Kit Kat
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The document provides a history of the KitKat chocolate bar, including its origins in the UK in the 1930s and various product launches over the decades. It discusses branding and positioning of KitKat as a snack for everyone. It also summarizes the introduction and marketing of KitKat Chunky in India, a larger version launched in 2003 to appeal to impulse buyers, especially youth.
Kit Kat
- 1. KitKat Presentation Sanket Salvi PG-06-098 Kedar Sane PG-06-099 Nirav Sangoi PG-06-101 Shyam Sawant PG-06-104
- 2. history The traditional four finger version of this chocolate bar was launched in September 1935 in the UK as Rowntree's Chocolate Crisp. The two finger version was launched May 15, 1936. Rowntree's Chocolate Crisp was renamed Kit Kat Chocolate Crisp in 1937, and subsequently just Kit Kat after World War II. During the war, KitKat was portrayed as a valuable wartime food and advertising described the brand as “What active people need.
- 3. In the UK, Kit Kat is the number one brand both as a confectionery item and as a biscuit. In both the US and Canada, the Kit Kat is extremely popular as one of the top ten candy bar brands. The Kit Kat has been manufactured in a number of localised versions for overseas markets such as Canada, Germany, Japan, and Australia. Kit Kat bars available in the United States are manufactured under license by The Hershey Company, a Nestlé competitor, due to a prior licensing agreement with Rowntree.
- 4. 1931- The KIT KAT wafer bar is introduced 1935 - Launched in London as Rowntree's Chocolate Crisp 1937 - Christened as Kit Kat 1939 - Positioning during Second World War 1945 - Blue Wrapper 1950 - Two-finger Kit Kat 1951 - First Poster 1957 - First time on T.V with the theme 1963 - First Kit Kat family pack 1969 - First color T.V advertisement 1973 - New bright red and white wrapper 1993 - Modifications in wrapper 1999 - Single finger Kit Kat Chunky & King Size Pack
- 5. 2001 - Plastic foil wrapper 2000 - The KIT KAT BIG KAT wafer bar is introduced 2002 - KIT KAT Limited Edition White Chocolate and Dark Chocolate wafer bars are introduced 2003 - KIT KAT expands its limited edition line to include mint and orange flavors 2004 - KIT KAT BIG KAT Limited Edition White Chocolate and KIT KAT Triple Chocolate wafer bars are introduced 2004 - The KIT KAT White Chocolate wafer bar is made into a year round product
- 6. BRAND POSITIONING??? ‘ HAVE A BREAK HAVE A KIT KAT’ A good refreshing chocolate snack The “Customerization” of the brand To increase width of consumption by entering the Customer’s mind-space Make KIT KAT part of customs and mores For Infrequent users Position KIT KAT as the snacks meant for everyone Creative Idea You don’t need any special reason to eat KIT KAT
- 7. PACKAGING Kit Kat colours represent: White – purity Red – to attract shelf space Silver – premium Butter paper – crispy / does not become stale
- 8. New KitKat Chunky was launched
- 9. CHUNKY ChunKy was officially launched in May 2003 but no consumer communication begun until early September. There were two primary reasons for such a delay: for one thing, time was needed to build the distribution and make sure that when the communication began the product was widely available . In 2005, sold 73 million KitKat Chunkys (on average 2,00,000 each day!).
- 10. WHAT IS CHUNKY ALL ABOUT ? Snack and chocolate Mouthfullness More milk….. Less chocolate…..
- 11. MOA ? Impulse snacking is an Habit for teens / youth Attitude and disposable income changes are favorable to impulse foods Current low penetration of Chocolates Large youth population, is the dominant chocolate consuming segment Child and gifting segments expected to grow at faster rate
- 12. Thank You