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Bhagya Panchal

Marketing Strategist... • 6m

KitKat, now a global favourite, entered the Indian market in 1995 with a smart strategy 🍫 At the time, Cadbury UK was already well-established, and price sensitivity was high. Nestlé made a smart move by positioning KitKat as a premium product with an affordable price point. 𝐓𝐡𝐞 𝐖𝐢𝐧𝐧𝐢𝐧𝐠 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲: → 𝐄𝐦𝐨𝐭𝐢𝐨𝐧𝐚𝐥 𝐀𝐩𝐩𝐞𝐚𝐥: The tagline "Have a break, have a KitKat" positioned KitKat as a treat for relaxation, making it more than just a chocolate bar. → 𝐌𝐚𝐫𝐤𝐞𝐭 𝐀𝐝𝐚𝐩𝐭𝐚𝐭𝐢𝐨𝐧: KitKat was offered in affordable, small packs, addressing price sensitivity while maintaining a premium image. → 𝐂𝐫𝐞𝐚𝐭𝐢𝐯𝐞 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠: Nestlé used traditional media and innovative campaigns, including localized ads and memorable TV spots, to build strong brand recall. KitKat's strategy was about creating an 𝐞𝐦𝐨𝐭𝐢𝐨𝐧𝐚𝐥 𝐜𝐨𝐧𝐧𝐞𝐜𝐭𝐢𝐨𝐧 𝐚𝐧𝐝 𝐚𝐥𝐢𝐠𝐧𝐢𝐧𝐠 𝐭𝐡𝐞 𝐛𝐫𝐚𝐧𝐝 𝐰𝐢𝐭𝐡 𝐚 𝐝𝐞𝐬𝐢𝐫𝐚𝐛𝐥𝐞 𝐥𝐢𝐟𝐞𝐬𝐭𝐲𝐥𝐞.

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