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Group 12 Satyendra Shukla (11P224) Shivam Arora (11P228) Sugandha Gupta (11P230) Suvashish Banerjee (11P232)
Theories Applied
Brand Positioning
Product Extensions
Brand Life Cycle Product Life Cycle Brand Revamping Consumer Behavior
Refresh Old Sources of Brand Equity Create New Sources of Brand Equity
Bolster Fading Associations Improve Strength, Favorability, and Uniqueness of Brand Associations
Retain Vulnerable Customers Recapture Lost Customers Identify Neglected Segments Attract New Customers
Project Tyson
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
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
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!