Critical Analysis: Digital Marketing Strategy of Kit Kat Chocolate

This report provides a critical analysis of Kit Kat's digital marketing strategy, examining its campaigns, social media presence, and overall effectiveness in the competitive chocolate market. The report begins with an introduction to Nestle and the Kit Kat brand, highlighting its global presence and market position. It then delves into a critical analysis of Kit Kat's current digital marketing strategy, using the SOSTAC framework to assess its situation analysis, objectives, strategy, tactics, actions, and control mechanisms. The report further evaluates the effectiveness of Kit Kat's digital marketing strategy by comparing it to that of Dairy Milk. It examines specific campaigns, social media strategies, and customer engagement tactics. The report concludes with recommendations for improvement, addressing areas where Kit Kat can enhance its digital marketing efforts to strengthen its market position and better compete with its rivals. The report emphasizes the importance of adapting to digital marketing trends, implementing effective tactics, and measuring the impact of marketing strategies for future success.

Running head: DIGITAL MARKETING STRATEGY OF KIT KAT
Digital marketing strategy of Kit Kat
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Table of Contents
Introduction..........................................................................................................................2
Critical analysis of current digital marketing strategy of Kit Kat.......................................3
Effectiveness of the DM strategy of Kit Kat.......................................................................6
Conclusion and recommendation........................................................................................9
Reference List....................................................................................................................12

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Introduction
Nestle is a Swiss based company which deals with foods and drinks and the headquarter
of the company is in Vevey, Switzerland. In the present time it is the largest food base company
in the world in accordance to the various metrics as well as revenues of the company (Blackshaw
2014).The company owns a lot of brands and has a wide range of food products. The company
serves its customers with baby food, Breakfast cereals, medical based food, bottled water,
confectionary, ice cream, snacks, Frozen food and, dairy products and many other items (Djarum
et al. 2019). Some of the famous brands of the company are Nespresso, Smarties, Kit Kat,
Maggi, Nesquick, Vittel and Nesquik (Chishick 2015). The company at present operates in a
total of 189 countries and has a total of 447 factories and the company has an approximate
number of 339,000 employees (Muller 2016). The company is also one of the major shareholder
of L’Oreal and is also at present the largest cosmetics company in the world (Armstrong, Kotler,
Harker and Brennan 2018). over the years the company has been a lot of controversies like
boycotts over the alternative to breastfeeding products in many developing countries. The
marketing of the company for these kinds of products as well as implementation of child labor in
the production of cocoa has been criticized in the past.
Kit Kat is a global brand which do not have any kind of competition in the present
market. It has been reported by Nestle that consumers around the world consume around 650
bars of the chocolate in every second (Armstrong, Kotler, Harker and Brennan 2018). In 2014,
Kit Kat was named in the global 13 most consumed chocolate (Athavale 2015). The brand is
holding number 1 position in Japan and the company is the only one non-American brand which
is listed in the top 5 most consumed chocolate (Manzaneque Corona 2014). It has also been
reported that Kit Kat is the healthiest chocolate bar in the market since the chocolate contains

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only air and wafer. The fact that this brand has been so much successful in the present time and
has been ruling the chocolate industry is due to the presence of excellent digital marketing of the
company. Every product which has become successful is mainly due to the fact that it has been
promoted and advertised in a proper way among the consumers (Manzaneque Corona 2014).
The main aim of this report is to critically understand the digital marketing campaign of
Kit Kat and the various process by the help of which the brand have been able to attract so many
customers from all around the world. With the implementation of the various campaigns in its
various social media accounts the company have been able to spread its business all around the
world and there are a presence of loyal customers of the company in different parts of the world.
A compare between the marketing strategy of Kit Kat and Dairy Milk have been conducted in
the report to have a clear understanding of the various areas in which the company have been
lagging behind in the modern market.
Critical analysis of current digital marketing strategy of Kit Kat
After the decline of sales in between the tome of 2010 and 2015 Kit Kat implemented
different marketing strategy for pushing their sales up (Arévalo Zegarra 2019). The company
took help of social media to advertise their products. With the help of social media such as
Facebook, Tumbler, Twitter and Facebook the company was able to target a lot of customers and
the company generated a lot of sales (Mwangi and Wanjau 2018). Social media promotion
played a major role in the sales of the chocolate.
SOSTAC framework can be used to explain the current marketing plan of Kit Kat:
 Situation Analysis: The main competitor of the company is Dairy Milk and it clearly
takes the top position and Kit Kat comes in the second (Ishrar 2017). The main advantage

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which Kit Kat has over dairy milk is the shape and the fact that both wafer and chocolate
are fused in Kit Kat. The current market trend is that customers are relying on pure
chocolate since it has a lot of good qualities (Morris 2019). In the present time Kit Kat is
holding the second position in the sale of chocolates in the world and Dairy Milk is
holding the number one position in the market. Kit Kat needs to come up with different
versions of it in which perhaps the company can reduce the quantity of wafer and
increase the quantity of chocolate.
 Objective analysis: The mission statement of Nestle states that the company have been
dedicated in selling the various goods to the people of the world and provide them with
the best quality products. The vision statement of the company states that the company is
aiming to provide its customer with good quality products in the future and the reason
that the customers of the company have so much faith in the company is mainly due to its
experience over the years (Rauwers et al. 2018). In 2015 the company doubles its media
marketing cost so that it can compete with the market and to gain back their number one
position in the chocolate industry (Tatlow-Golden, Tracey and Dolphin 2016). To gain
customers online the company promoted free chocolate bars for the customers so that
they can gain more customers online. The brand released its Kit Kat chocolatory online
which gave the customers the option to customize their kit Kat online and buy them.
 Strategy: In 2019 the brand collaborated with Google as Google named their next android
version after the name of the brand (Tatlow-Golden, Tracey and Dolphin 2016). As Kit
Kat was sold in almost each and every part of the country Google implemented it in their
next product. The brand aspired to be best brand of chocolates in the world by providing
its customers with the best experience of chocolate (Subramanian and Chennai 2017).

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The company have launched various campaigns digitally by the help of various
advertisements in television and even social media sites by the help of which the
company have gained a lot of customers. The key strategy of Kit Kat is to get ahead of
Dairy Milk and make the customers happy by the introduction of various innovative
process in the future (Aguilera and Natali 2016).
 Tactics: The Company must look forward to implement the certain tactics by the help of
which the company will be able to get ahead of its competitors in the present market
scenario. The company might introduce its product to various e-commerce sites in
reasonable quantities and price and quantities so the customers (Gómez and Vázquez
2017). In the present era most of the e-commerce customers access the social media sites
as well as the e-commerce websites. So, the customers need to come up with the certain
process by the help of which they can serve the customers in a proper way. The brand
needs to adapt the technology of online marketing so the brand can have the clear
transparency of the various trends in the online marketing sites (Harvey 2015).
 Actions: The digital marketing tem of the company needs to be given a proper training by
the help of which the brand will be able to conduct their campaigning in a proper way.
The company needs to stay ahead of its competitors which can be done by the
implementation of proper digital marketing strategy. Proper checklist and guidelines must
be set by the company so that they can succeed in their plan in the future.
 Control: The steps which will be implemented by the brand in the future needs to be
measured on the basis of the sales of the products. The current trend in the market is
customer centric. The more number of customers is gained by a brand the more is the
profit of the company and brand value. The statistics of the sale in the future will be

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measured by the sale in the past to understand whether the marketing strategy of the
company which has been implemented is working or not. In the present era of business
conduction Key performance indicators are very important to assess the success of the
company (Steimle 2016). The key performance indicator for Kit Kat is that whether the
company have been successful in increasing the number of customers and the sales have
increased (Nguyen 2016).
Effectiveness of the DM strategy of Kit Kat
In the present era of business it can be said that Dairy milk have been using the various
advantages of digital marketing in a proper way. Cadbury has been a leading brand in the field of
chocolate and the brand of the company, Dairy Milk have been seen to reach new heights over
the years. Innovation in the various products and the quality of the product have attracted a lot of
customers from all over the world (Greene 2014). The company have been implementing various
digital marketing strategy which is a bit better than the marketing strategy which is followed by
Kit Kat. The brand have been lagging behind the sales and customer attraction and this can be
attributed to the marketing strategy which is followed by Kit Kat. In the present scenario of
business it must be said that the implementation of a better marketing strategy is very important
for companies around the world so that they can attract more customers and stay ahead of its
competitors.
Kit Kat launched one of its campaigns called “celebrate the breakers” in which the
company focused on in finding out what kind of breakers its consumers are (Mwangi and
Wanjau 2018). The campaign strategy helped the company in understanding the various process
by the help of which the company will be able to interact with its consumers and increase their
interest in the company. In the present context of business conduction this campaign have been

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very successful for the brand in promoting itself. The company took to the Instagram for
implementing this campaign and it attracted a lot of customers (Mwangi and Wanjau 2018). In
the present era there are a presence of a lot of users in Instagram and the company have
implemented the strategy of attracting its customers in the social media site. A lot of consumers
of the company took to Instagram to show their support towards this campaign of the company.
On the other hand it has been seen that Dairy Milk have been taking their approach of digital
marketing to all the available social media sites which has helped the company is conducting a
better digital marketing campaign than Kit Kat. In the present context of business it must be said
that social media is a major platform for companies around the world to advertise their products
and gather more customers from around the world. Cadbury has taken aid to Facebook, Google+,
Twitter and Pinterest to expand its marketing campaign (Gautam and Shrestha 2016). The brand
is a very well-known brand around the world and there is a huge history of the brand and a lot of
faithful and loyal customers (Kraak, Englund, Misyak and Serrano 2017). The optimum quality
of the products which is provided by the company to its customers has aided it to become the
leading brand of chocolate in the world. The marketing strategy of Dairy milk have been very
unique and with the aid of the social campaign of the company (Kraak, Englund, Misyak and
Serrano 2017).
The bench campaign of the Kit Kat have gone viral in the social media. A lot of
consumers of the brand took social media to explain how well they have appreciated this
campaign of the company (Albanna and Riadi 2017). The image which was shared by the brand
looked almost real and there was a presence of a lot of consumers of the brand in the social
media. The popularity of the company was skyrocketing and the picture of bench made of Kit
Kat became widely popular and the consumers of the company were sharing the photo in a wider

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way. The name of the company was trending in the social media and a lot of users were leaving
their comment about the various aspects of the advertisement. In the present context of business
it can be said that this was a great initiative by the brand in their digital marketing strategy. This
marketing strategy of the company was highly successful for the company and the name of the
brand went viral on the social media. This innovative strategy of the brand have been
implemented in a better way and the campaign was very much successful in the social media of
the company. Cadbury dairy milk have also been very much engaged in the social media which
have helped it in its digital marketing campaign. With the implementation of the various
hashtags in the social media the brand have been adding to its digital marketing campaign and
the consumers of the company have been using those hashtags (Kraak, Englund, Misyak and
Serrano 2017). This ensured that the brand have been able to implement the digital marketing
strategy in a better way.
It has been seen that Kit Kat had used hashtag “#mybreak” in which the company shared
a series of photos and advertisements related to the various products of the brands in a span of
over seven weeks. In these series of photos the company shared the various photos and
advertisements of the photos of its users consuming the products in various ways. The various
breaks which were shared by the customers over the week have been shared by the company on
the Instagram. Instances such as music listening, parties and even snoozing on desk were
uploaded by the brand on their social media handle in Instagram. These gave the users of the
brand present in Instagram interact with the company and share their various photos. With this
step not only the company attracted its existing its existing consumers as well as attracted more
consumers. This strategy of the company helped the brand in boosting its brand name and a lot of
consumers of the brand felt like they must share their time with the product with the brand so

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that they can get a change to be featured in the official page of the company. With the use of
various hashtags on the social media sites like the “#maythe4thbewithyou”, “#Easter” and
“#joycabs” the Cadbury Dairy milk attracted a lot of customers all around the world (Ozuem
2017). The followers of the company increased by a huge number in the various social media
sites in which the company was holding its account. In various social media sites such as
Google+, Facebook Pinterest and Instagram (Freeman et al. 2014). The main advantage which
Dairy milk holds over Kit Kat is its presence in the various social media sites all over the world
(Boelsen-Robinson, Backholer and Peeters 2015). With the help of this Dairy milk have been
able to gather a lot of customers and are one step ahead of Kit Kat in terms of digital marketing
(Confos and Davis 2016).
Conclusion and recommendation
The brand Kit Kat is present in the business from a long time and this might make the
teenagers feel that the brand is old and they need to try out new things. The social media
campaigns which is being conducted by the company in the modern era must be continued and
the company needs to come up with newer ideas so that it can implement in its digital marketing
strategy. With the application of various social media campaigns in all the social media sites the
company needs to come up with innovative ideas in their advertisements. The brand needs to
rebrand themselves so that they can cope up with the changing needs of the consumers around
the world. The brand already have a lot of loyal customers around the world but its needs to
attract more customers and this might be possible by the aid of brining innovation sin the
marketing strategy. The biggest competitor of the brand is Dairy milk, so that company needs to
come up with the various ways by the help of which the company will be edging past its
competitor. In the present context of business it must be said that the company have been more

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inclined on strategically marketing which is letting the company down. With the implementation
of a better digital marketing strategy the company will be improving a lot and the various process
by the aid of which the company will be improving the digital marketing process is by the help
of improving its social media campaigns.
There are a presence of lot of potential customers the company can target over the social
media. Most of the teenagers in the present era spent a lot of time over the internet which will be
giving them the option of looking at the various advertisements of Kit Kat. The Facebook,
Twitter, Pinterest handle of the company needs to come up with the various different ideas by the
aid of which the brand can gather more customers. Customers in the modern are also in the
knack of purchasing product online. The company can come up with certain interactive contest
by the aid of which the customer will be able to get certain discount on the products. With the
help of this the brand will be able to gather more customers and younger customers will be
interested in the product. The Iconic color of Kit Kat needs to bring in other shades as well so
that the younger customers will have the feel that they are using a new product and they will be
interested in trying these products over other products. In the present context of business it can
be said that digital marketing is a very important aspect which needs to be addressed by any
company around the world. The marketing strategy of Kit Kat needs to be improved by a huge
margin so that a better implementation of better innovation in the promoting advertisements in
the social media sites. The Digital marketing strategy of the company involves around Instagram
which needs to be changed by the company so that it can easily advertise in the other social
media sites too. The company needs to come up with some interactive advertisements in which
the consumers will be able to understand about the various ingredients of the products. In the
present era consumers around the world are more into healthy foods, so the company needs to

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come up with the various process by the help of which they can easily implement healthy
products. The iconic red Wrapper might be replaced by the company and the reasons for
changing the colors of the wrapper can be explained in their social sites. Another thing which the
company can do is that ask about the various other color schemes from the consumers online.
This is not only attract a lot of new customers for the company but also give the brand a chance
to entertain its existing customers. The brand value of a company depends on the customer base
of the company and to increase the experience of the customers of the brand it is very important
for the brand to attract the interest of the customers. The customer base of the brand must be
updated about the various changes of the company over the social media sites so that the
consumers feel that the brand is technologically advanced and are in constant touch with the
consumers.
To conclude it can be said that the marketing strategy which is being followed by Kit Kat
has gathered a lot of consumers for the brand but it can improve itself in the future. The brand
can learn a lot of things from its competitor brand Dairy milk. The company needs to be more
available and be regular in the various social media sites so that it can easily reach out to its
customers. The Digital marketing strategy of the brand have helped the company in gathering
many followers and cosumers over the years. In the context of modern business it must be said
that Kit Kat is a very popular brand of Nestle and it is widely known in all parts of the world.
The brand is present in the market for a long time and there has not been any kind of product
unlike it which has become as famous as Kit Kat. The unique design of the bar along with the
Tagline is irreplaceable and there are a lot of consumers of the brand. The company have been
known to respond to the present market needs and have developed a lot of products which are

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well received by the consumers over the years. The company have gather a lot of appreciation
from the customers and will continue to improve in the future.

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