Kit_Kat_Marketing_Plan_Singapore.docx

Other customer feedback can be attained from

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Other customer feedback can be attained from employees too. Measure Performance Performances can be measured by market share and market sales. Market share is the percentage of consumer sales controlled by Kit Kat’s products and services. The higher the market share, the better the company’s performances. Market sales can be measured in units sold and revenue generated by Kit Kat’s products and services. Performances can be measured via market sales by evaluating the potential threats when targeted audience is not responding to the marketing. 57
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MKTG 1199 – Marketing Principles (LF02, Group 2) Contingency Plan A marketing plan can never predict all contingencies, there is a probability that the plan may not turn out from what is expected of. The marketing team has to come out with an evaluation of possible differences in basic assumptions and the effects of the plan. As a result, contingency plan addresses problems arising from such differences. Discrepancy in Media Calendar Media calendar have been planned out but it was planned to the company’s preferred likings and convenience, the Press may not able to lodge their availability to Kit Kat due to clashing schedules. Rescheduling is unavoidable, hence Kit Kat has to be flexible on it. With that being said, this common problem is highly applicable to other firms as well. Distribution Availability Distribution channels such as supermarket store may have limited available slots for Kit Kat. This threat can prevented by having early planning and notice given to retailers. On top of that, Kit Kat has sufficient cash to get its ideal slot. 58
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MKTG 1199 – Marketing Principles (LF02, Group 2) 8. Conclusion. Nestle KitKat as a globally recognized brand; ability to outdo its competitors. However, competition in the confectionary market has been belligerent due to growing numbers of competition in the market. To overcome the difficulties in this aggressive industry, it is crucial for Nestle KitKat to extend its line of products available as there’s already an ongoing demand for other flavors of KitKat which are available only at limited locations or online. As such is KitKat should salvage itself before and bring in more flavors before consumers moved on to a substitute to satisfy their demand to retain its existing consumer and attract potential new consumers. The proposed marketing plan is designed to grab hold on ongoing opportunity. Through extensive market research, KitKat will be targeting the young adults between ages 18- 24. The marketing plan aims to obtain 15% growth in current market share by mid fiscal year 2017, with four new products coming in line. Through extensive research and environmental analysis, it is concluded that our targeted market are young adults between the ages 18-24. The plan has also put together a marketing mix, to ensure a successful product offering.
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