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Background Kit Kat is a chocolate confection which was first created by Rowntree's of York, England, and now produced worldwide by Nestle. Each bar consists of fingers composed of three layers of crème-filled wafer, covered in an outer layer of chocolate. Each finger can be snapped from the bar one at a time. Kit Kat bars are produced in 17 countries by Nestle: UK, Egypt, Canada, Australia, New Zealand, Algeria, South Africa, Germany, Japan, China, Malaysia, India, Turkey, Venezuela, Spain, Mexico and Bulgaria. Due to widespread success in the United Kingdom, 'Kit Kat' picked up global supplying and recognition in the 1950s when the brand was shipped to Australia, New Zealand, South Africa and Canada. Nestle Kit Kat's have got to be one of the UK's favourite and most well known chocolate bars; they are widely available in many forms, 2 finger, 4 finger, dark, chunky bars, caramel bars, peanut butter bars..
Advertisement The ads themselves are light-hearted comic demonstrations of a man re-enacting various machines that we all encounter in our everyday lives. Nestlé Confectionery has launched its biggest ever advertising campaign, with a total brand spend of £21million throughout 2009 across its number one impulse brand Kit Kat. The actor will be mimicking the jobs that would normally be handled by a machine, demonstrating ‘Working Like a Machine?’ in the literal sense. The two launch adverts, ‘Arrivals’ and ‘Checkout’ are set at an airport baggage-reclaim area and supermarket checkout respectively. The new Kit Kat ‘Working Like a Machine?’ advertising campaign supports one of the largest confectionery promotions ever – Kit Kat ‘Perfect Break’, with over 2 million prizes to be won. ‘Arrivals’ sees a man carrying a huge pile of luggage, walking around in circles, just like an airport carousel, whilst people wait and take their bags from him. The ‘Checkout’ ad sees the actor sat behind a counter, taking items from the conveyor belt and scanning the barcodes against his forehead. The adverts were launched on primetime TV during Coronation Street on 21 January. The creative plays off the idea that people are overwhelmed with the monotony of everyday life and so need to take a break with Kit Kat. Graham Walker, Nestlé UK Trade Communications Manager, says: “The new ‘Working Like a Machine?’ advertising continues the long history Kit Kat has had championing the ‘break’, but it also reflects how consumers today want choice in how they spend their breaks.
This change is reflected in the hugely exciting on-pack Kit Kat ‘Perfect Break’ promotion, which not only offers a high chance to win, but offers consumers a choice of aspiration and unique prizes from fabulous holidays to £10,000 for home improvements. “The Kit Kat ‘Perfect Break’ promotion supported by this new TV advertising will drive rate of sale which in turn will generate incremental sales and profit for the retailer. The Kit Kat ‘Perfect Break’ on-pack promotion runs from January to March 2009, with a simple online and text entry, offering consumers the chance to win their very own perfect break with millions of prizes to be won. Prizes There are a variety of prizes to be won when it comes down to ‘Kit Kat’ they even have a link on their website to either login or enter the code that is usually shown on the wrapper.
Website ‘Take a break’ goes well with ‘time’ & to present this the company have decided to use a clock as their ‘enter’ to the main official website. The use of red & white was well used as these 2 colours are the main colours for the wrapper itself. From the packaging point of view, Kit Kat definitely stands out more because of the striking red and convenient size. As general point of review, the design of a packaging is becoming increasingly important in all aspects of life. 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. 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.
Competitors In addition, fierce competition from Cadbury's newly formed Dairy Milk super brand also contributed to sales of the of the Kit Kat decreasing considerably in its home market of the UK, and threatened to depose it from its first position. 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, we 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 flavour and “Kinder Buenos” using hazelnut chocolate. 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.
Main Forms of Research There are 2 main forms of research undertaken by the media Industries. The first is called market research, which is the collection and analysis of information about the market within which a particular product will compete with other products for an audience and for revenue. The second is called production research, which is related to the production process itself. Different ways in which a media audience can be segmented are categorising the audience into different categories, which makes it easier for media producers to identify and target groups of people with the same needs and wants. They look for categories that they can use to divide up the potential audience.
Analysis For Questionnaire Due to the research females seem to have overtaken males by 4% this leads to the conclusion of how females seem to buy the product more than males. Market research 16-38 As the product is known for their price there is no hesitation in getting deals like 2for1 as one bar is at reasonable price. I put down a range of different types of Kit Kat relating to the ingredients itself. The Original Kit Kat had the high ratings. I decided to put a range of prices depending on the variety of Kit Kat that there is in the local supermarket e.g. Original, chunky, caramel, senses etc.. The customers are willing to pay under £1 or even £1 itself for a bar.
SWOT Analysis Strengths 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). Weakness There can be an allergic reaction due to the ingredients, which leads to health problems. Chocolates have always been the major issue for teeth as it can cause tooth decay. Opportunities The growing of the market itself Recession putting competition out of business New generation growing up Threats Recession causes a lack of discretionary spend Competition being aggressive
FOCUS GROUP Due to the focus group feedback I decided to re-shoot my advert. I wanted to produce an advert which would relate to the colour of the bar itself . The theme of red riding hood was well suited for the part .
