Handout - A lot of things are irrelevant - Tài liệu tham khảo | Đại học Hoa Sen
Handout - A lot of things are irrelevant - Tài liệu tham khảo | Đại học Hoa Sen và thông tin bổ ích giúp sinh viên tham khảo, ôn luyện và phục vụ nhu cầu học tập của mình cụ thể là có định hướng, ôn tập, nắm vững kiến thức môn học và làm bài tốt trong những bài kiểm tra, bài tiểu luận, bài tập kết thúc học phần, từ đó học tập tốt và có kết quả cao cũng như có thể vận dụng tốt những kiến thức mình đã học.
Môn: Digital marketing 60 tài liệu
Trường: Đại học Hoa Sen 4.8 K tài liệu
Tác giả:
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19DH710072 - Bùi Thành Danh
19DH712801 - Trần Thị Ngọc Dung
19DH711551 - Lê Huỳnh Doanh Doanh
18DH710737 - Dương Ngọc Doanh
Development Process Kitkat Brief History of KitKat ❖ 17th century ➢ London ❖ Aug 29 1935 ➢ New York ❖ 1937 ➢ Kit Kat chocolate crisp ❖ 1942
➢ A blue wrapper was used instead of red
➢ The oval logo was removed and the KitKat logo was written in bold. ❖ 1949
➢ The original milk recipe and the red wrapper were used again ❖ 1958
➢ The famous tagline 'Have a break Have a Kitkat' was first launched ❖ 1988
➢ KitKat was acquired by Nestlé ❖ 1999
➢ The successful launch of Kit Kat Chunky ❖ 2008
➢ The successful launch of Kit Kat Senses
Kit Kat brand value 2018-2022 ❖ 2018 ➢ 1.59 bn.$ ❖ 2019 ➢ 1.68 bn.$ ❖ 2020 ➢ 1.81 bn$ ❖ 2021 ➢ 2.45 bn.$ ❖ 2022 ➢ 2.12 bn.$
Present Product Lines/Special Product Features ❖ Product Ranges: ➢ Classics ➢ New in ➢ Seasonal products ❖ Popular Products: ➢ Original flavor ➢ Lemon Crisp flavor ➢ Dark Mint flavor
❖ Distribution channels:
➢ Producing KitKat across more than 15 countries in the world ➢ Two largest website: ■ Hersheyland ■ Nestle ❖ Promotions:
➢ Break free: win €/£10,000 and road trip holiday from last 4
digits of the product barcode.
➢ Break and win: win €/£5,000 by finding red inside the KitKat Chunky.
Analyze Its Social Media Marketing Activities ❖ Consistent Tagline
➢ “Have a break, have a KitKat”! launched in 1957
➢ making a comfortable purchases
➢ introducinging slogans into people's lives
❖ Games, Trends and Challenges
➢ running trends and polls, and play games Ex: #PumpkinPhotoShoot trend
➢ keepinging the audience interested
➢ keeping a conversation going
❖ Collaborations: Kitkat and Google-
➢ collaborating with Google in 2013
➢ being trendy on social networks
➢ the number of homepage visits spiked in 1 hours KitKat Valuation ❖ Strengths ❖ Opportunities ➢ Unique offering ➢ Increasing offerings ➢ Quality control ➢ Internet and Social Media ➢ Excellent tagline ➢ Healthy Snacks ➢ Massive distribution ❖ Threats ❖ Weaknesses ➢ Health Consciousness ➢ Counterfeit Products ➢ Supplier Bargaining Power ➢ Packaging and Inflation ➢ Breakage ➢ Competition