Analysis Of Kit Kat Chocolate Bar

Nowadays, the markets are becoming more competitive and also interdependent, plus the changing on customers shopping characteristics, which becoming more selective and pragmatic. Hence, it is important for the brands and companies to address the effectively decision and strategies on this changing climate (Faidon & Christos). However, companies in today are unable to appeal and serve all customers in marketplace, who have wide needs with varied purchase practices. Indeed, the situation drives the growing reaction of organizations in order to serve best with “right” customers and also build “right” relationship. Thus, most of the companies has modified from the “mass” marketing strategy to “target” marketing strategy (Kotler et al, 2011).
In order to generate the accurate marketing strategies, the STP process, meaning as segmentation, targeting, and positioning, can be argued as a most suitable and important tool for the organizations to better determine the market need to concentrated and also developing successful marketing strategy to achieve their goals. In this report, the author aims to explore the successful story of KitKat chocolate bar and its brand equity mainly use STP process with the summary of literature from previous
As Kotler (1997) stated ‘Positioning is the act of designing the company’s offering and image so that they occupy a meaningful and distinct competitive position in the target customers’ minds”. There are two elements when concerning positioning, firstly is physical attributes, meaning the capability or function that a brand can offer. Secondly is how the brand communicated to the customers in order to compete with competitors in same marketplace. Furthermore, the brand always prepares the perceptual positioning map which clearly shows the perception of the brand with