Other customer feedback can be attained from employees too. Measure PerformancePerformances can be measured by market share and market sales. Market share is thepercentage of consumer sales controlled by Kit Kat’s products and services. Thehigher the market share, the better the company’s performances. Market sales can bemeasured in units sold and revenue generated by Kit Kat’s products and services.Performances can be measured via market sales by evaluating the potential threatswhen targeted audience is not responding to the marketing. 57
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MKTG 1199 – Marketing Principles (LF02, Group 2)Contingency PlanA marketing plan can never predict all contingencies, there is a probability that theplan may not turn out from what is expected of. The marketing team has to come outwith an evaluation of possible differences in basic assumptions and the effects of theplan. As a result, contingency plan addresses problems arising from such differences. Discrepancy in Media CalendarMedia calendar have been planned out but it was planned to the company’s preferredlikings and convenience, the Press may not able to lodge their availability to Kit Katdue to clashing schedules. Rescheduling is unavoidable, hence Kit Kat has to beflexible on it. With that being said, this common problem is highly applicable to otherfirms as well. Distribution Availability Distribution channels such as supermarket store may have limited available slots forKit Kat. This threat can prevented by having early planning and notice given toretailers. On top of that, Kit Kat has sufficient cash to get its ideal slot. 58
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 togrowing numbers of competition in the market. To overcome the difficulties in thisaggressive industry, it is crucial for Nestle KitKat to extend its line of productsavailable as there’s already an ongoing demand for other flavors of KitKat which areavailable only at limited locations or online. As such is KitKat should salvage itselfbefore and bring in more flavors before consumers moved on to a substitute to satisfytheir demand to retain its existing consumer and attract potential new consumers. Theproposed marketing plan is designed to grab hold on ongoing opportunity. Throughextensive 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 fiscalyear 2017, with four new products coming in line. Through extensive research andenvironmental analysis, it is concluded that our targeted market are young adultsbetween the ages 18-24. The plan has also put together a marketing mix, to ensure asuccessful product offering.
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