Kit_Kat_Marketing_Plan_Singapore.docx

Wikipedia 2015 kit kat online available at

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Wikipedia, (2015). Kit Kat. [online] Available at: [Accessed 5 Oct. 2015]. Yahoo News Singapore, (2015). [INFOGRAPHIC] Online Shopping Statistics in Singapore. [online] Available at: - shopping-statistics-singapore-073020163.html [Accessed 5 Oct. 2015]. 62
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MKTG 1199 – Marketing Principles (LF02, Group 2) 10. Appendix Methodology Survey research was conducted at Orchard by surveying a total of 100 young adults aged 18-24 over a period of 2 days. We studied the respondents’ personal preference, and managed to obtain some valuable takeaways on how flavors would affect consumers’ choice of chocolate bars. Results The survey results (Appendix 10.1.2) showed that a majority (60%) of our respondents purchased chocolate bars occasionally, as and when they felt like it (Appendix 10.1.2a). 77% of them also reflected that flavors played a part in their choice of chocolate (Appendix 10.1.2b). KitKat was the most popular brand of chocolate among 4 top brands (Appendix 10.1.2c). 67% of the respondents also indicated that they have not tried more than four flavors of KitKat in Singapore (Appendix 10.1.2d) but 65% want to try new KitKat flavors that are not readily available in Singapore (Appendix 10.1.2e). According to survey results shown (Appendix 10.1.2f), 67% of participants attempted to purchase flavors which are not readily available in Singapore and they mostly got it through online (Appendix 10.1.2g). Seven top flavors in Japan were given in the survey and Green Tea & Milk, Hokkaido Milk, Caramel are ranked the top three (Appendix 10.1.2h), only 1% of the 100 do not like any flavors. 63
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MKTG 1199 – Marketing Principles (LF02, Group 2) Analysis Comprehensive analysis of the results has allowed us to conclude that brands and flavors play a large role in consumers’ choice of chocolate bars (Appendix 10.1.2b-c). Kit Kat can also be safely said to be one of the more sought after brands of chocolate bars among young adults in Singapore (Appendix 10.1.2c). Though many of the young adults in Singapore have yet to discover the wide range of KitKat flavors available (Appendix 10.1.2d), they are largely inclined to wanting to try a new flavor that would be suited to local taste (Appendix 10.1.2e). There is relatively high demand for other KitKat flavors that are not readily in Singapore (Appendix 10.1.2f), because the most common goods purchase online are clothing, electronic devices and air tickets (Appendix 10.1.2g). With that being said, only 1% of the sample size do not like any of top seven flavors given. This (Appendix 10.1.2h) shows that there is a high demand thus a need to bring in new flavors. How often do you purchase a chocolate bar? Daily Weekly Bi-Weekly When I feel like it (occasionally) Appendix 10.1.2a 64 Daily 10 Weekly 20 Bi-Weekly 10 Occasionally 60 Total 100
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MKTG 1199 – Marketing Principles (LF02, Group 2) Do the flavour options play a part in your choice?
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