MARKET 1 (K40):
KIT KAT | Revitalising a Brand Leader
Members:
Cleto, Daffodil Luyao, Cyril Joy
De Vera, Vera Patricia Macalalad, Wilean
Ibarreta, Ricci Pilar, Marie Albert
1. Why was the launch of the new 2 Kit Kat ChunKy targeted primarily at people aged from 12 to
20?
Since the researchers were able to compile data about the views and opinions of the
representative samples of the targeted groups of consumers, they found out that the targeted population
were attracted to the single ChunKy finger and it was proved that the 12 to 20 year group liked it more
than the four-finger Kit Kat. The researchers also found out that the distinctive form of the single-finger
Kitkat was more popular to the 12 to 20 year old group than other products like the four-finger and the
two-finger. Even though Kit Kat is the best selling chocolate bar in UK, they still have to undergo change
and adjust to the needs and wants of the consumers. And after carrying out a detailed market research,
they were able to find out the things that they have to do such as introducing the single Chunky finger to a
population that would appreciate it more, the 12 to 20 year old group.
2. Why might it be necessary to modify a well-established confectionery item?
It would be necessary to modify such well-established confectionery item because as the market
grows more and more competitive, consumer’s tastes eventually change and as a result, some previously
