2. INDEX:
• Introduction
• Bad reputation
• Questions
1. How does Kit Kat’s advertising target both the
consumer and the purchaser?
3. Special edition chocolate
4. How can it permit to achieve a more balanced
structure to the business?
5.Ansoff´s Matrix, Boston Matrix
6. Discuss the advantages and disadvantages of
corporate, generic and individual brand names.
7. The intangible assets a firm might own
• Our New Product
• Product placement
• Promotion
• Target
• competitors
• Product
• Price
3. Introduced in August 29 in 1935 by Rowntree’s as a confectionery
business based in York, United Kingdom…
The name Kit Kat came from the Kit Kat club which was named after
Christopher Catling
The 1950's saw the international expansion of the brand starting in
Commonwealth countries such as Australia, New Zealand, South
Africa, Rhodesia and Canada.
4. Kit Kat, now owned by Nestlé, is one of the world’s leading chocolate
brands.
Kit Kat's products are chocolate bars which composed of three layers of
waffle and covered with an inner and outer layer of chocolate,
conventionally called “fingers”
The classic line "Have a break, have a Kit Kat" by Donald Gillis from an
advertising agency JWT in London was first launched in 1958 with four TV
commercials and a press campaign
Today, Kit Kat is one of the most globally recognized
chocolate brands. With its perfect balance of delicious
chocolate and crispy wafer, it is the ideal treat.
5. KIT KAT GREEN PEACE
• Nestlé, maker of Kit Kat, uses palm oil from
companies that are trashing Indonesian rainforests,
• Threatening the livelihoods of local people and
pushing orangutans towards extinction.
Bad reputation
“Would you change your vision towards nestle
because of this ?”
6. 1. How does Kit Kat’s advertising target both the consumer
and the purchaser?
• According to the text, it is quite important to
understand the difference between Brand
marketing strategies and product marketing
strategies
• directly in the final decisions of the consumer, in
this case the children, and the purchaser, the
mothers.
“ a mother trying to feed her son or daughter”
useful to understand the advertising strategies used
for Nestlé and for Kit Kat.
7. In the first case, any mother around the world wants the
best for her children, so she will look for quality and
healthy products to feed them. On the other hand there
is that child who doesn’t really know what is the best for
him but who is pretty sure about what he likes, so he
won’t take a long time to ask for it to her mother.
that the brand values of quality and good ingredients, as
well as the big size packaging offers that allows to save
some money, will be decisive for the mother to buy the
product
8. 3. Special edition chocolate
Ritter's sport coffee and Hazelnut ( winter edition)
• releases seasonal variations
• limited edition for Christmas holiday cheer
• Success because of exact dates
• Price: 2.99 $, 50 cents more then normal bars
• chocolate bar: 4x4 grid of sections, each with the Ritter
Sport logo on top
Lay’s Wavy Milk Chocolate Potato Chips
• The new limited edition packages are sold only at Target until
the end of the year.
• The bag is pretty and it was easy to spot on the shelves
• all of the chips were coated with thick milk chocolate on one
side
• Lay’s $3.49 for 5 ounces
9. Questionnaire:
Questionnaire: for the consumers:
Demographic Questions
Age: What is your age?
Female/male?
Ethnicity origin (or Race): Please specify your ethnicity.
Education: What is the highest degree or level of school you have
completed what is your marital status?
Buying Pattern Questions
Do you ever purchase __________?
If so, who is responsible for the buying decision?
Where do you go when you are looking for __________?
How often do you purchase __________?
How long does it take you to make a buying decision?
What is your typical budget for __________?
Benefits Questions
What features do you look for when you purchase __________?
What benefits do you look for when you purchase __________?
What problems motivate you to purchase __________?
What needs are you trying to meet when you purchase
__________?
Questionnaire for the company to create the
product:
Customers
Who purchases the product or service?
Who are the primary influencers?
Is the purchaser different than the consumer
or user of the product or service?
Company:
Is your product design effective?
What promotions would help push the product?
Is the pricing in line with customers’
willingness to pay?
What is the best product placement option?
What services or sales support should you
offer?
Competitors:
What are your competitors doing in the
market with pricing, product development,
promotions, etc.?
What does this mean for your organization?
10. 4. How can it permit to achieve a more balanced
structure to the business?
• Kit Kat has different business activities.
• It’s important to control the profitability of each business activities of the
company.
Depending on the objectives of Kit Kat and the expectations of shareholders,
the firm have to keep the activities more profitable and with the highest
growth opportunities.
With the same logic, activates which are not profitable or which can’t grow
any more have to be eliminated to preserver the company.
11. To extend its market and to increase its turnover, there are two
solutions:
1) Create a new business activity (with a new idea, a new product)
2) Buy a company which is already in the market. (a solution for huge groups
who can invest a lot)
This second solution need more investment but is safer than
creating a new activity because we already know if this
product or concept is working.
Acquisition and divestment are essentials for a balanced
structure in a company. A huge company like Nestle
which have a lot of business activities in a competitive
context can’t never divest ore invest because its growth
depend of the profitability of its business.
12. Market Penetration
- Advertisment
- New selling zone
- Sponsorship
- Daily life product
(facebbok)
Product development
- New product (co-
branding)
- Services development
- Increase quality product
Diversification
- New product with new
caracteritics
Market development
- Exportation
- New competences
- New segments
- New caracteristics
5.Ansoff´s Matrix
13. Stars
High Market Share and
High Market Grow
Dog
Low Market Share and
Low Market Grow
- Kit Kat Single
Cow
Hight Market Share and
Low Market Grow
- Kit Kat Classic
- Kit Kat mini
- Kit Kat ball
Question Market
Low Market Share and
High Market Grow
- Kit Kat Chunky
Boston Matrix
14. 6. Discuss the advantages and disadvantages of
corporate, generic and individual brand names.
• Corporate brand names: also known as umbrella branding or family brand, is a brand
strategy used by big companies to create different product lines grouping them under a
unique brand name.
positive point :important savings it can generate in marketing, because satisfied customers
with one product line, will trust on the same brand to buy any other product, even if it’s not
from the same category.
The weakness : is the risk to damage the whole brand name image after a failure in the
advertisement of just one product, because the consumer will associate the bad product to
the main brand name.
15. • Generic brand : we use them everyday to ask for products such as Kleenex, Chupa-Chups or
Aspirin. Most of the companies have wish to be the top of mind brand of their product, but it’s
not as good as it looks at first sight. The advantage of generic brands it’s quite obvious in the
marketing and advertisement area because the need of showing the name of the product
disappears drastically once the consumers use your brand name to ask for the product.
Reduces the ability of the brand to develop innovations for the product and allows the
competitors to launch similar products to gain ground in the product area.
16. • Individual branding: is the strategy used by Nestlé for Kit Kat. Nestlé gives to a
product a unique brand name to operate by its own, apart from the main brand
name. The good point of this strategy is that all the products branded as individual
own their specific characteristics and identity, which makes much easier the market
positioning process.
the high budget needed to keep those individual brands competitive, shows
the negative side of this branding strategy.
17. 7. The intangible assets a firm
might own
INTANGIBL
E ASSETS
Natural
asset
Technologi
c asset
Informatio
n systeme
asset
Shareholde
r
Asset
Brand
asset
Organization
al asset
Provider
/partner
asset
Human
asset
Societal
asset
Client
asset - Clients asset: Knowledge about the clients , fidelity …
- Natural Asset: the ecologic and sustainability use by a firm
- Provider/partner asset : have good relationships with partner
- Societal Asset: CSR ( RSE)
- Shareholder Asset: bring a personal and economic value in a firm
- Technologic Asset: patent , research development…
- Human asset: In a firm your people is your business
- Organizational asset: way how a Company solve problems
- Brand Asset: Brand has a value
- Information system: Companies communication ( inside the
Company)
Why are they important when we are valuing a firm ?
- They don't have a PHYSICAL format but They have an
ECONOMIC value
- They are important in the company development
- They are highly profitable
- They are using every day
18. Question 9:
product life-cycle
The period of time over which an item is developed,
brought to market and eventually removed from the
market
brand image
The impression in the consumers minds of
a brand's total personality (real and
imaginary qualities and shortcomings). Brand image
is developed over time through advertising
campaigns with a consistent theme
corporate objectives
A well-defined and realistic goal set by a company that
often influences its internal strategic decisions
19. marketing strategy
An organization's strategy that combines all of
its marketing goals into one comprehensive plan. A good
marketing strategy should be drawn from market research
and focus on the right product mix in order to achieve the
maximum profit potential and sustain the business
control
How can we judge whether we are being successful in
achieving our objectives? How do we measure our
success or failure?
promotion
An action taken by a company's marketing staff with
the intention of encouraging the sale of a good
or service to their target market.
20. imperfectly competitive markets
A type of market that does not operate under the rigid
rules of perfect competition. Forms of imperfect
competition include monopoly, oligopoly, monopolistic
competition, monopsony and oligopoly.
unique selling points chocolate fingers
l foil and band wrapping, unique in the count lines market
and seen as an important feature which Encourages
involvement and sharing by consumers
l well-known strapline - Have a Break, Have a Kit Kat.
distribution channels
The path through which goods and services travel from
the vendor to the consumer or payments for
those products travel from the consumer to the vendor.
product portfolio.
The collection of different items a company sells. Within
the product portfolio, each item typically makes different
contributions to the company’s bottom line
23. Kits kats
Kit kat
balls
Hermetic systhem to
separate KitKats and
berverage
Opening for
kitKat balls
Turn to
put out
one
KitKat
Handle for
kit kat
Tank for Berverage
The product we invented
Inside
24. The product we invented
How it works
How do you use ?
The Kit Kat is going one when
you turn the bottle at the same
time, than a plastic bar infront
and behind from it, this plastic
bar is used as a elevator to rise
the kit kat. When the plastic bar
is not anymore on the elevatore
the chocolate bar is eject outsid
25. The product we invented
How it works
How to fill the
bottle?
Use the second hole
and put inside the
chocolate bars , you
have to put one by
one the chocolate
bars and turn the
bottle until the bar
rises, do it as much
as need but every
turn makes a bar go
up.
26. The product we invented
How it works
WITH
A
FRIEND
WITH
A
FRIEND
Open the bottle
Turn the screw cap
Inside your beverage
Beverag
e
WITH
A
FRIEND
Close the bottle
27. The product we invented
Advantage
WITH
A
FRIEND
Client:
USEFUL
FASHION
COLLECTOR
Nestle :
Good comercial gift
28. Product Placement
We have chosen for sell our product:
- Supermarket: this is the most commen place where a family
does there shopping
- Gas station: a Place where a lot families go during holidays,
a break from there drive
- internet : Important place for selling and promoting
- Candy shop: specialized place
- Airport We have chosen these places because of the family, mother or
group of people are often in this place and are looking to eat,
the produced should be put in a visible area.
We think that this package will create a reaction of
compulsive buying of kit Kat products, if is put in the right
place, eye vision height.
29. Promotion
• The product that we have created is the Kit Kat bottle, for
selling this concept we have chosen to create a family pack
and give the bottle as a promotion gift. The family pack
should be really attractive with an innovate design with the
slogan “have a break have a Kit Kat”.
We would like make the promotion of our product 2 times
during 2 months for winter and summer holidays. At this
moment groups of friends, families are going on holidays and
they are more opened to buying these kind of product for
traveling or simply for there children.
Completing our promotion we would like to use the website
and make an advertisement that we will present to you later on
in our presentation
WITH
A
FRIEND
30. Target
We think that our product is directly created for people in
groups like families or friend groups. In fact our product is a big
pack so it is thought of being a sharing package.
goal: children, chocolate addict, compulsive buyer or Kit Kat
fans just for have chocolate reserves.
We are not looking for one target but a big social group, this
means that a lot of people could bye this product.
31. Competitors:
We haven’t found any brand offering a promotional gift or selling any
item in the market at the moment, so we could say we are the only
company promoting this type of product campaign.
In the sweet and chocolate product area there’s a huge variety of
flavours and packaging sizes, so we’ve been focused on the most
similar products to kit Kat, waffle and chocolate products.
We classified the products in different categories according to their main
producer brand,
the most important ones Valor, Mars and Ferrero.
32. Valor’s main product is Huesitos, sell in two different
packaging sizes: 6 and 12 units of their chocolate covered
waffle. It’s the most similar product to Kit Kat.
Mars is the brand with more different chocolate products,
with Mars, Mars mini, Malteesers and Snickers. Mars has
different packaging sizes for their products, but the most
special product is a mix of a mini version of all the
products said before.
Ferrero, has 2 different products: Kinder delice, in 6 units
pack, and Kinder Bueno, in 3 and 6 units pack.
33. Product
We have chosen to sell a family KitKat pack including a mix of
different KitKat products: 2 kit kat Balls,
2 Mini KitKat
10 kit kat classic
A big red box with all the kit kat products inside attached to the
promotional gift or sell separately, with a total weight of 1.050
kilogram.
34. Price
Content
-> 2 x KitKat Balls 100gr 2’50 Euro in
the market
-> 10 x KitKat Classic 3’60 Euro in
the market
-> 2 x Mini KitKat 200gr 3’40 Euros in
the market
The real price of all those products bought separately
would be 9’5 euros, but we’ll reduce it until 8’90 to buy it
as a `` Kilo Kit Kat Pack´´, with a 1’050 kilograms weight.
The offer of this pack with the promotional gift will be
priced in 9’90 euros in the market.
36. KEY PARTNERS
Big supermarkets
Fuel station
Airport
Train stations
VALUE PROPOSITION
New packaging size with a revolutionary
gadget to take the product anywhere.
KEY ACTIVITIES
Active promotion
Distribution
Sales
KEY RESOURCES
Portable KitKat bottle
Useful everywhere
Easy to use
CUSTOMER RELATIONSHIP
Official Nestlé website
CHANNELS
Souvenir shops
Grocery stores
Big retailers
Airport duty free stores
COST STRUCTURE
Production costs
Promotional costs
Distribution costs
REVENUE STREAMS
Easy and funny way to enjoy you favourite
snack!
CUSTOMER SEGMENTS
Europe and Japan
Families with 3 to 12 years old
children
Young travelers
BUSINESS MODEL CANVAS
37. VALUE PROPOSITION CANVAS
PRODUCT
1. Benefits. What your product do?
New packaging size with a revolutionary gadget to take the product
anywhere.
2. Experience. What does it feel like to use your product?
It’s a very easy to use and funny gadget that allows the customers enjoy
their favourite kitkat products anywhere and at any time.
3. Features. How does your product work?
Turn the screw cap and open the bottle, pour the beverage inside and
close the screw cap. Now you can drink it from the bottle . Now, to fill it
up with KitKat bars, use the second hole and put inside the chocolate
bars, you have to put them one by one and turning the bottle Rank per
Rank. If you want to try the complete experience, fill up the handle with
KitKat Balls. You already have your favourite drink and chocolate snack!
38. CUSTOMER
1. Wants. What are the emotional drivers of purchasing?
The need of fun for children and the need of a useful and
practical packaging to bring them something to eat and
drink.
1. Fears. Risks of switching to your product?
The people could not understand at first sight the easy
mechanism or see their practical use.
1. Need. What are the hidden needs?
To promote the sales of the KitKat products in big families,
helping them to sabe some money.
