The paper “ Kit Kat and Mars Bars’ Brand Performance, Awareness and Salience, Demographics and Segmentations, Buyer and Consumer Behavior" is an impressive variant of a case study on marketing. After collecting data, categorizing the data into various tables makes it easier to study and provide an overall summary of the findings. When it comes to brand performance metrics, Kit Kat is performing above average and above the competition with an exception being in the category buying rate which falls slightly below the expected average. This means that consumers are purchasing a lesser amount of Kit Kat bars than expected.
This category buying rate in return affects the sole loyalty that Kit Kat gets to enjoy since lesser people are purchasing the brand. Looking into the awareness and salience metrics, Kit Kat needs to improve on its brand salience. This is because it has slightly above average salience which is not good for the market. For a brand to be considered as a strong brand, it has to have a high salience level. This is something that Kit Kat should aim to establish for its brand.
On the demographics and segmentation, the tables reveal that Kit Kat is not a bad performer when it comes to this aspect though there needs to be a slight improvement in their marketing strategy so that it can performer higher than the average. In general, Kit Kat should not compare itself only to the competition average provided. It should also compare its performance with that of its biggest competitor in the market and that is the Mars Bars. This means that it should benchmark its performance with Mars Bars so that it can come up with better marketing strategies that will increase brand awareness and salience.
This in return will increase the brand’ s sales in the market. Section 1: Brand performanceMars Bars are clearly the largest competitor in the market followed closely by Kit Kat then Snickers, Twix then Nestle Gold. According to the data, Kit Kat is up against Mars Bars since its performance is better than all the rest. Mars Bars is way above average compared to the competition in the market and also to its competitors.
Kit Kat is also above average compared to the competition in the market. Knickers' brand is almost at par with the competition levels in the market though it is performing slower than the first two brands. When it comes to Twix and Nestle Gold they are performing poorly compared to the competition average level provided and the other brands. This means that they should look for better marketing strategies to improve their sales and also on their market salience. Kit Kat does not perform as expected on the brand performance metrics.
Being the second highest competitor it does not have such a great difference with the largest competitor. When it comes to average purchase frequency there is a noted tie with Mars Bar. In the category buying rate, it is actually at a higher position compared to Mars Bars. As for the share category requirements, there is a slight variation in the two. These figures imply that Kit Kat is not fairing badly with the competitor but yet again we see that it does not enjoy a great market share.
Further, within its own market share, it lacks a large number of loyal customers which means that it is losing its customers to the other competing brands.