KIT KAT: Marketing Environments
Kit Kat has always had an extremely successful marketing campaign and a great product to back the marketing campaign. This product has endured due to its great marketing strategy that appeals to all ages and both sexes. KitKat was first advertised on TV back in 1957 and had its first colour advert in 1967. Famous adverts include the ‘Dancing Panda’ in 1987 and the ‘Have a Break’ adverts in the 90’s. KitKat is produced at the Nestlé Rowntree Factory and in 2004 a massive 39,000 tonnes of KitKat were sold - that's 107 tonnes a day! ("The history of," ). The three marketing environment forces that impact Kit Kat are the competitive environment, the social or cultural environment, and the economic environment.
The competitive marketing environment for this popular candy bar is very important since there are so many varieties of chocolate bars manufactured both nationally and internationally. There are many markets that the marketing campaign must appeal to in order to get this product into the hands of the consumer. This competitive environment must be constantly monitored in order to ensure the product remains top of mind for the consumer in comparison to the other products offered by competing candy manufacturing companies. Kit Kat has devised a strategy by the package design and also the jingle used in its marketing campaign to give it a competitive edge. The "classic" American version of the "Gimme a Break" Kit Kat jingle (in use in the US since 1986) was written by Ken Shuldman (lyrics) and Michael A. Levine (music) for the DDB Advertising Agency. Versions of the original have been covered by Carrie Underwood, Shawn Colvin, and many studio singers, as well as people who have appeared on-camera in the commercials. ("Kit Kat," ) Another way that this company remains
competitive in the marketplace is by introducing special or limited editions. They have found that by having these limited edition versions of the...
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