KitKat was presented in 29 August 1935 by Rowntree’s as an ice cream parlor business situated in York, United Kingdom. However, in year 1988, it acquired by Nestle and recently is the major chocolate brands in the global market. KitKat are the chocolate bars which made out of three layers of wafer and it wrapped with an inner and outer layer of chocolate, and the bars consists of at least two “fingers”. The product design of the KitKat will be different due to the size and number of the fingers.
The name of Kit Kat was originated from the Kit Kat club which owned by Christopher Catling. The red and silver colour for Kit Kat’s logo has stayed steady previously, while in year 1942, due to the scarcity of fresh milk, KitKat changed their product design to blue colour temporary. It was because the company expected to bring messages to consumers that the recipe of their product was changed. In year 1949, KitKat changed back their product design colour because of the availability of fresh milk.
When the KitKat first launched in year 1958, Donald Gillies created a tagline “Have a break, have a Kit Kat” which advertised in four TV ads and a press campaign in London. In the accompanying 50 years it has turned into a real publicizing symbol and is presently an enlisted property of the brand. In April of 1988 Swiss based chocolate creator, Jacob Suchard propelled an unfriendly takeover offer for Rowntree. In the former years Nestle had been talking about a communitarian working association with Rowntree and eventually procured Rowntree business.
The previous two decades following obtaining have seen a riotous pace of brand advancement and assembling development in developing markets. Today, Kit Kat is a standout amongst the most all around perceived chocolate brands. With its ideal adjust of delectable chocolate and fresh wafer, it is the perfect treat. Joined with the straightforward consolation to ‘Have a break, have a Kit Kat’, the chocolate has never been more important than in the present tumultuous world.
The mission of Nestle is “Good Food, Good Life” which means to provide consumers with the best tasting, most nutritious choices in a wide range of food and beverage categories. The vision is “Nestle is the largest food company in the world. But, more important to them is to be the world’s leading Food Company.”
The target market of KitKat Chocolatory is micromarketing which means KitKat Chocolatory is a promoting technique in which publicizing endeavours are centred around a little gathering of exceptionally focused on customers. Micromarketing requires KitKat Chocolatory to barely characterize a crowd of people by a particular trademark. It can be a more costly method because of customization and absence of an economy of scale. Besides that, KitKat Chocolatory is also target to the youngest generation which are more prefer to the chocolate.
Chocolab is a major competitor for KitKat Chocolatory. This is because Chocolab is providing similar services with KitKat Chocolatory. Chocolab enable customers to select chocolate types and ingredients to be added on such as M&M’s, Oreos and others. Therefore, Chocolab’s customer able to make more choice compare to KitKat Chocolatory. Chocolab provides delivery service to deliver order product to customer. Besides that, Chocolab having its own online website to let customer make order more convenience.
The advantages and strategies that KitKat Chocolatory can be used to compete with Chocolab is the KitKat Chocolatory owns physical store. This is due to the reason that Chocolab only having online webpage virtually in Malaysia while KitKat Chocolatory is having a physical store. Most of the customers prefer face to face meeting face to face meetings are better for building long term trust and ensuring strong client relationships, meeting customers in person provides them with a deeper understanding of their personality, their priorities, and how their organisation operates. KitKat Chocolatory then in a much stronger position to understand their customer this face to face interaction is key to building the harmonious relationship and understanding which is critical to a successful long term working relationship what we known as a customer relationship management. Body language and physical reactions are vital in the process of building relationships and gaining trust. Many studies have shown the non-verbal cues such as smiling, eye contact, open arms, mirroring, and a confident handshake can have a hugely positive impact and played a paramount role in retaining customers.