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Essay / Research Paper Abstract
This 3 page paper looks at how Nestle market 2 finger and 4 finger Kitkat bars and why the marketing for the two variations is separated. The bibliography cites 3 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEkitkat.rtf
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Unformatted sample text from the term paper:
a blue wrapper for a few years due to milk shortage in the Second World War, but then returned to its original identity. The marketing has changed over the years,
even thigh the product remains the same. Marketing has been successful in changing and adapting the consumers perception of the product and renewing the lifecycles so the product does not
go into decline. However, there is one interesting aspect of the marketing, the marketing of the four finger variety and the two figure variety have been kept very separate.
It may be assumed that the two figure bar was introduced merely as a brand extension, or when there was a dip in sales to help rejuvenate the brand as
it reached maturity. However, if we look at the history of the brand, this was not the case. The 2 finger bar is also a fairly old product first introduced
in the 1930s, so although the four figure bar was already in the market it was not at a maturity stage. Therefore it is not in order to keep
the brand alive or to avoid a linked decline. If we look at the two products we will start to see why the marketing is separated. The four bar Kitkat
competes in the chocolate bar market. It is located with other Nestle bars along with other bars such as Cadburys bars. The main purchasers chocolate bars are females and the
purchase of chocolate bars has a cycles, with the period after Christmas seeing a major downturn then the sales jumping dramatically after the second weekend in February. Marketing of the
four finger bars is aimed at this market, even the advertising with the take a break tag line will usually show a female taking a break. The marketing is targeted
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