Create your own unique website with customizable templates. The traditional Kitkat bar has four fingers with a measurement of 9cm by 1cm. Though Kit Kats is targeting every age segment in the community, we have confirmed that the largest segments of Kit Kat buyers are consumers of the ages 35-54, who have children aged 18 and below. Furthermore, in the Company Shares by Global Brand Owner table, it can be seen that Mars Inc. is Nestls second competitor. The comparison of change in brand shares between Ferrero Rocher and Kit Kat can further be seen in the chart below. in the same way or have similar needs. As can be seen, overall since 2007, Ferrero Group and Mars Inc.s brand shares have increased whereas Nestl SAs brand shares have reduced. Mainlyfocusingon teens, and college going students. Kit Kat is also the number one best-selling chocolate in Japan, and the only non-American brand in Americas list of top 5 chocolate favourites. Researchers try to define segments on the basis Kit Kats target market is men and women of all ages. As a result, we have decided to put this segment (age 35-54) as the top buyer in our analysis with 41.7% of the total market segmentation. a market target to be reached with a distinct marketing strategy.". It starts from a size of half a finger that is available in Japan to a bar of three fingers in Arabia, to the bars of twelve fingers that are available in France and Australia. Shop Target for Kit Kat. Kit Kat has a case to be the healthiest candy bar in the market The bars of Nestle Kitka As can be seen via the brand shares table below, despite the decrease in Nestls company shares in Singapores confectionary market since 2007, the brand share of Kit Kat has increased from 2007, from 3.2% to 3.7%. The brand is youthful in nature, and focuses on the consumer segment who love chocolate, and are willing to indulge themselves with chocolaty snacks. It is a product thathas endured because of its wide appeal across the age ranges and to both sexes. all of this in turn leads to a greater market share. The first brand advertisement was shown in the year 1957 which was black and white. Product: KIT KAT (Chocolate product by Nestl) * HISTORY Kit Kat is a chocolate-covered wafer biscuit bar confection that was created by Rowntree's of York, England, and is now produced worldwide by Nestl, which acquired Rowntree in 1988, except in the United States where it is made under license by The Hershey Company. Its In 2012, Nestls company share in Singapores confectionary market was 9.4%. Broad in appeal, young in feel, big in stature. This quote encompasses the brand positioning of Kit Kat. Segmentation can lead to changes in the organisation such as: supply chain is changed, new techniques have to be applied to different segments,it changes how the industry works. firms market opportunities. Applying this to the brand shares table, we chose to compare Kit Kat to M&Ms, which is owned by Mars Inc. "Broad in appeal, young in feel, big in stature". The prominent red color wrapper stands out and can be related with Kit Kat immediately. of four factors: Market segmentation shows the Later a bar of two finger was also introduced that is the companys bestselling product till today. "Broad in appeal, young in feel, big in stature". Kit Kat is owned by Nestl SA which also owns a range of other product brands, e.g. In addition, our analysis is also influenced by the demographic population data of Singapore currently most of the local citizens are from age 35 to 54. Then, in the year 1967, the brand launched its first colored television ad. segmentation basically is done to segment the target market and thus focus on the targets depending on their needs and requirements and also to get advantage over the competitors of that segment. Kit Kat is the worlds first chocolate bar made from 100% sustainable cocoa. Segmentation, Targeting, Positioning SEGMENTATION . This creates a huge potential base of customers who have grown up eating Kit Kat. The product packaging has played a very vital role in the success of this brand. various market segments and deciding how many segments and which it will Its low prices, constant over the past 100 years, allows it to target the mass consumer market, as opposed to other high-end chocolate brands such as Godiva. 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 countline), sold at corner shops and newsagents, but also as a two-finger biscuit sold in supermarkets. Creating an image in the minds of the customer. The kitkat bars have different number of fingers in accordance with the market. The brand is youthful in nature, and focuses on the consumer segment who love chocolate, and are willing to indulge themselves with chocolaty snacks. The customer should be able to connect with the brand in future. As a result, we have decided to put this segment (age 35-54) as the top buyer in our analysis with 41.7% of the total market segmentation. However, it still lags behind competitors such as Ferrero Rocher, Ricola, Fishermans Friend and Mentos in the confectionary market. What draws consumers to this brand is its association with breaks due This shows us that introduction of competitor brands, as well as increased in market share in existing competitor brands such as Ferrero Group since 2009 has led to a drop in brand share for Nestl. target groups. However, through filtering out of products such as Ricola, Fishermans Friend and Mentos, which are not chocolate brands, it can be seen that Kit Kat is second behind Ferrero Rocher. Kit Kats target market is men and women of all ages. process of subdividing a market into distinct subsets of customers that behave Promotion and Marketing Strategy of Kit Kat. This has remained fairly constant since 2009, following a drop from 10.1% in 2007 to 9.6% in 2008. not only important to create awareness but to generate brand recall within the Marketing Kit kat Thursday, 18 September 2014. Our team chose M&Ms as the second brand competitor as Cadbury had insufficient data based on the brand shares table. Kit Kats target market is men and women of all ages. defines market segmentation as"The After doing considerable research, our team has calculated that Kit Kats NOPAT in 2011 was S$810,000. Each subset may conceivably be chosen as Free shipping on orders of $35+ & save 5% with your Target RedCard. The brand is youthful in nature, and focuses on the consumer segment who love chocolate, and are willing to indulge themselves with chocolaty snacks. Each subset may conceivably be chosen as a market target to be reached with a distinct marketing strategy." Then the firm sort market targeting by evaluating baby food, bottled water, cereals, coffee, etc. Create your own unique website with customizable templates. AMA defines market segmentation as "The process of subdividing a market into distinct subsets of customers that behave in the same way or have similar needs. Though Kit Kats is targeting every age segment in the community, we have confirmed that the largest segments of Kit Kat buyers are consumers of the ages 35-54, who have children aged 18 and below. target. For a wide assortment of Kit Kat visit Target.com today. Marketing segmentation means subdividing a market based on similarity, commonality. What draws consumers to this brand is its association with breaks due to its tag line Have a Break, Have a Kit Kat. 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