KIT KAT BRAND AUDIT
Cécile Tiphine Alexandre Alexandre Gonfalonieri Bai Xue Lachartre Juliana Trieu Trieu élanie Garcia
!arah Khel"
TABLE OF CONTENTS INTRODUCTION
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Brand Brand audit o%&ecti'e() o%&ecti'e() (cope) (cope) and approach approach +i( +i(tor, Bac./ro Bac./round und a%out a%out the indu(t indu(tr, r, Con(u Con(u1er 1er anal,( anal,(i( i(
PART I - BRAND INVENTORY INVEN TORY (supply (suppl y side)
#$ +i( +i(tor, 23ner(hip *$ 4roduct 4roduct related related attri%ute( attri%ute( 5territor,) 5territor,) identit,6 identit,6 1antra7 1antra7 Brand ele1ent(6 a((ociation( !upportin/ 1ar.etin/ pro/ra1( -$ Brand Brand portfo portfolio lio Role of the %rand 3ithin the portfolio 0$ ar. ar.et anal, anal,(i( (i( Chocolate indu(tr, Co1petiti'e %rand( 424( and 42D( 8$ !trate !trate/ie /ie(( 5047 5047 4roduct !trate/, 4lace !trate/, 4ricin/ !trate/, 4ro1otion !trate/, •
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PART II - BRAND BRAN D EXPLORATORY (dem!d side) sid e)
#$ Brand Brand po(itio po(itionin/ nin/ anal,(i( anal,(i( Tar/et Tar/et 1ar.e 1ar.ett Anato1, of %rand po(itionin/ *$ Con(u1er Con(u1er percepti perception on anal,( anal,(i( i( 4erceptual 1ap Brand a((ociation( Cu(to1er %a(ed %rand e9uit, anal,(i( and (ource( of KitKat:( %rand e9uit, Do the de(ired and percei'ed 1atch; KitKat) a lo'e1ar.; • •
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PART III - CONCLUSIO CONC LUSION N AND RECO""EN RECO" "ENDATIONS DATIONS APENDIX SOURCES
I!#$%du&#i%! B$!d udi# %'e&#ie* s&%pe !d pp$%&+
A( part of thi( %rand audit) our /oal i( to a((e(( the health of the KitKat %rand 3ithin Ne(tlé:( portfolio %, unco'erin/ it( (ource( of e9uit,) it( po(ition on the 1ar.et co1pared to it( co1petitor( and %, (u//e(tin/ 3a,( to i1pro'e that e9uit,$ e9uit,$
rance i( ran.ed ?t h in ter1( of chocolate con(u1ption) 3ith 0@@)@@@ ton( of chocolate eaten %, the >rench in *@#- *$ Additionall,) the (a1e ,ear) @$0 of >rench people ate chocolate at lea(t once a 3ee. -) and the de1and for chocolate (.,roc.eted e(peciall, durin/ a(ter and Chri(t1a( 5fe(ti'e (ea(on(7$ Becau(e of it( anti=depre((ion 'irtue( and co1fortin/ (3eetne(() chocolate i( an ideal treat for 1an, people$ ,is#%$y
KitKat 3a( created in #-8 in n/land %, Ro3ntree ac.into(h under the na1e ERo3ntree:( Chocolate Cri(pF and 3a( co11ercialied a( a 0=%ar( 3afer 1ade of 1il. chocolate$ In #-H) a( the na1e 3a( con(idered too lon/ and co1plicated) it 3a( chan/ed to EKitKat Chocolate Cri(pF$ The pac.a/in/ under3ent a fe3 chan/e( too in #0*) due to a 1il. (horta/e durin/
KitKat 3ent international in #H@ 3ith it( co11ercialiation in >rance$ A fe3 ,ear( later) in #) the %rand 3a( exported to Canada) !outh Africa) Ireland) Au(tralia and Ne3 ealand and 3a( %ou/ht %, Ne(tlé$ It 3ould not #http333$con(o/lo%e$co1penu #http333$con(o/lo%e$co1penurie=de=chocolat=cacao=c/ rie=de=chocolat=cacao=c/ *http333$rtl$fractuecono1iela= *http333$rtl$fractuecono1iela=con(o11ation=de=chocolat con(o11ation=de=chocolat=en=france= =en=france= a=au/1ente=de=#H=en=cin9=an(=HHH0H*#HH8 - http333$l(a=con(o$fr http333$l(a=con(o$frle(=francai(=et=le=chocolat=etu le(=francai(=et=le=chocolat=etude= de= exclu(i'e)*@0??H
%e 3ron/ to a((u1e that part of KitKat:( (ucce(( i( due to it( Briti(h ori/in($ In fact) a( a Briti(h cand,) KitKat 3a( a%le to reach urope) the U! and Au(tralia reall, (oon) and a%o'e all %efore an, of it( co1petitor( tried to export their product( and %uild an inMuence there$ No3ada,() KitKat i( pre(ent in o'er H@ countrie( 3orld3ide and i( doin/ extre1el, 3ell in Japan) 3here it ha( an enor1ou( ran/e of product( and e'en dedicated (tore($ I!dus#$y
KitKat i( co1petin/ in the confectioner, indu(tr, and 1ore particularl, in the chocolate %ar 1ar.et$ Recentl,) the indu(tr, ha( %een facin/ a cocoa de"cit) 3hich re(ulted in o'erall increa(e( in price($ Thi( pro%le1 pu(hed the co1panie( to chan/e their product( in order to reduce the production co(t($ The confectioner, indu(tr, i( a 1ature one) 3ith 1an, e(ta%li(hed co1petitor( in it$ It i( currentl, /ro3in/ 5around 8 %illion of /lo%al (ale( in *@#*07) and it i( expected to .eep on /ro3in/ %ecau(e of the counter= c,cl c,clic ical al natu naturre of thi( thi( indu indu(t (tr, r, inde indeed ed)) in ti1e ti1e(( of econ econo1 o1ic ic cri( cri(e( e()) con(u1er( percei'e candie( a( aOorda%le luxurie($ "$.e# S+$e %/ C+%&%l#e C%!/e&#i%! Sles 'y 0l%'l $e0i%! i! 1 'illi%!s (2344)
A( a 3ell=.no3n %rand) KitKatP( 1ain purpo(e i( to %rin/ &o, to e'er, choc chocol olat ate e lo'er lo'er %et3 %et3ee een n #@ and and 8@ ,ear( old$ KitKat tend( to reach e'er,one no 1atter the a/e) ethnical and and de1o de1o/r /rap aphi hica call fact factor or() () and and to ena%le people to treat the1(el'e( and relax 3ith a (nac. durin/ %rea. ti1e$ The cu(to1er( are not the onl, one( 3ho %en %ene"t e"t fro fro1 Kit KitKat) at) %ut al(o al(o Ne(tlé$ Accordin/ to in(iderer1edia$co1) in *@#0 KitKat ha( reached a (ale( /ro3th of #@@ 1illion pound( in the United Kin/do18$ The diOerentiation a1on/ chocolate %rand( i( not o%'iou() %ut KitKat (ucc (uccee eede ded d in rea each chin in/ / cu(t cu(to1 o1er er(( 3ith 3ith an e1ot e1otio iona nall appe appeal al 5&o, 5&o, and and (harin/7) e(peciall, in Japan 3here it ha( %eco1e a real life(t,le 5KitKat i( a((ociated 3ith /ood luc. there7$ There are 1ore than *@@ Ma'or( of KitKat in Japan) (uch a( %lue%err, chee(eca.e) /reen /reen tea) peach etc$ "p %/ 5i#5# i! 6p!
0http333$p11i$or/"le(Re(earch4IB*@#-Confectioner,$pdf 8 http333$in(ider1edia$co1 http333$in(ider1edia$co1in(ider,or.(hir in(ider,or.(hire##8=ne(tle=u.=(3in e##8=ne(tle=u.=(3in/(= /(= %ac.=pro"ta%ilit,
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The 1a&orit, of chocolate con(u1ption i( in rance) the a'era/e con(u1ption of children i( around ##$ /ra1( per da, co1pared ? http333$le1an/er$frindex$phpla=folie=du=.it=.at Hhttp333$le"/aro$frcon(o*@#0@0*@@8@@H=*@#0@0*@ART>IG@@@*=le=chocolat=fait=
tou&our(=fondre=le(=francai($php and http333$rtl$fractuecono1iela=con(o11ation=de= tou&our(=fondre=le(=francai($php and chocolat=en=france=a=au/1ente=de=#H=en=cin9=an(=HHH0H*#HH8
http333$le"/aro$frcon(o*@#8@0@-@8@@H=*@#8@0@-ART>IG@@@@*= chocolat=le(=francai(=ne=(ont=pa(=(i=/our chocolat=le(=francai(=ne=(ont=pa(=(i=/our1and(=9ue=ca$php 1and(=9ue=ca$php
to 8$H /ra1( per da, for adult( $ In /eneral) fe1ale( tend to eat 1ore chocolate than 1ale($ C%!sume$ 'e+i%$
In the 1ind( of con(u1er() chocolate ha( al3a,( %een con(idered a( a luxur, product) e'en if opinion( are pro/re((i'el, chan/in/ to Ee'en the 1o(t expen(i'e chocolate i( an aOorda%le luxur,F$ Chocolate i( (een a( a product 3hich pro'ide( plea(ure$ >or thi( rea(on) in 0@of the ca(e() chocolate %ar( are %ou/ht on an i1pul(e #@$ To experience a ne3 .ind of plea(ure) con(u1er( are 3illin/ to tr, ne3 Ma'or($ Tho(e Ma'or( can %e ori/inal a((ociation() li.e chocolate 3ith %lue%err,) or exotic one( li.e chocolate 3ith pepper or 3a(a%i$ In /enera /enerall chocol chocolate ate(( are are con(u1 con(u1ed ed %et3ee %et3een n 1eal( 1eal($$ >or thi( thi( rea(o rea(on) n) con(u1er( are de1andin/ 1ore con'enience concernin/ the pac.a/in/ ## (o1eti1e() the, do not 3ant to eat all their chocolate or their %ar at once) (o in order not to put chocolate e'er,3here it 3ould %e 1ore con'enient for the1 to ha'e a pac.a/in/ that can %e refolded 3ith the chocolate in(ide) li.e ar(: T3i(t
In the next fe3 ,ear( the chocolate indu(tr, 3ill ha'e to face a (horta/e of cocoa$ cocoa$ Accor Accordin din/ / to the Inter Internat nation ional al Cocoa Cocoa 2r/an 2r/ania iatio tion n 5ICC27 5ICC27)) the (horta/e 3ill happen in *@*@ due to a de1and hi/her than production #*$ In &u(t one ,ear) fro1 *@#- to *@#0) the price of cocoa increa(ed fro1 *)#@@ per ton to -)@@@$ The 0* increa(e (ho3( that there i( alread, an i1%alance %et3een the de1and and the production #-$ !o 3h, doe( the de1and increa(e; Toda, al1o(t 0 1illion ton( of cocoa are con(u1ed each ,ear in the 3orld) na1el, a third 1ore than ten ,ear( a/o$ The rea(on %ehind it i( the appearance of ne3 con(u1er( a( China$ Accordin/ to uro1onitor) chocolate (ale( in China in *@#- increa(ed %, H #0$ Thi( /ro3th i( due to the de'elop1ent of the 1iddle cla(() 3hich i( inMuenced http333$(,ndicatduchocolat$frle=ch http333$(,ndicatduchocolat$frle=chocolatchocolat=con(o1 ocolatchocolat=con(o11ation 1ation #@http333$/oo/le$frurl; (aQt6rctQ&69Q6e(rcQ(6(ourceQ3e% (aQt6rctQ&69Q6e(rcQ(6(ourceQ3e%6cdQ-6cadQr&a6uactQ6'edQ@CD 6cdQ-6cadQr&a6uactQ6'edQ@CD S>&AC6urlQhttp-A*>*>1ar. S>&AC6urlQhttp-A*>*>1ar.etin/0inno'ation$nin/$co1 etin/0inno'ation$nin/$co1*>foru1 *>foru1 *>attach1ent*>do3nload->id-D??*@0-**8-AUploaded>ile *8-A?-@6eiQG@RCfHp2'nap8/f/D6u(/ *8-A?-@6eiQG@RCfHp2'nap8/f/D6u(/QA>S&CNU831@H> QA>S&CNU831@H>aa2o aa2o Xu=B0!BR,iTTCA6%'1Q%'$*#0)d$d*( ##http333$.p1/$co1%,eni((ue ##http333$.p1/$co1%,eni((ue(andin(i/ht(article(p (andin(i/ht(article(pu%lication(pr u%lication(pre(( e(( =relea(e(pa/e(/lo%al=chocolate=1ar =relea(e(pa/e(/lo%al=chocolate=1ar.et$a(px .et$a(px #*http333$icco$or/a%out=cocoachocolate=indu(tr,$ht1l #*http333$icco$or/a%out=cocoachocolate=indu(tr,$ht1l #-http333$ata%ula$co1(urchauOe=(ur=le=1arche=du=chocolat #0http333$ata%ula$co1(urchauOe=(ur=le=1arche=du=chocolat
%, the
#8http333$latri%une$frentrepri(e(="nanceindu(triea/roali1entaire= %ien(=de=con(o11ation=luxe*@#0@8#? %ien(=de=con(o11ation=luxe*@#0@8#?tri%@@@-@0-@co11ent=le=leader tri%@@@-@0-@co11ent=le=leader== 1ondial=du=chocolat='eut=e'iter 1ondial=du=chocolat='eut=e'iter=une=penurie=de=cacao =une=penurie=de=cacao$ht1l $ht1l #? http333$planeto(cope$co1(u http333$planeto(cope$co1(ucre=cacao#00*= cre=cacao#00*=production=1o production=1ondiale= ndiale= de=cacao$ht1l
PART I - BRA BRAND ND INVENT INVE NTORY ORY (s (supp upply ly side) 47,is#%$y •
23ner(hip
A( it 3a( pre'iou(l, (aid) KitKat 3a( ori/inall, o3ned %, Ro3ntree:() a confectionar, co1pan, %a(ed in or.) in the United Kin/do1$ It 3a( onl, in # # )) af afte terr Ki KitK tKat at 3a 3a(( ex expo port rted ed to Ca Cana nada da)) !o !out uth h Afr fric ica) a) Ir Irel elan and) d) Au(tralia and Ne3 ealand and it( fa1ou( ta/line 3a( created 5ha'e a %rea.) ha'e a KitKat) #87 that Ne(tlé purcha(ed Ro3ntree:( and) a( a con(e9uence) %eca1e the o3ner of KitKat$ It /a'e Ne(tlé /lo%al control o'er the %rand) except in the U! 3here +er(he, control( the production and di(tri%ution of the chocolate %ar($ +er(he, i( the lar/e(t producer of 9ualit, chocolate in North A1erica) and (ince #H@ it ha( o3ned a licen(e to produce KitKat %ar( in the U! than.( to a licen(in/ a/ree1ent 1ade 3ith Ro3ntree:( %ac. in the earl, da,( of the th e %r %ran and$ d$ Aft fter er ha ha'i 'in/ n/ %o %ou/ u/ht ht Ro3 o3nt ntrree ee:( :()) Ne Ne(t (tlé lé ha had d to ho hono norr th the e a/ree1ent) 3hich allo3ed +er(he, to retain the KitKat licen(e a( lon/ a( +er(he, 3a( not (old$
27 P$%du&# P$%du&# $el#ed ##$i'u#es •
Brand ele1ent( 6 a((ociation(
Kit.at:( %rand na1e it(elf i( part of the %rand ele1ent( the na1e i( (hort) catch,) and i( ea(, to %e re1e1%ered re1e1%ered %, con(u1er($ Kit. Kit.at at:( :( lo/o lo/o i( repr epre( e(en ente ted d %, t3o t3o colo color( r( 3hit 3hite e and and red$ ed$ Red colo colorr repre( repre(ent( ent( excite1ent) excite1ent) ,outh and ener/,$ ener/,$ The lo/o i( a (lanted (lanted ellip(e ellip(e 3ith the 3ord 1ar. 3ithin it$ 2ne of Kit.at:( po3erful %rand ele1ent( i( it( (lo/an E+a'e a %rea.) +a'e a KitKatF$ un$
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!upportin/ 1ar.etin/ pro/ra1(
8S#$ess $elie/9 m$.e# m$.e#i!0 i!0 &mpi0! 4:
Ne(tlé Ne(tlé launch launched ed in al alta ta an intera interacti cti'e 'e 1ar. 1ar.etin/ etin/ ca1pa ca1pai/n i/n to help help citien( relie'e (tre(($ In addition to the launch of po(ter( in %u( (helter( 3ith (tre(( relief ad'ice) KitKat pro'ided pillo3( for co11uter( to re(t a/ain(t and %u%%le 3rap for the1 to pop$ The co1pan, al(o oOered 1ore than #@@@@ E!tre(( relief .it(F to alte(e co1panie($ The .it( included a %oo.let 3ith fun %rea. idea() %u%%le 3rap and KitKat %ar($ The %rand created a (pecial area in alletta cit, 3here pa((er(=%, could re(t on (o1e co1forta%le %ean%a/() and e'en /et a free 1a((a/e$ Thi( ca1pai/n 3a( (pread oine and onlineV on KitKat alta >ace%oo. pa/e) the co1pan, launched a conte(t to 3in a #@@@ uro( 'oucher for a tra'el to an, de(tination$ To 3in thi( co1petition) participant( had to ta.e a photo of the1 ha'in/ a %rea.$ An appl applic icat atio ion n call called ed EKitK EKitKat at Brea Brea. . 4ro1 4ro1pt pterF erF 3a( 3a( crea create ted d 3ith 3ith the the purpo(e of re1indin/ people 3hen it:( ti1e to ta.e a %rea. and al(o included (e'eral 8=1inute acti'itie($ Thi( 1ar.etin/ initiati'e 3a( reall, ecient (ince it ena%led the %rand to interact 3ith the con(u1er( 3ho 3ere in'ol'ed in the ca1pai/n$ The con(u1er( %eca1e real %rand a1%a((ador($ 2n (ocial 1edia) it /enerated po(iti'e co11ent( and earned 1ore than 8@@@ li.e($ Thi( ca1pai/n helped increa(e %rand a3arene(( and de'elop po(iti'e %rand e9uit,$ A!d$%id 5i#5#
In *@#-) Goo/le in a((ociation 3ith KitKat launched an operatin/ (,(te1 called Android 0$0 KitKat for (1artphone( and ta%let( #$ To To further enforce the pro1otion of thi( ne3 operatin/ (,(te1) the E+a'e a (eatF ca1pai/n 3a( launched in A1(terda1 #$ !pecial %ill%oard( 3ith a (eat 3ere placed in the (treet( of the cit,) and people 3ere in'ited to (eat on it) and if the per(on 3a( (till there at the announced ti1e) the, could 3in a Nexu( H ta%let$ Goo/ Goo/le le ha( ha( al3a al3a,( ,( na1e na1ed d it( it( oper operat atin in/ / (,(t (,(te1 e1 afte afterr conf confec ecti tion oner er, , na1e na1e( ( EAndr EAndroi oid d i( the the oper operat atin in/ / (,(t (,(te1 e1 that that po3e po3er( r( o'er o'er # %illi %illion on (1artphone( and ta%let($ !ince the(e de'ice( 1a.e our li'e( (o (3eet) each Android 'er(ion i( na1ed after a de((ert Cupca.e) Donut) clair) >ro,o) Gin/er%read) +one,co1%) Ice Crea1 !and3ich) and Jell, Bean$ A( e'er,%od, "nd( it dicult to (ta, a3a, fro1 chocolate 3e decided to #Hhttp&pad'erti(in/$co1portfolio.it=.at=(tre((=relief=1ar.etin/=ca1pai/n # http1ar.etin/(torie($net.it=. http1ar.etin/(torie($net.it=.at=e9uipe=(e(=%ill%oar at=e9uipe=(e(=%ill%oard(=de=(ie/e(=pour d(=de=(ie/e(=pour== un=concour(=tre(=(pecial # http(333$&3t$co1ena1(terda13or.ha'ea(eat
na1e the next 'er(ion of Android after one of our fa'orite chocolate treat() KitKatWF Thi( ca1pai/n 3a( 3ell de'eloped and /enerated a lot of intere(t$ Co1pan, inte/ration pla,( an i1portant role in thi( (ucce(() the t3o co1panie( (ee1 to %e in (,ncV 3innin/ a nexu( the KitKat 3a, 5%, ta.in/ a %rea.7) attracted a lot of participant($ The %ene"t( in (uch a co=%randin/ pro&ect 3ill %e nu1erou( and lie in the pro(pect of lin.in/ po(iti'e %rand perception 3ith diOerent product($ KITKAT i( a /lo%al na1e that 3ill %e reco/ reco/ni nied ed %, 1an, 1an, people people)) and thi( thi( reco/ reco/nit nition ion 3ill 3ill %e reMec reMected ted on Goo/le:( Android) creatin/ further con(u1er a3arene(($ Both %rand( al(o hope to increa(e (ale nu1%er($ •
Brand antra
Brand function !nac. De(cripti'e 1odi"er >ol.( 1otional 1odi"er >un KitKat:( internal core 'alue( lie in tho(e characteri(tic( Kit Kat put( an e1pha(i( on %ein/ a fun %rand) intended to /i'e a %rea. to e'er, 1an and 3o1an that need( it throu/h a ta(t, (nac. that the, 3ill %e a%le to %rea. and (hare) an,ti1e and an,3here$
;7B$!d p%$#/%li% •
Role of the %rand 3ithin the portfolio BCG 1atrix
Ne(tlé:( %rand portfolio i( 'er, lar/e and exten(i'el, co'er( all cate/orie( of food and %e'era/e($ KitKat i( part of the chocolate and confectioner, cate/or,) 3hich include( Aero) Butter"n/er) Cailler) Crunch) KitKat) 2rion) !1artie()
<7 "$.e# "$.e# !lysis •
Chocolate indu(tr,
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Fi0u$es %/ #+e i!dus#$y
In *@#0) the /lo%al chocolate indu(tr, repre(ented U!*@@ %illion *#$ Thi( 1ar.et i( di'ided in "'e diOerent (e/1ent( chocolate %ar() ta%let %ar() chocolate %all() cocoa po3der) and chocolate (pread($ Chocolate ta%let( are the 1o(t 3orld3ide con(u1ed product of the 1ar.et 3ith 3ith #*)8@ #*)8@@ @ ta%let ta%let(( (old (old in *@#0$ *@#0$ Chocol Chocolate ate %all( %all( (ale( (ale( reach reached ed the a1ount of *)#@@$ Al1o(t 8*)#@@ chocolate po3der product( 3ere (old a/ain(t H@)@@ chocolate (pread($ Chocolate %ar( 3ere the lea(t (old product 3ith a (ale( 'olu1e of 0*)?@@ **$ The (e/1ent of chocolate %ar( repre(ent( repre(ent( a 1ar.et 1ar.et of @ %illion uro() 3ith #H)- %illion %ar( (old each ,ear *-$ The chocolate %ar (e/1ent i( di'ided in diOerent product cate/orie( $ Tender chocolate 5ar() Bount,) Kinder) Do'e) !nic.er([7 $ Chocolate 3ith %i(cuit 5Lion) KitKat) T3ix) Kinder) Duplo7 $ Chocolate 3ith cereal 5Kinder) Bali(to) !und,) Crunch7 $ All chocolate( 5il.a) C\te d:2r) Lindt[7 $ Ice=crea1 5ar() Bount,) T3ix) !nic.er(7 $ Dietetic( 5Ger%lé) Gerlinéa)
The chocolate 1ar.et i( a hi/hl, co1petiti'e one due to the nu1%er of co1panie( co1petin/ in it 53hich are 1o(tl, 1ultinational(7$ The follo3in/ ta%le pre(ent( the ten %i//e(t co1panie( that (ell chocolate*0$ C%mp!ies
Ne# sles 234< (US1 milli%!)
ar( Inc$ 5U!A7 ondel] International 5U!A7 >errero Group 5Luxe1%ur/ Ital,7 Ne(tlé !A 5!3iterland7 ei&i Co Ltd 5Japan7 +er(he, >ood(Corp 5U!A7 Chocoladenfa%ri.enLindt6!pr_n/li AG 5!3iterland7 Arcor 5Ar/entina7 a.iGlico Co Ltd 5Japan7 Au/u(t !torc. KG 5Ger1an,7 ^ Thi( include( production of non=confectioner, ite1(
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!o1e !o1e of tho( tho(e e co1p co1pan anie ie() () (uch (uch a( the the >err errero ero Grou Group p or Ne(t Ne(tlé lé)) o3n o3n (e'eral chocolate %rand( and (e'eral product cate/orie($ The follo3in/ ran.in/ cla((i"ed the T24 #@ of confectioner, %rand( in the 3orld in *@#* *8 $ !nic.er( $il.a $ 6:( $Cat%ur, Dair, il. $ Trident $2r%it $ Ree(e(:( $xtra $ Galax, Do'e $KitKat In order to diOerentiate the1(el'e( to attract con(u1er( and increa(e con(u1er lo,alt,) co1panie( tr, to %e 1ore inno'ati'e$ Tho(e inno'ation( can concern the pac.a/in/ 5li.e for exa1ple the E1e1or, 3rapperF fro1 ar( a r(7) 7) the the prod produc uctt de(i de(i/n /n 5li. 5li.e e the the part partne ner( r(hi hip p %et3 %et3ee een n KitK KitKat at and and Andr Androi oid7 d7)) the the (ie (ie of the the prod produc uctt 5for 5for exa1 exa1pl ple e the the 1ini 1ini for for1at7 1at7)) the the di(tri%ution channel 56:( 3hich open a 6:( (tore7 and (o on$ •
Co1petiti'e %rand(
In *@#* in >rance) >errero had the t3o hi/he(t 1ar.et (hare( 3ith Kinder Bueno and Kinder axi$ KitKat i( onl, in - rd po(ition*H$ *8http333$planeto(cope$co1(ucre=cacao#8@=%arre(=de=chocolat='endue(=dan(=le= 1onde$ht1l
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KitKat ha( t3o 1ain co1petitor( =one of >errero:( 1ain confectioner, %rand( Kinder Bueno) 1ade of t3o indi'iduall, 3rapped chocolate 3afer %ar( 3ith crea1, haelnut center( in each pac.et) 3ith four pre=portioned %ite( on e'er, %ar V = and one of the 1ain confectioner, %rand( of ar( Incorporated T3ix) t3o %ar( 1ade of cri(p, crunch, %i(cuit( 3ith (1ooth crea1, chocolate and che3, cara1el$ The confectionar, indu(tr, i( hi/hl, co1petiti'e$ Brand( often introduce ne3 line( of product( that are (i1ilar to other co1petitor(: product($ >or in(tance) to e1pha(ie the idea of (harin/) the %rand( KitKat) Kinder Bueno and T3ix (ell diOerent (ie( li.e KitKat %all() KitKat 1ini or Kinder Bueno 1ini) T3ix 1ini$ All the(e three chocolate %ar( can ea(il, %e (hared %ecau(e of their (pecial (hape( 5li.e Kinder Bueno or KitKat7) or %ecau(e of their nu1%er 5* T3ix in a pac.a/e7$ The(e product( are all aOorda%le 3ith a di'er(e ran/e of (ie($ The(e (nac.( re(ult fro1 i1pul(i'e purcha(e( and are a'ai a'aila la%l %le e to %u, %u, 3her 3here' e'er er and and 3hen 3hene' e'er er the the con( con(u1 u1er er 3i(h 3i(he( e( to purcha(e it$ Indeed) 3e can ea(il, "nd the1 not onl, in (uper1ar.et( (uper1ar.et( and con'enience (tore() %ut al(o in 'endin/ 1achine() cine1a([ The(e three chocolate %ar %rand( u(e %ri/ht color( on their pac.a/in/) li.e /old) red or 3hite$ oreo'er) the(e three %rand( ha'e the (a1e tar/et their core 1ar.et i( children) ,oun/ adult( and adult( until 8@ ,ear( old) 3hich i( %a(icall, 1a(( 1ar.et$ To To (u1 up) the(e three chocolate confectioner, %rand( are 9uite (i1ilar the, all ha'e the (a1e tar/et) tar/et) the (a1e ran/e of price) price) the (a1e (ellin/ point oint(() re( e(e e1%li 1%lin n/ pac pac.a/in a/in/ / 5red 5red)) 3hit hite7) e7) and the, the, laun launcched hed approxi1atel, approxi1atel, the (a1e product( at the (a1e ti1e$ But 3hat diOerentiate( KitKat i( it( (hape the four="n/ered KitKat %ar 3hich 1an, 3ould con(ider (,non,1ou( 3ith the %rand$ The chocolate %ar( allo3 con(u1er( to %e a%le to %rea. oO a "n/er at a ti1e and to %rea. ea(il, the chocolate into proportioned proportioned %it($
oreo'er) in Japan) KitKat encountered a /reat (ucce(( 3ith the KitKat Chocolato Chocolator, r, (tore=in=( (tore=in=(tor tore e concept concept *) and it( 1ar.et (hare( ha'e onl, %een %een incr increa ea(i (in/ n/ o'er o'er the the *@@ *@@=* =*@# @#0 0 peri period od than than.( .( to thi( thi( .ind .ind of 1ar.e 1ar.etin tin/ / initia initiati' ti'e($ e($ Ne(tlé Ne(tlé ha( al(o al(o incre increa(i a(in/l n/l, , pla,ed pla,ed the card card of exclu(i'it, throu/h (pecial edition( and inno'ati'e Ma'or() or throu/h product( 3ith re/ional Ma'or( or adapted to 'ariou( occa(ion( throu/hout the ,ear$ It ha( al(o %eco1e a fa(cinatin/ cultural /ood in Japan$ And KitKat %oxe( are particularl, popular a( a /ift to pupil( and (tudent( *$
•
424( and 42D(
The %ench1ar.in/ of KitKat:( co1petitor( 3e:'e pre'iou(l, done /i'e( u( enou/h ele1ent( to e'aluate the %rand:( point( of parit, and point( of diOerence co1pared to the other %rand( in the indu(tr,$
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=AOorda%ilit, =AOorda%ilit, and acce((i%ilit, acce((i%ilit, althou/h all the %rand( in the chocolate %ar 1ar.et do not focu( on price=co1petition) there i( (o1eho3 a co11on a/ree1ent %et3een the1 to char/e 9uite lo3 price( for their product($ Thi( i( 3h, KitKat) e'en a( a (tron/ (tron/ %rand 3ith a fair de/ree of Mexi%ilit, in it( pricin/ (trate/,) ha( .ept it( price( re1ar.a%l, (ta%le o'er the la(t #@@ ,ear( 5a cla((ic 0=%ar( (nac. co(t( around * uro(*$8 dollar(7$ Thi( i( the a'era/e price of all the (tandard=(ie (tandard=(ie chocolate (nac.( in the indu(tr,$ indu(tr,$ The aOorda%ilit, of KitKat:( product( al(o allo3( it to tar/et a 'er, 3ide ran/e of cu(to1er($ KitKat can al(o %e found al1o(t e'er,3here) &u(t li.e it( co1petitor( (uper1ar.et() (uper1ar.et() /a( (tation() 'endin/ 1achine( etc[ = U(e of diOerent chocolate( a( all the other %rand( in the indu(tr,) KitKat de'eloped a 'ariet, of (nac.( 1ade of diOerent chocolate( 53hite) dar.) 1il.7) 1il.7) 3hich 3hich help( help( it tar/et tar/et diOer diOerent ent (e/1en (e/1ent( t( of con(u1 con(u1er( er($$ >erre errero ro Rocher al(o oOer( 1il. and dar. chocolate 'ariation() a( 3ell a( 6:( that (ell( dar. or peanut %utter (3eet() or Kinder Bueno 3ith it( 3hite chocolate %ar($ = 4ac.a/in/ 'ariation( KitKat:( t3o=(tic. and four=(tic. (nac. pac.a/in/ can %e found in 1an, (ie( and t,pe($ There i( not onl, the cla((ic (9uare pac.et 3ith * or 0 "n/er( in it) %ut al(o %oxe( containin/#* or *0 (tic.( and and lon/ lon/ pac. pac.et et(( 3ith 3ith ? to (tic (tic.( .( in it$ it$ 2f cour cour(e (e)) ther there e are are al(o al(o nu1erou( li1ited edition() (uch a( the Chun., 4eanut Butter (nac. or the * http333$a/ro=1edia$fractu http333$a/ro=1edia$fractualite.it.at=de'eloppe=(o alite.it.at=de'eloppe=(on=concept=de= n=concept=de= chocolaterie=%ar=au=&apon=#H@-$ht1l *http%lo/$euro1onitor$co1*@#8@01orina/a(=Ma/(hip=dar(=(tore=in= *http%lo/$euro1onitor$co1*@#8@01orina/a(=Ma/(hip=dar(=(tore=in= the=foot(tep(=of=ne(tlC-A(=.it. the=foot(tep(=of =ne(tlC-A(=.it.at$ht1l at$ht1l
ToOee ToOee Treat one$ It i( co11on in the chocolate confectionar, indu(tr, to co1e up 3ith ne3 and inno'ati'e pac.a/e( to 1eet all .ind( of de1and() 3hich i( 3h, 6:( oOer( colu1n( and %oxe( alon/ 3ith the nor1al pac.et() or 3h, T3ix (nac.( co1e in pac.et( of *) 0 or #@ %ar() %oxe( of -? %ar( etc$ Li1ited edition( al(o allo3 the %rand( to increa(e their (ale( 3ithout canni%aliin/ the ori/inal product$ P%i!#s %/ di=e$e!&e
= >or1at and (ie of the product it(elf the fact that KitKat (nac.( can %e found in 1an, 'er(ion() (uch a( (in/le (tic.) t3o=(tic.) four=(tic. or chun. pac.et() enhance( the peculiarit, of the %rand$ Thi( i( the onl, %rand that (ell( (o 1an, for1at( in thi( indu(tr,) and it ena%le( it( cu(to1er( to "nd the perfect (nac. an,ti1e and an,3here) "tted for e'er, cra'in/ the, 1i/ht experience$ Chun., %ar() for exa1ple) 3ere de(i/ned for people 3ho loo. for a %i//er hit of chocolate) (3eeter) hea'ier and heartier than a (i1ple "n/er$ Thi( .ind of product line exten(ion doe( not exi(t for T3ix or >errero Rocher) 3hich) on the contrar,) onl, ha'e one (tandard (ie for their (nac.() or 6:( and Kinder Bueno that onl, co1e in nor1al and 1ini (ie($ = ariet, of Ma'or( In Canada and the U!) KitKat (nac.( co1e in a lar/e 'ariet, of Ma'or( (uch a( peanut %utter) 1int) coOee) haelnut) cara1el) 1int 1int etc$ etc$ In Japa Japan) n) the the ran/ ran/e e of Ma'o Ma'or( r( i( e'en e'en %i// %i//er er chil chilii pepp pepper er)) ra(p%err,) pear) /reen tea) 3a(a%i) ro,al 1il.) e'en pia or (and3ich= Ma'ored KitKat( KitKat( can %e found there$ Thi( i( the onl, %rand in the chocolate %ar 1ar.et that oOer( (o 1uch po((i%ilitie( in ter1( of ta(te$ = errero Rocher al(o (tarted to include 3afer( in their product( 5not to the (a1e extent a( KitKat thou/h7$ The fact that i( co1e( in (tic.( i( al(o a diOerentiatin/ attri%ute (ince it ena%le( con(u1er( to %rea. oO a "n/er at a ti1e and (hare the1 3ith their friend( or their fa1il,) an e1otional appe appeal al that that i( (tr (tron/l on/l, , a( a((o (oci ciat ated ed 3ith 3ith KitK KitKat at$$ The The (i1p (i1ple le acti action on of %rea.in/ oO a "n/er i( 3hat add( 'alue to the product$ = A((ociation 3ith %rea.( a( oppo(ed to the 1a&orit, of it( co1petitor() KitKat i( often a((ociated 3ith the 3ord E%rea.F$ Thi( 3a( achie'ed than.( to the fa1ou( E+a'e a %rea.) ha'e a KitKatF ta/line that ena%led KitKat to diOerentiate it(elf fro1 it( co1petitor() 3hich are pri1aril, (een a( plain choc chocol olat at, , (nac (nac.( .( that that are are con( con(u1 u1ed ed 3hen 3hene' e'er er one one i( hun/ hun/r, r, or &u(t &u(t cra'e( for (3eet() li.e Kinder Bueno) 3hich de"ne( it(elf a( a E!1all +un/erF product$
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5(hort for KitKat7$ oreo'er) (o1e product( are onl, a'aila%le in (o1e countrie($ Li.e3i(e) the(e li1ited edition( create uni9uene(( and an occa(ion to pro1ote the %rand$ Thi( inno'ation proce(( i( reall, i1portant in a tou/h 1ar.et 3here product( re1ain the (a1e$ The diOerent (hape( are al(o here for con'enient rea(on( and for (pecial tar/et( 5ex children7V it:( all a%out (e/1entation and reachin/ e'er,one$ In ter1 of appearance) KitKat al3a,( relea(e diOerent edition for diOerent holida,( or occa(ion() 3ith (o1e (pecial pac.a/in/ related to the holida, or e'ent-*$
KitK KitKat at:( :( uni9 uni9ue ue red and and 3hit 3hite e are are an i1po i1port rtan antt part part of the the %ran %rand d attri%ute($ The color( are al(o 'er, i1portant 5it 1a.e( the %rand 1ore reco/nia%le7V the red i( a po3erful color that attract( the 'i(ion and (ho3( po3er and pa((ion and the 3hite (tand( for (o1ethin/ pure and clea clean$ n$ The The onl, onl, ti1e ti1e the the %ran %rand: d:(( pac. pac.a/ a/in in/ / e'er e'er chan chan/e /ed d fro1 fro1 it( it( traditional color 3a( durin/
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'er, Kit Kat pac.a/e include( Ne(tlé:( lo/o) li.e an endor(e1ent) a( 3ell a( infor1a infor1atio tion n a%out a%out the produ product) ct) and KitKa KitKat: t:(( 3ell=. 3ell=.no no3n 3n (lo/an (lo/an of cour cour(e (e)) tran tran(l (lat ated ed in (o (o1e 1e coun countr trie ie(( or not$ not$ +e +erre the the Ne(t Ne(tle le lo/o lo/o i( intended to rea((ure the cu(to1er re/ardin/ the 9ualit, of the product and create a connection %et3een the Ne(tlé Brand portfolio($ Ke, ele1ent( of the product cri(p 3afer co'ered 3ith 1il. chocolate portioned in (e'eral "n/er( (ie$ !econdl,) the authentic KitKat %ar and (o1e ori/inal Ma'or( a'aila%le for li1ited period( 5for in(tance) KitKat int7) plu( the diOerent for1at( of the (nac. 51ini) %all [7 and "nall, the pac.a/in/ it(elf$
•
4lace !trate/,
KitKat i( a fa(t 1o'in/ con(u1er /ood -8in a hi/hl, co1petiti'e 1ar.et$ Indeed) there are 1an, other alternati'e( to KitKat product() 3hich 1a.e the the con( con(u1 u1er er li. li.el, el, to pur purcha( cha(e e a co1p co1pet etin in/ / prod produc uctt if KitK KitKat at i( una' una'ail aila% a%le le rath rather er than than .ee eep p loo. loo.in in/ / for for it in other other (tor (tore( e( 5i1p 5i1pul ul(e (e purcha(e7) and al(o %ecau(e the purcha(in/ ha%it( of cu(to1er( can %e diOerent$ Inten(i'e di(tri%ution i( re9uired in order to en(ure it i( a'aila%le 3here and 3hen the con(u1er 3i(he( to purcha(e it) 3hich al(o 1ean( online and in KitKat:( o3n (tore( 5Japan7$ Additionall,) KitKat u(e( the po3erful di(tri%ution net3or. of Ne(tlé 53arehou(e() (uppl, chain [7
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The %rand i( pre(ent in 1an, countrie( 51ore than H@ countrie(7 -?$ o(t of the cu(to1er( %u, the(e product( on i1pul(e -H$ To u(e the(e i1pul(i'e purcha(e() 1o(t of the inter1ediarie( place the product (trate/icall, 5near the ca(h re/i(ter( for in(tance7$ All thi( ha( to %e appro'ed %, the t3o co1panie( 5here) Ne(tlé and for in(tance Carrefour) in thi( ca(e the 4o3er of ne/otiation of the t3o co1panie( i( hi/h7$ >urther1ore) accordin/ to their di(tri%ution (trate/,) KitKat u(e( a 4ull (trate/,$ 5i#5# !e@# #% #+e &+e&.%u#
The(e (trate/ie( allo3 KitKat to ecientl, i1pro'e their tar/et 1ar.et 1ar.et co'era co'era/e$ /e$
B, u(in u(in/ / %oth %oth the the 3hol 3hole( e(al aler er 5li. 5li.e e e etr tro o in ur urope ope or Ne(t Ne(tlé lé o3n o3n di(tri%ution center(7 and retailer channel 5plu( the (pecial channel (uch a( Inte Interrnet7 net7)) Ne(t Ne(tlé lé 1axi 1axi1i 1ie e(( KitK KitKat at 1ar. 1ar.et et co'e co'era ra/e /e and and 1axi 1axi1u 1u1 1 a'aila%ilit,) 1a.in/ (ure KitKat i( a'aila%le to con(u1er( acro(( >rance and other countrie($
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•
4ricin/ !trate/,
KitKat:( price ha( re1ained 1ore 1ore or le(( (ta%le o'er the la(t ,ear( 5de(pite the Muctuation of the Cacao 1ar.et -7 than.( to the po3er and initiati'e( of Ne(tlé 5Cocoa 4lan7 - a1on/ other thin/($ +o3e'er the pricin/ of KitKat (nac.( can 'ar,) either %ecau(e of the product it(elf or the place 3here it i( (old$ >or in(tance) KitKat:( pricin/ increa(e( a( (ie 'arie( the %i//er the (ie) the hi/her the price or %ecau(e of the (pecial Ma'or( or 9uantit, per pac.a/in/$ P$i&e s#$#e0y %/ 5i#5# i!#e$medi$ies i!#e$medi$ies
C%!e!ie!&e s#%$es !d i!depe i!depe!de !de!# !# 0s s##i%!s
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Generall, Generall, purcha(e purcha(e (1all (1all 'olu1e 'olu1e(( and ther theref efo ore tend end to (et their price( hi/h hi/her er in orde orderr to 1a.e a %ene"t 5exc 5except ept tho(e tho(e 3ho
!et their o3n pric price( e( 5(ch 5(choo ool( l()) oce([7) %ut 3ith a (1all 1ar/in$ 0@ o'ie theatre( or (pecial place(
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Tho(e co1panie( often (ell old product( and onl, onl, the the re/ul e/ular ar 'er(ion of the product 5product( 3ith
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%elon/ to retail (tor (tore( e(7V 7V ho3 ho3e'er e'er thei theirr i1po i1porrtance ance can chan/e accordin/ to countrie( 5!uper1 er1ar.et '( Con'enience (tore(7$
5airport(7 ha'e a (pecia eciall pricin icin/ / polic, on the (nac. (nac.(( a'aila% a'aila%le le to their audience and can achie'e hi/h i/h 1ar. ar.up(0# of t3o t3o to thr three ti1e( the co(t$
2utdated pro1otion( on the pac. ac.a/in a/in/) /) for exa1ple7$The, are a%le to purcha(e the product at a reduced price Vending and and can can oOer Oer it In for le(( than Machines: >rance rance 5thro 5throu/h u/h other %i/ the 'endin/ retailer($ 1achine co1pan, E!LCTAF Kit Kat 508/7 i( (old around #$*@b and the co1petitor( arou around nd #$-@ #$-@=8 =8@ @ for the (a1e (ie onl,$
indi indi'id 'idua uall KitK KitKat at %ar( at a lo3er pric price e co1p co1par ared ed to other t,pe( of (tore( and prop propo( o(in in/ / 1or 1ore (ale( pro1otion($
Generall, (pea.in/) in 1o(t ca(e() KitKat .eep( a clo(e control of the price( of their product() e'en thou/h the(e diOerent point( of (ale( al1o(t ne'er oOer the (a1e 9uantit, per pac.a/in/$ !o1e product( are exclu(i'e exclu(i'e to (o1e t,pe of (tore( 5(1all 9uantitie( for (1all (tore( u(uall,7$
All chocolate %ar( of the (a1e (ie and 9ualit, are (old at 1ore or le(( the (a1e price$ A re/ular KitKat %ar i( (old at the (a1e price a( other re/ular chocolate %ar($ Kit Kat Chun., i( priced the (a1e a( other (pecial %ar($ KitKat i( therefore a co1petitor=%a(ed pricin/ co1pan,) except 3hen the co1petitor( propo(e diOerent (ie( to a'oid direct co1pari(on$ Kit Kat tend( to focu( cu( 1ore on the (1all (tore( 5throu/h their co11unication7 in order to u(e tho(e i1pul(e purcha(e($ Therefore) Therefore) it i( i1portant for KitKat to de'elop %rand lo,alt, and en(urin/ that cu(to1er( 3ill choo(e the1 o'er other %rand( %, follo3in/ the price (trate/, of Lion) T3ix) ar( and other chocolate %rand($ !o 3hen price cannot %e a co1petiti'e ad'anta/e) Kit Kat 1u(t ha'e other 3a,( to attract pro(pect( (uch a( (ale( pro1otion() 1ore eOecti'e co11unication or %etter a'aila%ilit,$ P$i&e C%mp$is%! 'e#ee! 5i#5# !d &%mpe#i#%$s i! F$!&e #+$%u0+ $e#il s#%$es 5i#5# <>30 (43@<>) ;7> 2:30(@) 27;G C+u!.y d%u'le C$mel (40) ;73<
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4ro1otion !trate/,
In (uch a co1petiti'e 1ar.et) ha'in/ an eOecti'e pro1otional 1ix i( a nece(( nece((it, it,$$ Kit Kat Kat o%'iou o%'iou(l, (l, u(e( u(e( ad'er ad'erti( ti(in/ in/)) (ale( (ale( pro1o pro1otio tion() n() pu%lic pu%lic relation() (pon(or(hip (pon(or(hip and online 1ar.etin/ to attract) retain) interact 3ith and en/a/e en/a/e lo,al lo,al cu(to cu(to1er 1er() () throu/ throu/h h the enhanc enhance1e e1ent nt of their their CR pro/ra1($ Ade$#isi!0 i! 0e!e$l
Kit Kat i( a 'er, acti'e %rand 3hen it co1e( to ad'erti(e1ent$ Indeed) throu/h the 1oderniation of their traditional E+a'e a Brea.F (lo/an) the, 3ere a%le to update the concept of people needin/ a %rea. in toda,:( (ociet, and (tren/then the co1pan, in the chocolate %ar( co11unication 3ar$
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al3a,( al3a,( around the idea of ha'in/ a %rea. %rea. and the, tend to u(e the late(t trend around chocolate 5ne3 ta(te() pac.a/in/ (hape7 KitK KitKat at:( :( ad'e ad'ert rti( i(in in/ / (tra (trate te/, /, i( %a(e %a(ed d on tele tele'i 'i(i (ion on)) outd outdoo oorr 1edi 1edia a 5%ill%oard() %u( (top() etc$7) (treet 1ar.etin/) (ale( pro1otion( and (ocial 1edia$ No3ada,() the co1pan, run( (e'eral ca1pai/n( (i1ultaneou(l, around the 3orld) adapted to each countr, and tar/et$ +ere i( one of the1 = Social Break Efect on >ace%oo. >ace%oo. 5here the, (hare the ne3( %ut throu/h a EKitKat anal,(i(F0?7
Toda,) Toda,) KitKat (ee1( (ee1( to %e (hiftin/ a3a, a3a, 0H fro1 traditional ad'erti(in/ 5T) Radio7) e'en thou/h thi( ar/u1ent depend( on the countr, countr, in (o1e of the1) the, are (till pre(ent on T 5India) n/li(h (pea.in/ countrie([7 %ut in 1o(t countrie( the, tend to focu( le(( on T and radio and 1ore on the other 3a,( of co11unication$ Sles P$%m%#i%!s
KitKat u(e( (ale( pro1otion( to create intere(t and increa(e the (ale( of the product($ The(e pro1otion( are often in the for1 of conte(t( ai1ed at the con(u1er 5in(ide the (tore or online7 or (pecial di(count( 5* for#7$ Throu/hout Throu/hout the ,ear) the, ha'e run (e'eral 1a&or conte(t( 3ith ca(h and tra'el prie($ Thi( ,ear) to cele%rate their @ th anni'er(ar,) the, created a /a1e 3here ,ou can 3in 1one,$ Thi( .ind of co11unication i( u(uall, a'aila%le on KitKat:( >ace%oo. pa/e and recei'e( 1an, co11ent( and inter intere(t e(t fro1 fro1 the *-)@@@ *-)@@@)@@ )@@@ @ >ace%oo ace%oo. . fan data%a data%a(e (e0$ +o3e +o3e'e 'er) r) 3e noticed that the %rand i( not u(in/ it( herita/e a( a core ad'erti(in/ ele1ent$ 4erhap() (ince the co1pan, 3ant( to po(ition it(elf a( a fun and cheerful %rand) ad'erti(in/ on herita/e 1a, %e outdated$
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>urther1ore) the %rand doe( a lot of co11unication in(ide the point( of (ale) 1ainl, throu/h throu/h e'ent( and (pecial (pecial e1plo,ee( e1plo,ee( 3ho entertain entertain people and oOer (a1ple( for exa1ple) a/ain in order to rai(e a3arene(( on their product ran/e and increa(e (ale() directl, 3here the pro(pect( are$
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KitKat doe( a %it of (pon(or(hip) 3hether it:( for (pecial e'ent( (uch a( the 3orld cup of foot%all or directl, in (o1e foot%all tea1( 5(ee the i1a/e %elo37$ The, al(o pro1ote their product( throu/h partner(hip( 3ith (pecial cultural e'ent( (uch a( 1o'ie( 5late(t >a(t and >uriou( o'ie for in(tance7$ >urther1ore) the co1pan, doe( (o1e partner(hip( tooV the 1o(t fa1ou( one i( pro%a%l, the one 3ith Android) the Goo/le (,(te1 de'ice 8@$ Thi( partner(hip oOered a /lo%al 'i(i%ilit, to the KitKat %rand and the po((i%ilit, to a((ociate the %rand 3ith another po3erful and /ro3in/ %rand$
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KitKat i( an acti'e co1pan, online) indeed) the co1pan, u(e( online 1ar. 1ar.et etin in/ / to furt furthe herr in'o in'ol' l'e e it( it( fan( fan( 5thr 5throu ou/h /h dial dialo/ o/ue ue(( %et3 %et3ee een n cu(to1er( and the co1pan,7) a( 3ell a( pro1ote their 'ariou( conte(t() e'ent( and ne3 product( or ca1pai/n($ KitKat u(e( >ace%oo.) T3itter) 4intere(t and it( o3n 3e%(ite to .eep con(u1er( infor1ed of product de'elop1ent( and upco1in/ e'ent($ 2nline) the %rand often a(.( 9ue(tion( to it( co11unit, of follo3er() (uch a( Eace%oo. poll( and the nu1%er of KitKat (old around the 3orld 8*$ >urther1ore) 3e noticed that the 3e%(ite propo(e( a lot of recipe( around the u(a/e of KitKat chocolate %ar( 5ca.e() cand,) ice crea1 8-[7 %ut onl, in (o1e countrie($ oreo'er) the %rand doe( a lot of riddle( to /enerate co11ent( and acti'it, on their ocial >ace%oo. pa/e and other( (ocial net3or.($ Pu'li& Rel#i%!s
ToKitKat ToKitKat and e(peciall, Ne(tlé)pu%lic relation( are a tool to i1pro'e cu(to1er perception and %rand i1a/e of the co1pan, 80$ >or in(tance) pre(( relea(e( infor1in/ and re1indin/ the pu%lic of ho3 The Cocoa 4lan i1pr i1pro' o'e( e( the the li'e li'e(( of (1all (1all far far1er 1er fa1i fa1ili lie( e( in de'e de'elo lopi pin/ n/ coun countr trie ie(( i1pro'e the co1pan,:( i1a/e) and are a'aila%le on KitKat:( 3e%(ite 88$ Thi( infor1ation 3a( 1entioned on e'er, KitKat pac.a/in/$ Ne(tlé al(o 8* http(333$.it.at$co1 8- http333$her(he,($co1.it.atrecipe($a(px 80httpi1t$x#@ho(t$co1rachel%enderp 80httpi1t$x#@ho(t$co1rachel%enderpdf(re(ear df(re(earchpro&ect$pdf chpro&ect$pdf 88 http333$ne(tlecocoaplan$co1 http333$ne(tlecocoaplan$co1
partnered up 3ith or/aniation( (uch a( >air=trade 8?) and %, doin/ thi() the, 3ere a%le to enhance the credi%ilit, of the /roup$ It:( a 3in=3in relation(hip) for %oth co1panie($
4artner(hip 3ith >airTrade 5on the
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KitKat:( (ituation i( co1plicated %ecau(e of the (i1ilarit, of it( price and di(tri%ution (trate/ie( tothe one( of it( co1petitor( in the 1ar.et$ KitKat ha( to rel, on product and pro1otion (trate/ie( to di(tin/ui(h it(elf in the 1ind( of cu(to1er( (ince it i( i1po((i%le to do (o 3ith the price$ KitKat i( one of the 1o(t popular chocolate (nac. %rand( around the 3orld) and it partl, o3e( to the 1ar.etin/ (trate/, it ha( put in place all o'er the ,ear($ It( trade1ar. red and 3hite color( and the di(tinct EKitKatF lo/o= 1a.e( it one of the 1o(t reco/nia%le %rand( e'er and one of the leader( in thi( (e/1ent of the 1ar.et$
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PART II - BR BRAN AND D EX EXPLO PLORATO RATORY RY (dem!d side) 47 B$!d p%si#i%!i!0 !lysis •
Tar/et Tar/et 1ar.et 1ar.et
C%!sume$s
KitKat tar/et( con(u1er( all around the 3orld) and 1ore preci(el, in the foll follo3 o3in in/ / coun countr trie ie( ( Au(t Au(tra rali lia) a) Bra Brail) il) Bot( Bot(3a 3ana na)) Bul/ Bul/ar aria ia)) Cana Canada da)) Colo1%ia) Colo1%ia) cuador) cuador) /,pt) /,pt) >rance) rance) Geor/ia) Geor/ia) Ger1an,) Ger1an,) Indone(ia) Indone(ia) Ital,) Ital,) Japan) Le(otho) Li%,a) alta) exico) iddle a(t) Na1i%ia) Ne3 ealand) 4hilippine() 4oland) 4ortu/al) !pain) !outh Africa) !udan) !3ailand) The Nederland:() the United Kin/do1) and the United !tate( 8H$ KitKat:( tar/et 1ar.et 1ar.et i( a 1a(( audience) (ince the %rand:( cu(to1er( are %oth 1en and 3o1en$ Accordin/ to the product) the tar/eted a/e %rac.et chan/e( the four="n/er KitKat i( oOered to 1en and 3o1en a/ed fro1 #8 to 0@ ,ear( old 8$ KitKat chun. i( de(i/ned for teena/er( and ,oun/ adult() fro1 #* to *08$ KitKat 1ini i( intended to children ?@ and KitKat !in/le to all adult($ The cu(to1er( are chocolate lo'er( and people 3ho 3ant to indul/e the1(el'e( 3ith a 3ell=de(er'ed treat) for exa1ple durin/ a %rea. at 3or.) a( the (lo/an (u//e(t($
= Bene"t (ou/ht In /eneral) people %u, KitKat for it( ta(te and Ma'our($ In the 1a&orit, of the the coun countr trie ie(( KitK KitKat at (e (ell ll(( onl, onl, thr three Ma'o Ma'our ur( ( 1il. 1il.)) %lac %lac. . and and 3hit 3hite e chocolate$ +o3e'er in (o1e countrie( con(u1er( are de1andin/ 1ore Ma'our($ In UK there are 1int) coo.ie and crea1) toOee treat) and oran/e 8H http(333$.it.at$co1 8http%u(ine((ca(e(tudie($co$ 8http%u(ine((ca(e(tudie($co$u.ne(tle.it=.at= u.ne(tle.it=.at=re'itali(in/=a=%r re'itali(in/=a=%rand= and= leader3h,=.it=.at=needed=r leader3h,=.it=.at=needed=re'itali(in/$ht1lax-p(J, e'itali(in/$ht1lax-p(J, 8 httpi1t$x#@ho(t$co1rachel%enderpdf( httpi1t$x#@ho(t$co1rachel%enderpdf(re(ear re(earchpro&ect$pdf chpro&ect$pdf ?@http%u(ine((ca(e(tudie($co$ ?@http%u(ine((ca(e(tudie($co$u.ne(tle.it=.at= u.ne(tle.it=.at=re'itali(in/=a=%r re'itali(in/=a=%rand= and= leader3h,=.it=.at=needed=r leader3h,=.it=.at=needed=re'itali(in/$ht1lax-p(J, e'itali(in/$ht1lax-p(J, ?# http333$.it.at$fr ?* http333$ne(tle$frno(1ar http333$ne(tle$frno(1ar9ue(chocolatcon"(er 9ue(chocolatcon"(erie(.it.at ie(.it.at
Ma'our() and in Japan there are 1ore than *@@ Ma'our() a( 1entioned pre'iou(l,$ 2ther feature( that %u,er( ta.e into account are the diOerent for1at( of KitK KitKat at prod produc uct( t($$ The, The, 3ill 3ill choo choo(e (e the the for for1at 1at acco accord rdin in/ / to 3ho 3ho 3ill 3ill con(u1e the product) adult( or children$ = U(a/e In the 3orld) around ?8@ KitKat "n/er( are con(u1ed e'er, (econd ?-$ = A3arene(( and intention The relation(hip relation(hip %et3een KitKat and cu(to1er( i( 'er, (pecial in Japan$ The %rand ha( created (o1e feature( to it( product() 3hich 1a.e( Kit Kat the ulti1ate fa'ourite %rand of the Japane(e (ince *@#* ?0$ >or in(tance) in the Japane(e culture) the /ift=/i'in/ proce(( i( 'er, i1portant) 3hich i( 3h, Kit Kat included a %lan. (pace on the pac.a/in/ 3here 3here con(u1er( can 3rite 1e((a/e( to their friend( or fa1il, and then oOer it$ 2n a /lo%al le'el) in *@#0) KitKat had around *- 1illion li.e( on it( >ace%oo. pa/e and o'er *@@ @@@ follo3er( on T3itter ?8$ It allo3( people to interact 3ith the %rand and po(t picture( of their Kit Kat experience) a( 3ell a( co1plain a%out it$
•
Anato1, of %rand po(itionin/
B$!d D%mi!
en and 3o1en of all a/e( %et3een #8=0@ ,ear( old ?? at a 3orld3ide le'el$ Chocolate lo'er( 1ore particularl,$ particularl,$
B$!d ,e$i#0e
Dar. chocolate) pac.a/in/ %ein/ chan/ed to %lue durin/ <
B$!d Vlues
!lo/an in it(elf Eha'e a %rea.) ha'e a KitKatF) fun) ori/inal) uni'er(al (,1%ol of %rea.) 9uir., (pirit) (harin/$
B$!d Asse#s
4ac. 4ac.a/i a/in/) n/) red color) color) (hape) (hape) 1e((a/ 1e((a/e e 5(peci 5(peci"c "c one7) one7) 1an, 1an, 'ariant($
B$!d Pe$s%!li#y
If Kit Kat 3a( a per(on) it 3ould ha'e a /ood (en(e of hu1or and it 3ould %e d,na1ic and fun$
B$!d ReJe&#i%!
KitKa KitKatt 1ean( 1ean( coolne coolne((V ((V %rea. %rea. 5relie 5relief7 f7 fro1 fro1 3hate' 3hate'er) er) ta(t,) ta(t,) ea(, to (hare and fun$ A ,outhful , outhful %rand and aOorda%le$
?- http333$ne(tle$co11ediane3( http333$ne(tle$co11ediane3(andfeature( andfeature(&apan=.it.at=%ou &apan=.it.at=%outi9ue ti9ue ?0 http333$ne(tle$co11ediane3( http333$ne(tle$co11ediane3(andfeature( andfeature(&apan=.it.at=%ou &apan=.it.at=%outi9ue ti9ue ?8 http(333$face%oo.$co1.it.atfrli.e( ` http(t3itter$co1 http(t3itter$co15KITKAT7 5KITKAT7 ??
B$!d d%mi!
B$!d +e$i#0e
KitKat:( hi(tor,) a( far a( con(u1er( can re1e1%er) i( co1po(ed of t3o thin/( the pac.a/in/ u(ed to %e %lue durin/
The 'alue( of the %rand are) "r(t of all) the (lo/an in it(elf and a%o'e all) the idea %ehind it$ The E%rea.F i( (o1ethin/ that (tron/l, de"ne( the co1pan, and 3e can (ee it throu/h their co11unication the E%rea.F concept ha( %eco1e a (,1%ol for the %rand) a ti1ele(( and uni'er(al (,1%ol$ The idea of fun al(o de"ne( the %randV the co1pan,:( co11unication around their product( i( ne'er too (eriou( and that lead( u( to their 9uir., (pirit) 3hich i( al3a,( pre(ent and /oe( alon/ 3ith the idea of %rea.$
KitKat i( diOerent fro1 1an, of it( co1petitor( for 'ariou( rea(on($ >ir(t) the pac.a/in/ and e(peciall, the color are prett, 1uch uni9ue and attract the e,e( of cu(to1er($ Then there i( the (hape) 3hich i( al(o uni9ue 5four %ar(7 in the 1ar.et) (o uni9ue that KitKat u(e( the (hape of the product in it( co11unication (trate/, 'er, often$ There i( al(o the 1e((a/e KitKat 3a( the "r(t %rand to ad'erti(e around thi( idea of Eha'in/ a %rea.F) althou/h the,:'e recentl, %een copied %, Kinder axi ?in their late(t ad($ Thi( idea i( (till (tron/l, a((ociated 3ith the KitKat %rand thou/h$ KitKat i( ?Hhttp(333$ne(tleprofe(( ?Hhttp(333$ne(tleprofe((ional$co1u.en!iteArticle( ional$co1u.en!iteArticle(4a/e( 4a/e(+i(tor,ZofZ +i(tor,ZofZ KitKat$a(px ? http(333$,outu%e$co13atch;'QS2K<'HeJ*Sc
al(o de"ned a( the co1pan, 3ith 1an, 'ariation( in it( product( 5Ma'or(7) pac.a/in/ or for1at($ B$!d pe$s%!li#y
Accordin/ to Aa.er:( %rand per(onalit, fra1e3or.) if Kit Kat 3a( a per(on) it 3ould ha'e the follo3in/ characteri(tic( cheerful 5(incerit,7) darin/ and (pirited 5excite1ent7) and 1o(t of all it 3ould ha'e a "ne (en(e of hu1or) a( Ne(tlé:( Glo%al +ead of KitKat) !te3art Dr,%ur/h) explain( E4art of our %rand e((ence i( ha'in/ a (en(e of hu1or an e1pathetic) lau/h 3ith ,ou) not lau/h at ,ou) (en(e of hu1or$F In /eneral) Kit Kat:( per(onalit, i( a fun) d,na1ic and e1pathetic one) a( their 1ain purpo(e i( to /i'e con con(u1 (u1er( er( a %rea ea. . in thei theirr (tre( e((f (ful ul li' li'e( e()) crea creati tin n/ a feel feelin in/ / of than.fulne(( and co1plicit, to3ard( Kit Kat$ B$!d $eJe&#i%!
The cu(to1er) after ha'in/ ha'in/ %ou/ht one of Kit Kat:( product() product() feel( diOerent thin/($ The "r(t one i( a feelin/ of coolne(() related to the co11unication u(ed %, the %rand and al(o the 'alue( of the %rand 5fun) (harin/ a(pect(7$ Then there i( the feelin/ of relief and (ati(faction) created %, the Eha'e a %rea.F ta/line and 1ar.etin/ acti'itie( of Kit Kat) 3hich ha( e(ta%li(hed it(elf a( a %rea. ti1e food in con(u1er:( 1ind($ >inall,) there i( the E,outhF E,outhF factor) Kit Kat %ein/ a po(iti'e and d,na1ic %rand$
27 C%!sume$ C%!sume$ pe$&ep#i%! !lysis !lysis •
4erceptual 1ap
2ur perceptual 1ap i( co1po(ed of t3o attri%ute( price and 9ualit,$ inall,) the hi/h end product() the, are not nu1erou( and u(uall, ha'e (tron/ %rand herita/e 5!3i(( 1ade) luxur, product( etc[7$
•
Brand a((ociation(
Kues#i%!!i$e $esul#s
In order to under(tand ho3 KitKat i( percei'ed %, it( cu(to1er() 3e 1ade a (ur'e, 3ith #8 9ue(tion( 5(ee the annex7$ 5!ur'e, (topped on # (ta, *@#8 at ## a$1$) #0H re(pon(e( in total7$ The (ur'e, (tarted 3ith three "lter( 3hich 3ere the /ender) the a/e and the (ituation 5(tudent) 3or.er) une1plo,ed or other7$ The re(pondent( 3ere 1o(tl, (tudent( 5?7 %et3een *# to -@ ,ear( old 5H7$ After thi() 3e a(.ed the1 a%out the "r(t chocolate (nac. %rand that ca1e to their 1ind( and 3hich chocolate %rand i( their fa'orite the 1a&orit, of re(pondent( (aid that Kinder Bueno) ar( and il.a 3ere the "r(t %rand( that ca1e to their 1ind$ Their fa'orite chocolate (nac. (nac. %rand( 3ere 3ere al(o Kinder Bueno and and ar($
8#0 #0H H re( e(p pon(e on(e() () and and Nut Nut() +er(h er(he, e,:( :( and and T3ix 3ere ere the the lea( lea(tt appreciated %rand( and 3ere &ud/ed a( either Ea'era/eF or Eun(ati(f,in/F$ A%out Kit Kat:( %rand a3arene(() to the 9ue(tion Edo ,ou .no3 KitKatF) 3e o%tained #@@ of E,e(F re(pon(e() 3hich 1ean( that KitKat i( a 3ell= .no3n %rand 3ith a hi/h %rand a3arene(($ urther1ore) 3e put a %rand a((ociation 9ue(tion in the 9ue(tionnaire) a(.in/ re(pondent( the "r(t - 3ord( that ca1e to their 1ind( 3hen the, heard the 3ord EKitKatF 1o(t of the1 an(3ered chocolate) red) %ar) (harin/) crunch,) and %rea.$
Cu(to1er %a(ed %rand e9uit, anal,(i( and (ource( of KitKat:( %rand e9uit,
To To e'aluate Kit Kat:( (ource( of %rand e9uit,) 3e ha'e conducted - t,pe( of re(earche( = Sue(tionnaire( to e'aluate %rand (alience = In dept depth h inte inter' r'ie ie3( 3( %, phon phone e 3ith 3ith ? part partic icip ipan ant( t( to e'al e'alua uate te Bran Brand d perfor1ance) i1a/er,) &ud/1ent() feelin/( and re(onance = >ield re(earch on (ocial 1edia and Internet pa/e( B$!d slie!&e
Depth of %rand a3arene(( = Recall top of 1ind #@ 5#8#0H7 = Reco/nition a((i(ted a3arene(( #@@ 5#0H#0H7 Breadth of %rand a3arene(( = A((ociation 3ith %rea. #8)? 5*-#0H7 Pe$/%$m!&e
#7 4ri1ar, characteri(tic( in/redient(: in/redient(: 9ualit, i( percei'ed a( E/oodF$ The four "n/er( for1at i( 'er, popular and con(u1er( li.e the idea of (harin/ their (nac.$ *7 4roduct relia%ilit, KitKat i( percei'ed a( an a'era/e=9ualit, chocolate %ar$ -7 !t,le and de(i/n accordin/ to re(pondent() the pac.a/in/ exude( a /ood 9ualit, product$ The color( (ho3 ener/,) d,na1i(1 and 'i'acit,$ The four "n/er( for1at i( for (harin/ 3ith friend($ 07 4rice the price i( aOorda%le to 'er, aOorda%le for 1o(t of the re(pondent($
Im0e$y
#7 U(er pro"le the 1ental i1a/e of the t,pical con(u1er i( a child or teen 3ho 3ho need need(( ener ener/, /, to (tar (tartt the the da, da, and and a (tud (tuden entt 3ho 3ho need need(( a %rea %rea. . 5accordin/ to the re(pondent(7$ re(pondent(7$ *7 4urcha(e and U(a/e (ituation( =4urcha(e =4urcha(e (ituation( it i( 'er, ea(, to purcha(e KitKat) KitKat) it can %e found in e'er, (upe (uperr1ar. 1ar.et et and and 'end 'endin in/ / 1ach 1achin ine$ e$ In addi additio tion) n) con( con(u1 u1er er(( %u, %u, a lot lot on i1pul(eV it:( a 3a, to indul/e the1(el'e($ =U(a/e (ituation( 1o(t of the con(u1er( eat their KitKat in the afternoon) durin/ %rea.( at (chool or 3or. place$ The idea of %rea. i( (tron/l, a((ociated 3ith KitKat$ -7 4er(onalit, and alue( 3e u(ed Aa.er( %rand per(onalit, te(t and found that the trait( %elo3 %e(t de(cri%e KitKat = !incerit, 5hone(t) 3hole(o1e) cheerful7 = xcite1ent 5darin/) (pirited) i1a/inati'e) up=to=date7 07 +i(tor,) +erita/e and xperience($ Thi( ,ear the %rand i( cele%ratin/ it( @=,ear( anni'er(ar, and pro1ote( it( herita/e and .no3 ho3 a( a chocolate %ar producer$ In addition) the %rand i( al(o (ellin/ it(elf a( a E%rea. re=in'entorF Il , a @ an() Kit Kat 'o,ait le &our et réin'entait le %rea.$ 5KitKat >ace%oo. pa/e7 6ud0eme!#s
#7 Credi%ilit, 3e u(ed - di1en(ion( to e'aluate Kit Kat:( %rand credi%ilit, =xperti(e Co1petent) inno'ati'e) 1ar.et leader =Tru(t3orthine(( ru(t3orthi ne(( Dependa%le Dependa %le =Li.ea%ilit, >un) intere(tin/
U(in/ Kahle and collea/ue(: (ix t,pe( of feelin/() 3e found that con(u1er( ha'e feelin/( of 3ar1th and fun to3ard( the %rand$ Than.( to it( nu1erou( 1ar.etin/ 1ar.etin/ eOort( a( a (tre((=relie'er) (tre((=relie'er) con(u1er( ha'e a feelin/ of relief and peace 3hen the, thin. a%out KitKat$ >or (o1e re(pondent() the feelin/ of 3ar1th co1e( fro1 childhood no(tal/ia$ EIt:( li.e coca cola) it:( 1, childhood and it:( deepl, rooted in our 1ind(F) (aid Gun 4ar.$
The feelin/ of fun i( the re(ult of the ad'erti(e1ent(: pla,ful and li/hthearted the1e() (tarrin/ ani1al( or e'en 1oc.in/ Apple product( launchin/ 'ideo($ 5http(333$,outu%e$co13atch;'Q2K2r.Lx2Bo7 #7 un up%eat) a1u(in/) li/hthearted) &o,ou() pla,ful and cheerful -7 xcite1ent feelin/ ener/ied) experiencin/ (o1ethin/ (pecial) E%rand i( cool or (ex,F 07 !ecurit, (afet,) co1fort) (elf=a((urance) 87 !ocial appro'al feelin/ that other( loo. fa'ora%l, on the fact that the, eat a KitKat) ?7 !elf re(pect con(u1er( feel %etter a%out the1(el'e() (en(e of ful"ll1ent) acco1pli(h1ent and pride after ha'in/ eaten a KitKat Res%!!&e
#7 Beha'ioral lo,alt, accordin/ to our (ur'e,) 8@ of con(u1er( %u, KitKat three or four ti1e( a 1onth and ??$? %u, three or four indi'idual pac.et( a 1onth$ *7 !en(e of co11unit, and Acti'e en/a/e1ent KitKat i( 'er, acti'e on (ocial net3or.($ >or exa1ple) on KitKat:( >ace%oo. pa/e) pa/e) ERece ERecette ttedu1 du1oi( oi(Fha Fha(( a hu/e hu/e (ucce( (ucce(($ ($ 'er, 'er, 1onth) 1onth) KitKa KitKatt po(t( po(t( a picture of a de((ert 1ade of Kit Kat %ar( and it( recipe$ >an( ha'e * da,( to coo. thi( de(ert de(ert and po(t their pictur picture($ e($ KitKat KitKat al3a,( co11ent co11ent(( the fan(: po(t( and an(3er( to the1$ The %rand doe( e'er,thin/ to %e in a con(tant interaction 3ith it( fan( in order to create a (en(e of co11unit,$ The(e fan( are in an acti'e en/a/e1entV the, in'e(t ti1e) ener/, and 1one,) therefore 3e can a((u1e the, are real %rand a1%a((ador($
•
Do the de(ired and percei'ed 1atch;
Kit Kat 3ant( to con'e, the i1a/e of a fun) trend,) (tre((=relie'in/ %rand that people can rel, on and interact 3ith$
•
KitKat) a lo'e1ar.;
In order to e'aluate 3hether KitKat i( a Lo'e1ar. or not) 3e (u%1itted the Lo'e1ar.er (cale to a 9uite lar/e nu1%er of people$
re(ult( %, the nu1%er of re(pondent( 5#0H7 to %e a%le to ha'e an exact "/ure$ KitKat o%tained - point( on the (cale) 3hich 1ean( that it i( con(idered a( a Brand rather than a Lo'e1ar.$ To %e con(idered a( a Lo'e1ar.) a %rand ha( to (core at lea(t *8 Ere(pectF point() 3hich Kit Kat did not /et 5*# point(7$ +o3e'er) the Lo'e1ar.er re'ealed that on Eta(teF) E(i/htF) Eidentit,F) Einno'ationF and Eopenne((F le'el() KitKat /ot EhotF re(ult() and 1an, of the re(pondent( /a'e it lot( of point( in the Eleader(hip cate/or,F) 1eanin/ that KitKat i( percei'ed a( the 5or one of the7 leader( in it( indu(tr,$ et) KitKat apparentl, ha( to i1pro'e on tellin/ /reat (torie( and on tappin/ into 1,th( and icon( 5%a(icall,) KitKat:( ,(ter, appeal ha( to %e focu(ed on7$
PART III CONCLUSION RECO""ENDATIONS
!d
47C%!&lusi%! Thi( %rand audit ha( allo3ed u( to full, under(tand ho3 KitKat operate( in the chocol chocolate ate confec confectio tioner ner, , indu(t indu(tr, r, and 1o(t 1o(t i1port i1portant antl,) l,) ho3 it i( po(itioned on the 1ar.et and 3hat are it( (ource( of e9uit,$
27Re&%mme!d#i%!s >or the reco11endation() 3e focu(ed on the >rench 1ar.et$ Than.( to the 9ue(tionnaire() 9ue(tionnaire() in=depth in=depth inter'ie3( and al(o our our re(earche( re(earche( 3e:'e concluded that Kit.at ha( 'er, (tron/ %rand reco/nition) %ut a 3ea. %rand recall$ The %rand ha( %een (ucce((ful in i1ple1entin/ the idea idea of E%rea.F and EfunF EfunF in con(u1er(: 1ind() ho3e'er Kit.at i( 1o(tl, con(u1ed durin/ %rea.( and need( %roader u(a/e (ituation($ The thin/ that 1a.e( 1a.e( it (pecial i( not the ta(te ta(te it(elf %ut it( 0="n/er for1at for1at and con'enience to eat$ In >rance) Kit.at ha( launched diOerent Ma'or() (uch a( Kit.at chun., cara1el) Kit.at %all 3hite chocolate etc$$ %ut the 1ain pro%le1 lie( in the co11unication (trate/,$ A %i/ part of the con(u1er( are not e'en a3are that tho(e product( exi(t$ In order to enhance cu(to1er(: %rand e9uit, 3e (u//e(t Launch of ne3 Ma'or( In Japan) KitKat i( ha'in/ a hu/e (ucce(( than.( to it( di'er(it, of Ma'or($ rench ta(te($ 8H of the >rench •
prefer dar. chocolate %etter than 1il. chocolateH@) (o launchin/ EKitKat EKitKat NoirF 3ould %e a (1art 1o'e (ince it 3ill al(o %rin/ older a/e /roup( (uch a( the 8@ ,ear( old and 1ore$ Co %randin/ 5in/redient co= %randin/7 The traditional Efondant au chocolatF had %een elected a( the the fa'o fa'ori rite te de(( de((er ertt a1on a1on/ / >rench people*) therefore 3e (u//e(t to launch a ne3 chocolate fondant "lled KitKat$ A( KitKat doe(n:t ha'e the experti(e of EChocolate fondantF 1a.in/) 3e (u//e(t to co %rand thi( ne3 product 3ith Gg De((ert$ >or KitKat the %ene"t( 3ill %e reduced in'e(t1ent and oper operat atio iona nall co(t co(t($ ($ Gg 3ill 3ill /i'e /i'e Kit. Kit.at at the the nece nece(( ((ar ar, , .no3 .no3 ho3 ho3 of de((er de((ertt 1a.in/ 1a.in/ and %rin/ %rin/ cu(to1 cu(to1er( er( to the de((er de((ertt (e/1en (e/1ent$ t$ Thi( Thi( partner(hip i( a 3a, for KitKat to en(ure that it( ne3 chocolate %ar 3ill ha'e a /enuine Chocolate fondant ta(te$ Thi( al(o 3ill %rin/ to KitKat %roader u(a/e( (ituation(V (ituation(V the con(u1er( 3ill not onl, (ee the %rand a( a (nac. %ut al(o a( a de((ert$ In return) G_ 3ill /ain %rand a3arene(( and ta.e ad'anta/e( fro1 KitKat:( lar/e cu(to1er( %a(e$ •
!ocial 1edia ca1pai/n
To To further enforce enforce it( (ocial 1edia co'era/e) 3e 3e (u//e(t launchin/ a !el"e ca1pai/n on >ace%oo.$ The rule( of thi( /a1e 3ould %e for participant( to ta.e a (el"e durin/ %rea. ti1e( and the picture 3ith the hi/he(t nu1%er of Eli.e(F or Eret3eet(F Eret3eet(F 3ould 3in the conte(t$ The prie could %e %rea. related and 3ith a (tre(( relief purpo(e) for in(tance) trip() concert( tic.et() cine1a tic.et( etc$$
•
Co11unication (trate/, to enhance %rand a3arene(( of exi(tin/ Ma'or(
H@ http333$l(a=con(o$frle(=francai(=et=le=chocolat=etude= * exclu(i'e)*@0??H http333$tn(=(ofre($co1etude(=et=point(=de='uele(=de((ert(= prefere(=de(=francai(
Ca1pu( Ca1pu( pro1o pro1otio tion n
Appe!di@ SMOT !tren/th( $ !tron/ parent co1pan, co1pan, Ne(tlé $ Lo3 price $ @ ,ear( old %rand Q authentic %rand $ Good 'i(i%ilit, and ad'erti(in/ $ A'aila%le in a 'ariet, of pac.a/in/ $ a(il, reacha%le 5di(tri%ution7 $ Ne(tlé: Ne(tlé:(( hi/hl, hi/hl, ecien ecientt /lo%al /lo%al (uppl, chain 2pportunitie( $ 1er/in/ 1ar.et( $ ore Ma'or( in uropean countrie( $ Gro3th of health con(ciou(ne((Q Q crea creati tin/ n/ /lut /luten enp pal al1 1 oil oil free free product( $ Cocoa 4lan 5enhance1ent of product 9ualit,7 H# $ >airTrade and other partner(hip( 5Android7
H# http333$ne(tlecocoaplan$co1 http333$ne(tlecocoaplan$co1
Threat( $ Co1pet Co1petitio ition n 3ith 3ith other other chocol chocolate ate %ar( $ Ri(e i(e in ra3 ra3 1ate 1ateri ria al( co( co(t can can i1pact the chocolate indu(tr, $ Con(u1er(: increa(in/ preference( for health, food 5pal1 oil a3arene(() calorie(7 $ +i/h %u,er po3er 5i1portance7 due to a 1ultiple choice of chocolateconfectioner, %rand( $ an, (u%(titute(
P%$#e$?s Fie F%$&es F%$&es Glo%al chocolate confectioner, indu(tr, N!TL Ne3 entrant( Q lo3 threat
!upplier po3er = Coco Cocoa) a) 1il 1il. and and coOe coOee e prod produc ucin/ in/ coun countr trie( ie( 5ex 5ex I'or, Coa(t7 = !ellin/ cocoa account( for a lar/e part of their econo1, = A/ricu A/ricultu ltural ral /ood( /ood( aren: aren:tt uni9ue) Ne(tlé can choo(e to (3itch (upplier( 3hene'er the, 3ant 53hich the, don:t do %ecau(e (ee. to ha'e lon/ ter1 relation(hip( 3 the17
= Acce( cce((( to di( di(tri% tri%ut utio ion n channel( ` product diOe diOerrentia ntiati tion on not not ea ea((, %ecau(e of the co1petitor( alread, in the indu(tr, = con cono1 o1, , of (cal (cale e entr entr, , %arrier %ecau(e ne3 co1p co1pan anie( ie( 3oul 3ould d ha'e ha'e to produce hu/e 9uantitie( at the (a1e lo3 price a( alread, e(ta%li(hed co1panie( Qi1po((i%le Ri'alr,
Bu,er po3er
= ar() Ne(tlé 6ondele Q 0@ /lo%al /lo%al 1ar.e 1ar.ett (hare( (hare( H* *@#= >errero) Cad%ur,) +er(he, Q *@) *@) /lo%al 1ar.et (hare( *@#@H-
= The lar/e 'ariet, of prod produc uctt oOer oOerin in/( /( in thi( thi( indu(tr, /i'e( end con(u1 con(u1er( er( the po((i% po((i%ilit ilit, , to (3itch %rand( endle((l, = Co1panie( ha'e to in'e(t a lot in 1ar.etin/ 1ar.etin/ and CR 2li/opoli(t 2li/opoli(tic) ic) 1ature 1ature and pro/ra1 ra1( to retain tain the (aturated indu(tr, cu(to1er Inten(e ri'alr, a1on/ the +i/h %u,er po3er co1petitor(
Lo3 (upplier po3er %eca %ecau( u(e e the, the, have to (ell their ra3 1aterial( to the fe3 fe3 co1p co1pan anie ie(( that that hold hold the 1ar.et Threat of (u%(titute( = +undred( ed( of product( coul could d %e (u%( u%(titu titute te(( for for Ne(tlé product( 5ice crea1) candie() potato chip( etc$7 = BUT Ne(tlé (tri'e( to inno'ate and al3a,( %e a (tep (tep ahea ahead d ` re( e(po pond nded ed 3ell to health and en'iron1ental concern(
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Lo3 threat of (u%(titute(
Conclu(ion a 1oderatel, attracti'e indu(tr, %ecau(e hi/h entr, %arrier( and 'er, inten(e ri'alr,$
I!dus#$y !lysis
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