Growth Strategy
The Universal Truth
A break. That’s a universal truth. No matter what a person’s age, race, gender. Where they come from, what they like to do, whom they like. Rich or poor, abled or disabled, liberal or conservative, everyone deserves a break. Each of them might define their breaks differently.
For some, it might be that moment between classes or after a long and hard-fought battle with an exam or project. For others, it may be that moment when they crash on their couch after a full day’s work or when they step onto the beach for a well-deserved vacation. For others yet, it may be that pause between chapters from a book, where they can go grab a snack or the few minutes between songs at a party where they can grab a drink and chat with friends.
These are just a few instances of breaks out of the inconceivable many others that are out there. Whenever someone wants a break, they shall get it. Through Kit Kat.
The Ultimate Positioning
“Breaks may take different appearances for different people, but it means the same thing for all of us. It is an opportunity to lighten up our lives, take a step back, and enjoy that moment of pure, unadulterated freedom that we so lack in our lives in today’s fast-as-light world. And Kit Kat shall be that universal symbol of break.”
With the new brand promise firmly in place, we will be breathing life and commitment into it through our new campaigns. The main aim of the campaigns will be to re-establish a relationship and sense of emotional connection between Kit Kat and the consumers. Our first major campaign ‘Forever Reinventing Breaks’ will take an out of the box approach to the idea of break, thereby breaking away from the typical associations of a break. Once this new idea is established in the consumers’ minds, our subsequent campaign’s goal then will focus on strengthening that connection.
While the focus of the campaign is the Singapore market, the new campaign has flexibility to be used on a global scale, due to the use of our universal truth. It is extremely important to reestablish Kit Kat’s connection with the Singapore consumers, and the success of this campaign will further provide a strong reason for the strategy to be used globally to strengthen the Kit Kat brand equity.
For some, it might be that moment between classes or after a long and hard-fought battle with an exam or project. For others, it may be that moment when they crash on their couch after a full day’s work or when they step onto the beach for a well-deserved vacation. For others yet, it may be that pause between chapters from a book, where they can go grab a snack or the few minutes between songs at a party where they can grab a drink and chat with friends.
These are just a few instances of breaks out of the inconceivable many others that are out there. Whenever someone wants a break, they shall get it. Through Kit Kat.
The Ultimate Positioning
“Breaks may take different appearances for different people, but it means the same thing for all of us. It is an opportunity to lighten up our lives, take a step back, and enjoy that moment of pure, unadulterated freedom that we so lack in our lives in today’s fast-as-light world. And Kit Kat shall be that universal symbol of break.”
With the new brand promise firmly in place, we will be breathing life and commitment into it through our new campaigns. The main aim of the campaigns will be to re-establish a relationship and sense of emotional connection between Kit Kat and the consumers. Our first major campaign ‘Forever Reinventing Breaks’ will take an out of the box approach to the idea of break, thereby breaking away from the typical associations of a break. Once this new idea is established in the consumers’ minds, our subsequent campaign’s goal then will focus on strengthening that connection.
While the focus of the campaign is the Singapore market, the new campaign has flexibility to be used on a global scale, due to the use of our universal truth. It is extremely important to reestablish Kit Kat’s connection with the Singapore consumers, and the success of this campaign will further provide a strong reason for the strategy to be used globally to strengthen the Kit Kat brand equity.
Brand Strategies
After analyzing how Kit Kat is currently promoted, we have come up with the following suggestions on how to improve the brand’s exposure and attractiveness to Singapore market.
Social Media Revamp
FACEBOOK OVERHAUL:
When we refer to social media, for Kit Kat's case, we specifically Social Media, which in Kit Kat’s case is the Facebook page, which needs a complete overhaul. The following are the problems that we have identified for the:
SOLUTIONS: With that in mind, we suggest the following ideas which we think would help us to grow Kit Kat’s presence in Singapore’s social media arena:
MASCOT REINVENTION
Our team believes that Kit Kat indeed needs a mascot. However, we also strongly support the idea that mascot should be as original and unique to the brand as possible. Currently, the Kit Kat mascot takes the form of a panda. There are several problems which we have identified with this:
SOLUTION: Therefore, we think that the best solutions to the problem would be:
REMOVAL OF THE SOCIAL MEDIA TRACKER
Kit Kat’s social media tracker is an application for mobile devices which allows its user to automatically “like” or "share" a set number of statuses, updates, and pictures that appears on the user's notification wall. All of this happens without the user having to actually check the contents. In addition to posing the possibility of unknowingly 'sharing' spam material, we believe that the application is counter-effective to its goal. Kit Kat supports the idea of taking a break from the routine. However, with the tracker, a person is able to 'take a break' in the eyes of social media, but is ultimately giving up on an actual break.
Strategic Product Campaigns
FLAVORS
In the Japanese market today, there are a variety of Kit Kat flavors available. However, less than five flavors exist in the Singapore market currently. Although we do not want to replicate the Japanese model, we would like to take a page out of its book and have a few closely related flavors from milk and white chocolate such as:
These product introductions would refresh Kit Kat as a product. The target market of Kit Kat constantly wants to try something new. These interesting flavor introductions would constantly attract them to the brand to try a different flavor. Kit Kat can even build a marketing strategy around these flavors such as ‘Flavor of the Month’. The Facebook page then could be used to get votes on which flavor would they like to see next available in the market. This will increase the engagement with the consumers and make them feel a part of the brand.
PACKAGING
We have noticed that the packaging for Kit Kat in Singapore has not been consistent. We have encountered at least 3 or 4 different versions over the past few months. We think that there should be a unified packaging form that can be used as a selling factor. For example, there is a new packaging which forces customers to push Kit Kat bars sideways as opposed to pushing from back or front to reveal the bars. Because of that form factor, it is much harder for us to break Kit Kat now.
THE "BREAK-ING" MACHINE
These days vending machines have gone from selling only drinks to everything from chocolates, snacks, to sandwiches. Using this step up, Kit Kat can increase its availability by making the products available in snack vending machines across Singapore. Very often, when people take a break, they go to the vending machine to pick up something to munch. Kit Kat can even create an advertising campaign around this. The key message of the campaign would center on taking a break and having a Kit Kat, with a tie-in to the vending machine.
To take it one step further, Kit Kat may choose to have it's own separate vending machine. While this idea appealing, we realize that it's product line isn't extensive enough to allow this. Therefore, an alternative solution to this may be a combined 'Nestle Vending Machine'. There are both advantages and disadvantages to this method. The benefit here would be that Nestle would have its own exclusive vending machines for distributing its products. The machines could be located in universities, junior colleges and office areas such as Raffles and Changi Business Park, where people often are in a rush. These machines would essentially serve as Nestle’s exclusive shops where all Nestle products including Kit Kat are available. It would increase the reach of Nestle’s products and create positive effects on its brands such as Kit Kat.
On the downside, there could be possible cannibalization between Nestle's brands, including that of Kit Kat when it is put alongside other similar product offerings.
Social Media Revamp
FACEBOOK OVERHAUL:
When we refer to social media, for Kit Kat's case, we specifically Social Media, which in Kit Kat’s case is the Facebook page, which needs a complete overhaul. The following are the problems that we have identified for the:
- Content is not renewed as frequently as it should be:
- Content doesn't provide variety and is repetitive
- Content is not engaging the 'fan' and other visitors
SOLUTIONS: With that in mind, we suggest the following ideas which we think would help us to grow Kit Kat’s presence in Singapore’s social media arena:
- Constantly update the page. Ideally, two times a day and never less than once every two days.
- We think that Kit Kat should have some fun and relaxing reading materials that doesn't take up much time of the visitor. examples of such materials could be funny gags or inspiring articles, all of which must be somehow related to the concept of break and enjoyment of life. This will provide additional measures to strengthen the connection between Kit Kat and its consumers. To note, the content should be varied on a regular basis so as to avoid being repetitive.
- In order to increase visitor engagement in the page, we think that Kit Kat should be posting interesting facts about chocolate in general, its products, fun facts, and artworks from fans.
MASCOT REINVENTION
Our team believes that Kit Kat indeed needs a mascot. However, we also strongly support the idea that mascot should be as original and unique to the brand as possible. Currently, the Kit Kat mascot takes the form of a panda. There are several problems which we have identified with this:
- A panda has no trait which conveys the message and symbol that Kit Kat stands for, which is taking a break.
- The panda has an outdated association with Kit Kat due to the highly popular advertisement in 1980s. The current target market of Kit Kat has no recall of that advertisement as they were not even born at that time.
- Currently, the panda mascot has very strong associations with organizations such as the World Wildlife Foundation (WWF) and products such as Panda Cheese.
SOLUTION: Therefore, we think that the best solutions to the problem would be:
- The panda should be dropped as a mascot for Kit Kat with immediate effect.
- Start working on developing a new mascot which would be befitting for Kit Kat in terms of brand vision.
REMOVAL OF THE SOCIAL MEDIA TRACKER
Kit Kat’s social media tracker is an application for mobile devices which allows its user to automatically “like” or "share" a set number of statuses, updates, and pictures that appears on the user's notification wall. All of this happens without the user having to actually check the contents. In addition to posing the possibility of unknowingly 'sharing' spam material, we believe that the application is counter-effective to its goal. Kit Kat supports the idea of taking a break from the routine. However, with the tracker, a person is able to 'take a break' in the eyes of social media, but is ultimately giving up on an actual break.
Strategic Product Campaigns
FLAVORS
In the Japanese market today, there are a variety of Kit Kat flavors available. However, less than five flavors exist in the Singapore market currently. Although we do not want to replicate the Japanese model, we would like to take a page out of its book and have a few closely related flavors from milk and white chocolate such as:
- Strawberry
- Coffee
- Green Tea
- Mint
- Hazelnut
- Pineapple
- Cookies and Cream
- Royal Milk Tea
- Cheesecake
These product introductions would refresh Kit Kat as a product. The target market of Kit Kat constantly wants to try something new. These interesting flavor introductions would constantly attract them to the brand to try a different flavor. Kit Kat can even build a marketing strategy around these flavors such as ‘Flavor of the Month’. The Facebook page then could be used to get votes on which flavor would they like to see next available in the market. This will increase the engagement with the consumers and make them feel a part of the brand.
PACKAGING
We have noticed that the packaging for Kit Kat in Singapore has not been consistent. We have encountered at least 3 or 4 different versions over the past few months. We think that there should be a unified packaging form that can be used as a selling factor. For example, there is a new packaging which forces customers to push Kit Kat bars sideways as opposed to pushing from back or front to reveal the bars. Because of that form factor, it is much harder for us to break Kit Kat now.
THE "BREAK-ING" MACHINE
These days vending machines have gone from selling only drinks to everything from chocolates, snacks, to sandwiches. Using this step up, Kit Kat can increase its availability by making the products available in snack vending machines across Singapore. Very often, when people take a break, they go to the vending machine to pick up something to munch. Kit Kat can even create an advertising campaign around this. The key message of the campaign would center on taking a break and having a Kit Kat, with a tie-in to the vending machine.
To take it one step further, Kit Kat may choose to have it's own separate vending machine. While this idea appealing, we realize that it's product line isn't extensive enough to allow this. Therefore, an alternative solution to this may be a combined 'Nestle Vending Machine'. There are both advantages and disadvantages to this method. The benefit here would be that Nestle would have its own exclusive vending machines for distributing its products. The machines could be located in universities, junior colleges and office areas such as Raffles and Changi Business Park, where people often are in a rush. These machines would essentially serve as Nestle’s exclusive shops where all Nestle products including Kit Kat are available. It would increase the reach of Nestle’s products and create positive effects on its brands such as Kit Kat.
On the downside, there could be possible cannibalization between Nestle's brands, including that of Kit Kat when it is put alongside other similar product offerings.