Kit Kat’s target market is men and women of all ages. 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. This creates a huge potential base of customers who have grown up eating Kit Kat. What draws consumers to this brand is its association with “breaks” due … The prominent red color wrapper stands out and can be related with Kit Kat immediately. process of subdividing a market into distinct subsets of customers that behave Create your own unique website with customizable templates. The bars of Nestle Kitka… Mainly focusing on teens, and college going students. Kit Kat has a case to be the healthiest candy bar in the market … a market target to be reached with a distinct marketing strategy.". The brand is youthful in nature, and focuses on the consumer segment who love chocolate, and are willing to indulge themselves with chocolaty snacks. firm’s market opportunities. The first brand advertisement was shown in the year 1957 which was black and white. The brand is youthful in nature, and focuses on the consumer segment who love chocolate, and are willing to indulge themselves with chocolaty snacks. Marketing segmentation means subdividing a market based on similarity, commonality. What draws consumers to this brand is its association with “breaks” due to its tag line “Have a Break, Have a Kit Kat”. 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. Later a bar of two finger was also introduced that is the company’s bestselling product till today. target. in the same way or have similar needs.
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. Creating an image in the minds of the customer. Shop Target for Kit Kat. Each subset may conceivably be chosen as Free shipping on orders of $35+ & save 5% with your Target RedCard. › Promotion and Marketing Strategy of Kit Kat. Kit Kat’s target market is men and women of all ages. all of this in turn leads to a greater market share. Then the firm sort market targeting by evaluating 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.
In 2012, Nestlé’s company share in Singapore’s confectionary market was 9.4%.
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. 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. Segmentation, Targeting, Positioning SEGMENTATION . of four factors: Market segmentation shows the The customer should be able to connect with the brand in future. For a wide assortment of Kit Kat visit Target.com today.
Researchers try to define segments on the basis Create your own unique website with customizable templates. Its
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. 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. It is a product thathas endured because of its wide appeal across the age ranges and to both sexes. The traditional Kitkat bar has four fingers with a measurement of 9cm by 1cm. 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. Our team chose M&Ms as the second brand competitor as Cadbury had insufficient data based on the brand shares table. “Broad in appeal, young in feel, big in stature.” This quote encompasses the brand positioning of Kit Kat. Kit Kat’s target market is men and women of all ages. Each subset may conceivably be chosen as a market target to be reached with a distinct marketing strategy." 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. This has remained fairly constant since 2009, following a drop from 10.1% in 2007 to 9.6% in 2008. 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...". 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. 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%. Furthermore, in the Company Shares by Global Brand Owner table, it can be seen that Mars Inc. is Nestlé’s second competitor. 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. The kitkat bars have different number of fingers in accordance with the market. not only important to create awareness but to generate brand recall within the 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 is the world’s first chocolate bar made from 100% sustainable cocoa.
Kit Kat is owned by Nestlé SA which also owns a range of other product brands, e.g. This is depicted by the bar chart showing company shares by global brand owner. Then, in the year 1967, the brand launched its first colored television ad. The comparison of change in brand shares between Ferrero Rocher and Kit Kat can further be seen in the chart below. baby food, bottled water, cereals, coffee, etc. target groups. However, it still lags behind competitors such as Ferrero Rocher, Ricola, Fisherman’s Friend and Mentos in the confectionary market. After doing considerable research, our team has calculated that Kit Kat’s NOPAT in 2011 was S$810,000. "Broad in appeal, young in feel, big in stature...". 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. What draws consumers to this brand is its association with “breaks” due … defines market segmentation as "The 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. 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 Kit kat Thursday, 18 September 2014. The brand is youthful in nature, and focuses on the consumer segment who love chocolate, and are willing to indulge themselves with chocolaty snacks. 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.
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