Kitkat cracking in the Break

Its been a century since Nestle held its foot in Indian Market. They now live in hearts of millions. Having such an imminent position gave them an edge and now they are an inevitable part of the Lives of the people. Nestle India boasts their presence with eight manufacturing facilities in India. They insist integrity, honesty and fairness which in terms expedited them to earn trust and respect from all strata of Society.

Amongst all the Nestle chocolates the most beloved is none other than KitKat. Unlike other parts o the world it is one of the most successful brands in the world.

One of their key attributes with KitKat is that they offer unique offering which is wafer sticks and its their flagship. They had redefined wafers as KitKat and even the competitors who operates in wafers segment understands KitKat’s position.

Innovation

Nestle bold steps and confident steps has never shied them away from experimenting. That eventually helped them in re-positioning KitKat as a brand.    Now KitKat has so many offerings, they come in all formats from a bite-sized format to family packs.

 They serve every section of society and provide them variety like KitKat is now offers milk coated, Plain cocoa and dark chocolates.

Engagement and Captivations

Nestle KitKat is always acknowledged for its out-of-the box Ad campaigns. Their iconic “Have a break, have a KitKat” thoroughly adapted in India with deeper dramaturgy.

The cast has proved extremely successful as they added a lot of emotion to their vision. For example, they tried the advert where they are showing the importance of taking breaks and enjoying moments which they can’t without a KitKat. Playing with Love birds, babies and making fun in every aspect to make the moment more pleasing whenever the break is associated with KitKat.

There was series of campaigns in 2011

“Kabhi kabhi break lo KitKat khao, Na Jane Zindagi apko kya dikhade”

Take a break, Have a KitKat. You don’t know what life is ready to offer you

Another very interesting campaign of 2016

"Har Break Hai Ek Mauka Kucch Alag Kar Dikhaane Ka’ – so what’s your #Mybreak story? "

They ran a hahtag #mybreak story where they motivated people to act something out of the box in the break to make life exiting not just for you but also for the other around you. They even distributed gift hampers which was again extremely successful and become one of the most iconic ads.

Following their successful campaigns, they now operate another hashtag

#Lovebreaks #NoJudgements #KitKatHaiDilNahi

Brand Strengths

KitKats has a clear brand strategy of their value propositions. They are aware of their targets and therefore the have been consistent and promising. Nestle even romping with largest portfolio of brands has strong commitment with KitKat. And its true that KitKat brings a lot of profit to the organization.

KitKat quite responsive to the Market changes. They have constantly evolved the product although worked hard to keep the core essentials living. They developed new flavors as a promotional strategy and their marketing campaigns to appeal the youth audiences on social media.

Although in terms of brand protection, they are moderately protected in terms of ingredients and design and therefore have faced some imitators. However, there the brand name itself is a distinctive asset and their unique red, white & silver packing is well recognized with demarcation.

Differentiation

KitKat has a high level of engagement with its customers. It tries to fulfill the desires of its customers with easy availability and reach all demographics. They have always delivered the expectations of the consumers.

The brand has a clear differentiation amongst all the competitors and there are positioned as chocolate for the masses. They clear targets being the youths and the distinction in the minds of the consumers. Their known heritage and clearly defined values facilitated their brand communication.

Understanding

KitKat being highly recognized by the consumers around the globe. As they quite known as being a part of Nestle which in terms creates solidarity and that creates a good understanding of the relationship between Nestle and KitKat.

Whilst their omnipresence and solid brand image the positive imagery is relatively low. Consumers have started feeling that KitKat has started losing that affection despite of great marketing campaigns. They are no more in the list  highly discussed brands. 

                                                                                                                         Published by Shakeb Fraz