The company has spread its business across the world and now the products of this company are available to the people in high quality and the price of the products is also maintained at affordable rates. These chocolate products are good for the lower, middle and upper age class. The distribution system of the company is effective so its products are available in almost all big and leading stores of the country. In the early age, the children need healthy and nutritious food, which can help them to grow.
To succeed in that task they must adapt to the different markets they trying to tap. Including marketing on an international scale to their strategy has become a real challenge. They have to learn how to adapt to the different types of potential customers.
What are the key concepts in Nestle strategy? How do their marketing strategies at a local and at an international level help them keeping their market shares?
Segmentation - Targeting — Positionning Innovation and future trends Created in in Switzerland, the company is today implanted in all the continents and has production sites in almost every country. Marketing has been a relevant aspect of their global strategy as it is based on that quote: Kit Kat is one of their most popular brand and the most consumed chocolate bar in the world.
It has also became a fascinating cultural good in Japan. The main idea is: Learn Marketing, Domestic marketing involves being able to compete on a local market by being better than competitors at meeting the customer needs. The french chocolate bar market is highly competitive as presented in the following figure.
Chocolate bar market shares in France Letschner, Le Figaro, 1.
The complexity of multi-domestic marketing is that operations in every countries have to be coordinated Kit kat marketing consistent in relation to each other.
To be successfull, Nestle insinuated its product KIT KAT as much as possible into the local cultural context, into the daily life of people in its market destination, Japan.
Segmentation - Targeting — Positionning Segmentation, targeting and positioning STP is a marketing process that is composed of three interdependant stages. The main aim of the STP is to give the company a line to pursue, a guide for the development and implantation of an appropriate marketing mix.
The segmentation can be done in several ways. According to Vishwajeet Prasad: Nestle segmented the market based on age. Those people are at the same time the providers and the consumers. Based on life style and personality Nestle is interested in a segment of active people, working a lot and in need for energy during the day.
Based on benefits Neslte provides Kit Kat to people that are used to have snacks but who want to eat healthier and less calorical products than the ones of the competitors Mars, Kinder Bueno … 2.
The firm has to choose the segment that is the most likely to be interested in consuming a particular product. The aim of Nestle, conserning Kit Kat is to target a segment of poeple which are looking for a chocolate bar which is high in quality and moderetaly priced.
In France, nestle mainly tragets the 35 to 54 years old people and their children. Those poeple can be coming from lower, middle and upper class. In Japan, the targeting of Kit Kat is more based on both the segments of the 12 to 17 years old and the 18 to 24 years old.
Those young people are craving for new tendencies. As consuming Japanese products is highly important for most of Japanese poeple, they also target that part of the population by giving the brand a strong Japanese touch. Making choices about the four aspects of the marketing mix is the final stage of the marketing process before taking action.
France Japan Product Crisp wafer covered with Crisp wafer covered with milk chocolate spread in milk chocolate spread in several fingers 2, 4 or 6 several fingers 2, 4 or 6 - Basic Kit Kat - Some original Kit Kat About a hundred different flavors available for limited flavors periods for instance, Kit - Over 30 national flavors Kat Mint - Over 70 regional flavors - Mini, ball and chunky please refer to figure 3 versions And over 10 different Packed in aluminium shapes and sizes.
According to the following figure inmarketers prioritized acquisition activities over retention activities Hetch, Marketing investments Ratcliff, 3.
After that successfull marketing operation, Nestle decided to keep playing on the fact the japanese poeple identify KIT KAT as a cultural good more than a simple candy bar.
Since that, they base their marketing and communication strategies on that which is successful to acquire new Japanese Kit Kat customers all around the world. Building strong relationship whith the customer base, involves as well making extra effort in listening and talking to them regularly.Marketing Mix of Kit Kat analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Kit Kat marketing strategy.
The article elaborates the pricing, advertising & distribution strategies used by the company. Nestle’s Global Head of Kit Kat Kristen Dryburgh refers to this strategy as ‘moment marketing’, where the brand interacts with other brands and consumers online, often engaging in .
The marketing mix of Kitkat chocolate was good enough but like any other product there is always room for improvement and kit kat can also improve its marketing mix by adopting new and innovative strategies.4/4(5).
Nestle’s Global Head of Kit Kat Kristen Dryburgh refers to this strategy as ‘moment marketing’, where the brand interacts with other brands and consumers online, often engaging in some sort of friendly banter. The marketing mix of Kitkat chocolate was good enough but like any other product there is always room for improvement and kit kat can also improve its marketing 4/4(5). Marketing Objectives. Kitkat is the subsidiary brand of Nestle, which is set up for the manufacturing of chocolate to its clients. The company is providing food products to the customers in different variety in the leading stores of the city.
Marketing Objectives. Kitkat is the subsidiary brand of Nestle, which is set up for the manufacturing of chocolate to its clients.
The company is providing food products to the customers in different variety in the leading stores of the city. The traditional Kitkat bar has four fingers with a measurement of 9cm by 1cm. Later a bar of two finger was also introduced that is the company’s bestselling product till today.
The kitkat bars have different number of fingers in accordance with the market. 4 I. Nestle’s marketing strategy for Kit Kat Marketing at a local level - France According to Philip Kotler marketing can be defined as «satisfying needs and wants through an exange process» and for the Chartered Institute of marketing it involves «identifying, anticipating and satisfying customer requirment profitability».