Kit Kat Project: Market Research, STP Analysis, and Positioning
VerifiedAdded on 2023/06/18
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Project
AI Summary
This project provides an in-depth analysis of Kit Kat's marketing strategies, focusing on qualitative and quantitative research techniques used to understand customer needs. It explores how Kit Kat applies these research methods, including focus groups, personal interviews, online polls, and surveys, to gather customer data. The project also examines Kit Kat's segmentation, targeting, and positioning (STP) strategies, detailing how the brand divides its target market demographically, geographically, psychographically, and behaviorally. It further explains how Kit Kat targets chocolate lovers, particularly young adults, and positions itself as a healthy snack with the tagline "Have a break, Have a Kit-Kat." This project highlights how these marketing strategies contribute to Kit Kat's competitive advantage.
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