Kit-Kat Marketing strategy
Kit-Kat is one of the most
influential candy bars. It is rated top 13 in the whole world, this is because
Kit-Kat used be a social candy bar because it was made for sharing. The
marketing sector decided to make the candy bar into two half’s to make sharing
even easier.
Kit-Kat was the first candy
bar to trade globally, starting in the US, Europe and then later Asia and
Australia.
Although Kit-Kat was very
good at marketing and selling the product globally they still had a group of
people that were protesting against Kit-Kats environmental issues. This is when
Kit-Kat faced a time of depression because people stopped buying their product.
This is when Kit-Kat had to change their style of production. The two-finger Kit-Kat has become the second most popular fair-trade
product in the UK, providing an income for thousands more farmers in Ivory
Coast, where more than 40% of the world's cocoa is produced[1]. This
made a huge change for the company and the farmers. Since then people stopped
protesting against Kit-Kat and they became famous again.
Kit-Kat has a good marketing sector because
they full filled their dream of being one of the top leading global
confectionery brand.
The big company Sony named their
operating system Kit-Kit because they paid Sony a big amount of money but now
they are even becoming famous in the technology market.
Kit-Kat has its attractive and unique
packaging that you will remember forever. It has its fair-trade sign at the top
of the package for everyone to see so even environmental friendly people will
buy their product. Recently Kit-Kat changed their advertisement from being a
social candy bar to a candy bar for small breaks. In their advertisements they
show how a person is stressed because of his workload this is why he takes his
Kit-Kat and has a small but good break and then he can finish the work easily.
Also the Kit-Kat bar is produced in a way that it looks like a pause sign.
[1] http://www.google.de/url?sa=t&rct=j&q=&esrc=s&source=web&cd=5&ved=0CDMQFjAE&url=http%3A%2F%2Fwww.theguardian.com%2Fsustainable-business%2Fnestle-fairtrade-kit-kat-ivory-coast&ei=cQhzVKPJCob2OpiBgYAB&usg=AFQjCNHHet5jYU2nssoor48q_NZnNkvE1Q&sig2=3CqpBBkVpFqSelYMnvKy2A&bvm=bv.80185997,d.ZWU
3/4 - implicit links to the course but these need to be obvious. Just out of interest, why cite the huge google link to the article when there is a direct link to the guardian page? Also, why did you pick this article from 2013?
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