Kit Kat Promotional Campaign Ideas for Bangladeshi Market

2. Introduction
KitKat is a perfect balance of chocolate and wafer first launched in the UK in
1935 as 'Chocolate Crisp'. The KitKat brand name and logo was introduced on
pack in 1937.
The standard bars consist of two or four pieces composed of three layers of
wafer, separated and covered by an outer layer of chocolate. Each finger can be
snapped from the bar separately. There are many different flavors of Kit Kat,
including milk, white, and dark chocolate.
NESTLÉ KITKAT is one of the most successful brands in the world, present in
more than 80 countries and every year over 12 billion NESTLÉ KITKAT fingers
are consumed around the globe, present
So go ahead, have a BREAK and relish the great new taste!

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4. Nestle Kit Kat has a very strong image of its brand name and in this competitive market this image allows the
company some flexibility in executing its pricing policy.
Packaging helps in getting the brand identification in the store among other brands of the same category. Its
colour, logo etc in packaging helps in distinguishing.

5. Points of Parity (POP)
• Affordability: In comparison to other major
brands, Kit Kat being lower in price is
affordable to a wide range of customers.
• Milk / Dark / White Chocolate: Kit Kat’s use of
milk, dark and white chocolate variances in its
products is a POP for the brand as it is one of
the features which helps Kit Kat target a range
of different consumers.
• Lucrative packaging and variations: Kit Kat’s
two-stick and four-stick versions come in
varying package sizes and types.
Points of Difference (POD):
• Wafer stick: The wafer stick is one of the key PODs for the
brand among it’s chief competitors. Though M&M and
Fererro-Rocher have versions that incorporate wafer,
they feel that being a chocolate wafer stick is a unique
attribute for Kit Kat.
• Associated with snacks: Kit Kat is often associated with
the word “snack”, as opposed to others which are
primarily associated with being chocolates. Kit Kat was
able to achieve the “snack” status as a result of its highly
recognized tagline “Have a Break, Have a Kit Kat”.
• Uniqueness of taste : The main difference between Kit Kat
and other competitors lies in the taste it holds, the reason
why Kit Kat is successfully holding a wide portion of the
market worldwide for ages.
• Ice-cream production: Unlike any other chocolate brands,
Kit Kat produces Ice-creams keeping up with the same
great taste and satisfying ice-cream lovers as well.
• Association with Android: Android 4.4 Kit Kat is an
android operating system launched in collaboration with
android without any trade of cash. This is the first ever
chocolate brand labeled for an android operating system.

6. Since 1958, the slogan for the Kit Kat has been Today, the tagline is one of the
most important communication tools of the brand and incorporates the
youthful and fun nature of the brand
"Have a break... have a Kit Kat".
Bangladesh
Increasing
awareness and
digitization
(50%
digitization)
https://www.thedailystar.net/business/digitisation
-efforts-pay-1503712)
GDP Growth
and rising
economy
(7.65%)
Young
Population at
Asset (34%
aged 15 and
younger)

7. Brand Positioning
“Broad in appeal, young in feel, big in stature”. The positioning can be described as ‘positioning
by creating values and beliefs’. Kit Kat’s sensation is its taste: the treat of the moment develops a
passion and an individual connection with the product.
Target Market
Kit Kat’s target market is men and women of all ages. The brand is youthful in nature, and focuses
on the consumer segment who 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”. It’s low prices, constant over the past 100 years, allows it
to target the mass consumer market.
Unique Selling Point
Kit Kat’s unique selling points are implemented through the following global brand strategies:
- Different Varieties & Limited Editions – flavour, forms, and shapes
- Making it widely available along with affordability factor

8. Bangladesh Promotional Campaign Proposals
• Introducing Kit Kat to Bangladesh digitally
and boosting ad. Facebook Page calculating
the no of “BREAKS” taken with Kit Kat in
Bangladesh by the track of hashtags
(#haveabreakhaveakitkat) Facebook page
linked to Kit Kat global website.
• This is because the TG having been mostly
school children to young adults are active
participant in the social media.
• Introduce KIT KAT in Instagram for BD, a
rising social media platform where pictures
are shared. Share recipes with KIT KAT
• YOUTUBE pull ads, and digital ad campaign
Emotional Aspects: Kit Kat’s sensation is its taste: the treat of the moment develops a passion and
an individual connection with the product. The bar is targeted towards having a break from the
consumer’s busy life style. Because the product fits easily into a customer’s day to day life.
Tagline/Call to Action communicated in the media: “Have a Break…Have a Kitkat”.
Communicated in Bangla “Break nao, KITKAT khao!”

9. Bangladesh Promotional Campaign Proposals
Creative Point of Purchase in Modern
Trades
May-July ICC World Cup 2019, England
and Wales. Take a break, win World Cup
tickets
Novembera- December Winter
campaigns: Free 2 Finger Kitkat with
Nescafe
Free GP talk time
hours
February Valentine Campaign: Digitally
boost your valentine communication
digitally. ( Have a break and enjoy with
your love a box of Kit Kat, this Valentine)

10. Kitkat #mytravel break,
share best kitkat pictures
while travelling via
Instagram or social media
all around Bangladesh, to
win an international trip.
Bangladesh Promotional Campaign Proposals
Win dual tickets to Cineplex or Blockbuster of the
superhero movies releasing in 2019
Partnering up with Google to create The YOUTUBE
Break Bangladesh, to watch top trending videos after
KIT KAT ad