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Essays on Kit Kat - Brand Performance, Awareness & Salience, the Impact of Demographics and Segmentation on the Market Strategy Case Study

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The paper “ Kit Kat - Brand Performance, Awareness & Salience, the Impact of Demographics and Segmentation on the Market Strategy” is a   perfect example of a case study on marketing. Kit Kat faces a huge competition with Twist, Snickers, and Mars. It performed better-having half of the total number of brand buyers but the market share dominated by Mars Bar. Kit Kat also performed averagely in the number of purchases of the brand made. It, however, performed poorly in the total purchases of brands made with its competitors topping.

Thought its sole loyalty isn’ t as high as Mars Bar, but it is doing quite well compared to its competitors and has a chance of improving if its market strategy is improved. In the brand performance Kit, Kat is performing better though not as Mars Bars both in the market share and penetration. Its average purchase frequency is high compared to its competitors and performs better in share category requirements. However, its major competitor Mars Bars has high sole loyalty. In the brand awareness and salience Kit Kat performs averagely with the highest brand awareness.

Its overall brand awareness is low compared to its competitors. In the demographics and segmentation section, Kit Kat doesn’ t perform better in single and divorced/separated category but does great in the couple category. It's market share is high in the high earner’ s category (over $70,000). In the gender category, the female is the highest purchasers compared to the male. This has a big implication on the market strategy of Kit Kat, whose marketers should improve on in order to increase the market share. This report analyzes the performance of Kit Kat among its competitors with emphasis on its brand performance, awareness and salience, and demographics and segmentation. Part A Research discussionKit Kat is facing huge competition in the market especially with Mars Bar, Snickers, and Twist.

Its least competitor is Nestle Gold, and however much it is doing averagely better, it only has almost 23% market share. Of all 50 customers observed and interviewed on the brands they bought and the quantity, only 55 of Kit Kat were bought in all 233 totals that were bought. Though the average number of customers preferred it, many of them also preferred buying other brands.

The buying pattern varies per customer and per brand. The total number of all brand buyers was 50. Among this, Kit Kat buyers were half the total number with 50% while its major competitor Mars Bar dominated the market. However, the market penetration of Kit Kat is a half percent meaning it has a potential of dominating the market is the market strategy is improved. Moreover, its marketers should work hard to improve on the market strategy otherwise Twix and Snickers are right behind and may overtake its market share soon. The number of brand purchases made and the number of brand buyers varied.

The number of brand buyers was lower than the number of brand purchases made. Mars Bar had the highest number of brand purchases made and the number of brand buyers, followed by Kit Kat and Snickers. This means that one buyer made more than one purchase of a particular brand. However, the number of purchases and the number of brand buyers for Nestle Gold was almost balancing.

Meaning, only one buyer bought two of its brands while the rest buyers bought only made one purchase.  

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