Accolade V. Sega
Introduction
Kit Kat is known by everyone for its tasty chocolate wafers but also for its “have a break”. Kit Kat, Kit Kat Chunky or Kit Kat balls are the most famous products in the French market, but the bars of chocolate exist all over the world in more than 70 countries. Here are some key facts: * The Kit Kat range, which is produced in York, makes up approximately 23% of Nestlé Confectionery UK sales. Almost a quarter of the Kit Kat sales are of four–finger Kit Kat. * The UK is the biggest market for Kit Kat globally. It is about twice as big as the second Kit Kat market, Japan. * Kit Kat continues to be one of the world’s best selling confectionery brands. * Some 47 bars are eaten every second and in 1999 sales amounted to £250 million, breaking the £1/4bn barrier for the first time. * 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.
The worldwide presence of Kit Kat makes us wondering what marketing mix strategy Nestlé, the producer, adopts. Are the products the same in all the countries? Is the price different and adopted to specific markets? And what about the image and communication strategies? Can we find the chocolate bars in supermarket like in France? Is the marketing mix standardized for the whole world or adopted to each country?
To answer to all these questions, we decided to study three important markets which are the French market as we are French students, the UK market where Kit Kat is the first seller and the Japanese market where Kit Kat succeeded just few years ago. We also studied the Australian market, a
Kit Kat is known by everyone for its tasty chocolate wafers but also for its “have a break”. Kit Kat, Kit Kat Chunky or Kit Kat balls are the most famous products in the French market, but the bars of chocolate exist all over the world in more than 70 countries. Here are some key facts: * The Kit Kat range, which is produced in York, makes up approximately 23% of Nestlé Confectionery UK sales. Almost a quarter of the Kit Kat sales are of four–finger Kit Kat. * The UK is the biggest market for Kit Kat globally. It is about twice as big as the second Kit Kat market, Japan. * Kit Kat continues to be one of the world’s best selling confectionery brands. * Some 47 bars are eaten every second and in 1999 sales amounted to £250 million, breaking the £1/4bn barrier for the first time. * 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.
The worldwide presence of Kit Kat makes us wondering what marketing mix strategy Nestlé, the producer, adopts. Are the products the same in all the countries? Is the price different and adopted to specific markets? And what about the image and communication strategies? Can we find the chocolate bars in supermarket like in France? Is the marketing mix standardized for the whole world or adopted to each country?
To answer to all these questions, we decided to study three important markets which are the French market as we are French students, the UK market where Kit Kat is the first seller and the Japanese market where Kit Kat succeeded just few years ago. We also studied the Australian market, a