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Kitkat Case Study Essay

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Case study 2
Branding and marketing tools seems to be argued as the heart of business success. As American Marketing Association (2007) stated, branding can be seen as “promise delivered” which mean a brand make promise to their customers, and then, marketing seems a way to “ deliver “ the prom-ise to customers. A successfully branding with its marketing tools can help a brand differentiates itself from the competitors. However, the market in today is getting increasingly competitive. How to stand out from the competitors and increase the brand awareness becoming the key issue for the all the brands and firms. Hence, it is important for a brand to continuously evaluate the strength of a brand or product and developing innovative strategies to improve marketing and …show more content…

In the following section, the author followed the selected brand - KitKat in case study 1 and applied the marketing mix theory mainly focus on product to assess and evaluate the brand with comparison of competitive brand TWIX …show more content…

First of all, all the product types in TWIX are chocolate mix with peanuts and caramel, which make the taste much sweeter than KitKat. Secondly, KItKat chocolate contains different layers of milk chocolate with crunchy. However, TWIX use a whole cookie bar rather than layers that need much stronger bite. In terms of packaging, TWIX sold in gold wrapper with red wording, also it does not include any slogan on packaging.
Regarding to the Kitkat price strategy. Kitkat has set different price point depending on different products type and retail outlets. The price is ranging from 20p in pound stores up to around 2 pounds in supermarkets such as Sainsbury or Waitrose. The price strategy aims to offer customers more selection when considering price. It can be stated that KitKat set the price in a competitive way, comparing with their main competitors- TWIX who , in order to attract their target

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