8. IMAGERY
User Profile:
-the mental image of the typical consumer is a child or
teen who needs energy to start the day or an adult who
needs a break.
Purchase & Usage Situations:
(i) Purchase situations:
- it is very easy to purchase Kitkat, it can be found in
every supermarket & at vending machines.
- in addition, consumers buy a lot on impulse, it’s a way
to indulge themselves.
9. (ii)Usage situations:
-most of the consumers have Kitkat in the afternoon, during
breaks at school or workplace.
-the idea of break is strongly associated with Kitkat.
Personality & Values:
• Sincerity (honest, cheerful & wholesome)
• Excitement (daring, spirited, imaginative, up-to-date)
History/Heritage:
the brand now celebrates its 80’th year anniversary &
promotes its heritage as a chocolate bar producer.
10. PERFORMANCE
Primary characteristics:
- ingredients’ quality is perceived as ‘good’
-the four fingers format is very popular & consumers
like the idea of sharing their snacks.
Product Reliability:
- Kitkat is perceived as an average-quality chocolate bar.
11. Style and design:
-the packaging exudes a good quality product. The
colors shows energy, dynamism & vivacity. The four
fingers format is for sharing with friends.
Price:
- it is ‘ affordable – to very affordable’ for most of the
consumers.
12. JUDGEMENTS
Credibility:
The source of Kitkat brands credibility comes from its parent
company “NESTLE”, which is seen as a very reliable and
credible brand.
Superiority:
Kitkat’s taste itself doesn’t differentiate itself from its competitors;
however, consumers love its four fingers size. They find it easy to
eat & love the idea that they can share it with their friends.
14. RESONANCE
• KITKAT MANIA:
-Cherished childhood memories encourages repeat
purchase.
-As per a survey, 50% of consumers buy Kitkat 3-4 times a
month & 66.6% buy 3-4 individual packets a month
-Strong association with warmth & comfort
-There is a craving for kitkat immediately after eating
one.
15.
16. Sense of Community & Active Engagement:
Kitkat is very active on Social Networks. The brand
does everything to be in constant touch with its fans
online in order to create a sense of community.
These fans are in an active engagement; they invest
time, energy & money, therefore we can assume
them to be the real brand ambassadors.
17.
18.
19. BRAND DOMAIN Men and women of all ages between 15- 40 years old
at a worldwide level.
BRAND HERITAGE Dark chocolate, packaging being changed to blue
during WWII, Kitkat bar was called a Chocolate Crisp.
BRAND VALUES Slogan in itself ‘have a Break, have a Kitkat’, fun,
original, universal symbol of break, quirky spirit,
sharing.
BRAND ASSESTS Packaging, Red color, shape, message (break), many
variants.
BRAND PERSONALITY Dynamic and Fun.
BRAND REFLECTION Kitkat means coolness, break (relief) from whatever,
tasty, easy to share and fun.
