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KIT KAT

Revitalizing the brand

Group 12 Satyendra Shukla (11P224) Shivam Arora (11P228) Sugandha Gupta (11P230) Suvashish Banerjee (11P232)

Why Kit Kat needed revitalization?


Increased competition which is constantly reinventing its products with attractive offerings Consumers seeking novelty and change Volume sales falling by late 1990s Losing popular appeal with younger consumers Product in maturity stage so need to create excitement and retain customers

Theories Applied

Brand Positioning

Product Extensions
Brand Life Cycle Product Life Cycle Brand Revamping Consumer Behavior

Brand Revitalization Strategies


Increase Quantity of Consumption (How Much) Identify Additional Opportunities to Use Brand in Same Basic Way

Expand Depth and Breadth of Awareness and Usage of Brand

BRAND REVITALIZATION STRATEGIES

Refresh Old Sources of Brand Equity Create New Sources of Brand Equity

Increase Frequency of Consumption (How Often)

Identify Completely New and Different Ways to Use

Bolster Fading Associations Improve Strength, Favorability, and Uniqueness of Brand Associations

Retain Vulnerable Customers Recapture Lost Customers Identify Neglected Segments Attract New Customers

Neutralize Negative Associations

Create New Associations

Source: Strategic Brand Management by Kevin Lane Keller

Project Tyson

Kit Kat Chunky

Research Findings

For younger consumers who are looking for novelty, interest Novelty factor for loyalists also Research carried out to understand consumer preferences Product attributes like size, flavor Packaging

Target population of 12-20 years old attracted to the concept Single Finger most popular and distinctive form Two finger variety might cannibalize four finger variety Packaging: Red and silver flow wrap

Why target 12-20 years old?


Regular four finger Kit Kat not relevant to their lifestyle Lack of interest and excitement in the product Purchase driven more by habit than positive choice Still popular with 25-40 year olds but need to look for other target groups as well since product is in maturity stage Competitors coming up with new and innovative offerings so need to revitalize the brand by attracting new customers and injecting excitement in the brand

Launch Objectives

Quantitative

Qualitative

Achieve 90% distribution in all sectors of the confectionary market within the first four weeks after the launch Sell 50 million units in 1999, the year of launch Increase sales in subsequent years

Broaden the number of occasions on which people consume Kit Kat Increase market penetration by enticing new consumers to the brand Create real innovation in the count line market

Media Launch
Two dedicated television adverts complemented by a phone site campaign Advertisements targeting 17-18 year olds in order to capitalize on aspirational identification from the younger groups, without alienating older consumers PR activities through radio and national press Detailed POS campaign Communication from the field staff to create awareness in all forms of distribution channels

Examples in Indian Context

Lays Baked Target segment: Health conscious, young consumers Positioned as low fat, healthy snack Attracting new customers

Learning
Innovation and adaptation, along with market research and product promotion can extend a products lifecycle Attract new customers is an important part of brand revitalization strategy

Thank You!

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