Free Essay

Nestle Kitkat

In: Business and Management

Submitted By rukunboss
Words 5097
Pages 21
Introduction
Kit Kat was launched in 1937. Since then, it has consistently been one of the best selling chocolate bars on the market and has acquired an instantly recognizable brand name and identity. In 1997, British sales of Kit Kat amounted to some £227 million, which made it easily the most popular confectionery product on the market. Forty four Kit Kats are consumed every second in the UK! The UK confectionery market is worth over £5 billion per annum and is highly competitive. It continues to be dominated by large, well-established names - highlighting the importance to firms of creating brand identities for their products. Once created, however, a brand name needs constant maintenance. Kit Kat’s ability to remain a brand leader over sixty years is no accident. The long term maintenance of a brand name requires continuous monitoring and investment. Brand image must be seen as a dynamic, not a static factor; the same consumer perceptions that create brand loyalty can also turn against a product that fails to adjust and adapt to changing attitudes. This study focuses on Nestlé’s Kit Kat and the long term brand name maintenance strategies which have sustained Kit Kat’s position as a market leader for over sixty years.
The history of Kit Kat emphasizes the importance of successfully managed brand names to the company that owns them. Nestlé was prepared to pay a record price to acquire Rowntree in 1988 because of the prestigious brands in Rowntree’s product portfolio. Kit Kat was an important part of the portfolio. This acquisition prompted the City to look into the possibilities of including a financial valuation of a brand as an asset on a company’s balance sheet.

Company Profile
Nestlé - the world's largest food & beverages company in terms of sales as well as product range and geographical presence. Nestlé covers nearly every field of nutrition: infant formula, milk products, chocolate and confectionery, instant coffee, ice-cream, culinary products, frozen ready-made meals, mineral water etc.
Nestlé Bangladesh Limited, a wholly owned subsidiary of Nestlé S.A., started its commercial production in 1994 and currently employs 400 people directly in the company and another 1000 people indirectly in the industry. Today Nestlé Bangladesh Limited is strongly positioned to grow through its policy of constant innovation and renovation, concentrating on its core competencies and commitment to high quality, with the aim of providing the best quality food to the people of Bangladesh.

* Nestlé is committed to the following Business Principles in all countries, taking into account local legislation, cultural and religious practices: * Nestlé's business objective is to manufacture and market the Company's products in such a way as to create value that can be sustained over the long term for shareholders, employees, consumers, and business partners. * Nestlé does not favor short-term profit at the expense of successful long-term business development.
Nestlé recognizes that its consumers have a sincere and legitimate interest in the behavior, beliefs and actions of the Company behind brands in which they place their trust, and that without its consumers the Company would not exist. * Nestlé believes that, as a general rule, legislation is the most effective safeguard of responsible conduct, although in certain areas, additional guidance to staff in the form of voluntary business principles is beneficial in order to ensure that the highest standards are met throughout the organization. * Nestlé is conscious of the fact that the success of a corporation is a reflection of the professionalism, conduct and the responsible attitude of its management and employees. Therefore recruitment of the right people and ongoing training and development are crucial. * Nestlé continues to maintain its commitment to follow and respect all applicable local laws in each of its markets.

Business Portfolio
BRANDS
Most people know us through our brands. Our portfolio covers practically all food and beverage categories. Some brands are only available in certain parts of the world. We would like to introduce you to some of our most important. If you want to browse and discover, click on one of the logos. If you know the brand or the product you are looking for, click the first letter in the alphabetical index below. * Bottled Water * Baby Foods * Dairy Products * Breakfast Cereals * Ice Cream * Nutrition * Beverages * Chocolate & Confectionery * Prepared Foods * Food Services * Petcare

Delighting chocolate lovers all over the world, Kit Kat has become a favourite chocolate treat thanks to its light wafer texture and delicious chocolate taste! Kit Kat was first created and launched by Rowntree Limited of York, England and was later produced by Nestle which aquired Rowntree in 1988, (except in the USA, where is made under license by Hersheys). The brand quickly gained much popularity and spread to all corners of the globe, and is now available in over 70 countries in many different varieties.
Kit Kat consists of several layers of creme-filled wafer covered in smooth milk chocolate. Each finger of the traditional four finger bar can be snapped off one at a time. Other types of the popular product have been launched over the last 10 years, including Kit Kat Chunky - great to eat on the go and is also available the world over. Since the beginning, Kit Kat has been synonymous with having a 'break'. The brand's trademarked tagline 'Have A Break, Have A Kit Kat' has come to represent much more than just the physical 'snap' of the wafer fingers! * Kit Kat continues to be one of the world's best selling confectionery brands. * The 1997 Guinness Book of Records states that 13.2 billion Kit Kat fingers were sold worldwide in 1995 and that every second, 418 Kit Kat fingers are consumed worldwide. * Every five minutes enough Kit Kat is manufactured to outstack the Eiffel Tower, while one year's production would stretch around the London underground more than 350 times. * Launched in 1935 as Chocolate Crisp, Kit Kat was supposedly named after the KitKat Club, an 18th century Whig literacy club. As the building had very low ceilings, it could accomodate only paintings which were wide but not too high. In the art world, such paintings became known as 'kitkats'. It is therefore conceivable that the humble Kit Kat derived its name from paintings which has to be snapped off to fit into low ceilinged rooms. * Many exotic Kit Kat flavours exist in different countries around the world, depending on local tastes. Some examples include the 'green tea' flavoured Kit Kat in Japan, or Peanut Butter flavoured Kit Kat in UK and Canada. * Kit Kat factories are located in York (UK), Toronto (Canada), Hamburg (Germany), Ponda (India), Chembong (Malaysia), Tianjin (China), Kasumigaura (Japan), Campbellfield (Australia), East London (South Africa) and Hershey (USA).

Global Overview
Global Overview the Kit Kat has been manufactured by Nestlé for 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. Kit Kat bars are manufactured in 15 countries: Uk, Usa, Canada, Australia, New Zealand, Algeria, South Africa, Germany, Japan, China, Malaysia, India, Turkey, Venezuela and Bulgaria. Sold in over 70 countries (through licensing arrangements). 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 also extremely popular and is one of the top ten candy bar brands. In recent years, Kit Kats have also become very popular in Japan, a phenomenon attributed to the coincidental similarity between the bar's name and the Japanese phrase kitto katsu, which roughly translates to "You will surely win!"

Kit Kat Objective
Nestle Objectives Achieve 90% distribution in all sectors of the confectionary market within first four weeks after the launch. Sell 50 million units in the year of the launch. Increase sales in subsequent years. Broaden the number of occasions on which people consume Kit Kat, with the vision that Kit Kat would be the natural choice for all breaks. Increase Kit Kat’s market penetration by enticing new consumers to the brand and by persuading lapsed users to return to the product, with particular emphasis on 12-20 years old segment. Create real innovation in the core market Quantitative Objectives Qualitative Objectives. In Bangladesh they are just import from India then distribute the whole country.

The effective formulation of their marketing strategy depends on the proper match between the three key elements: * Consumer * Quality * Competition
One thing to be mentioned is that the match between consumer and quality is most important for Nestlé. Besides there are some other concerns that effect the marketing strategy. This concerns are where to compete, how to compete and when to compete.
The current marketing strategy of the company is based on the foundation of the four pillar strategy which has the following factors:

Current market situation:
Current Market Situation The popularity of low curb diets and the push to healthier eating stifled sales growth in many parts of the world have influenced the growth of the brand. . Fierce competition from Cadbury's Dairy Milk super brand also contributed to sales of the Kit Kat decreasing considerably in its home market of the UK and threatened to depose it from its #1 position. In late 2005 Chris White, the managing director of Nestlé Rowntree abruptly left his job amid controversy. Also, in September 2006 Nestlé announced they were eliminating 25% of their workforce in York and moving production of Smartest to Germany. One of the reasons given for the cuts and moves was so that the York factory could be modernized for Kit Kat production to continue. However, Kit Kat going strong and looking into the future

Market segmentation
Kit Kat is targeted towards the consumer market. So Nestlé food products can be treated as consumer products. The major factors which play key role in the process of consumer segmentation are: * Demographic (age, income, etc.) * Consumption pattern * Social economic factors * Brand loyalty patterns * Perceptual factors * Cultural factor
Proper consideration of the given factors results in effective consumer segmentation for Kit kat. Since the product range is expensive in Bangladesh they have to concentrate strongly on income of consumers.”

Target market
Nestlé’s main focus is the socio-economic class, which is the company wide target. Nestlé’s potential consumers are those who acknowledge that Nestlé is all about quality and most importantly those who can afford the products. The strategy for selecting their target market is the following: * Income level (>15000 Tk) * Education * Quality realization * Positioning strategy

Why Target The 12-20 Year olds The regular 4 finger Kit Kat was not relevant to their lifestyles It was lacking in excitement and interest Research helped Nestle package the product to attract them more It also helped choose the most favored packaging for the Kit Kat Chunky 1 finger Kit Kat Chunky was least likely to cannibalize the regular 4 finger Kit Kat
Kit Kat is the UK's best-selling chocolate bar and the market leader since 1985. However, in the competitive modern world consumers' tastes continually change. As a result, even the most popular icons have to re-invent themselves from time to time in order to keep their appeal and stay 'on top'.
In the world of popular chocolates and sweets, there has been in recent years an ongoing revolution in modifying products. In previous times, sweets and chocolate bars remained in more or less the same form for many years. Today, however, modern sophisticated consumers constantly seek novelty and change, and consumers have become the driving force behind product modification.
Although Kit Kat continued to be the Number 1 confectionery brand, by the early 2000’s its volume sales were falling. Faced with several increasingly attractive competitive offerings, consumers began to see Kit Kat in its traditional form as lacking in excitement and interest, with purchases being driven more by habit than positive choice. Although the four-finger Kit Kat continued to be highly popular with its core target market of 25-40 year olds, it was losing popular appeal with younger consumers.
The image problem was most evident among core segment i.e. 12-20 year olds. In this important age group, while Kit Kat had been part of 'growing up' and may also have made regular appearances in lunch boxes, it was hardly relevant to their lifestyle. The traditional four-finger Kit Kat did not seem relevant to them.
The KitKat 4 finger chocolate bar. A top think tank team was set up to evaluate options and come up with a solution to maintain their leadership position and maintain their loyal customer base. Some of the areas which the team thought they need to look in to and will provide the solution were: * Changing the product to better meet the needs and wants of consumers. * Using price to influence market share e.g. change prices relative to those of the competition. * Altering patterns of distribution e.g. by making the product more widely available. * Changing the style of promotion; for example, by creating brand awareness through advertising and promotions which show the additional benefits of new aspects of a product. * New product launch.
All the above keeping in mind that the most intriguing aspect of the task at hand is that of revitalizing interest in the Kit Kat line, in an International market

Positioning
Nestlé’s positioning strategy comprises of the three steps: * Identifying the right competitive advantage * Choosing the right competitive advantage * Selecting the right completive advantage
Kit Kat was launched in India in 1995. The brand was an instant hit because of smart marketing as well as the novelty of the product. Kit Kat is wafer covered in chocolate. During the time of the launch , there was no such kind of product although wafer biscuits were available in the market. The high profile launch of Kit Kat and Perk created a new segment of Wafer Chocolates. Though a new segment was created, none of the brands were able to sustain or grow this segment.

Kit Kat was launched as a young vibrant snack . The brand was positioned as an anytime snack ( similar to Perk). Kit Kat differentiated itself based on its finger shaped wafer bar( product form). More than the shape, Kit Kat differentiated itself by a ritual. We all know that to teach an Indian consumer new way of doing things is one of the most difficult tasks for a marketer. Nestle has proved to be a master in that. Using smart advertising, Kit Kat taught Indian consumers a new way of eating this product. Kit Kat used advertisement to promote a ritual for eating a Kit Kat. The ritual has the following steps: * Remove the wrapper. * Separate a finger bar using your finger * Break the bar * Eat it.

Differentiation
In marketing, product differentiation is the process of distinguishing a product or offering from others, to make it more attractive to a particular target market. This involves differentiating it from competitors' products as well as a firm's own product offerings.
Differentiation can be a source of competitive advantage. Although research in a niche market may result in changing a product in order to improve differentiation, the changes themselves are not differentiation. Marketing or product differentiation is the process of describing the differences between products or services, or the resulting list of differences. This is done in order to demonstrate the unique aspects of a firm's product and create a sense of value. Marketing textbooks are firm on the point that any differentiation must be valued by buyers. The term unique selling proposition refers to advertising to communicate a product's differentiation. Kit Kat always tried to differentiate the product according to the quality rather than price cutting, and extended the flavor of the products.

Competition Structure
Nestlé supports free enterprise and therefore competes fairly and ethically and expects other company’s right to do so. The competition structure for Nestlé in Bangladesh is very limited whereas it faces bigger challenges in other countries such as India, china, etc. Still Nestlé tends to face competition in the food market. In terms of quality and product square is the biggest challenge and threat.
In terms of competitive advantage, quality seems to be the foremost tool for Nestlé. Although Nestlé tends to face criticisms in terms of price and number of products sold, in comparisons to local competitors, Nestlé intends to abide by their policy which never attempts to compromise quality.

Marketing Mix of Kit Kat Chocolate
Marketing objective
Having decided its corporate objectives and strategy, Nestlé can set marketing objectives for each of its product lines and profit centers. The primary objective for Kit Kat is to maintain its position as the UK’s number one selling confectionery brand. In order to achieve this, Nestlé has to develop a marketing strategy that will take into account all the elements of the marketing mix. This will involve individual strategies for pricing, product development, promotion and distribution. For an established brand name, these strategies must be flexible and relevant to each new generation of consumers, but at the same time, great care must be taken not to damage the perceptions of the product built up over decades of marketing. Kit Kat has a particularly broad consumer profile and is popular with all age groups. The Kit Kat marketing strategy can be summarized by the line ‘Broad in appeal, young in feel and big in stature.’
Product strategy
No matter how effective the promotion and packaging, a firm will find it very difficult to market a product which fails to satisfy a consumer need. Kit Kat owes much of its success to a unique dual appeal - as a four-finger chocolate bar, (known in the confectionery trade as a countline), sold at corner shops and newsagents, but also as a two-finger biscuit sold in supermarkets. It is a product that has endured because of its wide appeal across the age ranges and to both sexes. Kitkat is sold in 11g, 17g and 35g finger bars and Kitkat Chunky is available in 46g bar.
For Kit Kat, these intrinsic elements of the product, or unique selling points include the: Chocolate fingers Foil and band wrapping, unique in the countlines market and seen as an important feature which encourages involvement and sharing by consumers Well-known strap line - Have a Break, Have a Kit Kat.

Effects on Consumer Behavior
Special editions are used of kit kat to effect consumer behavior. Market research has shown that consumers prefer special editions to be available for limited periods only and that consumers are likely to purchase the original Kit Kat at the same time or shortly after. They are, therefore, a good way of injecting new life into the Kit Kat product life cycle. Depending on their popularity, some special editions are introduced more than once. The Orange Kit Kat has proved so popular that the two-finger multipacks are now permanently available.

Kit Kat Flavors
The Kit Kat: created in England, exported to America, distorted in Japan. Supposedly named after an 18th century club, the chocolate bar is famous the world over.
In Japan the treat has gained popularity due to its similarity to the phrase “kitto katsu” or “you will probably win.” Kids and parents take part in buying and giving as good luck charms.
However, the name is similar to the phrase “kitto katto” in Japanese too (‘katto‘ being the katakana transliteration of the word ‘cut’). This one is a bit of a downer and means “you will most likely miss the cut.” Playing off of this, giving someone a single Kit Kat is a bit of a joke.
In Japan, limited editions featuring seasonal flavors are very common. Just yesterday I bought a bag of the newly released banana flavor! Check out below for a multitude of flavors (note, not all are Japan only flavors).

Variety
Many varieties of Kit Kat have existed, either temporarily or permanently: There are often country-specific limited edition bars (not listed). (listed by primary market or origin)
The Kit Kat Orange was the first flavour variant. It was introduced in the UK in 1996, followed in 1997 by the Kit Kat Dark and Kit Kat Mint.As of 2008, all three are available as permanent editions in the UK in two finger multipacks, along with the Kit Kat Original and Kit Kat White.
A wide variety of promotional items exist, ranging from the obvious (such as mugs, pens, oven gloves and tea-towels) to the somewhat less obvious (such as Kit Kat coats for small dogs). Recently in Japan, Kit Kats have come packaged with CD singles and a special limited edition double pack of Kit Kat Crispy Monogatari came bundled with a mini book featuring six short stories, one of which is written by Koji Suzuki, author of the Ring cycle series of books. The brand is often declined into special edition products in different markets to commemorate festivals such as St. Valentine's Day.
Kit Kat Japan also has unique "Regional" variations such as a mango-flavored Kit Kat available only in Kyushu and Okinawa.
Kit Kat is also available in jars that are dispensed from vending machines in Japan.
Competitors of Kit Kat Product Name | Product Picture | Cadbury Dairy Milk | | Small Mars bars | | Gandour Pik-one wafer bar | | Choc Coin | | Guylian perles Docean | | Kunuz Chew Gam Orange | | Tobleron Chocolate | | Vecof Milk Toffee | | Vocelle Dairy Milk Bar | | Wrigleys Extra Proof No Sugar | | Safari | | Snickers | |
All of the Products consumer can buy through online in Bangladesh like channel I shop, agora shop etc. Pricing strategy
A key advantage of maintaining a strong brand image in a competitive market is a degree of flexibility in the pricing strategy. It is a common characteristic of imperfectly competitive markets for producers to concentrate on non-price competition. When looking at the pricing strategy for Kit Kat, it can be seen from the figures that the real price has remained remarkably stable over the last many years. And it starts from RS 5 only.

Effects on Consumer Behavior:
The price also had a great effect on consumers specially those who are price conscious people because the price of the kit Kat chocolate has remained stable over the decades yes there has been some vulnerability in price but it was not that much, so the customers remained loyal with the brand. In pricing Consumers’ background and socio-economic status including income, education etc. also plays a pivotal role and because of the very much stable price even the lower middle class customers can also afford it and it was a big plus for kit kat.

Price of Kit Kat Products Products | Products Pictures | Prices | Nestle Kit Kat Chunky Milk 5 Pack 250g | | $ 2.03 | Nestle Kit Kat Chunky 50g | | $ 0.99 | Nestlé Kit Kat Chunky Caramel 50g | | $ 0.96 | Nestle Kit Kat 4 Finger 8 Pack | | $ 3.19 | Nestle Kit Kat 4 Finger 5 Pack | | $ 1.98 | Nestle Kit Kat 4 Finger 48g | | $ 0.70 | Nestle Kit Kat 2 Finger 9 Pack. | | $ 2.13 | Retail Pack Nestle Kit Kat 2 Finger x 72 Box | | $ 19.99 | Retail Pack Nestlé KitKat 4 Finger 48 Pack | | $ 19.99 | Retail Pack Nestlé KitKat 4 Finger Dark 24 Pack | | $ 10.99 | Retail Pack Nestlé Kit Kat Chunky 50gx48 | | $ 15.99 | Retail Pack Nestlé KitKat Chunky Duo 24 x 74g | | $ 15.99 | Price of the Competitors Products | Pictures | Prices | Cadbury Dairy Milk | | $1.89 | Small Mars bars | | $ 2.20 | Gandour Pik-one wafer bar | | | Choc Coin | | $ 7.70 | Guylian perles Docean | | $ 22.86 | Kunuz Chew Gam Orange | | $ 0.48 | Tobleron Chocolate | | $ 2.29 | Vecof Milk Toffee | | $ 4.69 | Vocelle Dairy Milk Bar | | $ 2.65 | Wrigleys Extra Proof No Sugar | | $ 2.21 | Safari | | $ 0.34 | Snickers | | $ 0.43 |

Placing Strategy
Nestlé has developed distribution channels which ensure the availability of Kit Kat to buy wherever and whenever the consumer wishes to purchase it. Sales of confectionery depend heavily on its availability, with market research showing that well over 60of all purchases are made on impulse. Consequently, Nestlé tries to supply as many outlets as possible - both wholesaler and retailer channels.
Point of sale merchandising is also important when consumers are making instant, snap decisions from a wide range of products on view. Instantly recognizable packaging also helps to tempt customers.
Internationally, Kit Kat is now also manufactured in Canada, Germany, India, Malaysia, China, Japan, Australia, South Africa and the United States. It is available in more than 100 countries throughout the World.

Effects on Consumer Behavior
Place has a great role in consumers buying behavior because it doesn’t matter how good the product is if it is not available easily for the customers they would not buy it. Shoe shops, for example, have recently been identified as having potential for confectionery sales owing to the large number of families that visit them. It is also predicted that confectionery, along with all foodstuffs, will become available through cable and interactive television, videophones and the Internet. So the company needs to make sure the availability of the product.

Point of sale merchandising is also important when consumers are making instant, snap decisions from a wide range of products on view. Instantly recognizable packaging also helps to attract customers. Shoe shops, for example, have recently been identified as having potential for confectionery sales owing to the large number of families that visit them. It is also predicted that confectionery, along with all foodstuffs, will become available through cable and interactive television, videophones and the Internet. Internationally, Kit Kat is now also manufactured in Canada, Germany, India, Malaysia, China, Japan, Australia, South Africa and the United States. It is available in more than 100 countries throughout the World.
In Bangladesh, generally Kit Kat distributes the product according to the price and size of the product. If the products are less price then consumer can buy it from some departmental store also. but if the products size are large and price is high then consumers have to buy from some super shop like agora, Meena bazaar, Nandan etc.

Promotional strategy
Nestlé has used a wide range of promotional tactics with Kit Kat. Promotion offers have included free bars in the multi-bar family packs and an instant win deal with Mc Donald’s. This promotion strategy has left a great impact on the consumers because there were many of them who never got a taste of Kit Kat and due to this strategy company has gained many customers. Kit Kat's advertising is concentrated in following Medias: * Television commercials (very few) * Posters and billboards where the powerful colors of the pack and product are used to dramatize the message * Magazines & Newspapers

Media Launch
Media Launch Chunky was supported by two dedicated television adverts complemented by a phone site campaign. Ran the Ad during the Super Bowl, and continued on teen-rich programming for 15 weeks. The advertising was a big departure from previous campaigns in that it focused on the targeted age group. It concentrated on 17-18 year olds in order to capitalize on aspiration identification from the younger groups, without alienating older consumers. In addition, Nestlé invested in a range of public relations activities through radio and the national press. A detailed point-of-sale campaign supported the launch with attractive dump-bins in stores, and posters for shop windows. Field sales staff was involved in a detailed communication exercise to raise awareness in all forms of distribution channels.

Launch Road Side
Launch Road Side Billboards Posters Kit Kat rotated four outdoor billboards where teens hang out—for 17 weeks in 17 English and 6 French Markets.

Others
Others The campaign, created by different agencies, aims to put content in as many digital channels as possible, including MySpace and Face book profiles, YouTube, blogs, online and mobile banners, search advertising and a mobile website, to allow people to discover and share it Social Networking Website Word of Mouth Teenagers are spending on average 13 hours a week online playing games, so designing a new game for them really gets into their expectations.
Advertising and Promotional activities in Bangladesh
The company focuses on its corporate image that “Nestlé is all about quality”. It hardly emphasizes on promotion and publicity because consumers in Bangladesh already know that ensuring product quality is what Nestlé focuses, not price. Nestlé mainly focuses the two possible advertising objectives: * Informative advertising * Persuasive advertising
Since Nestlé is already an acknowledged and quality food product company in Bangladesh, it does not emphasize much on publicity and promotion. Here are a few points to ponder about advertising done by Nestlé Bangladesh Ltd.: * Mass advertising is done for new products only * Advertising and promotion is done by product wise * 15% of marketing communication budget is spend for publicity * More indulged into product sampling and test marketing

Nestlé is associated with the following profiles of major media types in Bangladesh: * Medium Responses * Newspapers (e.g. Prothom Alo) Small Pass along audience, aprox 1 lakh. High cost per exposure. * TV Reach up to 20 lakh audience * Billboards Very few * Local Magazines Negligible * Outdoor – * Internet N/A
The given table suggests that Cost per Contact is better in television advertisement than in newspapers and other media for Nestlé. Nestlé also believes that television receives better clutter, fleeting, exposure and a mass audience for promotion, which is only to be considered for Nestlé Bangladesh Ltd.
The main advertising is done on television and to a very little extent, newspapers. The emphasis is on building a corporate image about maintaining their high quality. There are also considerations underway to promote upcoming brands and products to extend their promotional activities by putting up more billboards, posters, flyers, and banners. They will start internet as their medium from year 2005. These decisions are carried out by the marketing department. Hence, Nestlé Bangladesh is trying to integrate their promotional activities and have an integrated marketing approach.

Conclusion
Kit Kat’s success can be attributed to consistency in its marketing, whilst allowing for minor changes to maintain a modern image. Above all, the brand has enjoyed continuous backing with investment in marketing to both the trade and consumer sectors, enabling it to compete successfully with both established and new products. Continuous reinforcement of the brand message through advertising and promotions has enabled Kit Kat to sustain its popularity over a long period of time in the face of rapidly changing consumer attitudes and tastes and consumption patterns.

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