Market Segmentation of Kitkat

Satisfactory Essays
Nestlé KitKat
Cross-platform mobile app

The Challenge
Nestlé is one of the world’s leading FMCG manufacturers. Kit Kat is Nestlé’s leading confectionary brand and the UK’s favourite chocolate biscuit bar.

Our Strategy
Our aim was to create an extension to Kit Kat’s YouTube channel for the smart phone user. The brief was to create an experience which utilises the unique functionality that mobile provides, and Users are asked what mood they are in, and a selection of videos is presented to them. The topics range from a tutorial on how to body pop, or a clip of a Kit Kat advert from the archive. At the end of the video the user is returned to the app to be able to view more inspiring videos and share with friends.

Imano were asked to contribute to Kit Kat’s Shake & Break campaign, created by Skive, by delivering an app to run alongside their existing YouTube channel. The commissioned app was for both Android and iPhone platforms.

encourage the campaign to ‘go social’ through all digital channels.

The goal of the Shake & Break app was to allow users to make the most out of their break times, in a fun way with Kit Kat. Our strategy was to create a seamless environment where they could engage with the selection of YouTube video choice to compliment the campaign.

The Results
Through an agile working approach the tight project deadlines were met and the app is now live in two Android market places and the app Store. As retained Nestlé agencies Imano and Skive have successfully worked together to push boundaries and evolve the mobile/social media marketing strategy that the brand will be adopting for the foreseeable future.

For further information contact:

Imano plc Tel: UK: 020 7632 6930 | www.imano.com | experts@imano.com

acrossair Tel: UK: 020 7632 6930 | www.acrossair.com

You May Also Find These Documents Helpful

  • Powerful Essays

    Kitkat

    • 1084 Words
    • 5 Pages

    KitKat KitKat was launched by Rowintree in 1935 as Chocolate Crisp. The market performance of Kitkat has been pretty optimistic. Since the Chocolate confectionery market is very concentrated, stable and competitive. KitKat has enough strength to take the opportunities to do better and stay higher in its industry. However, there are some company 's weaknesses which would bring some threats for KitKat. The SWOT analysis: Its major and minor strengths of KitKat: 1. Strong team work. 2. The…

    • 1084 Words
    • 5 Pages
    Powerful Essays
  • Satisfactory Essays

    market segmentation

    • 550 Words
    • 3 Pages

    ASSIGNMENT 1) Market segmentation Market segmentation is simply a modern marketing strategy in which the market for your customers are divided in various several groups and segments based on some major key factors such as demographic, geographic, psychological and behavioural factors. By dividing the market, the sellers that that try to deliver good value to their customers will be able to have better understanding of their target audience and thereby make their marketing more effective. Market segmentation…

    • 550 Words
    • 3 Pages
    Satisfactory Essays
  • Powerful Essays

    Market Segmentation

    • 1889 Words
    • 8 Pages

    reach different markets or to promote your products to different locations or people one has to use a method called market segmentation. "Market segmentation describes the division of a market into homogenous groups which will respond differently to promotions, communications, advertising and other marketing mix variable" (Cumming). Market segmentation is extremely important for companies around the world. If a company doesn't research the area in which they are going to market or they put a product…

    • 1889 Words
    • 8 Pages
    Powerful Essays
  • Powerful Essays

    Market Segmentation

    • 12864 Words
    • 52 Pages

    Market Segmentation Strategy, Competitive Advantage, and Public Policy Market Segmentation Strategy, Competitive Advantage, and Public Policy: Grounding Segmentation Strategy in Resource-Advantage Theory Shelby D. Hunt & Dennis B. Arnett Abstract Market segmentation is one of the most widely accepted concepts in marketing. Its fundamental thesis is that, to achieve competitive advantage and, thereby, superior financial performance, firms should (1) identify segments of demand, (2) target specific…

    • 12864 Words
    • 52 Pages
    Powerful Essays
  • Powerful Essays

    Market Segmentation

    • 1473 Words
    • 6 Pages

    Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs, and then designing and implementing strategies to target their needs and desires using media channels and other touch-points that best allow to reach them. Market segments allow companies to create product differentiation strategies to target them. Criteria for segmenting An ideal market segment meets all of the following criteria: * It is possible to measure…

    • 1473 Words
    • 6 Pages
    Powerful Essays
  • Powerful Essays

    Market Segmentation

    • 9147 Words
    • 37 Pages

    MARKET SEGMENTATION, TARGETING AND POSITIONING MARKET SEGMENTATION INTRODUCTION: - The market for any product is normally made up of several segments. A ‘market’ after all is the aggregate of consumers of a given product. And, consumer (the end user), who makes a market, are of varying characteristics user and buying behavior. There are different factors contributing for varying mind set of consumers. It is thus natural that many differing segments occur within a market. In order to capture this…

    • 9147 Words
    • 37 Pages
    Powerful Essays
  • Satisfactory Essays

    Market Segmentation

    • 931 Words
    • 4 Pages

    The purpose of market segmentation is to enable the marketer to adjust marketing mixes (product, price, promotion, place) to meet the needs of one or more specific segments. Basically marketers use the market segmentation process to divide big markets into smaller segments according to characteristics of individuals, different groups and locations. Adidas the largest sportswear manufacturer in Europe and the second biggest sportswear manufacturer in the world markets by looking at buying attitudes…

    • 931 Words
    • 4 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Market Segmentation

    • 830 Words
    • 4 Pages

    MARKET SEGMENTATION BY- SUNIT KUMAR MISHRA • CONCEPT AND DEFINITION The concept of market segment is based on the fact that the market of commodities are not homogeneous but they are heterogeneous. Market represent a group of customer having common characteristics but two customer are never common in their nature, habits, hobbies income and purchasing techniques. • According to Philip kotler , “ Market segmentation is sub-dividing a market into distinct and homogeneous subgroups of customers…

    • 830 Words
    • 4 Pages
    Satisfactory Essays
  • Good Essays

    Market Segmentation

    • 1010 Words
    • 5 Pages

    must popular shoes on the market. Today must designer shoes are cute, but are too high for some women with flat feet or others who just want to be comfortable, while looking cute. Shoes by design is a shoe company that provides low heeled designer shoes for women of all ages. The company also provides repair services for their shoes. Shoes by design provides services for women in the United States as well as Europe. Market Segment A market segment is a sub-set of a market made up of people or organizations…

    • 1010 Words
    • 5 Pages
    Good Essays
  • Good Essays

    Market Segmentation

    • 993 Words
    • 4 Pages

    Market segmentation Market consists of large number of actual and potential customers. The process of splitting the market into different groups or segments based on the needs, characteristics or buyer behavior is called as Segmentation (Kotler, Brown, Adam, and Armstrong, 2007). Singapore Airlines (SIA) has used traditional approach adopted by legacy carriers for segmentation. SIA focuses on business travelers and the price sensitive leisure travelers. The business paradigm of SIA has clearly…

    • 993 Words
    • 4 Pages
    Good Essays