Kit_Kat_Marketing_Plan_Singapore.docx

Another channel would be the sale of kit kat

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Another channel would be the sale of Kit Kat chocolates using vending machines. This is getting more common and is made more convenient for consumers as they need queue to purchase it at cashier counters. 45
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MKTG 1199 – Marketing Principles (LF02, Group 2) Direct Marketing Channel Lastly, KitKat also uses direct marketing channel via internet, whereby there are no intermediaries in between. Consumers can directly purchase KitKat products online and choose from the product list available there. This is more targeted to customers who like to purchase limited edition KitKat, with flavours not commonly seen in Singapore. Distribution Strategy As a product with high replacement rate and low customer service required, we can see that KitKat adopts an intensive distribution strategy, where they mass distribute KitKat products to all available outlets in the market. Be it supermarkets, convenience stores, or online stores, KitKat has a way of making sure that their products are made readily available to their consumers. 46
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MKTG 1199 – Marketing Principles (LF02, Group 2) Cost and Sales Budgeting 47
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MKTG 1199 – Marketing Principles (LF02, Group 2) 7. Market Implementation and Evaluation. 7.1 Market Implementation. Overall Approach to Implementation Following the marketing analysis, evaluation of target market and improvement to marketing mix, execution of plan and control will follow suit. Marketing division has devised a detailed tactical scheme to pilot a frictionless operation of suggested marketing strategies. The tactical plan will describe and explain on necessary actions, involved divisions, approximated cost and a rough date of exercising action plan that is from June 2017 to May 2018. 48
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MKTG 1199 – Marketing Principles (LF02, Group 2) 56
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MKTG 1199 – Marketing Principles (LF02, Group 2) 7.2 Evaluation and Control Consistent evaluations will be held from time to time to guarantee the company’s operations. This is to ensure that Kit Kat meets its objectives within given time period, and in the meantime resolve any threats arise. Customer Feedback Customer feedback is a marketing control technique to gain intuitiveness into forthcoming products and services. It helps Kit Kat to gauge how the customers perceive the existing products or services. Customer feedback can be attained by mainly surveys, which can be executed through suggestion boxes, focus groups, questions in-person after they have made a purchase of Kit Kat’s products or services.
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