lOMoAR cPSD| 7012468

THE MINI
PROJECT
ON
KitKat
SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE
REQUIREMENT FOR THE AWARD
OF
MASTER OF BUSINESS ADMINISTRATION

Project Submitted By-

Shivani Rawat

Under the Guidance of

Asst. Professor Dr. Shubhendu S. Shukla

SRM BUSINESS SCHOOL, LUCKNOW (666)

(Approved By AICTE, Ministry of HRD, Govt. of India and Affiliated to Dr. A.P.J.
Abdul Kalam Technical University, Lucknow)
NH-24 SITAPUR ROAD, BAKSHI KA TALAB, LUCKNOW
(2022-23)
 lOMoAR cPSD| 7012468

Table of Contents

S. No Content Pages
1 Table of Content
2 Acknowledgement
3 Declaration
4 Certificate by Institute
5 Preface
6 Introduction of Company
7 History of the company
8 Introduction of Product
9 Objective of the project
10 Literature review
11 Research methodology
i. Data Source
ii. SWOT analysis of the product
12 Competitor analysis
13 Advantages of the product
14 Disadvantages of product
15 Limitation of the study / Research
16 Suggestion if any
17 Conclusion
18 Reference
19 Annexure

Acknowledgement
 lOMoAR cPSD| 7012468

Completing a task is never alone journey. It is often the result of a valuable contribution from a
number of individuals in every possible way, which ultimately helps in achieving the objective.

Firstly, I would like to thanks Head of the department Dr. Ashutosh Kr Mishra and Guide

Dr. Shubhendu S. Shukla, for their kind support and giving me the opportunity to
present this project.

I am thankful to all the members of management of the college, who provided me to all the
information that I needed to complete this project. This project would not have been
accomplished without their valuable support.

I would like to acknowledge the contribution of my parents and all my friends who have been
instrumental in successful completing of the project.

SHIVANI RAWAT
 lOMoAR cPSD| 7012468

DECLERATION

I, SHIVANI RAWAT hereby declare that the project entitled KITKAT has been carried out by

me under the guidance of Dr. Shubhendu S. Shukla.

This project is submitted to S.R.M. BUSINESS SCHOOL, In partial fulfilment of the academic
year 2022-2023.

This is the outcome of my own research work based on personal study and has not been submitted
previously for award of any degree or diploma to this university or any other university.

(SHIVANI RAWAT)

College Code : 666

CERTIFICATE FOR MINI PROJECTS

This is to certify that Mr/Ms. …………………………………………….

S/D/O ……………………………………………………………………………

is student of MBA 1st Year has Successfully Completed their Mini Project on

―……………………………………………………………...

………………………………………………………………………………………
.

………………………………………………………………...

……………………‖ under the guidance of

 lOMoAR cPSD| 7012468

Dr./Mr………………………………………….

……………………………………………………………………………………

… in partial fulfilment of the requirement for the award of the degree of MBA

Signature of Guide Signature of Head of Department

Place – Lucknow Date …………………….

 lOMoAR cPSD| 7012468

KIT KAT
Have a Break, Have a Kit Kat

Introduction:

Most of us love chocolate in one form or another and every week a typical UK citizen spends around
£1.80 on it. Amazingly, UK consumers have a choice of over 5,000 chocolate lines available from
150,000 outlets. Because it is so widely and readily available, i tend to take chocolate for granted,
and few of us probably ever consider what is involved in producing it. .

The UK has long been a major manufacturer (and consumer) of chocolate products. All over the
world you will find prominent brands first developed in the UK e.g. Smarties, Dairy Milk, Aero and
of cmyse Kit Kat (the UK's Number 1 selling confectionery brand since 1985).

Three producers dominate the chocolate market. Cadbury with around 28% while Mars and Nestlé
each have around 24%. Sales of milk chocolate (96%) predominate, with plain and white chocolate
accounting for about 2% each. Boxed chocolates such as Quality Street make up 15% of the
confectionery market. Blocks and bars like Kit Kat and Yorkie account for 65% and bitesize
chocolates e.g. Smarties and Rolo make up 10%. Easter eggs are another big seller, accounting for
5% of the market.

The UK's chocolate industry is over 150 years old. Chocolate manufacture provides steady
employment and job security for tens of thousands of employees in manufacturing locations like
York and Birmingham. The industry also generates jobs in marketing, administration, transport and
storage. Chocolate sales are an important smyce of income for many retailers

Kit Kat was launched in 1937. Since then, it has consistently been one of the best selling chocolate
bars on the market and has acquired an instantly recognizable brand name and identity. In 1997,
British sales of Kit Kat amounted to some £227 million, which made it easily the most popular
confectionery product on the market. Forty-fmy Kit Kats are consumed every second in the UK

The UK confectionery market is worth over £5 billion per annum and is highly competitive. It
continues to be dominated by large, well-established names - highlighting the importance to firms of
creating brand identities for their products. Once created, however, a brand name needs constant
maintenance. Kit Kat's ability to remain a brand leader over sixty years is no accident. The long term
maintenance of a brand name requires continuous monitoring and investment. Brand image must
be seen as a dynamic, not a
static factor; the same consumer perceptions that create brand loyalty can also turn against
a product that fails to adjust and adapt to changing attitudes.

This case study focuses on Nestlé's Kit Kat and the long-term brand name maintenance
strategies, which have sustained Kit Kat's position as a market leader for over sixty years.

The major stakeholders in are:

 shareholders, who want a dividend from profits

 employees, who want job security and the necessary training and development
to allow them to further their careers with Nestlé
 consumers, who want products that better meet their needs, that are available in
the right places and at the right price
 business partners, who want long-term and trusted relationships
 local and national economies within which Nestlé operates.

Kit Kat corporate objectives:

It is vital to any firm that its marketing objectives are compatible with the overall
corporate objectives. In selecting corporate objectives and strategy, a firm might wish to
refer to the Boston Matrix, Ansoff's Matrix or use a simple SWOT analysis to establish
where the company is and in which direction it wishes to head. For example, a company
planning to consolidate its position within a national market might set very different
objectives for the marketing of its products to a company wishing to expand into
international markets. This in turn would affect the marketing tactics each company
might employ.

Nestle corporate objective is to be the world's largest and best branded food
manufacturer, whilst ensuring that the Nestlé name is synonymous with products of the
highest quality. In recent years, the company has pursued a policy of expansion and
diversification through acquisition and divestment to achieve a more balanced structure to
the business.

Global brand names can achieve substantial production and purchasing economies of
scale and, as world travel increases, so does the importance of instantly recognizable
products. With a product portfolio which includes eight of the thirty top selling
confectionery brands, such as Quality Street, Aero, Smarties, Polo and Rowntree's Fruit
Pastilles, Milky Bar and After Eight, it is extremely important that the marketing
objectives for each product line are fully compatible with the overall objectives of the
company as a whole. Like any group of individuals, each product has its own character,
strengths and weaknesses and consequently, the marketing objectives of each product
need to be specifically tailored.

• Corporate Level
– No Longer Just Chocolate
– Acquisitions
• Business Level
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 – Differentiation
• Functional Level

8
 – New Product

Why need of launching KIT KAT new product?

Every alert, market-focused producer recognizes the need for regular change. This
is required because:
 consumers want and demand change
 rival firms are constantly re-inventing themselves and their products
 Innovation and inventiveness keep an organization flexible and able to respond
to further change.Marketing objectives and strategy.
So that Kit Kat launches a new product that is “Kit Kat Chocolate Balls” with different
flavors

Kit Kat has a particularly broad consumer profile and is popular with all age groups.
The Kit Kat marketing strategy can be summarized by the line 'Broad in appeal, young
in feel and big in stat.

Market Overview

Market share market size and market trend include in market overview.

Market Share:

Nestlé employs approximately 253,000 people in some 511 factories worldwide. Nestlé is
not only Switzerland's largest industrial company, but also the world's largest food
company, considerably larger of than its nearest rivals Kraft Foods Inc. and Unilever plc.

1. With products like Perrier and Nescafé, it is the market leader worldwide in
coffee and mineral water,

9
 2. The largest manufacturer of pet food, and is fast increasing its share of the ice
cream market.
3. Nestlé acquired Ralston-Purina, a US pet food company, in 2001. Despite
producing pet food through its subsidiary, Carnation, since 1985.
4. This acquisition now sees it outstrip Mars as the world's largest pet food
manufacturer. Not to be outdone by Unilever's acquisition of Ben and Jerry's,
Nestlé's merger with US food corporation Dreyer's to form the Dreyer's Grand Ice
Cream Company in 2003 has given it the number one spot in the US ice-cream
market, having already bagged the Häagen Dazs, Schöller and Mövenpick brands.
Globally, Nestlé is now hot on the heels of Unilever as the number one ice cream
seller, a position that it seeks in every market and category in which it operates
around the world.

Nestle plans to take market share away from its rivals in the crowded 1.4 billion Rs
snack/energy bar category with a 9 million national print, outdoor and sampling
campaign it hopes will separate its PowerBar Pria bars from the pack, reports

A print effort in women's fitness and general interest titles will target active women later
this year to drive trial and awareness of Pria's six flavors.
Nestle acquired the brand in 2000 and launched PowerBar Pria to cater to consumer
demands for a quick-energy snack based on research showing that women's energy needs
were not being met with the typically dense large-size energy bars.

Marketing trends:
 Retailers Going Upscale
 Marketers Use All Routes
 Mass/Class Barriers Breaking Down
 Leveraging Brand Equity
 Partnerships as Competitive Advantage
 The Importance of Packaging

Market size:
Products & Services
Product/Services
Share
Candy bars 30%
Industrial chocolate 20%
Block chocolate 15%
Box chocolates 10%
Cocoa drinking powders 10%
Other cocoa based candies 10%
Chocolate spreads 5%

Kit Kat Market Size:

10
 sahre

24%
30% Cadbury Kit
Kat Mars
others

21%
25%

Three producers dominate the chocolate market. Cadbury with around 28% while Nestlé
has around 24% and Mars have 20%. Sales of milk chocolate (96%) predominate, with
plain and white chocolate accounting for about 2% each. Boxed chocolates such as
Quality Street make up 15% of the confectionery market

Internal Audit:

4P’S of kit kat

Product strategy
No matter how effective the promotion and packaging, a firm will find it very difficult to
market a product which fails to satisfy a consumer need. Kit Kat owes much of its
success to a unique dual appeal as a four-finger chocolate bar, (known in the
confectionery trade as a count line), sold at corner shops and newsagents, but also as a
two-finger biscuit sold in supermarkets. A product has endured because of its wide appeal
across the age ranges and to both sexes.

Altering the actual product is potentially a very hazardous act for an established brand
name as it risks altering the consumer perceptions of quality built up over decades.
Tampering with the recognized core qualities could well damage the integrity of the
brand. For Kit Kat, these intrinsic elements of the brand, or unique selling points include
the:

 chocolate fingers
 foil and band wrapping, unique in the count lines market and seen as an
important feature which encourages involvement and sharing by consumers
 Well-known strap line - Have a Break, Have a Kit Kat.

In spite of the risks of altering the product, the two finger bar and multipacks were
introduced in the 1960s to meet the increased needs of supermarket shopping and more
recently, Orange, Mint and Dark Chocolate Kit Kats have been available for limited
periods. In the third week that Kit Kat Mint was available, it more than doubled total Kit
Kat Sales. The Orange Kit Kat proved particularly popular with sales of 38 million bars
in
11
just three weeks. It provided very positive market research results. While they are seen as
novelties, they can also be used to provide reassurance and reinforcement of the core
attributes of the original established brand name.

Pricing strategy
A key advantage of maintaining a strong brand image in a competitive market is a degree
of flexibility in the pricing strategy. It is a common characteristic of imperfectly
competitive markets for producers to concentrate on non-price competition. When
looking at the pricing strategy for Kit Kat, it can be seen from the figures that the real
price has remained remarkably stable over the last sixty years.

Promotional strategy
Nestlé has used a wide range of promotional tactics with Kit Kat. Promotion offers have
included free bars in the multi-bar family packs and an instant win deal with Burger King
in 1996. This promotion, where over 75 million free burgers were on offer, increased
sales of Kit Kat by an estimated 30 In 1998, an on-pack promotion featuring 'The
Simpson’s,' with the chance to win 20,000 cash and hundreds of other prizes, increased
sales of Kit Kat by a staggering 41

Advertising plays an extremely important part in the confectionery industry; with spend
approaching £114 million in 1996. The Have a Break, Have a Kit Kat theme appeared
briefly in 1939, but has been the on-going Kit Kat slogan, or strap line, since the mid
1950s. Kit Kat's advertising is concentrated in two media:

 television commercials - which follow the well-known Have a Break tradition

 Posters - where the powerful colors of the pack and product are used to
dramatize the message.

A particular challenge for the advertisers is to appeal to both the consumers and the
purchasers. Women account for two thirds of all confectionery sales, but a large
proportion of these purchases are subsequently consumed by children. Men eat as much
as they purchase suggesting they are less generous.

Place strategy
Nestlé has developed distribution channels, which ensure the availability of Kit Kat to
buy wherever and whenever the consumer wishes to purchase it. Sales of confectionery
depend heavily on its availability, with market research showing that well over 60of all
purchases are made on impulse. Consequently, Nestlé tries to supply as many outlets as
possible - both wholesaler and retailer channels.

Point of sale merchandising is also important when consumers are making instant, snap
decisions from a wide range of products on view. Instantly recognizable packaging also
helps to tempt customers. Shoe shops, for example, have recently been identified as
having potential for confectionery sales owing to the large number of families that visit
them. It is also predicted that confectionery, along with all foodstuffs, will become
available through cable and interactive television, videophones and the Internet.

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Internationally, Kit Kat is now also manufactured in Canada, Germany, India, Malaysia,
China, Japan, Australia, South Africa and the United States. It is available in more than
100 countries throughout the World.

External Audit:

Competitors Analysis
4P’S OF Competitors:
The primary competitors for Kit Kat will be among the Cadbury “Mars Inc “Twix” and”.
Among these three competitors, the most popular will be the “Time Out”. However,
mostly still prefers Kit Kat. Although Cadbury had been famous for its original milk
chocolate, yet still when it comes to the snack bars, Kit Kat will be the first choice.
Hence, i can see that the competitors trying to improvise the original wafer coated with
milk chocolate with other ingredients, such as “Time Out” which inserted flakes, “Twix”
combined with caramel flavor and. So their key differences from Kit Kat will be the
ingredient.
Consequently, from all the competitors, their promotion and marketing approach are using
their key differences of unique selling point (their key ingredient) to differentiate
themselves.

Product:
Consumers are definitely becoming more design conscious, demanding that goods are not
only functional but are aesthetically pleasing. Lifestyles affect products and their packs,
more people are eating on the move creating opportunities for chocolate bar-lines to
compete in the snack market. Thus, comparison from all the competitors packaging, Kit
Kat did a good job with their product picture snap shot in front of their packing which
give a clearer meaning of what type of confectionery chocolate bar. On the same time,
their gold packaging is not that appealing.

Place:
From their marketing system, Cadbury tends to go towards the placement of their
product. The key term will be “location, location, location”. Normally, their product will
be placed on the middle shelf where it is the same eye level of most consumers (adults to
teenagers). As for “Twix” they are not that concerned of their product placement, but
their brand product of Mars Inc that carried all the way of recognition. Same as “Kinder
Bueno”, they are not too concern on their product placement but their highly recognized
brand of Ferraro that help to maintain their sales.

Price
While Kit Kat on the other hand, promote their product by inducing a lower price
compare to the competitors. It might be from the reason of their manufactured ingredients
which are mostly local that help them to lower down their price. This is their strength,
because in the supply and demand mechanism, when the price is low, demand tends to go
up (Who do not like cheaper price when it served the same purposes).

13
Consumer Audit:

My resulted in the launch of Kit Kat Chunky, a super size Kit Kat finger with a real
mouthful of chunky milk chocolate. This 'heavyweight' idea assumes that younger
consumers are looking for novelty, interest and even excitement when they buy a
chocolate bar. While most of us are loyal to the chocolate products i buy regularly, i also
seek novelty.

To find out exactly what consumers were looking for, Nestlé carried out detailed market
research, including detailed qualitative research. Many pairs of young people were
invited to give their views on different formats for the new product

e.g. whether they preferred one or two fingers, what flavors they preferred (caramel,
peanut butter, orange jelly, chocolate layers etc).

Researchers also considered the most appropriate form of packaging to add further
interest and attraction to the product. Other forms of market research included group
discussions with young people who, typically, were regular consumers of chocolate bars.
A survey group might consist of, for example, males and females who were:

 17, 18, 19 or 20 years old

 Of different ethnic origin
 From different parts of the UK
 A mix of students and non-students.

Using focus groups in this way, researchers were able to compile data on the views and
feelings of representative samples of the targeted groups of consumers.

The research provided clear evidence that:

 The targeted population of 12-20 year olds were attracted to the idea of the
single Chunky finger
 Kit kat could be a winner.

14
The research also identified the type of packaging with the greatest appeal - a mainly red
and silver flow wrap. It also became clear that Kit Kat ChunKy would inject new interest
in Kit Kat across a broad range of consumers, including young children and older adults.

The research examined different types of wrappings and formats. In particular, it

compared two-finger and single-finger variants of Kit Kat.

SWOT (Strength, Weaknesses, Opportunities and Threats):

Strengths:
Parent support: Nestle Pakistan has a strong support from its parent company, which is
the world’s largest processed food and beverage company, with a presence in almost
every country. The company has access to the parent’s hugely successful global folio of
products and brands.

Brand strength: In Pakistan, Nestle has some very strong brands like Nescafe, Maggi
and Cerelac. These brands are almost generic to their product categories.

Product innovation: The Company has been continuously introducing new products for
its Pakistani patrons on a frequent basis, thus expanding its product offerings.

Weaknesses:
Exports the company’s exports stood at Rs 2,571 m at the end of 2003 (11% of
revenues) and continue to grow at a decent pace. But a major portion of this comprises of
Coffee (around 67% of the exports were that of Nescafe instant to Russia). This
constitutes of the total exports to a single location. Historically, Russia has been a very
volatile market for Nestle, and its overall performance takes a hit often due to this factor.

Supply chain - The Company has a complex supply chain management and the main issue
for Nestle Pakistan is traceability. The food industry requires high standards of hygiene,
quality of edible inputs and personnel. The fragmented nature of the Pakistani market
place complicates things more.

15
Opportunities:
Expansion: The Company has the potential to expand to smaller towns and other
geographies. Existing markets are not fully tapped and the company can increase
presence by penetrating further.

Product offerings: The Company has the option to expand its product folio by
introducing more brands, which its parents are famed for like breakfast cereals, Smarties
Chocolates, Carnation, etc.

Global hub: Since manufacturing of some products is cheaper in Pakistan than in other
South East Asian countries, Nestle Pakistan could become an export hub for the parent in
certain product categories.

Threat:
Competition: The Company faces immense competition from the organized as well as
the unorganized sectors. Off late, to liberalize its trade and investment policies to enable
the country to better function in the globalize economy; the Pakistani Government has
reduced the import duty of food segments thus intensifying the battle.

Changing consumer trends: Trend of increased consumer spends on consumer durables

resulting in lower spending on FMCG products. In the past 2-3 years, the performance of
the FMCG sector has been lackluster, despite the economy growing at a decent pace.
Although, off late the situation has been improving, the dependence on monsoon is very
high.

Sectoral woes: Rising prices of raw materials and fuels, and inturn, increasing packaging
and manufacturing costs. But the companies’ may not be able to pass on the full burden
of these onto the customers.

PEST (Political, Economical, Social, and Technological):

Political:
 If the national income went down people would have less money to spend
on luxury items such as chocolate that it was better for exporting.

Economical:
 The foreign product line is often smaller than the Pakistani product line because
of financial and market limitations

Social:
 If the population size decreased then there would be less people to buy their
products therefore less profit.
 If peoples lifestyles changed e.g. more people wanting to get fit and lose weight,
then they will stop eating chocolate and spend there money on gym memberships
etc. This means that KIT KAT profits will decrease.

16
Technological:
 An increase in capital expenditure e.g. more up to date equipment would mean
that the goods where produced quicker and cheaper but would also result in job
lose.
 Research and development- keep developing new products to keep up with
competition and customer needs.
 More legislation in place to make sure that the workplace is safe and the worker is
better protected. Expensive costs KIT KAT to implement.

External Analysis: The Macro environment

Global Environment Social Environment

Global expansion becoming More health conscious consumers,
childhood obesity
easier Required to retain market
Consumer demands for more
share upscale products

Macroeconomic
Environment
U.S. economy facing downturn
Less consumer discretionary
income

External Analysis: 5 Forces of Analysis

17
 Threat of Entry Moderately Favorable
Intensity of Rivalry Moderately Unfavorable

Moderatel
Buyers
Supplie

Power
Power

of
of

rs

INDUSTRY STAGE

Assumption:

Assumptions basically mean estimated values. In marketing plan assumption consists of

following factors:
Inflation Rate: Inflation rate effects very on achieving company’s desired rate for
example Kit Kat set to achieve 15-20% profit on its products but due to inflation people
couldn’t able to buy much chocolate rather than their necessities, so Kit Kat selling would
be affected and can’t achieve its desired profit.
Political Parties: It is another factor which effects on achieving organizational goals in a
way that a company sign a contract with a political party or leader but during the contract
era, the party or leader changed and new party don’t sign that contract than company
would face problem in achieving its desired goal or may be run in lose.

But if yours assumptions remain same e-g. Inflation rate doesn’t change and political
parties accept your proposal than it would be beneficial for you, and you would easily
achieve your desired goals.

Marketing Objectives and Strategies:

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Marketing Objectives are the goals that a business is trying to achieve through its
marketing. I have set following marketing objectives
• To develop a range of product:
Developing a range of product or improving the new product helps the organization to
maintain their position in market. Still new tastes and flavors are coming up in the market
in order to maintain and improve the Company’s image.
• To achieve or maintain market share:
I have tried to achieve more market share and to maintain existing market share, new
product development is essential for every business.
• To target a new audience:
Every time the organization develops a product, it targets the product to certain
audiences. So i would launch a new chocolate ball to suit the needs of young children my
new target audience will be youngsters’ between 12 years to 24 years age group.
• To increase profitability, sales and revenue:
Developing or improving of product increases the probability of fetching more profit and
revenue, buy increasing the sales. So i have launched my product at lowest price and as
the sale increases the price can be increased gradually.

Strategy:

 Focusing on the confectionery business

 Reduce workforce and increase operating margin
 Obesity concern
 Health and wellness as a key to future growth
 Brand identity challenges
 Reinvest in advertising at levels in line with competitors.
 Kit Kat bar had to re-establish itself top-of-mind to regain market share.
 The primary objective for Kit Kat ball is to maintain its position as the number
one selling confectionery brand.
 In order to achieve this, i have developed a marketing strategy that will take into
account all the elements of the marketing mix.
 My strategy is flexible and relevant to each new generation of consumers. Kit Kat
has a particularly broad consumer profile and is popular with all age groups.
 The Kit Kat ball marketing strategy can be summarized by the line 'Broad in
appeal, young in feel and big in stature.
 My strategy is based on the Five Principles that shape my product: Quality,
Responsibility, Mutuality, Freedom, and Efficiency.

Characteristic of product:

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Product:
The ball would be much thicker compared to the traditional Kit Kat bars out there. The
ball itself weighs 43 grams. This provides the chocolate buyer with a much lighter
product experience. The chocolate ball is more solid; the texture is much better layered
and structured by having different flavors inside the ball. Crisp wafer balls with a
hazelnut creamy topping (18%, (Sugar, Cocoa Butter, Cocoa mass, whey powder, butte
roll, emulsifier, Flavoring ,Maltitol, Hazelnuts, Milk proteins, Soy Flour, Soy Lecithin.
The ingredients will be original and effective.

Appearance:
This Kit Kat chocolate ball is Attractive, slightly crispy, and tasty.

Packaging:
The style of my product is attractive enough to grab the customer’s attention. There should
be enough details provided as it is a healthy chocolate so risks precautions should be there.
While launching product i have kept three main things in mind:
 The good quality reputation that Kit Kat balls has needed to be kept.
 Only two things judge the product and quality the appearance of the product and
the taste of the product over all.
 The amount of products that kit Kat sell is very high, this needs to be maintained.
The packaging color scheme is similar to previous kit Kat versions though this is much
narrower in design.

Product Design:
The design is the most important factor in terms of attracting the customers. The design
of my product includes the design of the chocolate which is in form of ball, the material,
the logo and the slogan. The colors also matters because they bring out happiness on face
so i have used the color red. The chocolate taste also is not so greasy, and does not have a
sickly feel to it. It has 19% low calories, which would be the key for success of my new
product. It has a nice wafer texture that supports the soft filling.

Product pricing
The price should be set at a medium stag so i have not used unfair pricing because it will
not help the product to do well. I have also considered the competitors pricing techniques.
To outcast them by setting a low price. I have decided to keep a low price at the
beginning to attract more demand for the Customers.

Market segmentation:

Market segmentation is the practice of dividing a market into identifiable groups of

customers with common characteristics and motivation. So i have treated each group
independently, tailoring the market mix to meet the needs of each segment. Furthermore,
opportunities for new products and any niche markets are highlighted .

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In the past i have segments the different variety in Kit Kat; i have introduced the wafers,
fruit flavor, and coconut flavor now i have launched Kit Kat ball which is pure chocolate
with wafers. Now i have segment my product according to the taste of customer because
after doing surveys i have noticed that most of customers want a pure chocolate with
original taste. My aim to match groups of purchasers with the same set of needs and
buyer behavior.

Target market:

Kit Kat chocolates are very popular and people do eat chocolates very much, this will be
a positive factor for us to launch new kit Kat ball a healthy chocolate that will be eaten
more. This chocolate is aimed especially at young children; the purpose of my product is
to fulfill a broad range of needs. My confectionery offers energy, taste, rewards and gift
opportunities. Basically i have target the children and now i also want to target the
teenagers because teens between the ages of 15-19 consume more candy than any other
age group, targeting the teenage market has challenged to produce more products and
reposition classic items. Teens eat more chocolates per capita than any other group. They
are looking for a “big eat,” and are willing to pay a higher unit price along the way.

Product Positioning:

As the above survey shows that 75% people are willing to purchase or test my new
innovation or product that’s why i position my product in my mind is:
There are two types of product positioning,

1. In customer’s mind.
2. In company’s mind

Cadbury Kit Kat Mars Chocolate

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 ●

● ●
●
●

Kit Kat Kit Kat Kit Kat Kit Kat Kit Kat
Wafers Caramel chocolate Balls Orange simple

The above graph is assumption that after launching that my new product “Kit Kat
Chocolate Balls” is lie in middle point.

Marketing Mix Strategy:

Marketing mix includes:

1. Identifying potential markets and market segments.
2. Different ways of entering those markets.
3. Supply chain considerations.
After making these decisions the next step of marketing mix is the 4P’s
The 4 P’s of the marketing mix:
 Product
 Price
 Place (or distribution)
 Promotion.
1. Product characteristics:
Inherent features of the product are as follows:
 Packaging and labeling characteristics
o Protects the product
o Communicates information
o Promotes the product
 Competitive considerations
o Degree of competition in target market
o Develop gaps in competitors’ product lines
o Deciding on the right individual product for a market is only one part of
the story

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 o Need to decide what family of products should be offered
o Starting out with a limited product line in a market provides a way to test
the market before expanding
 Size of the product
I introduce my new Kit Kat chocolate balls with different flavor of fruits, coconut, and
almond in three sizes.
o Small
o Medium
o Large.

2. Price:
• Pricing situations
• Export pricing
• Local pricing.
• Pricing strategies
• Cost-based strategies
• Demand-based strategies
• Kit Kat chocolate balls prices
• Small size of 10Rs.
• Medium size of 25Rs.
• Large size of 50Rs.

3. Place:
Distribution choices are the least flexible choices in the marketing mix
• Challenges
• Lack of familiarity with distribution
channels 11C’s of Marketing Mix:
• Customers
• Culture
• Coverage
• Control
• Continuity
• Communication
• Competition
• Company

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 • Character
• Capital
• Cost

Promotion:
• Promotion mix
includes
Advertising
Personal selling
Publicity
Sales promotions
• Mix will depend on
Target audience
Company objectives
Product or service being marketed
Resmyces available
• Advertising
Media strategy
Media regulations vary by country
• Promotional message
Ads should be consistent with positioning
Rational versus emotional appeals
Be very sensitive to cultural considerations
• Sales Promotions
Covers all promotions except for advertising, personal selling, and publicity
includes:
• Coupons
• Free samples
• Consumer education
• Product demonstrations
• Point-of-purchase materials
• Discounts
• Direct mail
• Prizes and giveaways

Measurement Review and Control:

Kit Kat’s estimated budget was 5 million, from which i have spent 2.5 million on raw
material, 1.6 on the advertisement campaign; moreover 1 million was spent on the wages,
salaries, transportation and electric cost etc. And the final cost of the project was 5.1
million, just 1 lac exceeding from the estimated budget.
Now i have to adopt such measures through which i become able to get back this entire
amount plus at least 15% more amount.

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Kit Kat can control this project to get more and more profit through making attractive
advertisement, especially make such type of advertisement which attract children and
youngster more because Kit Kat chocolates balls targeted first children and than
youngster. And also provide such promotional incentives which would be beneficial for
children as well as their parents.

Questionnaire Analysis:

From survey i come to know Nestle Kit Kat chocolate’s position in market is shown in
this figure:

25
 45
40
35
30
25 Dairy
20 Milk Kit
15 Kat
10
5
0

This bar chart shows selling of Kit Kat in the market.

Nestle Kit Kat chocolates wants to bring an innovation in existing product which is Kit
Kat chocolate balls with fruit, coconut and almond flavor. Before launching my product i
conduct a survey that my customer would like this change or they are not ready to
purchase Kit Kat chocolate balls rather than Kit Kat chocolate bar, survey result is shown
graphically as below

80
70
60
50 Y
40
e
30
s
20
10
0

I conduct a survey of 25 samples, out of this 75% people are willing to adopt this change,
19% says they are happy with existing product they don’t want any change in Kit Kat bar
chocolate and 6% are neutral.

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