Question

Create a promotional plan for Kit Kat chocolate and Develop measures of success for promotional program for Kit Kat Chocolate in detail.

Also create 2 promotional materials for Kit Kat choclate advertisement.

Answer 1

A.The promotional plan contains strategies and marketing tool to expand the business. The plan takes into account the mission statement the origin and the marketing strategies along with comparison with previous records.The plan created is share with other partners,investors or members. After formation of plan it is taken on record as the standard and all the other activities are in line with these standards.

The promotion Plan of KIT KAT consist of

• Introduction
• mission
• internal and external environment
• marketing statement
• strategies
• promotional strategies
• implementation and follow up
• measures to success of promotional plan
• conclusion

INTRODUCTION

The first start of the Company was in United Kingdom in the year 1935 under the name of Rowntree's Choclate Crips. However in the year 1937 the name was substituted with Kit Kat Choclate Crips and Finally in the year 1942 it was cut short to Kit Kat only.In these year the Kit Kat tried to gain popularity and profits.

The Nestle from Singapore thought of acquiring the same and in the year 1988 it did so.Moreover the Kit Kat bars became the top priority of Nestle The acquisition was added with diversification of more than 200 flavors. The bars were made with an aim to attract all the age group and to become the asset of the company

MISSION

Nestle's tag line is good food good life. The focus was this confectionary company was to create the food hub all over the world. The company always try to innovate the existing product to meet the customer's demand for any occasion. Hence it is one of the leading food industry in the market.

ENVIRONMENT

EXTERNAL ENVIRONMENT ( POLITICAL , ECONOMICAL,SOCIAL,TECHNOLOGICAL,ENVIRONMENTAL,LEGAL)

• Nestle is the leading brand in Singapore , the place where there is less corruption hence to promote the product is always an easy job as political interference is less.So promoting the brands in Singapore does not add government costing
• There is always growth and economy in Singapore. Moreover the retailers have gained customer support and the reports shows the hike in consumption of retail goods.
• Adoption of Kit Kat Bars has given added quality to the society . Creating the social account for the brand ha added value to the product. . The youth among the age of 12-24 is the recognizing there needs using these platforms. Moreover the brand has gained huge popularity using these platforms
• The advancement of technology and adoption of brand will give new marketing strategies to the company
• The Environment is affected positively as the food industry produces goods to nourish the taste buds of the individual. Moreover there is no chemical emission by the industry hence safe to society.
• As the company is related to food and beverages therefore the food inspection department has always an eye on them i.e. legal. But we can see the Nestle has never comprise on the quality.

INTERNAL ENVIRONMENT

• Strength : brand loyalty, great taste, trademark, attractive tag line , brand , expansion in distribution channel
• Weakness : Fats and unhealthy, always have to maintain similar taste
• Threats : Existing and new competition, environment concern, people attracted to hygiene and healthy products
• Opportunities : new innovation, expansion and diversification , associate with Google Assistant

MARKETING STATEMENT

• To increase the marketing share every year
• To extend the line of products
• Achieve the growth of 15% increase every year
• department specifically to research the customers need and taste

STRATEGIES TO PROMOTE PRODUCT

• the craze of social media is visible therefore priority to the age group of 12-24 years
• Reducing the average price of the chocolate bar as compare to others
• Offering more gram of chocolate with same price
• Nestle product diversification and supply chain segmentation
• Safety and hygiene

PROMOTIONAL STRATEGIES

• E mail marketing and search engine : to keep the check on opened and unopened mails by using data analysis
• Social media marketing creating featured web pages for every single innovation
• Listing th products on the online website and approaching to buy bulk for great discounts
• Catchy tag lines for every new innovation
• Competitor advantage by reducing the price and offering more
• Sponsoring tournaments and sports to promote offline as well
• demo samples for every new innovation to check if the youth is liking or not
• starting new line of hygiene business
• package includes small small toys. This will encourage to buy more
• Tie up with celebrities to promote the product or involved in fair play policy
• Maintain quality standards

IMPLEMENTATION AND FOLLOWUP

• Functional break down structure to monitor each and every department
• approach of mind mapping to let the employee thinks creative
• monitor and surveillance
• Evaluation of target markets
• detailed schemes of tactics
• graphs to monitor progress

MEASURES TO SUCCESS OF PROMOTIONAL PLAN

• to keep the check on return on investment
• Track on the Customer Acquisition cost per unit
• Monitor the cost of sales
• measure the cost effectiveness and idle time
• Measure the Global market rate and progress
• Campaigning and feedback
• adding value to the customer's sales

CONCLUSION

Customer feedback is utmost important and to work for customer is the prime duty of company involved in food and beverages. Therefore works towards achieving excellence strategy should be adopted and promoted

b. To measure the success is important as it will let the company know about the expanses incurred and also helps to gather the information from the different demographical are

• Return of investment : This measure will help the company to know whether the investment done is correct or not . It will help in gathering information of sales revenue . Th percentage of return will analysis whether the promotional activities opted were correct or not.
• The Customer acquisition cost : The cost derived by adding all the cost incurred from raw material to finished goods and dividing with the no. of customers. This will help the company to know about the cost added on single customer.
• The sales should be closely monitors using graphs and tables. The budget involved should be compare with sales
• The formation of campaign and marketing strategies should be cost effective. To calculate the cost effective recognize the idle time
• Campaigning and feedback will let the company knows about the customer preferences