Marketing Strategy

In its effort to compete and maintain its strong position in market, Nestle KitKat has been using a wide range of promotional tactics over decades. The well-known slogan ‘Have a Break, Have a KitKat’ was created in 1958 by Donald Gilles, the executive at JWT Orland. The iconic and enduring tagline has undeniably helped it in creating a strong image and reputation in the confectionery market. KitKat used television commercials as well as strong-coloured posters to promote the slogans. Online marketing is also used by Nestle to promote its products. Facebook and Twitter are constantly used to inform and update its consumers about the products developments as well as upcoming events.

There are several less well-known slogans used in countries over the world to appeal customers. The United States used the short-lived slogan, "Tastes So Good, You'll Roar" and "classic" American version of the "Gimme a Break". Advertising campaigns are organised from time to time in countries such as UK and Ireland. Several new flavours of KitKat are marketed and consumers are asked to vote for their favourites. Therefore, we would like to stay in line while modifying the remarkable tagline to “Have a healthy break, have a KitKat Oat”.

There is a killing two bird with a stone promotional strategy where KitKat can set up sampling booth in a few areas where Malaysian populations are concentrated. By doing this, the consumers can taste the new KitKat Oat and if it is good, it will encourage word of mouth. Otherwise, the new KitKat needs to be revised for improvisation.