Principle of Marketing Presentation
INTRODUCTION
Kit Kat was launched in 1937. Since then, it has consistently been one of the best selling chocolate bars on the market and has acquired an instantly recognizable brand name and identity. In 1997, British sales of Kit Kat amounted to some Europe 227 million, which made it easily the most popular confectionery product on the market. Forty four Kit Kats are consumed every second in the UK!
The UK confectionery market is worth over Europe 5 billion per annum and is highly competitive. It continues to be dominated by large, well established names – highlighting the importance to firms of creating brand identities for their products. Once created, however, a brand name needs constant maintenance. Kit Kat’s ability to remain a brand leader over sixty years is no accident. The long term maintenance of a brand name requires continuous monitoring and investment. Brand image must be seen as a dynamic, not a static factor, the same consumer perceptions that create brand loyalty can also turn against a product that fails to adjust and adapt to changing attitudes
HISTORY
A Kit Kat bar is a confection which was first created by Rown tree Limited of York, England, and now produced worldwide by Nestle, which acquired Rown tree in 1988, except in the USA where it is made under license by Hershey’s. Each bar consists of fingers composed of three layers of crème-filled wafer, covered in an outer layer of chocolate. Each finger can be snapped from the bar one of the time.
The original four-finger version of this chocolate-covered biscuits bar was developed after a worker at the Rowntree’s factory in York put a suggestion in the suggestion box for a snack that a “man could have in his lunch box for work”. It was launched in September 1935 in the UK as Rowntree’s Chocolate Crisp. The two finger version was launched on 15 May 1936. Rowntree’s chocolate Crisp was renamed Kit Kat Chocolate Crisp in 1937 and later just Kit Kat after World
Kit Kat was launched in 1937. Since then, it has consistently been one of the best selling chocolate bars on the market and has acquired an instantly recognizable brand name and identity. In 1997, British sales of Kit Kat amounted to some Europe 227 million, which made it easily the most popular confectionery product on the market. Forty four Kit Kats are consumed every second in the UK!
The UK confectionery market is worth over Europe 5 billion per annum and is highly competitive. It continues to be dominated by large, well established names – highlighting the importance to firms of creating brand identities for their products. Once created, however, a brand name needs constant maintenance. Kit Kat’s ability to remain a brand leader over sixty years is no accident. The long term maintenance of a brand name requires continuous monitoring and investment. Brand image must be seen as a dynamic, not a static factor, the same consumer perceptions that create brand loyalty can also turn against a product that fails to adjust and adapt to changing attitudes
HISTORY
A Kit Kat bar is a confection which was first created by Rown tree Limited of York, England, and now produced worldwide by Nestle, which acquired Rown tree in 1988, except in the USA where it is made under license by Hershey’s. Each bar consists of fingers composed of three layers of crème-filled wafer, covered in an outer layer of chocolate. Each finger can be snapped from the bar one of the time.
The original four-finger version of this chocolate-covered biscuits bar was developed after a worker at the Rowntree’s factory in York put a suggestion in the suggestion box for a snack that a “man could have in his lunch box for work”. It was launched in September 1935 in the UK as Rowntree’s Chocolate Crisp. The two finger version was launched on 15 May 1936. Rowntree’s chocolate Crisp was renamed Kit Kat Chocolate Crisp in 1937 and later just Kit Kat after World