Marketing Orientation KITKAT

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Table of Contents

Introduction. 2

Marketing in contemporary society. 2

Interbrand Brand Valuation. 2

KitKat Market Orientation a Strategic Attribute. 3

Situational Analysis of Nestle. 4

5 Cs. 4

Company. 4

Collaborator. 4

Customer. 5

Competitors. 5

Climate. 5

PESTLE.. 5

Political Factor 5

Social Factor. 5

Economical Factor. 6

Technological Factors. 6

Ecological Factors. 6

Legal 6

Conclusion. 6

Reference. 8

Introduction

Marketing in contemporary society

Marketing is a process by which an organization attracts customers to a certain product or service in order to increase its demand and ultimately it’s’ sales. An increase in sales results in greater profitability. The Strong marketing campaign will attract the customers towards the product and will increase customer loyalty that they will only purchase the specific brand rather than its competitors.

Customer loyalty leads to an increase in demand and thus the sales which also improves the profitability of the company and has an impact on the company’s goal of profit maximization (Bert, n,d).Marketing Orientation of KITKAT The survival of the organization depends upon its marketing strategy as it results in greater success and growth of the company. Strong marketing campaign increases the revenue for education industry like dissertation writing service stream of the organization as well (Smriti, n.d).

According to Jobber, and Ellis-Chadwick (2013), the marketing strategy planned on the basis of customer’s needs and prioritize their customers while sketching their strategies instead of making profits or needs of producers, such organizations are meant to create value in their products rather than making profits.

The meeting with customers are essential as it reveals their views about the product and their expectations from the product. Consumers play a vital role in marketing orientation yet in strategies to market a brand.

Wright, Chew, and Hines, A., (2012), states in his article that, customer roles is important as innovation in product need customer’s views and demands. The lacking in focus on customer’s interest, ruins the market value if customer’s demand are not catered. Consumers are the essential stakeholder which has greater impact on sales and profits, yet it should be prioritized.

According to Aaker 1996, brand is a vital asset of the Company. Brand equity is the value created by the customer’s perception of a reputable brand rather than that particular product or service. A product of a greater brand equity is perceived to be of superior quality than its competitors.

Customers are willing to pay more if any product is perceived to be of a good quality. Moreover Herhausen, (2012) adds, brand association is another important aspect in customer perception with unique characteristic of a brand which clicks into the customer’s mind when they hear of that brand. Brand associations are created by strong advertisements, celebrity in an advertisement, quality, slogan etc.

Interbrand Brand Valuation

Interbrand was the first company to have its methodology certified as compliant with the requirements of ISO 10668 (requirements for monetary brand valuation) and has played a key role in the development of the standard itself. (Interbrand, n.d).

Interbrand’s brand valuation methodology seeks to provide a rich and insightful analysis of brand, providing a clear picture of how the brand is contributing to business results today, together with a roadmap of activities to ensure that it is delivering even more tomorrow. (Rocha, n.d)

Inter-brand has categorized business applications for business valuation in three categories.

1. Brand management
2. Strategy / Business case development
3. Financial

Brand management is a recurring process; its objective is to provide insight and recommendation to grow brand value. In the context of brand valuation, brand management identifies the areas for improvement. Strategy / Business case development is one of the processes that uses the same data to analyse the strategic options and develops business for rebuilding, creation, or amending the brand.

In recent years, companies emphasizing investor communication about its brand. It is a top to bottom approach, Interbrand financial applications can be used to assess brand value to compliments other techniques of merger and acquisition, setting royalty rates, asset-backed financing and balance sheet valuations etc.

Discussion

KitKat Market Orientation a Strategic Attribute

Market orientation is the organization wide generation and the responsiveness over the trends in market and customers’ demand. It requires devotion from the organization to spend on market orientation and should be market intelligent (Kohli, and Jaworski, 1990).

They should shortly survey from their customers about their expectations and demands. Yet organization should focus on competitors as well. Each new move of competitors should be notified and counter strategies should be planned to be executed in short term.

Kit Kat is the essential brand of Nestle and proved to be the cash cow for the organization. Nestle has a view to making small brands under one company and each brand has its own marketing strategy. They have a view to deeply survey the market they are planning to step in and when they are confident that they will ace with the product then they enter a new market with new strategy.

The heart of the organization and product is the marketing as it announces about the product among the consumers. States, market orientation has long term benefit as closely focus on the customer needs, yet inter-functional coordination is important to keep the company and customers intact with each other which will make the bond stronger. It is important for the producer to understand what the core attraction for the customers is and analyse to increase the brand value (Narver, and Slater, 1990).

The marketing strategy of Nestle is the model for other companies to capture the market. Thus, Kit Kat never failed in the market as they bestow the best quality across the globe. Nestle is stable in their pricing module yet its brand is ideally priced. Kit Kat is also yet known for respectable price across the globe and not over-rated like other brands. Kit Kat is known for its versatile tastes and vigorous branding with strong market that made majority of customers loyal to Kit Kat.

After the quality of product, brand image significantly depends on marketing. It’s all about how you portray your product in the market. Kit Kat is involved in strong marketing from……………………..continued