and Marketing Strategy of Kit Kat. firm’s market opportunities. Kit Kat has a case to be the healthiest candy bar in the market … Shop Target for Kit Kat. This has remained fairly constant since 2009, following a drop from 10.1% in 2007 to 9.6% in 2008. The traditional Kitkat bar has four fingers with a measurement of 9cm by 1cm. Mainly focusing on teens, and college going students. It is a product thathas endured because of its wide appeal across the age ranges and to both sexes. in the same way or have similar needs. Though Kit Kat’s is targeting every age segment in the community, we have confirmed that the largest segments of Kit Kat buyers are consumers of the ages 35-54, who have children aged 18 and below. What draws consumers to this brand is its association with “breaks” due … "Broad in appeal, young in feel, big in stature...". The brand is youthful in nature, and focuses on the consumer segment who love chocolate, and are willing to indulge themselves with chocolaty snacks. After doing considerable research, our team has calculated that Kit Kat’s NOPAT in 2011 was S$810,000. The prominent red color wrapper stands out and can be related with Kit Kat immediately. In 2012, Nestlé’s company share in Singapore’s confectionary market was 9.4%. target groups. Segmentation, Targeting, Positioning SEGMENTATION . Create your own unique website with customizable templates. This creates a huge potential base of customers who have grown up eating Kit Kat. Create your own unique website with customizable templates. Each subset may conceivably be chosen as As can be seen via the brand shares table below, despite the decrease in Nestlé’s company shares in Singapore’s confectionary market since 2007, the brand share of Kit Kat has increased from 2007, from 3.2% to 3.7%. The comparison of change in brand shares between Ferrero Rocher and Kit Kat can further be seen in the chart below. Product: KIT KAT (Chocolate product by Nestlé) * HISTORY Kit Kat is a chocolate-covered wafer biscuit bar confection that was created by Rowntree's of York, England, and is now produced worldwide by Nestlé, which acquired Rowntree in 1988, except in the United States where it is made under license by The Hershey Company. What draws consumers to this brand is its association with “breaks” due to its tag line “Have a Break, Have a Kit Kat”. a market target to be reached with a distinct marketing strategy.". However, through filtering out of products such as Ricola, Fisherman’s Friend and Mentos, which are not chocolate brands, it can be seen that Kit Kat is second behind Ferrero Rocher. Then, in the year 1967, the brand launched its first colored television ad. The kitkat bars have different number of fingers in accordance with the market. Kit Kat is owned by Nestlé SA which also owns a range of other product brands, e.g. Kit Kat’s target market is men and women of all ages. As a result, we have decided to put this segment (age 35-54) as the top buyer in our analysis with 41.7% of the total market segmentation. Applying this to the brand shares table, we chose to compare Kit Kat to M&M’s, which is owned by Mars Inc. "Broad in appeal, young in feel, big in stature...". Kit Kat is also the number one best-selling chocolate in Japan, and the only non-American brand in America’s list of top 5 chocolate favourites. Kit Kat owes much of its success to a unique dual appeal - as a four-finger chocolate bar, (known in the confectionery trade as a countline), sold at corner shops and newsagents, but also as a two-finger biscuit sold in supermarkets. It starts from a size of half a finger that is available in Japan to a bar of three fingers in Arabia, to the bars of twelve fingers that are available in France and Australia. Kit Kat’s target market is men and women of all ages. baby food, bottled water, cereals, coffee, etc. The first brand advertisement was shown in the year 1957 which was black and white. Kit Kat’s target market is men and women of all ages.

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