STP-OF: Market Segmentation, Targeting & Positioning of Kitkat | Trường đại học kiến trúc Hà Nội

lOMoARcPSD| 58854646 STP OF CHOCOLATE KITKAT 1. Segmentation
a.Geographic segmentation -
region: kitkat has a global presence
+, developed countries: convenience
+, emerging markets (thị trường mới nổi): offering
local flavors to meet diverse taste
b.Demographic segmentation - age: from children to adults
+, children(6-12y): a fun snack
+, teenagers(13-19y): are attracted to the kitkat’s convenience
+, aldults(35-50y): a quick nack -
income: kitkat is a moderately product
c.Psychographic segmentation
-lifestyle: kitkat appeals to people who enjoy a quick
break or a moment of relaxation during their busy schedules
-value: using slogans like “have a break, have a kitkat”,
which appeals to consumers looking for relaxation lOMoARcPSD| 58854646
d.Behavioural segmentation
-usage rate (tần suất sử dung): regular consumer,
occasional consumers and new consumers
-attitude: kitkat has a strong brand following 2. Targeting a.Target market -primary target market: +, teenw and young adults +, working adults -secondary target market +, children
b. Positioning strategy
-slogan “have a break, have a kitkat”
c. Key positioning aspect -product benefits:
+, convenience: it is easy to carry and eat
+,variety: offers various flavous flavors and sizes lOMoARcPSD| 58854646
+, promotioning pricing (gia khuyen mai): use discounts,
bulk offers (uu dai mua nhieu) and seasonal sales (ban hang
theo mua) to increase short-term sales volume and attract customers 3. Positioning
a.Internally-based (nguon luc noi tai) - brand identity -innovation
b.Consumer-based (nguon luc tu khach hang)
-convenience and accessibility (de tiep can) -emotional connection
c.Competitor-based -flavor innovation -global reach -price-quality ratio -MKT strategies