MARKETING TASK 3 Essay

Submitted By Faizur01
Words: 1507
Pages: 7
Open Document
TASK 3

Introduction to the Company
Kit Kat was launched in the UK in 1937, and was successfully recognized leading to global production by Nestle, except in US where it is produced under The Hershey’s Company. It is produced in 15 different countries- Brazil, UK, Canada, Australia, New Zealand, South Africa, Germany, Russia, Japan, Malaysia, India, Turkey, UAE and Bulgaria. Kit Kat has a varying product line, some of which include the classic four-finger chocolate wafer, ‘’Kit Kat Orange”, ‘’Kit Kat Chunky”, “Kit Kat Drumsticks”, “Kit Kat Polo” etc. Nestle’s Kit Kat is more inclined to being a healthy, tasty snack bar than being seeing as a chocolate bar, targeting active everyday working people of both genders.

Market segmentation is the division of the market into different groups according to their specific characteristics and behavior. To make marketing strategies more effective a segment is chosen to serve according to their needs. (Armstrong, Brown, Burton, Deans & Kotler, 2013)

Target Market
A target market is a set of buyers sharing common needs or traits that the company decides to serve. (Armstrong et al., 2013) Kit Kat is a healthy, chocolaty snack bar aiming to satisfy men and women (gender), who are active and/or working class (Socio-economic status), of ages especially 18 to 35 (age), and have a love of chocolate and likes to indulge in chocolaty food (personality) at the same time having a nutritious, tasty and calorie packed snack (benefits sought).

Kit Kat snack’s main campaign through advertisements, ‘’Have a Break, Have a Kit Kat” successfully attracted the everyday hard-working people for Kit Kat’s ability to relate to the exhausting, active lifestyle. It’s low price and regular availability in café’s, convenience stores and supermarkets, makes it easy and affordable for customers to just sit back, and enjoy chocolaty snack amidst of all the stress and work. Advertisements often portray a man or woman in work, relaxing with a Kit Kat, in other words, ‘Taking a break’.
Kit Kat’s latest advertisement campaigns with a headline “Office” under which they aired a number of everyday workplace scenarios like “Crane” (of a construction site) or “Tennis Match” where the hard working victim takes a break with Kit Kat.

The product’s diverse sizes- the classic four-finger format, two fingers and a chunky size help customers choose according to their wish appetite. Its nutritious varying flavors like white chocolate, milk chocolate, mint, and caramel along with a more health beneficial flavor of dark chocolate, covering layers of wafer underneath, is introduced for the customers to pick according to their taste and have an enjoyable break during the hectic hours in their work place. Kit Kat promotes as ‘The biggest little meal’, encouraging that Kit Kat can be enjoyed in the workplace for little refreshment at anytime, providing sufficient calories in one chocolate.

This segment of active citizens has a right size growth that is measurable. The size and the purchasing power of the segment can be collected from secondary data. The segment is also:
Accessible: The active citizens can be effectively reached out to by advertising in billboards in busy working or commercial locations or through any television in anywhere since workers exist anywhere.
Substantial: Countries like Malaysia have a huge working population and hence this segment can penetrate a large market.
Differentiable: The segment of busy working people is definitely different than a segment of young pre-school students or high school students or even senior citizens. The active class of both university students and working people go through more stress and workloads. Making structural attractiveness.
Actionable: The target market can be approached by means of effective methods of marketing.

Values demanded by the targeted people:

Availability of the snack in convenient locations
Nutritious snacks
Tasty snacks
Snacks that provide
Show More

Related Documents: MARKETING TASK 3 Essay

Essay on Unit 3 Intro To Marketing Tasks

Unit introduction Marketing is at the heart of every organisation’s activity. Its importance is also growing in the non-commercial, public and voluntary sectors. Also, at the heart of marketing is the customer. This unit will introduce you to some of the tools and techniques all types of organisations use to achieve their objectives. The aim of this unit is to give a brief overview of the principles of marketing or can be used as a basis for further study of specialist marketing units. Learning…

Words 1475 - Pages 6

Company G: 3-Year Marketing Plan Task 318

Company G 3-Year Marketing Plan Assessment Code: Task 318.1.5-06-15 Student Name: Sandra Edwards Student ID: 000175429 Date: 10/15/10 Mentor Name: Donna Pope Table of Contents Introduction 3 Mission Statement 3 Market Objectives 3 Target Market 3 Product Objective 3 Price Objective 3 Place Objective 4 Promotion Objective 4 Competitive Situation Analysis 4 Consumer Product Classification 4 Analysis of Competition using Porter’s 5 Forces Model 4 SWOT Analysis…

Words 2381 - Pages 10

TASKSHEET Unit 3 Essay

UNIT 3 INTRODUCTION TO MARKETING BTEC NATIONAL MANDATORY UNIT Student name: _____________ Teacher: Ms. Lais Assignment start date: 4th September 2014 Assignment Deadline: ----------------- INTRODUCTION Marketing is at the heart of every organisation’s activity. Its importance is also growing in the non-commercial, public and voluntary sectors. Also, at the heart of marketing is the customer. This unit will introduce learners to some of the tools and techniques all types…

Words 1535 - Pages 7

Unit 9 P2 Guidance Essay

December BTEC Business P2 Criteria Explain the role of promotion within the marketing mix for a selected product/service 1. We need to provide some reasons and go into detail 2. Promotion’s connection to the other parts of the marketing mix 3. Focus on one product from a business What the examiner recommends • For P2, the activity may be connected to the promotion of a selected product as part of the application of the marketing mix as organisations select price points, highlight product quality or…

Words 371 - Pages 2

Mr Businesss Essays

MKW2431 Business marketing Unit Guide Semester 2, 2013 The information contained in this unit guide is correct at time of publication. The University has the right to change any of the elements contained in this document at any time. Last updated: 19 Jul 2013 Table of Contents MKW2431 Business marketing - Semester 2, 2013................................................................................1 Mode of Delivery....................................................................…

Words 395 - Pages 2

Unit 3 Assignment 1 2010 Essay examples

Unit 3 - Introduction to Marketing Assignment 1 Scenario You are working for an enterprise agency, which, from time to time perform services for the local council. These include advising the council on certain business related issues so that they can help local people set up their own companies. Hillingdon Borough Council has made it their aim to encourage new business start-ups and it is therefore very important that they are up to date with all the latest information. This is so they can give…

Words 588 - Pages 3

Marketing Planning Process Essay

Marketing Planning Process Improving Honeymoon Service “It’s only for you” Table of Contents Executive review 3 Rational for the chosen scenario 3 1. Task one: Marketing Audit 4 1.1 SWOT analysis 4 1.2 PESTL analysis 5 1.3 Competition Analysis 6 1.4 Travel Market Analysis 7 2 Task Two Marketing Plan 8 2.1 Key points from task one 9 2.2 Marketing Objectives 9 2.3 Strategy 10 2.3.1 Segmentation 10 2.3.2 Marketing targeting 11 2.3.3 Positioning Statement 11 2.3…

Words 597 - Pages 3

Global Marketing Plan To Support The Launch Of Your Chosen Brand In India

RESIT ASSIGNMENT INSTRUCTIONS: Module Title: Global Marketing Management Module Code: MOD003470 Level: 7 Academic Year: 2014/15 SEM: 2 Module Tutor: Sandie Deshpa Submission Date: 17:00hrs on the 14.07.2015. Background: You are employed as a Global Marketing Consultant and have been asked by your Senior Vice President of Marketing to prepare a management report that addresses the following global marketing issues pertaining to the launch of your chosen brand in India…

Words 984 - Pages 4

Marketing and Business Report Essay

School/Portfolio: The Faculty of Business Course Code/ID: BUMKT1501 Course Title: Introduction to Marketing Teaching Location: Mt Helen Semester: Semester 2 2014 Prerequisite(s): Nil Corequisite(s): Nil Exclusion(s): Nil Credit Points/ Progress Units: 15 ASCED Code: 080505 Adopted Reference Style  APA 1 COURSE ORGANISATION: 1.1 Student Responsibility It is the responsibility of every student to be aware of the requirements for this course…

Words 3195 - Pages 13

Essay on Assessment Task1

Assessment task1: Project plan- Marketing plan management Task: You are required to submit a management plan for the marketing activities and summary notes from your meeting with your CEO. In order to complete the management plan, you must include the following points. Marketing activities: review proposed marketing activities and accompanying information to identify and describe three activities that show the potential for the organisation (within the established marketing objectives). Integration…

Words 1340 - Pages 6