Marketing Analysis Of Nestle s Marketing Strategy

Introduction The following advertising campaign analysis with provide a product and target audience analysis on a chosen confectionery product that was advertised in Australia between 2014 and 2015. This analysis will focus on Nestlà © Kit Kat ‘Break Rescue’ campaign that ran from May to October 2014. The series of four television advertisements show a team of Breakguards that intervene when a break is in danger of being interrupted. Each advertisement is set in a relatable break environment that demonstrates how a Kit Kat and ‘Save your Break’. Product analysis The confectionery market consists of the sale of sugar confectionery and chocolate confectionery or other cocoa products. The Australian confectionery market has remained strong†¦show more content†¦According to Little (2015), contributors to this industry primarily compete based on price, branding and quality innovation. Although brand loyalty is strong in this industry, consumers are still price sensitive and are willing opt for lower priced, substitute products. (Euromonitor International, 2015). Branding and the ability to differentiate brands and products from others plays an important role in generating sales, resulting in competition within the industry (Little, 2015). Nestle’s Kit Kat is one of the major chocolate confectionery products in Australia. In 2014, the Kit Kat brand held 5.31% of the chocolate confectionery segment (Euromonitor International, 2014). According to Roy Morgan Research (2013) it was also Australia’s fourth most consumed chocolate bar with 6% of the total population consuming it an average four-week period. In terms of affordability, Kit Kat is a lower priced product that is affordable for a wider range of consumers. Kit Kat is a low-involvement product that is generally purchased on impulse, therefore availability of the product is very high with the vast majority of supermarkets, convenience stores and other non-store outlets such as vending machines sell it. Kit Kat’s differentiates itself from other products within the industry through its use of 100 per cent fair-trade certified cocoa beans and sustainable palm oil. Nestle Australia is the first major chocolate manufacturer in Australia to source a ll the cocoa