Kit Kat Project: Market Research, STP Analysis, and Positioning

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.

PROJECT

TABLE OF CONTENTS
TASKS.............................................................................................................................................1
1. Qualitative and quantitative research techniques.....................................................................1
2. Segmentation, Targeting and Positioning of Kit-Kat products................................................2
REFERENCES................................................................................................................................3

TASKS
1. Qualitative and quantitative research techniques
There are several qualitative and the quantitative research techniques that are applied by
Kit-Kat so that it can identify the needs and requirements of the customers and accordingly
innovate to meet their demands. The qualitative methods shall be evaluating the facts and figures
and the opinions that can be generated by the close observations of the focus group or by the
means of the personal interviews (Aspers and Corte, 2019). In contrast with it the quantitative
market research gathering the numerical data from the customers of Kit-Kat shall be through the
results of the polls and surveys. There are few negative sites as well which are required to
highlight in order to get proper knowledge regarding the prevailing situations so that proper
steps can be identified.
Qualitative market research Observing the focus groups- The opinions and the responses that are shared amongst the
focus groups are found out by the Kit-Kat management and accordingly the views of the
users are gained. On the other side, this technique there is possibility that members may
not and express honest reviews about particular subject matter (Castleberry and Nolen,
2018).
 Personal interviews- In this technique the customers are personally interviewed
regarding their preferences so that the management can apply the same for fulfilling the
needs of the users. In personal interview some people may not give accurate answers and
be4have manipulative which is result in getting improper knowledge regarding the
existing issue.
Quantitative market research Online polls- The online polls are conducted in respect of the customers choices and
accordingly the popular choices are valued to create the worth of the money of
consumers. In contrast to this it can be identified that quantitative market reseach by
online polls outcomes can create no ideal for controversial issues as there is
possibilities of getting biased data.
 Surveys- In this the data from the customers is gained in the cost effective manner
wherein the questionnaires are filled by the potential customers, and they shall be able to
generate the results regarding their demands in the market (Adhabi and Anozie, 2017).
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There is lack of visual aids and difficult to develop the report if respondent does not
provide significant information. There si low validity of data obtained as there is risk of
getting dishonest review which can lead to improper decsion.
2. Segmentation, Targeting and Positioning of Kit-Kat products
The unique STP and the USP strategies are applied by the Kit-Kat brand in order to
define the target audience and accordingly market the products to position the brand in the minds
of people. These are some major points of the STP analysis of the Kit-Kat brand:-
Segmentation
The segmentation of the target market of Kit-Kat products is done by subdividing them
into four categories on the basis of commonality. The classifications are demographic,
geographic, psycho-graphic and the behavioural aspects. These divisions help in properly
identifying the needs and requirements of the customers and accordingly tackle them so that their
satisfaction shall be generating the competitive advantage in the market. In the demographic the
age and income are the major concerns of the brand. In geographical the local, national and the
international customers are classified (Nestle Kitkat SWOT Analysis, Competitors, STP & USP,
2021). The psycho-graphic aspects consider the value system, personality traits and attitudes.
Targeting
The target market of the Kit-Kat brand consists of the consumers who are the chocolate
lovers and need the chocolate which is of quality and is moderately priced. It majorly focuses on
the young people who fall in the age group of 5 years to 25 years who form the major market for
Nestle. Further their target market begins from the middle income group to the high income ones
who can afford the moderately priced chocolates.
Positioning
The branding of the product must be done in the manner that it leaves the imprints in the
minds of the people and the company is uniquely placed in the society. The tag line of Kit-Kat
states that “Have a break, Have a Kit-Kat” representing it as a healthy snack that should be
consumed whenever a person takes break. Also, the unique advertisements have strongly
engaged the customers and attracted them towards the brand especially the teens and the school
and the college going students.
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REFERENCES
Books and Journals
Adhabi, E. and Anozie, C.B., 2017. Literature review for the type of interview in qualitative
research. International Journal of Education. 9(3). pp.86-97.
Aspers, P. and Corte, U., 2019. What is qualitative in qualitative research. Qualitative sociology.
42(2). pp.139-160.
Castleberry, A. and Nolen, A., 2018. Thematic analysis of qualitative research data: is it as easy
as it sounds?. Currents in pharmacy teaching and learning. 10(6). pp.807-815.
Online
Nestle Kitkat SWOT Analysis, Competitors, STP & USP. 2021. [Online] Available through:
<https://www.mbaskool.com/brandguide/food-and-beverages/527-nestle-kitkat.html>
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