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.

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
➢ Unique offering
➢ Quality control
➢ Excellent tagline
➢ Massive distribution
Weaknesses
➢ Counterfeit Products
➢ Packaging
➢ Breakage
Opportunities
➢ Increasing offerings
➢ Internet and Social Media
➢ Healthy Snacks
Threats
➢ Health Consciousness
➢ Supplier Bargaining Power
and Inflation
➢ Competition
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Preview text:

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 ValuationStrengths 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