Stage 3 - Role of the Brand
We obtained Kit Kat’s Role of Branding Index (RBI) based on our estimation of growth of income and social tendencies of our segments.
Role of Brand Index (RBI) measures how the brand influences customer demand at the point of purchase. Based on information available, the highest RBI is attributable to students and professionals who are aged between 18 and 24 years old segment – 75%. We can explain this high RBI result through the fact that people in this segment are constantly exposed to Kit Kat in convenience stores and cafeterias which are located near the institutions they would usually visit (Universities, Junior Colleges, Polytechnics, and Companies). Also, income for this segment is low and seldom people from this age group would opt for premium chocolate brands.
The lowest RBI result comes from senior citizens aged above 55 segment – 50%. This segment is generally conservative and would choose only brands which are time-tested. However, this segment is concerned primarily with performance of a certain brand. For our brand, senior citizens would be looking for taste and consistency of the brand. Also, trial rate for this segment is very low which means that it is generally difficult for new brands of FMCG products to tackle this segment.
Role of Brand Index (RBI) measures how the brand influences customer demand at the point of purchase. Based on information available, the highest RBI is attributable to students and professionals who are aged between 18 and 24 years old segment – 75%. We can explain this high RBI result through the fact that people in this segment are constantly exposed to Kit Kat in convenience stores and cafeterias which are located near the institutions they would usually visit (Universities, Junior Colleges, Polytechnics, and Companies). Also, income for this segment is low and seldom people from this age group would opt for premium chocolate brands.
The lowest RBI result comes from senior citizens aged above 55 segment – 50%. This segment is generally conservative and would choose only brands which are time-tested. However, this segment is concerned primarily with performance of a certain brand. For our brand, senior citizens would be looking for taste and consistency of the brand. Also, trial rate for this segment is very low which means that it is generally difficult for new brands of FMCG products to tackle this segment.