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introduction of marketing
The marketing concept is the belief that companies must assess the needs of their consumers first
and foremost. Based on those needs, companies can make decisions in order to satisfy their
consumers’ needs, better than their competition. Companies that hold this philosophy believe
that their consumers are the driving forces of their business. Nowadays, most companies have
incorporated the marketing concept. So if you were a new company, how would you know what
a customer would need and want?

First of all, let us define needs and wants. Needs are basic requirements for an individual to
survive. Some examples are water, food, shelter, etc. Obviously, the needs of consumers are
wide-ranging. Wants are the desire for something that an individual cannot live without. Some
examples are a bigger home, a brand new car, an iPad, and the like. Even though consumers’
needs are broad, wants can be very particular.

Consumers decide to buy based on both their needs and wants. Case in point, if they were
hungry, they would need food. If you base it simply on that, then any kind of food will do. Yet,
the consumer would have particular food in mind. Even though they can get a burger from
Burger King, what they might truly want is a half-pound grilled burger from a bar in their local
neighborhood. It is at this point that marketers would come in. Marketers acknowledge the needs
of consumers and use the consumers’ desire for what they want to steer them towards specific
products and services.

the main two concept to study the meaning and nature of marketing can be presented as follows:-

1 Traditional Marketing

2 Modern marketing

1.1 Traditional Marketing

In traditional marketing, more importance is given on selling the product. They start with
production and marketing is done while selling and promoting the product to attain sales at
profit. In this technique, the existing products are imposed on the market through aggressive
selling and promotional pressures.

traditional marketing theories include Ansoff's Matrix, a theory that proposes products/services
fall into one of four categories depending on the market and the product released. New Product-
New Market is considered as diversification. This theory recommends that businesses should try
to diversify their product portfolio so as to spread risk amongst their product range. An example
of this would be when apple created the first iPhone released in 2007. This product was new and
introduced into a new market. Apple soon reaped the benefits of introducing this hugely popular
phone. Their product range grew from accommodating for designers on the Apple Mac, to
mobile devices, tablet devices, watches and beyond. Traditional Marketing seeks to pull

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customers to a product, whatever the cost. It is, for this reason, considered to be fairly outdated
as it does not consider the customer they are selling to, more the market that the company
operates within. There are however channels that have developed from traditional marketing,
including digital, that aim for the same goal, however, use more subtle and approachable
mediums so as to capture their target audience. This may include Pay-Per-Click Campaigns,
social media posts, search engine optimisation and email marketing.

1.2 Modern marketing:

Its main motive is customer satisfaction that is building a relationship with MIS customer
and is achieved through an integrated, corporate wide set of marketing activities. This
technique understands the needs and desires of the customer and product is designed
accordingly.

Products including the vast array of kitchen appliances with built in failure components
attracting their customer base back to them for further purchases are an example of product
orientation. Traditional marketing theories are said to favour this ideology. Though somewhat
devious, it is most definitely effective. Attracting customers to their product range has become
more difficult because consumers have become more literate in technology and, therefore, can
research items before purchase. This allows them to make a conscious and informed decision to
avoid companies with this ethos.

2 importance of marketing
The activity of buying and selling goods or services is called marketing. This definition is very
simple nut cannot cover all the activities of marketing. In this modern age, the meaning and
scope of marketing are not limited only to buying and selling goods. If we look around us we can
see marketing everywhere. Overall economic life, house. health, everything has been effected by
the activities of marketing. Marketing has become an importance medium to fulfill changing
needs and wants of people. In fact, marketing has become the never center of human
activities.The importance of marketing are as follows:-

2.1 Importance of Marketing to Consumer

Marketing is very important to consumer. Marketing is necessary for day to day life as marketing
helps in consumers satisfaction, gives product information provide selection facility and raise in
living standard of people. The services and facilities provided by marketing to consumers are:-

 Customer Satisfaction
With the help of marketing, consumer can use the goods or services which ever they need and
wants only which the help of marketing because of marketing consumer have got facilities to
select wanted or living goods, buy and use them.

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  Selection Facility
The similar type of goods or services produced by different companies can be found in markets.
Marketing helps us to select goods or services according to our need interest and wants. They are
free to select the product which ever they like. This has become possible due to marketing.

 Product Information
Consumers can get necessary information or message about different companies about their
product or services quality using the method with the help of marketing. The product or services,
qualities, using method, relative advantages and disadvantages only with the help of marketing.
Consumer can get adequate information and messages about certain product or services from
advertisement, publicity, sales promotion and display for use and form product live marketing or
bulletins.

 Standard Living
Marketing helps to improve lifestyles and living standard of consumers. Consumers lifestyle and
living standards rise high when they get and use the goods and services which they need. When
people use the new product then they get satisfied from that product and they can live quality life
or living standard will be increased.

2.2 Importance of Marketing to Business firm

Marketing plays a vital role in the development of business. Though the help of marketing the
business can achieve the organizations goals.Companies can sell their products with the help of
marketing. The importance of marketing to business can also be explained:

 Revenue generation:
In business, there are many functional areas like production, human resources, finance,
marketing etc. among them marketing play an important role in the generation of the income.
Although, every activity has its own role in earning a profit marketing play a vital role.

 Information for planning and Decision-making:

Marketing provides information for planning and decision-making or a different issue. Marketing
provides information about demand for goods services,needs interest,wants etc of the consumer
which in turn helps the organization in planning and decision making process.

 Helpful in making profit:

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Marketing can generate revenue at a cost which will leave some surplus in the form of net
profits. Through marketing system firms can earn revenue by selling goods and services to the
consumers. It earns profit through the creation of time, place and possession utilities.

 Helpful in distribution:
In business organization marketing department provides information about quantity, time, means
and medium of transportation etc. of delivery of goods in different places. It provides reliable
information for distribution of finished goods.

 Formation of goodwill:

Through marketing activities business organization can serve its customers according to their
demand, taste and habits at reasonable price. So, the firm can form its goodwill.

2.3 Importance of marketing in society

Marketing refers to the process through which businesses and organizations promote themselves and their
products by communication with potential customers. Marketing includes all types of advertising, ranging
from websites and television commercials to print and outdoor advertising. Businesses spend huge sums of
money on marketing to improve their sales, but marketing also benefits society as a whole in several key ways.

Informing Consumers
One of the ways in which marketing benefits society is by informing and educating consumers. Marketing
often has a persuasive intent, but it generally begins when a company identifies a customer need and seeks to
explain how its products or services meet that need. For customers with clearly defined needs, marketing
provides a means of learning about new products and what they do. Marketing can also include more practical
information to assist in making a purchase, such as addresses, phone numbers, product release dates, store
hours and Web addresses.

Managing Consumer Expectations

Besides providing consumers with useful information about products and services, marketing can also help set
and manage customer expectations. Consumers rely on trusted brands and the consistency that comes from
brand loyalty. They also use information from consumer advocacy groups to learn about which brands are
most reliable and represent the best values. Businesses use marketing to make consumers aware of major
changes, such as mergers and transfers in ownership that affect product offerings or seek to improve quality.
Government regulations prevent marketers from making false or misleading claims. This allows consumers to
make informed decisions without as many risks as they would face if they had to buy without the benefit of

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marketing.

Economic Benefit
Marketing drives a consumer economy, promoting goods and services and targeting consumers most likely to
become buyers. Higher sales for a business that employs successful marketing strategies translate into
expansion, job creation, higher tax revenue for governments and, eventually, overall economic growth. In
addition, the marketing industry itself creates jobs and wealth as businesses seek new and innovative ways to
promote themselves and their products. Consumer demand for marketing in new venues, such as cellphones,
creates new branches of the marketing industry and furthers growth.

Modeling Behavior

Marketers work to understand consumer behavior and produce advertising that is most likely to influence it.
This provides a place for behavioral researchers and economic analysts to model consumer behavior. By
examining marketing data and its correlation to consumer behavior, analysts can learn about how and why
people make the decisions they do. This is useful in crafting awareness campaigns for major public and social
issues. It also serves to advance the fields of behavioral psychology and economic forecasting.

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3 Introduction of Kit Kat
Kit Kat is a chocolate-covered wafer bar confection created by Rowntree'sof York, United
Kingdom, and is now produced globally by Nestlé, which acquired Rowntree in 1988,[1] with the
exception of the United States where it is made under license by H.B. Reese Candy Company, a
division of The Hershey Company. The standard bars consist of two or four fingers composed of
three layers of wafer, separated and covered by an outer layer of chocolate. Each finger can be
snapped from the bar separately. There are many different flavors of Kit Kat, including milk,
white, and dark chocolate.

3.1 Pricing of the product

it is the act of determining the exchange value between the purchasing power and utility or satisfaction
acquired by an individual, group, or an organization through the purchase of goods, service, ideas,rights
etc.innovative packages and pack sizes are offered to give better value to consumers and ease of storage to
retailers.prices and packs are introduced in a format that is affordable to all segments of society .

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Weight Price

50 grm NRS 50

Weight Price

50 grm NRS 50

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Weight Price

50 grm NRS 50

Weight Price

25grm NRS 25

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3.2 Distribution or place of the product
Kit Kat, by Nestle, is one of the most popular wafer based chocolate. Kit Kat is a moderately
priced chocolate available to customers looking for a delightful chocolaty experience with a
crunch of wafer trying to experience quality at an affordable price. The traditional Kit Kat bar
has 4 fingers each 0.4 inches by 3.5 inches. The first flavour variant to be ever introduced by Kit
Kat was Kit Kat Orange which started distribution in United Kingdom long time back. Kit Kat
faces extremely stiff competition from other chocolates across the globe, with the maximum
from Cadbury and its signature chocolate Dairy Milk. In terms of variation of product in its
marketing mix, Kit Kat comes in different flavours, shapes and sizes across the world. Half
finger sized Kit Kat Petite are available in Japan and 12-finger sized family bars are available in
Australia and France. It comes in different shapes and forms like individually wrapped fingers in
France, bite-sized pieces and kubes along with praline filled senses, all of which are extremely
popular with consumers. Kit Kat offers a variety of flavour variants in the world. Since 2000,
more than 200 variants of Kit Kat have been released in Japan alone ranging from flavours such
as ginger ale, soy sauce, green tea and banana. Other popular products include the Kit Kat white
and dark chocolates which have significantly high penetration across the globe in various
countries. The original Kit Kat is made up of commonly available ingredients which include
sugar, milk ingredients, cocoa butter, cocoa mass, whey powder, lactose to name a few.

Price:
Kit Kat is priced at a range to compete with existing competition. Since chocolates do not
occupy a large portion of the expenditure a consumer is incurring, Kit Kat like other chocolates
is an impulsive buy. Kit Kat has a reasonably priced offering that ensures it has enough of a
customer base which stays loyal to its products when it comes to making purchasing decisions.
One characteristic feature of Kit Kat which makes it an extremely popular choice with
individuals is that it has maintained it’s pricing over the years. As far as the Indian market is
concerned, Kit Kat sells as low as Rs 5 and different product offerings are available at Rs 5, 10,
20 and 40.

Place:
Nestle is responsible for producing Kit Kat across 16 countries in the world which include
Brazil, UK, Canada, Australia, Germany, Russia, Malaysia, Thailand, India, Japan, China,
Turkey, UAE etc. This shows the strong distribution strategy in its marketing mix for the
chocolate brand. Kit Kat has a dedicated Chocolatory which is like a chocolate laboratory that
allows customers to experience Kit Kat. The store in Melbourne, allows consumers to customize
a Kit Kat for themselves depending on the choice of their ingredients and flavours that they wish
to consume.

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Promotion:
In order to promote themselves well in the chocolate segment, Nestle thought of introducing
various flavour options and market them as special editions, to firstly increase the buzz around
these products and secondly make sure they are rolled out only for a specific interval to prevent
the sales of the original Kit Kat from being affected. The slogan for Kit Kat since a long time has
been- “ Have a break, have a Kit Kat “.This slogan has helped promote the brand as a snack
more than as a chocolate, something which can be consumed at any point of time and not
specifically when you have a sweet craving. Previously, in history Kit kat was also advertised as
the “ best companion of tea” , “ the biggest little meal” and “ what active people need” to
emphasize the importance of Kit Kat as a wartime food. Kit Kat has associated itself with other
brands and revolutions as well. Google took permission from Nestle to make use of Kit Kat as a
version of the Android software that it wanted to roll out. Back in 2013, it collaborated with the
show “The Big Brother” that allowed normal people to visit the Bigg Brother house on showing
a golden ticket, 100 of which were up for grabs with every Kit Kat pack. This was based on the
lines of the popular movie Charlie and the Chocolate Factory
About Kit Kat:
Kit Kat was started in the year 1935 by Rowntree of England and was later acquired by Nestle in
the year 1988. Since then, globally Nestle using its strong brand image and name has been able
to market Kit Kat extremely well with the exception of operations in the United States which are
franchised to Hershey’s under license by H.B Reese Candy Company.

3.3 Promotional of the product:

Advertising the kit kat chocolate uses advertising as its main source of increasing consumer
awareness . it mainly uses the television . there are many television advertisements on kit kat
products this source allows the company's product to reach a large audience. Advertisement is a
most effective force in gaining social acceptance for any product and kit kat has recognized that
used this power from its very first advertisement.

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4. Conclusion

After all the research, and with the help and the Product Life Cycle, we come to a
conclusion that Nestle was and still is the largest food company in the world. Its product Kit
Kat till date is highly recognized and preferred by people. The price of a Kit Kat bar is very
reasonable to an extent where not only the rich people can afford it but even consumers who
are below middle class can purchase it and enjoy the quality of wafer coated with milk
chocolate. Though Kit Kat went through ups and downs, but it never vanished from the
market despite of loads of attempts from its competitors Kit Kat still stood out to be the
brand that is highly preferred. Nestle. In future, also plans to bring out new products and Kit
Kat in the near future plans to bring out new seasonal flavors to new markets and increase
its sales globally. Kit Kat is ranked one in the UK and aims to be ranked one amongst all
other chocolates in the whole world.

Kit Kat was launched in 1911 by the name of “Kit Cat” by a company named Rowntree a
confectionary company which was based in York, United Kingdom. It was discontinued after
1930’s for a while as the company gave promotional importance to other products. It
eventually came back in the market in 1939. It picked a global name by the 1950’s and was
later acquired by Nestlé in June 1988 through the purchase of Rowntree. This gave Nestlé a
global control over the brand except it had no control over the North American region as The
Hershey Company already acquired the license to produce Kit Kat all over North America.

Kit Kat is a chocolate bar that consists of creme-filled wafer which is covered with smooth
milk chocolate. Each of the finger of the traditional four-fingered bar can be snapped of one
at a time.

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5. Bibliography

http://www.nestle.com/

http://en.wikipedia.org/wiki/Kit_Kat

http://en.wikipedia.org/wiki/Nestle

http://www.kitkat.com/about_kitkat

http://www.thestudentroom.co.uk

http://www.austrade.gov.au/Nestle-celebrates-a-century-of-success-in-
Australia/default.aspx

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