Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Kit Kat Advertising Campaign

No description
by

Saheli Mirpuri

on 24 April 2015

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Kit Kat Advertising Campaign

situational analysis
KIT KAT
STAKEHOLDERS
CUSTOMERS
CONSUMERS
SHAREHOLDERS
EMPLOYEES
SUPPLIERS
COMMUNITIES THE BUSINESS OPERATES IN
BUSINESS PARTNERS
MOST IMPORTANT!
stakeholder
analysis
market analysis
Competitors
PRODUCT LIFE CYCLE
KIT KAT PREVIOUS CAMPAIGNS
KIT KAT CURRENT TARGET MARKET
ULTIMATE AIM OF THE CAMPAIGN
attract and convince young adults to purchase a 2 or 4 bar Kit Kat from the shop shelf in order to increase their market share in the confectionery industry
OBJECTIVES
Market Objectives
Increase total market share by 10% in the next year in order to be positioned in the top 3 confectionery brands

Increase sales of the 2 and 4 bar Kit Kat by 5% within the next year and by 8% in the next two years
Media Objectives
To increase brand preference in young adults aged 15-25, changing brand perceptions, through different media platforms during the next year
MEDIA MIX
PRODUCT
PRICE
place
PROMOTION
promotional mix
CREATIVE VEHICLE
Proposition:
'You don't need to wait until summer...
have a break, have a kit kat'
Television Advertisement
Main driver of the campaign
Trigger childhood memories
Implemented into digital advertising and will be used in cinema advertisements
Television Advertisement: storyboard
LYRICS
Example of parody lyrics:

"My work and stress is killing me,
aa-aand I,
I must confess, I need a break,
So badly!
When I get like this I lose my mind,
give me a signn-nn-n,
I think that it's Kit Kat time!"
SUPPORTING ADVERTISEMENTS
outdoor advertising
print adverts - newspaper
MEDIA schedule and budgeting
REACH AND MEASUREMENT:
tv:
REACH AND MEASUREMENT:
online and digital:
REACH AND MEASUREMENT:
billboards:
REACH AND MEASUREMENT:
newspaper:
social media and the hashtag
Current campaign using : #mybreak

this campaign - #takeabreak and
#takingabreak
Cost of the campaign
£3,558,940
evaluation of campaign
IDEAS FOR FUTURE CAMPAIGNS
ALL THESE FUTURE CAMPAIGNS WOULD STILL BE TARGETED AT YOUNG ADULTS.
INCLUDES:
CAMPAIGN THAT HAD A PERSONALISED HASHTAG - E.G #PAULSBREAK
'OLD IS GOLD' - A COMPETITION COULD BE LAUNCHED WITH THE INSIDE OF THE KIT KAT WRAPPER BEING GOLD
- EMPHASISES THE 'CLASSIC' ASPECT OF THE BRAND
FURTHER ADVERTISING CAMPAIGNS TO A MORE SEGMENTED TARGET MARKET E.G FIFA TO TARGET THE MALES OF THIS MARKET

THANK YOU
student bored in class waiting for break time
Whiteboard informs us summer is approaching
she tries to snack on her Kit Kat
the teacher catches her and confiscates the Kit Kat
Kit Kat was open, so the teacher breaks of a bar and sneakily eats one
gives her a flashback of when she was younger and used to eat Kit Kat all the time
Song begins to play as it takes her back to her childhood and she is younger leaving the classroom as the bell goes
Teacher is reinacting the parody of 'Baby One More Time'. Reinforcing that the teachers are in need of a break as much as the students
The bell rings in reality taking us back to present time. We witness her smiling to herself after the one bite.
Voiceover says 'you don't need to wait until Summer to take a break'
Brand logo and strapline appears along with the hashtag
National advertising costs including production and each media platform:
Agency cost:
£302,509
cash cow
5TH IN THE CONFECTIONERY BRAND LIST
question mark in the industry
Dairy Milk
targets children and those young at heart
light hearted marketing
Snickers, Galaxy and Malteasers
Each brand targets different markets
Good at focusing on a limited market
Humour in advertising
Remained contemporary and relevent
Iconic outdoor advertising
Vague target market in advertisements e.g work place
Working class (C1,C2,D)
25 -50
Household brand
Affects current youth's perceptions of the brand
campaign target market
ULTIMATE AIM OF THE CAMPAIGN
attract and convince young adults to purchase a 2 or 4 bar Kit Kat from the shop shelf in order to increase their market share in the confectionery industry
15 - 25 year olds
uk
consumer life cycle - bachleor / students

change brand perceptions and chance for kit kat to embrace their brand image:
young, positive and fun
15-18 [students]
18-25 [young professionals/ adults]
Jenna Parkers
noah smith
high customer satisfaction
bold packaging, easily recognisable and eye catching
afforable
stable
attractive to different socio-economic backgrounds
high level of distribution
convenience stores, grocery shops, multipacks
promotes on many platforms - tv, radio, outdoor, online
advertising
MAIN FOCUS ON TELEVISION ADVERTISING
1 minute advert
200 spots on each channel
peak time (early and late)
6.5m young adults watch tv = potential reach
21.2%
10.5%
5.9%
8.3%
+ shared on social media
cinema:
89% of 15-24 year olds are cinemagoers
91% of 15-24 year olds watch the ads before the film
Nationwide
300 around the uk
43 sheet maximum
targeted at
ngens
young
connected, sociable, influential
use
social media
frequently
5%
more time out of their homes
67%
taken action due to successful outdoor advertising
80%
of young adults read one of these newspapers at least once a month
Increase by
48%
in the number of people that agreed to go out and buy a product when seen on both TV and Newspaper
unreliable measurements
generation are becoming immune to marketing messages
important to keep promotional activity towards them consistent
18 years old
studying A-Levels
lots of friends and enjoys going out to socialise
lives with parents but has a car to be independent
listens to mainstream music - always up to date with latest songs
up to date with fashion trends but cannot afford them
very busy with revision and needs to get into university
will be snacking a lot during revision - revision break is perfect for a Kit Kat.
23 years old
newly qualified teacher working 9am-3pm
Just finished university and is adapting to new lifestyle
during lunch breaks and after school he needs a snack
lives at home with parents
many friends but not likely to see many of them after work
still young at heart and enjoys going out
has a car and drives to work daily
single and looks after his appearance
tries not too eat too many chocolates as he is health conscious
Full transcript