Final Marketing Project
HISTORY OF NESTL� and KIT KAT
Nestle is one of the world's largest food company which is represented on all the five continents. It runs some 500 factories in 75 countries employing over 220,000 workers globally.
In Pakistan Nestle has become a household name which manufactures and markets a wide range of dairy products, baby milk and food, ready to cook items such as noodles, chicken broth, toffee and candies. These include kit Kat, Friskies, Nescafe, Stouffers, Nesquik, Dreyers, Milo, Maggi etc
Milkpak, tetra pack milk, is the flagship product of the Nestl�'s Milkpak range. The company was the pioneer to launch the Milkpak in 1981. The range also includes butter which was launched in 1985 and cream, launched a year later. The same year it also introduced Milkpak pure 'desi ghee', dairy shortening, to cater to local taste.
Today Nestle products range covers a diversified group of food group items as EveryDay powder tea whitener, Nido full cream powder milk, Milo chocolate drink-mix, Nescafe coffee, Cerelac infant cereal,
Maggi 2-minute noodles and Maggi Yakhni (clear chicken broth). Polo drops and Kit Kat chocolate bars and Pure Life bottled water. In addition, Nestle is the market leader in the fruit juice market.
The Nestle product that we are going to be concentrating upon is Nestl�'s very own Kit Kat. KIT KAT is the number one selling candy bar in the U.K, America and in recent years, Kit Kats have also become very popular in Japan, a phenomenon attributed to the coincidental similarity between the bar's name and the Japanese phrase kitto katsu, roughly translating as "I hope you succeed!" This has reportedly led to parents and children buying them for school examination days as a sort of good luck charm.
KIT KAT is a licensed brand from Societe Des Produits Nestle S.A. Hershey Foods Corporation's original licensing agreement was executed with Rowntree Products in 1969. In 1988, Nestle purchased Rowntree.
Timeline for Kit - Kat
The KIT KAT wafer bar is introduced.
The KIT KAT BIG KAT wafer bar is introduced.
KIT KAT Limited Edition White Chocolate and Dark Chocolate wafer bars are introduced.
KIT KAT expands its limited edition line to include mint and orange flavors.
KIT KAT BIG KAT Limited Edition White Chocolate and KIT KAT Triple Chocolate wafer bars are introduced.
The KIT KAT White Chocolate wafer bar is made into a year round product.
KIT KAT Extra Crispy introduced in 2005.
Kit - Kat Flavors include Milk Chocolate, White Chocolate, Limited Extra Crispy, Caramel, Best Friends Hearts, and Bunny Ears. The manufactures of Kit Kat understood the need of their customers. Finding out the needs of the consumer it helps the firm to target the market and...