Break 1: Brand Identity
For the very first assignment, we researched into Nestle's Kit Kat origin and its process behind the brand. We then assessed Kit Kat's global and localized business strategy. Afterwards, we generated words which are mainly associated towards Kit Kat as a brand and used it to analyze Kit Kat's current standing in CBBE Pyramid.
Please refer to the History link (which can also be found on our home page) to find out more about Kit Kat's origins and please refer to the following five links below for our analysis.
From the research that has been conducted by our team, we find that Nestlé’s Global Kit Kat Team has implemented international strategy by producing limited editions in different part of market regions. In addition, the Global Team has been using ‘Have a Break, Have a Kit Kat’ tagline for more than 50 years.
In Singapore, Nestle has been investing in Digital Media advertising by implementing a ‘Social Break Widget’ that helps users to connect to their own Facebook and Twitter account. By doing so, Nestle is trying to generate a ‘buzz’ among social media users in Singapore.
Kit Kat differentiates itself by offering its product in multiple product packaging sizes that facilitate limited editions produced across the globe. Moreover, the chocolate comes in various sizes and shapes such as one-stick, two-stick, four-stick, and chunky bars. More information related to Points of Parity and Points of Difference can be found in the Brand Positioning section below.
In regards to Brand Knowledge, Kit Kat is largely associated with the word ‘Break’. This is largely due to its marketing tagline. Finally, relating to CBBE Pyramid, Kit Kat has a moderately strong brand awareness as it is one of the brands recalled my consumers, but not the first brand. Kit Kat also has one of the largest market shares in Singapore confectionary industry.
Please refer to the History link (which can also be found on our home page) to find out more about Kit Kat's origins and please refer to the following five links below for our analysis.
From the research that has been conducted by our team, we find that Nestlé’s Global Kit Kat Team has implemented international strategy by producing limited editions in different part of market regions. In addition, the Global Team has been using ‘Have a Break, Have a Kit Kat’ tagline for more than 50 years.
In Singapore, Nestle has been investing in Digital Media advertising by implementing a ‘Social Break Widget’ that helps users to connect to their own Facebook and Twitter account. By doing so, Nestle is trying to generate a ‘buzz’ among social media users in Singapore.
Kit Kat differentiates itself by offering its product in multiple product packaging sizes that facilitate limited editions produced across the globe. Moreover, the chocolate comes in various sizes and shapes such as one-stick, two-stick, four-stick, and chunky bars. More information related to Points of Parity and Points of Difference can be found in the Brand Positioning section below.
In regards to Brand Knowledge, Kit Kat is largely associated with the word ‘Break’. This is largely due to its marketing tagline. Finally, relating to CBBE Pyramid, Kit Kat has a moderately strong brand awareness as it is one of the brands recalled my consumers, but not the first brand. Kit Kat also has one of the largest market shares in Singapore confectionary industry.