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Nestle Kit KAT: Revitalizing A brand Leader Presented By: Muhammad Saadullah Khan Muhammad Bilal Ahmad Muhammad Akbar Iqbal Muhammad Imran Nauman Khan Yasir Shafi
GLOBAL Overview :
GLOBAL Overview The Kit Kat has been manufactured by Nestl for Canada, Germany, Japan, and Australia. Kit Kat bars available in the United States are manufactured under licence by The Hershey Company, a Nestl 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!"
job amid controversy. Also, in September 2006 Nestl announced they were eliminating 25% of their workforce in York and moving production of Smarties to Germany. One of the reasons given for the cuts and moves was so that the York factory could be modernised for Kit Kat production to continue. However, KIt Kat going strong and looking into the future.
Presence in Pakistan :
Presence in Pakistan Nestl Pakistan Ltd is a subsidiary of Nestl SA, headquartered in Vevey, Switzerland All Nestl Pakistan sites, including the head office, factories, distribution centers and zonal sales offices, migrated to SAP, a state-of-the-art information technology system.---the GLOBE initiative. A vast network of dealers and distributorsthe cold chain. Two state-ofthe-art multipurpose factories are located in the agricultural heartland of the Punjab, and the remaining three are dedicated to producing bottled water. Completion from local brands such as Candyland, Hilal and Cadbury Pakistan.
Project TYSON :
Project TYSON Project Tyson Kit Kat Chunky Built on the youngster's pursuit of novelty Market Research Interviews Focus Group discussions Provided cues regarding the candy bar style, flavors and the packaging
NESTLE Objectives :
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 Kats 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
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, Nestl 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.
Others :
Others The campaign, created by agencies RMG Connect and JWT, aims to put content in as many digital channels as possible, including MySpace and Facebook 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 world Shock and Awe
Nestle Vs Cadbury:
Nestle Vs Cadbury Group 10
Nestle Brands:
Nestle Brands Milk products Beverages Chocolates Confectionary
Nestle Chocolates:
Nestle Chocolates Milky bar Munch Kitkat Bar-one Nestle milk chocolate
Cadbury Brands:
Cadbury Brands Chocolates Snacks Beverages Candy
Cadbury Chocolates:
Cadbury Chocolates Dairy milk 5 star Perk Celebration
Nestle:
Nestle Kitkat break banta hai Sirf pehli tareekh ko ni kbi bhi kha sakt hai