Kit Kat


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Kit Kat

  1. 1. KitKat Presentation Sanket Salvi PG-06-098 Kedar Sane PG-06-099 Nirav Sangoi PG-06-101 Shyam Sawant PG-06-104
  2. 2. history <ul><li>The traditional four finger version of this chocolate bar was launched in September 1935 in the UK as Rowntree's Chocolate Crisp. </li></ul><ul><li>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. </li></ul><ul><li>During the war, KitKat was portrayed as a valuable wartime food and advertising described the brand as “What active people need. </li></ul>
  3. 3. <ul><li>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. </li></ul><ul><li>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. </li></ul>
  4. 4. <ul><li>1931- The KIT KAT wafer bar is introduced </li></ul><ul><li>1935 - Launched in London as Rowntree's Chocolate Crisp </li></ul><ul><li>1937 - Christened as Kit Kat </li></ul><ul><li>1939 - Positioning during Second World War </li></ul><ul><li>1945 - Blue Wrapper </li></ul><ul><li>1950 - Two-finger Kit Kat </li></ul><ul><li>1951 - First Poster </li></ul><ul><li>1957 - First time on T.V with the theme </li></ul><ul><li>1963 - First Kit Kat family pack </li></ul><ul><li>1969 - First color T.V advertisement </li></ul><ul><li>1973 - New bright red and white wrapper </li></ul><ul><li>1993 - Modifications in wrapper </li></ul><ul><li>1999 - Single finger Kit Kat Chunky & King Size Pack </li></ul>
  5. 5. <ul><li>2001 - Plastic foil wrapper </li></ul><ul><li>2000 - The KIT KAT BIG KAT wafer bar is introduced </li></ul><ul><li>2002 - KIT KAT Limited Edition White Chocolate and Dark Chocolate wafer bars </li></ul><ul><li>are introduced </li></ul><ul><li>2003 - KIT KAT expands its limited edition line to include mint and orange flavors </li></ul><ul><li>2004 - KIT KAT BIG KAT Limited Edition White Chocolate and KIT KAT Triple </li></ul><ul><li>Chocolate wafer bars are introduced </li></ul><ul><li>2004 - The KIT KAT White Chocolate wafer bar is made into a year round product </li></ul>
  6. 6. BRAND POSITIONING??? <ul><li>‘ HAVE A BREAK HAVE A KIT KAT’ </li></ul><ul><li>A good refreshing chocolate snack </li></ul><ul><li>The “Customerization” of the brand </li></ul><ul><li>To increase width of consumption by entering the Customer’s mind-space </li></ul><ul><li>Make KIT KAT part of customs and mores </li></ul><ul><li>For Infrequent users </li></ul><ul><li>Position KIT KAT as the snacks meant for everyone </li></ul><ul><li>Creative Idea </li></ul><ul><li>You don’t need any special reason to eat KIT KAT </li></ul>
  7. 7. PACKAGING <ul><li>Kit Kat colours represent: </li></ul><ul><li>White – purity </li></ul><ul><li>Red – to attract shelf space </li></ul><ul><li>Silver – premium </li></ul><ul><li>Butter paper – crispy / does not become stale </li></ul>
  8. 8. <ul><li>New KitKat Chunky was launched </li></ul>
  9. 9. CHUNKY <ul><li>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 . </li></ul><ul><li>In 2005, sold 73 million KitKat Chunkys (on average 2,00,000 each day!). </li></ul>
  10. 10. WHAT IS CHUNKY ALL ABOUT ? <ul><li>Snack and chocolate </li></ul><ul><li>Mouthfullness </li></ul><ul><li>More milk….. Less chocolate….. </li></ul>
  11. 11. MOA ? <ul><li>Impulse snacking is an Habit for teens / youth </li></ul><ul><li>Attitude and disposable income changes are favorable to impulse foods </li></ul><ul><li>Current low penetration of Chocolates </li></ul><ul><li>Large youth population, is the dominant chocolate consuming segment </li></ul><ul><li>Child and gifting segments expected to grow at faster rate </li></ul>
  12. 12. Thank You