KitKat!

International Stakeholder Management, HS 2010 lic.rer.pol. Marco Casanova

Presented by

Michelle Dericks Ahmet Recep Juri Geils-Lindemann Aditya Shanker

Overview

1. Introduction 2. The Brand KitKat 3. Stakeholder Touchpoints

1. 2. 3. 4. 5. 6. Products Advertising Internet Sites Sponsorships Events Marketing

4. Conclusion

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2. The Brand KitKat

The Nestl Group: Founded in 1866 by Henri Nestl in Vevey, Switzerland World's leading Nutrition, Health and Wellness company Mission: "Good Food, Good Life Factories or operations all over the world

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2. The Brand KitKat

Category:
Baby Foods Coffee Ice Cream Petcare Chocolates & Confectionery

Brands:
Gerber, NaturNes Nescaf 3 in 1, Nescaf Classic, Nescaf Decaff Dreyers, Hagen-Dasz, Mvenpick Alpo, Beneful, Felix Butterfinger, Cailler, Crunch, KitKat, Smarties

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2. The Brand KitKat

What is KitKat? A KitKat is a chocolate confection first created by Rowntree's, now produced worldwide by Nestl except in the United States where it is made under licence by The Hershey Company.

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2. The Brand KitKat

History: 1935: The first KitKat was launched under the name Rowntree's Chocolate Crisp created by Rowntree's and only sold in England 1937: Renamed it into KitKat Chocolate Crisp 1942: KitKat dark, the first flavor appeared due to World War II 1946: Launch of the two-finger version 1950s: KitKat was shipped to Australia and New Zealand and at the same time the slogan Have a Break, Have a Kit Kat has been created

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2. The Brand KitKat

1970s: Rowntree created a distribution factory in Germany and expanded to the USA and Japan through Hershey and Fujiya 1988: Nestl acquired KitKat through the purchase of Rowntree and started to distribute KitKat in Malaysia, India and China 1996: KitKat Orange as the first real flavor variant was launched 1999: Launch of the KitKat Chunky 2000: Nestl acquired Fujiyas share and expanded its marketplace 10th of October, 2010: KitKats 75th anniversary

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3. Stakeholder Touchpoints with KitKat

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3. Stakeholder Touchpoints - Products

Standard Product Range KitKat original

Two finger bar

KitKat Chunky

KitKat Minis

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3. Stakeholder Touchpoints - Products

KitKat products in Switzerland
Limited range of KitKat products Competitive chocolate market

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3. Stakeholder Touchpoints - Products

KitKat products in Japan
Local souvenirs series
Souvenirs for international and domestic tourists Sold in railway stations, airports, and expressway service area shops Variations reflect the local produce and palate of each region

Limited-period products
Sold at supermarkets and convenience stores Intended for routine daily consumption

3. Stakeholder Touchpoints - Products

Strategy of the variety of KitKat s product range
started offering the Kit Kat local souvenir series in 2007
Exploring new sales channels, finding new consumers, and new times and places More advantageous from the viewpoint of brand communication within a non-routine space like tourist destinations

No. 1 confectionery brand in Japan

3. Stakeholder Touchpoints - Products

Japan
"Aloe Yogurt" "Apple" "Apple Vinegar" "Azuki" "Banana" "Beet" "Bitter Almond" "Black Tea" "Blueberry" "Blueberry Cheesecake" "Bubblegum" "Brown Sugar Kinako" "Cacao 61%" "Cacao 72%" "Caf Latte with Hokkaid Milk" "Calpis" "Caramac" "Cantaloupe" "Cappuccino" "Caramel" "Caramel and Salt" "Caramel Macchiato" "Caramel Pudding" "Carb Alternatives" "Chocolate Banana" "Chocolate Overload" "Cola and Lemon squash" "Citrus Pepper" "Cookies & Chocolate" "Cookies and Milk" "Cookies PLUS" "Creamier Chocolate" "Creamy Apple" "Cucumber" "Custard Pudding" "Dark Chocolate"
"Dark Chocolate with Cookies for adults" "Daigakuimo" "European Cheese" "Exotic Kansai" "Fine Dark" "Framboise"

"Fruit Parfait" "Ginger Ale" "Gold" "Green Grape Muscat" "Golden Peach" "Hazelnut" "Hascapp" "Iced Tea"

"Houjicha" "International Recipe"

"Itoen Juu-jitsu Yasai"

"White Creme" "White Chocolate" "White Peach" "Wine" "Yakimorokoshi"

"Jasmine Tea" "Jyagaimo" "Kobe Pudding" "Kinako" "Kinako Ohagi" "Kiwifruit" "Kokuto" "Lemon Chocolate" "Lemon Vinegar" "Lite" "Low Carb" "Mango" "Mango Pudding" "Maple" "Matcha" "Melon" "Mild Bitter" "Milk Coffee" "Milky White" "Mint" "Mint Chocolate" "Miso" "Mixed Juice" "Noisette" "Orange" "Original" "Passion fruit" "Pepper"

"Pickled Plum" "Pineapple" "Pumpkin" "Ramune" "Raspberry and Passion fruit" "Relaxation Cacao" "Rose" "Royal Milk Tea" "Sakura" "Sakura Macha" "Semisweet" "Sour Orange" "Soy Sauce" "Sports Drink" "Sparkling Strawberry" "Strawberry" "Strawberry and Cranberry" "Strawberry and Milk" "Strawberry Cheesecake" "Tiramisu" "Tiramisu Macha" "Triple Berry" "Ume Soda" "Vanilla Bean" "Wa Guri" "Wasabi" "Watermelon and Salt" "White"

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3. Stakeholder Touchpoints - Products

KitKat Products in USA
Distributed by Hershey Company
In 1969 Hershey received the license from Rowntree's Hershey continued to make and market these brands in the USA under license from Nestl, owner of the Rowntree brand

Individual logo and appearance Seasonal Items

Valentine s Days Minis Easter Bar 6er Pack Halloween

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3. Stakeholder Touchpoints - Products KitKat products in Turkey

With milk

Four finger bar with milk

With dark choclate

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3. Stakeholder Touchpoints - Products Packaging

Big Pack
Arab Countries, Turkey, India, USA

Small Pack
Czech Rep, Germany, Netherland, USA

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3. Stakeholder Touchpoints - Products Packaging

Specific note or sign on the pack

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3. Stakeholder Touchpoints - Products As health consciousness and an infatuation with looking slim become increasingly common

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3. Stakeholder Touchpoints - Products

Two finger bar from UK

KitKat from Japan

KitKat is now manufacturing two finger bars with natural flavourings, and for the first time KitKat is suitable for vegetarians.

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3. Stakeholder Touchpoints - Products

No information about calories on the pack.

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3. Stakeholder Touchpoints - Products Packing in Japan

Colourful people

Colourful Kit Kat package

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3. Stakeholder Touchpoints - Products Packing in UK

More formal

Not that much colourful like in Japan

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3. Stakeholder Touchpoints - Products KitKat tastes in various products

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3. Stakeholder Touchpoints - Advertising

Country: UAE
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3. Stakeholder Touchpoints - Advertising

Country: Japan
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3. Stakeholder Touchpoints - Advertising

Country: Australia
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3. Stakeholder Touchpoints - Advertising

Vuvuzela, World Cup 2010

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3. Stakeholder Touchpoints - Advertising

Wimbledon Match
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3. Stakeholder Touchpoints - Advertising

Country: India
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3. Stakeholder Touchpoints - Advertising

Country: USA
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3. Stakeholder Touchpoints - Advertising

Country: UK
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3. Stakeholder Touchpoints - Advertising

Key Similarities Logo

Slogan

Concept

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3. Stakeholder Touchpoints - Advertising

Key Differences
India Sounds Localized Concepts Actors Used Target Audience Language Loud music Bollywood music Indians Youth and Young Adults Hindi United Kingdom Mellow/Soft music English football Celebrities United States Medium level of music Rap Americans Youth and Young Adults English

30+ Age Group

English

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3. Stakeholder Touchpoints - Internet Sites

United Kingdom Singapore

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3. Stakeholder Touchpoints - Internet Sites

Key Similarities
KitKat logo and slogan (except of the USA) Base color scheme Ideology Games Background history Listen to music Competitions

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3. Stakeholder Touchpoints - Internet Sites

Key Differences
UK Very structured and Simple Countryside Birds chirping, church bells, cycle bells, horns etc.. Used Singaporean Actor Singapore

Design

Clustered and Chaotic

Feel

Cosmopolitan City

Sounds

Nothing

Localization

Used British Actor

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3. Stakeholder Touchpoints - Sponsorships York KitKat Crescent Stadium

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3. Stakeholder Touchpoints - Sponsorships York KitKat Crescent Stadium

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3. Stakeholder Touchpoints - Events

Country: Netherland
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3. Stakeholder Touchpoints - Events

Global hub for art Associate going to art galleries as a break Targets people in the upper strata of society and also a more mature audience

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3. Stakeholder Touchpoints - Marketing

KitKat Mail: Discovery of Japanese translation Kitto Katsu which means you will surely win Link of KitKat to the term Kitto Katsu Idea: promote the message Kitto Katsu due to the tradition of sending good luck wishes before tough higher-education entrance exams Partnership with Japans postal service to create KitKat Mail KitKat Mail: postcard-like product only sold at the post office

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3. Stakeholder Touchpoints - Marketing

The KitKat Mail

The inside of a Japanese post office decorated for the KitKat Mail campaign
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3. Stakeholder Touchpoints - Marketing

KitKat Chair Posters: Marketing strategy to bring the brand KitKat to a younger audience Based on Australian summers: many concerts in parks where a lot of young people hang around but where is no opportunities to sit Solution: creation of a KitKat Chair poster that become real chairs Those were placed at the entrance of parks and squares so people could build their own chairs to Have a Break

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3. Stakeholder Touchpoints - Marketing

KitKat Chair posters

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4. Conclusion

Some aspects of a product can be retained globally while others need to be differentiated according to the stakeholders concerened Advertising strategy is specified for each country due to the different target groups Different/special products available in every country KitKat involves the culture and people s behavior / traditions in their strategies

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Thank you for your attention!

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