Boxes of twelve and twenty-four are common for both the two-stick and four-stick versions, as are long packets containing six to nine of the two-stick version of Kit Kat.
This creates a huge potential base of customers who have grown up eating Kit Kat. Furthermore, Kit Kat is considered more affordable in comparison to Ferrero Rocher which is considered one of the higher-end chocolates.
In addition, our analysis is also influenced by the demographic population data of Singapore — currently most of the local citizens are from age 35 to According to our perception, Kit Kat is not considered as a premium confectionery brand.
This feature is also seen in Ferrero Rocher, which provides milk and dark chocolate variations. How Kit Kat Differentiates Itself? Powered by Create your own unique website with customizable templates.
Points of Difference POD: This is reflected from their funny TV commercials and their online marketing strategy. Along the same line, senior citizens age 55 and above are not the main target for Kit Kat brand in Singapore, due to its brand characteristics and persona.
The comparison of change in brand shares between Ferrero Rocher and Kit Kat can further be seen in the chart below. The brand is youthful in nature, and focuses on the consumer segment who love chocolate, and are willing to indulge themselves with chocolaty snacks.
Hence, there is a higher tendency for them to try chocolates or confectioneries with more sophisticated brand characteristics, such as Godiva or Royce. Points of Parity POP: This is depicted by the bar chart showing company shares by global brand owner.
The newly released Ferrero Rocher dark chocolate version has a chocolaty centre. On the other hand, Ferrero Rocher comes in either large boxes, or its newly released three-in-a-box size. Kit Kat has many versions: The next market segmentations, aged and agedare derived from the results of our quantitative study Diary of Chocolate Experience.
As can be seen, overall sinceFerrero Group and Mars Inc. As a result, age and age segments are put in the second and third category It indicates that Kit Kat brand has high familiarity with teenagers and young adults in Singapore, due to the fun and quirky nature of the brand.
The chocolate comes in various sizes: Powered by Create your own unique website with customizable templates. As a result, we have decided to put this segment age as the top buyer in our analysis with This is the reason why we put the segment aged as our fourth segment On the other hand, Ferrero Rocher is primarily recognized for incorporating Almonds into the centre of the chocolate.
This has remained fairly constant sincefollowing a drop from For young professionals agedwe concluded that with increased earnings, they would prefer to have variety in chocolates and purchase premium brands.taking away some of Kit Kat’s market share.
Demographic: Shifting consumer age forces Kit Kat to define new target groups. Economics: Less salary will make things like Kit Kat become a luxury. They are already an established brand so they have a high advertising budget.
Kit Kat Nuts will particularly target the young adult segment between the age of 22 to Kit Kat Nuts has to compete with the well established chocolate brand.
Kit Kat’s target market is men and women of all ages. The brand is youthful in nature, and focuses on the consumer segment who love chocolate, and are willing to indulge themselves with chocolaty snacks. Though Kit Kat’s is targeting every age segment in the community, we have confirmed that the largest segments of Kit Kat buyers are consumers of the ageswho have children aged 18 and below.
As a result, we have decided to put this segment (age ) as the top buyer in our analysis with % of the total market segmentation. Kit Kat consumers are more likely to purchase Kit Kat during larger pantry stocking trips.
Brands such as Reese's Peanut Butter Cups, Twix, and Snickers also tend to be purchased in the same trip. Sample consumer insights data below. Kit Kat’s target market is men and women of all ages. The brand is youthful in nature, and focuses on the consumer segment who love chocolate, and are willing to indulge themselves with chocolaty snacks.
What draws consumers to this brand is its association with.Download