PRESENTED BY SALMA BEGUM
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..
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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.
‘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 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.
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.
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.
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.
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.
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
48%
52%
Male
Female
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.
Age
10
8
6
4
2
0
Frequency
Gender
Freque…
26%
74%
Under 15-18 18-21 21-24 30+
15
Age Range
Market research 16-38
Frequency
Frequ…
10
8
6
4
2
0
Frequ…
Range Of KitKat
I put down a range of different
types of Kit Kat relating to the
ingredients itself. The Original Kit
Kat had the high ratings.
Y…
No
As the product is known for
their price there is no
hesitation in getting deals like
2for1 as one bar is at
reasonable price.
Which KitKat Do You Like?
Price Range
20
15
10
5
0
Would you like a deal such as
a 2for1 deal when it comes to
Kit Kat?
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
FIRST DRAFT
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 .
FINAL ADVERT