Principle of Marketing

1. Kit Kat Durian
KitKat is knownas one of the leadingbrandinthe chocolate market.The marketand demandfor Kit Kat
products are huge. To make things interesting and potentially increase the sales revenue of Kit Kat
product,a newflavorisintroduce. KitKatDurianisanticipatedtocapture andincrease the salesof KitKat
productinMalaysiadue toitslocalizedflavor.Generallyitwill bemarketedtothe massmarketspecifically
to people who loves durian flavor.
Target Market
Generally KitKatwastargetedtomassmarketacross all agesand gender.However,forspecial flavorlike
Durian, we need to take into account the fact that some people might not like the taste and smell of
Durian.Puttingthis inmind,the targetmarketwillbe forpeoplewhoenjoyduriantaste.Apartfromthat,
noveltyseekerswill alsobe one of thetargetmarketduetotheirwillingnesstotrysomethingnew.People
who respondelasticallytomarkettrends will alsobe the target marketfor this product.Since their high
awarenessof newtrendsof flavored KitKatinJapan,introducingflavored KitKatspecificallyforMalaysian
marketwill ignitetheircuriosityandencourage themtobuy. Since Durianisoneof the fruitsonlyavailable
in South East Asia, tourist will also be targeted for this product. Tourist specifically from outside of SEA
will be intrigue to try this flavor.
Market Positioning
KitKatDurianisaKitKatthatisspeciallyproducedforlimitedtimeonlyandcanbe consideredasanovelty
product.With the increase numberof competingbrandsandthe successof other flavored KitKatmainly
inJapan, Kit KatDurian isseen asan experimenterin the Malaysianmarket. KitKatDurianwill cateredto
the needs of consumer who is seeking for thrill and adventure. Furthermore, with price ranging below
RM10, KitKatDurianwill definitely be abletosatisfythe needsof consumerwithoutputtingaholeintheir
wallet.
Marketing Mix Strategy
Product
Kit Kat Durian is a chocolate covered wafer fingers with durian flavor. The core product is a four finger
durian flavored wafer chocolate. This is to maintain Kit Kat authenticity of its form and feel. The basic
productis ina solidformwithyellow colortomimicthe colorof durianfruit.Thisis to distinguishit from
the original KitKat.Durian chunk will alsobe addedto add more flavorsin everybite.Asfor augmented

2. product, it will also be produced in other form such as 2 fingers, Kit Kat Chunks and fun size. To
differentiate it from the original Kit Kat and to maintain its novelties, this Kit Kat will be package in a
different color but maintaining the same Kit Kat packaging style. Local images such as the word “Raja
Buah”or “Kingof Fruits”will alsobe printedonthe packagingto incorporatethe localfeelsinthe product.
Lastly,space to write messageswill alsobe providedonthe packagingto make it easyfor touristto take
it home as souvenirs.
Price
Generally, KitKathave itsownstandardpricing.However,since thisisaspecial editionproduct, the price
will be slightlyhigher.Normal 4fingered KitKatisprice aroundRM2.80, forKitKatDurianitwill be priced
around RM3.50 to RM 4.00.
Place
Kit Kat Durian will be made available in convenience stores, airports, tourist attraction centers such as
KLCC, Zoo Negara and etc. Any places which can provide convenience and easy access for consumer to
buy it will be the distribution channel.
Promotion
Well targeted promotion campaign through printed advertisement in mass media, fun and localize
advertisement in TV channels, radio ads and online channel such as social media sites (Instagram,
Facebook, etc.). Image of Kit Kat Durian will also be painted in strategic location such as walls of malls,
tourist centers and schools or colleges. Strategic billboards placement in busy area and main highways
throughout Malaysia will also be one of the promotional channel. Fun competition related to Kit Kat
Durian with attractive prizes will also be one of the promotional tools used.