Comprehensive Marketing Strategy for Kit Kat: Objectives & Analysis

This presentation provides a comprehensive overview of Kit Kat's marketing strategy, covering key aspects such as background, problem/opportunity analysis, marketing and communication objectives, brand positioning, and target audience profiling. It delves into consumer insights, the brand's promise, and the substantiation of its authority and credibility. The presentation outlines creative guidelines, including execution elements and mandatory inclusions, along with the desired mood, tonality, and voice for advertisements. Deliverables, budget particulars, and references are also detailed, offering a holistic view of Kit Kat's marketing approach and its commitment to delivering quality products while connecting with consumers on a personal level. This document is available on Desklib, where students can find a wealth of study resources, including past papers and solved assignments.

PPT

1 KEY FACT/BACKGROUND/OVERVIEW.
Kit kat is a chocolate waffle company that operates in almost all demographics of the world. The key
aim of the company is to launch range of goods with mainstream liking. The key strength of the
company is that they are the leading players within the market. They completely understand the needs
and requirements of the customers. One of the major threat is large number of competitors present in
the market.

2 PROBLEM/OPPORTUNITY/PROSPECT NEED.
• The market place tends to have high degree
of opportunity to sell wide range of
customers by connecting with the customers
on the real time basis. This way it is very
useful in increasing the customer base and
market share.

3 MARKETING OBJECTIVES
• The company will focus on carrying out marketing by integrating it with various social media
platforms such as Instagram, LinkedIn, Facebook, Twitter, etc. This way it helps in the attainment
of reaching large number of customers through enticing commercials.

4 COMMUNICATION OBJECTIVES/DESIRED ATTITUDE
OR BEHAVIOURAL CHANGE.
• One of the key communication objective of kit kat is to inform the consumers about the
quality of goods and services which has been offered by the company. It also focuses on
communicating with large number of customer by segmenting the marketing and
targeting right customers. They influence customers by choosing right communication
methodology and creating brand awareness among the masses.

5 CORPORATE AND/OR BRAND POSITIONING
• Kit-kat offers wide range of products to the
customers. The company tends to position
their business in market by launching multi-
million dollar brand campaigns which
eventually seeks to bring life to the people
and to bring new sustained customers.

6 BRAND CHARACTER/PERSONALITY
• Kit-kat has a strong brand identity within the
food industry. It is very successful in
establishing the loyal customer base with the
changing customer trends and expectations.
They focus on creating a sustainable friendly
environment by light commercials that
promote its different flavours.

7 TARGET AUDIENCE PROFILE/SEGMENT(S)
• Kit-kat tends to target people of all age group and
demographics. They especially target young adults who are
usually interested in trying out different kinds of chocolates. It
also targets younger people as a majority of children consume
chocolates on a daily basis.

8 CONSUMER INSIGHT/SWEET SPOT
• Kit-Kat respects their customers. It helps in enhancing the loyalty proposition and is also very
useful in connecting with different demographics. Customers have an emotional connection with
the brand because of the range of products and quality served to the customers. The lifestyle and
preference of the customer are changing and they are becoming more attracted to chocolates. This
way Kat-Kat focuses on delivering fresh and healthy range of goods and services to the customers.

9 PROMISE/TAKEAWAY/MAJOR PROPOSITION/KEY
BENEFIT CLAIM
• The key promise of the Kit-Kat is to differentiate itself among other brands by offering range of
products such as waffle bars and chocolates. They also focus on creating a convenient set of chain
which eventually helps in reaching more customers and gaining competitive position.

10 SUPPORT/SUBSTANTIATION/SOURCE OF
AUTHORITY & CREDIBILITY
• Kit-Kat’s major reason behind carrying out
the business is mainly linked with the fact
that customers are of utmost importance to
them. This is the reason they deliver wide
range of products to the customers while
keeping up their quality standards.

11 CREATIVE GUIDELINES/EXECUTIONAL
ELEMENTS/MANDATORIES
• The advertisement must include product shot of services offered, name and link of the
company website, name of the company, logo of the company, legal disclaimers, etc. It
must also include tagline which includes “Have a break, have a Kit-Kat”.