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Copy of Kit Kat Marketing Plan

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by

Yue Zhang

on 25 January 2014

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Transcript of Copy of Kit Kat Marketing Plan

Marketing Program
Price
Promotion
Where: Boston, Denver, San Francisco, Minneapolis, Washington D.C.

When: January-February

How Often: Daily commercials, social media and print ads
Kit Kat Marketing Plan
Group 8
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






Break-Even Analysis
Segmentation
Lighter candy alternative

Types/Sizes of Kit Kat

Sugar Free attraction


Target Markets
Men and Women of all ages

Ages 18-24 has highest Index

Asian Demographic


Place
Set to launch December of 2014
Commercials will begin in January for Valentines Day
Print Ads with ADA will be in November of 2015
Sales Forecast
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
Financial Projections
Execution
Citations
PRODUCT
Sugar Free KitKat sweetened with Stevia
What is going on in the Chocolate Industry?
Commercials
At a Glance...
Public Relations
Partnership with American Diabetes Association (ADA)
Donate percentage of profit to ADA
Executive Summary
- Challenges, but industry revenue
- Per capita sugar consumption to fall
- Healthy alternatives


Public Relations
Partner with American Diabetes Association (ADA)
Donate portion of profit to ADA during November
Chocolate Alternatives
16
54
13
Other Alternatives
23
31
12
26
Questions?
Q.F.I.S.T.
QUALITY
Features
IMAGE
Service
Positioning
TECHNOLOGY
Differentiation
Positioning
* Existing sugar free
candy market
Packaging
&
Mockups
Positioning Statement:

"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
Existing Promos
Android Partnership
Stevi - What?
No calories
No proven side effects
Easy to grow
300- to 400-times sweeter than sugar
Not as common in grocery stores yet as sugar
Comparisons
Perceptual Map
Sugar free is a higher end product, therefore more expensive than normal KitKat
"About Stevia." SteviaFirst Corporation. (2013): n. page. Web. 1 Dec. 2013. <http://www.steviafirst.com/stevia/about-stevia>.

"America's Top 20 Healthiest Citites." Forbes. Forbes Magazine, n.d. Web. 01 Dec. 2013. <http://www.forbes.com/pictures/eigl45hfh/1-minneapolis-minn/>.


"Annual Report 2012." Nestle. Nestle, n.d. Web. 20
Nov. 2013. <http://www.nestle.com/asset-library/documents/library/documents/annual_reports/2012-annual-report-en.pdf>.

"Chocolate Production." US Industry Reports (NAICS) (2013): n.pag. IBISWorld. Web. 28 Nov 2013. <http://clients1.ibisworld.com.proxy.lib.muohio.edu/>.

Bandalkul, Akangsha. "Brand Positioning."
Break
with Kit Kat.
Weebly, n.d. Web. 03 Nov. 2013. <http://breakwithkitkat.weebly.com/brand-positioning.html>.

"Consolidated Financial Statements of the Nestle
Group 2012." Nestle. Nestle, n.d. Web. 20 Nov. 2013. <http://www.nestle.com/asset-library/Documents/Library/Documents/Financial_Statements/2012-Financial-Statements-EN.pdf>.

"The History of Kit Kat." Nestle Professional. Nestle, n.d.
Web. 1 Nov 2013. <http://www.nestleprofessional.com/uk/en/SiteArticles/Pages/History_of_KitKat

Magee, Elaine. "Sugar Shockers: Foods
Surprisingly High in Sugar." WebMD. WebMD, 28 Jan. 2009. Web. 01 Dec. 2013. <http://www.webmd.com/food-recipes/features/sugar-shockers-foods-surprisingly-high-in-sugar?page=4>.

"Miami University Libraries." MRI Plus. Mediamark
Research and Intelligence, n.d. Web. 19 Oct. 2013. <http://ureporter.mriplusonline.com.proxy.lib.muohio.edu/selectdemo.asp>.

http://www.nestle.com/asset-library/documents/library/documents/suppliers/quality_policy_nestle.pdf


Nov
Jun
Jul
Aug
Sep
Oct
Dec
Jan
Feb
Mar
Apr
May
Marketing Research
Analyze Research
Release Product
Analysis
Nestle Financial Performance
Chocolate Production Industry Outlook
Where?
c
Full transcript