Kitkat Analysis

ASSIGNMENT 2- Option 2

Content

Executive Summary 3

Company 4

-Background

-Value

-Product Range

Product- KITKAT 6

-Background

-History and Facts

Current Marketing Strategy 8

- Main Product Features and Target Audience

- Product Features and Price

- Line Extension

- Promotion

- Place

Evaluation of the Current Marketing Strategy 16

Recommendation 19

Conclusion 19

Reference 20

Executive Summary

This Marketing report features the study of the company NESTLE and one of many its product, KITKAT. Research has been conducted to establish the background information, the history, and value of both company and the chosen product. Nestle has employed various marketing strategy for this particular product, KitKat and this report describes, analyse and determines whether such strategies has successfully increase brand awareness, brand equity and product sales.

This marketing report contains four mains parts which includes, firstly the introduction of the company and the chosen product, KitKat and secondly the descriptive information on the current marketing strategy that the company has imposed upon the product. Various marketing theory and concept shall be covered in this section, which includes the marketing mix, segmentation, targeting, positioning and branding. Thirdly, both success and possible failure of the marketing strategy that has been employed shall be discussed and analysed with statistics and sales reports. Lastly, recommendation on possible improvement for the marketing strategy on this product KitKat would also be suggested by comparing with other competitors’ successful marketing strategies.

Company –Nestle

Nestle is the world’s largest packaged food and beverage company. This multinational...