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  • Topic: Chocolate, Candy bars, Reese's Peanut Butter Cups
  • Pages : 9 (2147 words )
  • Download(s) : 55
  • Published : March 21, 2013
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KIT KAT
COMPETITIVE ANALYSIS

Kevin Daury Henry Garcia Clint Geddes Krista Whittaker

Executive Summary
The following report is an outline on the state of Nestle’s Kit Kat brand of chocolate bars. The report will observe three main areas of said brand, including: the market in which the brand operates, the brand itself, and the competition. The main findings of such research are that Kit Kat and the chocolate industry in general are experiencing continuous growth, while at the same time experiencing a boost in sales due to the economic situation in North America. The recession that hit North Americans has made a negative impact in many industries, but the chocolate industry has seen an increase in consumption due to the nature of the products. In other words, they are considered comfort food. Due to the nature of the products (, various kinds of products, universal availability, year-round seasonality, and at a fairly low price), the confectionery industry is very competitive. Tthe Hershey Bar, and Reeses’ Cups have been identified as the main competitors to the Kit Kat brand. Market share shows Nestle to have the largest market share, but at the same time, in need of a new message because trends point towards a turn towards healthy or smaller portions of confectionery. The implications of the research in regards to future advertising are that the Kit Kat brand needs to establish itself as a brand that will provide some sort of comfort or enjoyment, while at the same time ensuring consumers that everyone needs to indulge.

Contents
Market Situation Analysis ............................................................................................................................. 1 Market Analysis......................................................................................................................................... 1 Trend Analysis ........................................................................................................................................... 3 Seasonal Analysis ...................................................................................................................................... 4 Brand Analysis ............................................................................................................................................... 5 Brand Image .............................................................................................................................................. 5 Previous Campaigns .................................................................................................................................. 6 Something New to USP or Competitive Advantage .................................................................................. 6 Specific Implications to Advertising .......................................................................................................... 6 Competitive Analysis ..................................................................................................................................... 7 Share of Voice & Main Advertising Competitors ...................................................................................... 7 Market Share, Sales, Reputation, USP ...................................................................................................... 8 & Competitive Advantages ....................................................................................................................... 8 Of Competing brands ................................................................................................................................ 8 Reese’s Strengths: ................................................................................................................................. 9 Reeses’ Weaknesses: ............................................................................................................................ 9 Hershey Bar Strengths:...
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