Products

• Ice Cream

• ChunKy

• Kit Kat Bar

• Kit Kat Snacks

• Frozen Desserts

• Pop Chocs

MENTAL MAP

BREAK TIME CRUNCHY

MILK CHOCOLATE

NESTLE

WAFER SOUND

FRIENDS -SHARING

QUIRKY

CHUNKY BITES

AFFORDABLE

DESTRESSSHARING

CBBE MODEL

SALIENCE

-Extremely High Recognition

-Lacks TOMA (Top Of Mind Awareness): 10%

-But within Top 5 Recall

-Assisted Awareness: 100%

-Association with ‘Break’ : 15.6%

IMAGERY

User Profile:

-the mental image of the typical consumer is a child or teen who needs energy to start the day or an adult who needs a break.

Purchase & Usage Situations:

(i) Purchase situations:

- it is very easy to purchase Kitkat, it can be found in every supermarket & at vending machines.

- in addition, consumers buy a lot on impulse, it’s a way to indulge themselves.

(ii)Usage situations:

-most of the consumers have Kitkat in the afternoon, during breaks at school or workplace.

-the idea of break is strongly associated with Kitkat.

Personality & Values:

• Sincerity (honest, cheerful & wholesome)

• Excitement (daring, spirited, imaginative, up-to-date)

History/Heritage:

the brand now celebrates its 80’th year anniversary & promotes its heritage as a chocolate bar producer.

PERFORMANCE

Primary characteristics:

- ingredients’ quality is perceived as ‘good’

-the four fingers format is very popular & consumers

like the idea of sharing their snacks.

Product Reliability:

- Kitkat is perceived as an average-quality chocolate bar.

Style and design:

-the packaging exudes a good quality product. The colors shows energy, dynamism & vivacity. The four fingers format is for sharing with friends.

Price:

- it is ‘ affordable – to very affordable’ for most of the consumers.

JUDGEMENTS

Credibility:The source of Kitkat brands credibility comes from its parent

company “NESTLE”, which is seen as a very reliable and

credible brand.

Superiority:Kitkat’s taste itself doesn’t differentiate itself from its competitors;

however, consumers love its four fingers size. They find it easy to

eat & love the idea that they can share it with their friends.

FEELINGS

• Warmth: the brand makes consumers

feel peaceful, sentimental & affectionate.

• Fun: upbeat, amusing, light-hearted, joyous, playful & cheerful

• Excitement: feeling energized

• Security: safety, comfort, childhood memories

RESONANCE

• KITKAT MANIA:

-Cherished childhood memories encourages repeat purchase.

-As per a survey, 50% of consumers buy Kitkat 3-4 times a month & 66.6% buy 3-4 individual packets a month

-Strong association with warmth & comfort

-There is a craving for kitkat immediately after eating one.

Sense of Community & Active Engagement:

Kitkat is very active on Social Networks. The brand does everything to be in constant touch with its fans online in order to create a sense of community.

These fans are in an active engagement; they invest time, energy & money, therefore we can assume them to be the real brand ambassadors.

BRAND DOMAIN Men and women of all ages between 15- 40 years old at a worldwide level.

BRAND HERITAGE Dark chocolate, packaging being changed to blue during WWII, Kitkat bar was called a Chocolate Crisp.

BRAND VALUES Slogan in itself ‘have a Break, have a Kitkat’, fun, original, universal symbol of break, quirky spirit, sharing.

BRAND ASSESTS Packaging, Red color, shape, message (break), many variants.

BRAND PERSONALITY Dynamic and Fun.

BRAND REFLECTION Kitkat means coolness, break (relief) from whatever, tasty, easy to share and fun.

THANK YOU !!

By ANJU PANICKER