This document provides information about Kit Kat candy bars. It discusses the history of Kit Kat, which was first produced in the UK in 1935. Kit Kat is now owned by Nestle and is one of the most popular candy bars globally, with over 650 bars consumed every second. The document also outlines the different Kit Kat products available in various sizes, and provides marketing information like slogans and sales data. It analyzes the brand value, competitors, and opportunities and threats in the Indian market.

1. Name- Aarushi Bhatt
PGDM-Marketing
Roll No.- 01
HISTORY
 KIT KAT is now in its 81st year. It was launched in the year 1935 in United Kingdom.
 First manufacture of the four-finger wafer in York. This is then sold in London and the South
East of England as Rowntree's Chocolate Crisp.
 Kit Kat is a global brand name that is stranger to none. Nestle reports that 650 bars of Kit Kat
are consumed every second globally.
 In 2014, Kit Kat was listed as one of Time’s “13 Most Influential Candy Bars of All Time”.
 Kit Kat is also the number one best-selling chocolate in Japan, and the only non-American
brand in America’s list of top 5 chocolate favorites.

2. The original four-finger bar was
developed after a worker at
Rowntree’s York Factory put a
suggestion in a
recommendation box for a
snack that “a man could take to
work in his pack”. The bar
launched on 29 August 1935,
under the title of Rowntree’s
Chocolate Crisp (priced at 2d),
and was sold in London and
throughout Southern England.
The colour scheme and first
flavour variation to the brand
came in 1942, owing to World
War II, when food shortages
prompted an alteration in the
recipe. The flavour of Kit Kat
was changed to dark chocolate;
the packaging abandoned its
Chocolate Crisp title, and was
adorned in blue. After the war
the title was altered to Kit Kat
and resumed its original milk
recipe and red packaging.
Following on from its success in
the United Kingdom, in the
1940s Kit Kat was exported to
Canada, South Africa, Ireland,
Australia, and New Zealand
In June 1988 Nestlé acquired Kit
Kat through the purchase of
Rowntree’s. This gave Nestlé
global control over the brand,
production and distribution
increased with new facilities in
Japan and manufacturing
operations set up in Malaysia,
India and China.
INTRODUCTION TO 2-FINGER
BARS, 3-FINGER BARS, 4-
FINGER BARS, 6-FINGER BARS
AND 12- FINGER BARS (ONLY IN
USA)

3. • Chocolate which is high in quality and moderately priced.
• Easily Available In Stores, Malls and Mom N Pops Stores.
• Offers a lighter alternative to many other chocolate tablets like
offers smaller portions (80 Kcal) or bite-size formats for those
wanting a light, bite-size treat.
Customer
• Strong Nestle brand name.
• Good product distribution and availability.
• Better product packaging and preservation
• Kit Kat has the normal size, Hence take less shelf space,
So retailer prefer to keep them near counter.
Seller
COMPETITORS
Cadbary
Perk
Dairy Milk
5 Stars
Munch
Milky Bar
Bar One

4. 1) 12.8g- Rs 10
2) 27.5g- Rs20
3) 37.3g- Rs 25
4) 90g-Rs 75
5) 1-finger – Rs 05
Kitkat Break banta hai!
Khaao bina Taarikh Dekhe!
Have a Break, Have a Kitkat
No break from Education(Nanhi kali)
Mumbai, Delhi, Goa, and
Kolkata
Marketing Mix

6. The research conducted by London-based global market firm Mintel states that while
the chocolate sales in other nations have stagnated, India consumed 228,000 tonnes
worth of chocolate in 2016.India (13 per cent) and Poland (2 per cent) were the only
two markets to see sales of chocolate grow last year.

7. SALIENCE
• Brand awareness is
strong.
• Lack in TOMA but still
among the TOP-5 in
Category.
• Extremely High
Recognition.
Reputation Value
•Reliable in taste and flavor across
different geographic market.
•Above-average shelf life.
•Real Value doesn’t change over
100 years
Experiential Value
• Quirky & Youthful
• “Have a break, Have a Kit Kat”
strong associated marketing.
•Bright Red and White Combo
evokes strong feeling of
Youthfulness. Relationship Value
• Well-loved brand with consumers
expected deliver good quality at
affordable prices.
• Relevant to consumers living fast-
lives.
• Rich history and long lasting
legacy.
Symbolic Value
• Cherished Childhood Memories,
encourage repeat purchase.
• Strong feeling of warmth,
youthfulness and comfort in them.

10. 3 Months Single Pack
Buy 350 -450 500-600
Sold 250-300 450-500
Per Day 2-5 6-8
Quantity Buy Per Day
12.8g 250-300 9-10
37.3g 100-150 2-4
1 Months Pack-12.8g
Buy 5-8
Per Day 1-2
T.Sell 30-60
1 Year 37.5 g
Buy 30
Per Week 1-2
T.Sell 20-25
Weekly 12.8g 27.5g 37.5g
Buy 10-15 15-25 10-15
Per Day 1-2 2-3 1-2
T.Sell 7-14 14-21 7-14

14. •Foreign imports
•Changing
Consumer trends
•No Brand Loyalty
•International
Portfolio
•No innovation
towards its
product line
•LACK
penetration in
Rural market
• Parent Support
• Strong
Distribution
Channel
• Good Quality but
Economic Prices
Strengt
hs
Weakn
ess
Threats
Opport
unities

17. Conclusion
1. There is an immense scope
for chocolate industry in
India.
2. The Indian Chocolate
Industry is destined to grow
and will do so in the future.

18. Conclusion
Indian chocolate industry
is unique mix with extreme
consumption patterns,
attitudes, beliefs, income
level and spending.

19. Conclusion
The Cadbury Dairy Milk
brand has evolved into a
Megabrand incorporating
arrange of products each
with their own identity.