Stage 4 - Brand Strength
Internal Factors
Clarity: Kit Kat’s brand strategy is very clear on its values and propositions. The organisation is very clear on whom they target and how are they going to reach these target customers. The social media strategy and the focus on the youth is a case in-point.
Commitment: Nestle, even with its large portfolio of brands, is strongly committed to Kit Kat. Kit Kat is a profitable sector for the organisation. Nestle provides adequate time, influence and investment. This has resulted in Kit Kat being one of the brands synonymous with Nestle.
Responsiveness: Kit Kat is very responsive to market changes. It has constantly evolved the product while keeping the core essentials in place. It has introduced new flavours constantly, as a promotional strategy and evolved its marketing campaign to suit the social media segment which is now its main focus.
Protection: The brand is moderately protected in terms of ingredients and design scale. It has spawned imitators such as Take-It which copy the wafer chocolate. Due to different areas of production, the ingredients vary. This causes a change in flavour and lack of uniformity in taste. However, the Kit Kat brand name and the distinctive red, white and silver packaging is well-protected.
Commitment: Nestle, even with its large portfolio of brands, is strongly committed to Kit Kat. Kit Kat is a profitable sector for the organisation. Nestle provides adequate time, influence and investment. This has resulted in Kit Kat being one of the brands synonymous with Nestle.
Responsiveness: Kit Kat is very responsive to market changes. It has constantly evolved the product while keeping the core essentials in place. It has introduced new flavours constantly, as a promotional strategy and evolved its marketing campaign to suit the social media segment which is now its main focus.
Protection: The brand is moderately protected in terms of ingredients and design scale. It has spawned imitators such as Take-It which copy the wafer chocolate. Due to different areas of production, the ingredients vary. This causes a change in flavour and lack of uniformity in taste. However, the Kit Kat brand name and the distinctive red, white and silver packaging is well-protected.
External Factors
Relevance: Kit Kat has a high level of relevance with its customers. It meets the needs of chocolate lovers by providing a different type of wafer chocolate with a distinctive taste. It is widely available and caters to all demographics. It fulfils the desire of relaxation.
Authenticity: The brand has a high level of capability. The heritage of Kit Kat is well-known and has clearly defined values. It has always delivered on the expectations which customers have with Kit Kat.
Differentiation: The brand is clearly differentiated from its competitors. It is positioned as a chocolate for the masses. It has a clear youth target market. It is distinctive in the minds of the consumers.
Consistent: Kit Kat has a highly consistent product and image. The ‘Have a Break, have a Kit Kat’ is a message which resonates throughout the world. The wafer chocolate is the distinctive chocolate which is sold with variations to localise and innovate.
Presence: Kit Kat does not rate highly on its omnipresence. Though it has strong recall amongst consumers, the positive imagery is low. Some consumers feel Kit Kat is starting to lose the strong association with the youth despite its marketing activities aimed at them. It is no longer one of the highly discussed brands in either traditional or social media.
Understanding: Kit Kat is highly recognized by consumers across the globe. There is good in-depth understanding of its qualities and characteristics. Consumers have good knowledge of the owner of Kit Kat which is Nestle. This creates a good symbiotic relationship and helps the Nestle and Kit Kat brand.
Authenticity: The brand has a high level of capability. The heritage of Kit Kat is well-known and has clearly defined values. It has always delivered on the expectations which customers have with Kit Kat.
Differentiation: The brand is clearly differentiated from its competitors. It is positioned as a chocolate for the masses. It has a clear youth target market. It is distinctive in the minds of the consumers.
Consistent: Kit Kat has a highly consistent product and image. The ‘Have a Break, have a Kit Kat’ is a message which resonates throughout the world. The wafer chocolate is the distinctive chocolate which is sold with variations to localise and innovate.
Presence: Kit Kat does not rate highly on its omnipresence. Though it has strong recall amongst consumers, the positive imagery is low. Some consumers feel Kit Kat is starting to lose the strong association with the youth despite its marketing activities aimed at them. It is no longer one of the highly discussed brands in either traditional or social media.
Understanding: Kit Kat is highly recognized by consumers across the globe. There is good in-depth understanding of its qualities and characteristics. Consumers have good knowledge of the owner of Kit Kat which is Nestle. This creates a good symbiotic relationship and helps the Nestle and Kit Kat brand.