Localization Strategy
Market Share
Contrary to the popular opinion that consumers are trading up the chocolate confectionery ladder and increasingly opting for gourmet chocolates as their tastes become more sophisticated, our findings suggest that there has been a steady increase in Kit Kat’s market share from periods of 2007 until 2010 in Singapore.
Revenue
We have estimated the yearly revenue of Kit Kat by multiplying the percent market share of the brand with the value of the chocolate confectionary market from the years 2007 to 2010.
The brand is doing relatively well in generating revenue. From our estimation, we can say that on an average every Singaporean eats 1 Kit Kat chocolate bar in a year.
Marketing Strategy
Nestlé is seeking to invest in the digital medium significantly for the first time and has developed a specific digital brief for its KITKAT™ brand accordingly. This represents a huge directional change in the advertising approach for Nestlé’s flagship brand and would help to position the company at the forefront of digital advertising in the confectionery and FMCG sectors.
Most recently in Singapore, the campaign "Yer Big Break" called out to youths to create an original piece of art which shows their interpretation of taking a break and ran on outdoor advertising and Facebook.
The campaign was also a collaboration with three local artists to showcase their work in Nestle Kit Kat's channels and buses. The artworks by these artists have been used on bags and notebooks as well.
Winners of the competition won $1000 cash and their design was exhibited, produced and distributed island-wide. The campaign lasted until August when the winner’s work was showcased on the buses.
Kit Kat's Facebook page currently has 44,716 likes. The page is constantly updated with news regarding promotions, prizes, games, and public holiday-related arts.
Kit Kat has also created a Social Break widget which helps users to automatically keep their account updated on Facebook, Twitter and LinkedIn. The Facebook portion automatically “likes” any photos or updates that are tagged with a particular user's name. The Twitter helper automatically replies to Tweets with a relevant response randomly chosen from a list. The LinkedIn helper automatically shares the posts that the user's contacts have shared. Says the copy: Now it is possible to seem intelligent without even lifting a finger.
In addition, XM/JWT Singapore has created a Christmas Facebook app for Kit Kat that gives young Singaporeans a chance to create fun, festive mischief with a series of witty online gifts designed to deliver a smile.
Aimed at the youth market, this digital campaign leverages quirky, dark holiday humour. When Facebook users click on the app, a giant, flaming candy machine plummets from the sky, landing squarely on Santa himself. Users pull a lever on the machine and out pops a series of 13 shareable gifts, ranging from sarcastic Christmas cards, goofy card tricks and a time machine hairdo' that snaps onto photos of friend that users select from their Facebook albums. The tongue-in-cheek gifts appear on their friend's wall. The tagline reads: "For a Christmas that's more naughty than nice. Have a break, have a Kit Kat."
Most recently in Singapore, the campaign "Yer Big Break" called out to youths to create an original piece of art which shows their interpretation of taking a break and ran on outdoor advertising and Facebook.
The campaign was also a collaboration with three local artists to showcase their work in Nestle Kit Kat's channels and buses. The artworks by these artists have been used on bags and notebooks as well.
Winners of the competition won $1000 cash and their design was exhibited, produced and distributed island-wide. The campaign lasted until August when the winner’s work was showcased on the buses.
Kit Kat's Facebook page currently has 44,716 likes. The page is constantly updated with news regarding promotions, prizes, games, and public holiday-related arts.
Kit Kat has also created a Social Break widget which helps users to automatically keep their account updated on Facebook, Twitter and LinkedIn. The Facebook portion automatically “likes” any photos or updates that are tagged with a particular user's name. The Twitter helper automatically replies to Tweets with a relevant response randomly chosen from a list. The LinkedIn helper automatically shares the posts that the user's contacts have shared. Says the copy: Now it is possible to seem intelligent without even lifting a finger.
In addition, XM/JWT Singapore has created a Christmas Facebook app for Kit Kat that gives young Singaporeans a chance to create fun, festive mischief with a series of witty online gifts designed to deliver a smile.
Aimed at the youth market, this digital campaign leverages quirky, dark holiday humour. When Facebook users click on the app, a giant, flaming candy machine plummets from the sky, landing squarely on Santa himself. Users pull a lever on the machine and out pops a series of 13 shareable gifts, ranging from sarcastic Christmas cards, goofy card tricks and a time machine hairdo' that snaps onto photos of friend that users select from their Facebook albums. The tongue-in-cheek gifts appear on their friend's wall. The tagline reads: "For a Christmas that's more naughty than nice. Have a break, have a Kit Kat."
Website Marketing
The Singapore Kit Kat website as of present moment has only a flashed-based game where a player has to take photos of panda bears. Each time a player misses a shot, the energy bar of the character player controls depletes by a certain amount. Once the energy bar is empty, a character that player controls snacks on Kit Kat (has a break) and after a short amount of time, the energy bar is refilled.