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Copy of Kit Kat Marketing Plan
Transcript of Copy of Kit Kat Marketing Plan
Where: Boston, Denver, San Francisco, Minneapolis, Washington D.C.
How Often: Daily commercials, social media and print ads
Kit Kat Marketing Plan
Zach Zeno, Alex Flexer, Lindsay Salopek, Sean Thum, Dylan Dezeeuw, Chen Ding
Brief Kit-Kat History
The four-fingered chocolate wafer originated in the UK in 1935 as "Roundtree's Chocolate Crisp"
Changed to Kit Kat Chocolate Crisp in 1937
"Have a break, Have Kit Kat"
Acquired by Nestle in 1988
Lighter candy alternative
Types/Sizes of Kit Kat
Sugar Free attraction
Men and Women of all ages
Ages 18-24 has highest Index
Set to launch December of 2014
Commercials will begin in January for Valentines Day
Print Ads with ADA will be in November of 2015
KitKat has three major lines: Milk, White, and Dark Chocolate
Adding a fourth with Sugar Free
KitKat Total Sales: $940,000,000
Sales by line -> $940,000,000/4 = $235,000,000 per line
$235,000,000/$2.75 per unit = 85,454,545 units
Sugar Free KitKat sweetened with Stevia
What is going on in the Chocolate Industry?
At a Glance...
Partnership with American Diabetes Association (ADA)
Donate percentage of profit to ADA
- Challenges, but industry revenue
- Per capita sugar consumption to fall
- Healthy alternatives
Partner with American Diabetes Association (ADA)
Donate portion of profit to ADA during November
* Existing sugar free
"For American families and parents who desire a healthier, less-caloric candy sweets option, Kit-Kat Sugar Free offers the utmost in great taste satisfaction without sacrificing quality or consistency of the brand name"
Typical Print Ads
Stevi - What?
No proven side effects
Easy to grow
300- to 400-times sweeter than sugar
Not as common in grocery stores yet as sugar
Sugar free is a higher end product, therefore more expensive than normal KitKat
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Nestle Financial Performance
Chocolate Production Industry Outlook