Kit Kat market research

8 August 2016

In this report we would like to present the results of our research which was made related to KitKat. Aim of the research: The main aim of the survey is to find out if there is any need for sugar free Kit Kat product in the Hungarian market, and whether people with weight problems or people with diabetes are more interested in sugar free Kit Kat products. To clear up the chocolate consumption and the eating habits of the Hungarian consumers. First of all we would like to shortly introduce the Nestle S. A. which is the producer company of KitKat and after that a short review about the product itself.

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In the additional parts of the report we will analyze the received data and draw conclusions from the results. Nestle the company: Nestle is the largest food and beverage company in the world. The group’s products include beverages, milk based products, ice creams, prepared dishes, and pharmaceutical products. Nestle primarily operates in Europe, the Americas, Asia, Oceania and Africa. The group is headquartered in Vevey, Switzerland. Current market situation: Today, Nestle Milkpak produces in over 81 countries and achieves 98% of its turnover outside Europe.

Nestle Milkpak is the world’s largest milk company, which does 98% of its business. It has an annual turnover of 70 billion Swiss francs, 522 new factories in 81 countries, 200 operating companies, 1 basic research outer and 20 technological development groups, has more than 231,000 employees and more than 8000 products around the globe. On the Other hand in Pakistan Nestle in future may loose its’ market share because of its competitors high efforts especially on Advertising Over all company market share is 80%. Nestle share as compared to nurpur, Nirala and other are moves around 20 to 30%.

Nestle in Hungary: Nestle’s baby foods, milks and Maggi products are obtainable in Hungary since the beginning of the 20th century, but the first home (Hungarian) made product was created only in 1974 in Debrecen. The Nesle Hungary company ( subsidiary company of Nestle S. A. ) was established in 1991. The company was continuously developing its’ product scale: currently the company is attend in the Hungarian market with its’ confectionary products, instant drinks, crunchy flakes, mineral waters, pet foods, baby foods, culinary product. Important dates: 1906 – The first Nestle products in Hungary ( Maggi soups, child flour) 1991 – Establishment of the Nestle Hungary company 1991 – The company engrossed the Szerencsi Confectionary Company 1998 – The company engrossed the Jupiter company 2000 – The company engrossed the Kekkuti Mineral water company 2001 – The company engrossed the SCHOLLER Budamilk KitKat: KitKat was first created and launched by Rowntree Limited of York, England and was later produced by Nestle which acquired Rowntree in 1988, (except in the USA, where is made under license by Hersheys).

The brand quickly gained much popularity and spread to all corners of the globe, and is now available in over 70 countries in many different varieties. KitKat consists of several layers of creme – filled wafer covered in smooth milk chocolate. Each finger of the traditional four finger bar can be snapped off one at a time. Other types of the popular product have been launched over the last 10 years, including KitKat Chunky – great to eat on the go and is also available the world over. Since the beginning, KitKat has been synonymous with having a ‘break’.

The brand’s trademarked tagline ‘HAVE A BREAK, HAVE A KIT KAT’ has come to represent much more than just the physical ‘snap’ of the wafer fingers. Hypothesis The Nestle company can distend its’ KitKat product line with a sugar-free KitKat product to increase its’ market share. The company primarily should take aim at people who have diabetes or weight problem. Analyzing the received answers, showing data in diagrams In this part of our report we are going to evaluate the respondents’ answers and show the data in separate graphs where the results can be clearly seen.

Our online survey was filled out by 116 persons. Our target group is almost the whole Hungarian society especially those who have diabetes or weight problems The survey consisted of 22 questions and we asked people about their chocolate consumption habits, about KitKat and about diabetic chocolates. 1st question: Do you like to try out new tastes? According to the data gained from the answers of the first question we can draw the conclusion that the people in our sample are tending to try out new tastes.

These answers are favorable for us because, as we mentioned before, we are planning to penetrate the market with a new, sugar-free KitKat. 2nd question: How often do you consume chocolate? In this question we were interested about the frequency of chocolate consumption. As we can see the majority (43%) of our sampling group consumes chocolate products weekly which is a positive result in case of our survey. 3rd question: What type of chocolate do you prefer the most? In this question we tried to collect information about the type of chocolates what consumers prefer principally.

The reason why we would liked to pick up information about it is the following: if we have the opportunity to enter the market with a new, sugar-free KITKAT chocolate, we have to know the customers’ pretenses according to the types of chocolates. The diagram shows that more than half of the respondents have chosen the milk chocolate and only 9% of the people have preferred the semisweet chocolate. Analyzing the received data we can see that the biggest demand would be for the milk chocolate KITKAT product so we can simply make the decision that this type of sugar-free chocolate would be the most profitable. 4th question: Which form of chocolate do you prefer the most? Apart from the types of chocolates (which we researched in the third question) we would liked to find out whether which form of chocolate would be able to satisfy consumers’ needs in case of a diabetic chocolate. According to the received answers we can see that most of the respondents (54. 5%) prefer chocolate bars but we don’t have to forget that most of the people identify KitKat chocolate products as finger bars because this is one of the most important insignia of these products.

Furthermore the Nestle company has not produced KitKat chocolates in form of chocolate bar so it would be confusing for the customers if we were enter the market with a diabetic KitKat in form of chocolate bar. That’s why we think that the most appropriate form of sugar-free KitKat would be the finger bar. 5th Question: Put the following chocolate brands in order, according to opinion of their taste! In this question we asked the respondents to rank five types of chocolate. The aim of this ranking was to get information about where KITKAT takes place in consumers’ mind compare it with other chocolate brands.

6th question: What occurs to your mind when you hear the brand name KitKat? The graph shows us that the first thing people think when they hear the brand name KitKat is the color of the package what is not surprising, because it is quiet eye grabbing. In our sample also more than the half of the randomly chosen people remember the slogan: “Have a break, have a KitKat. ”( 56% of the respondents have chosen the “break” expression) What can be surprising that only 59% of the people identifies KitKat with Nestle. 7th question: Which facts are influencing you the most in case of buying a chocolate?

This question can be interesting for us on which factor should we concentrate the most, to make successful and profitable product. In our sample taste is the most important factor. Price is only in the second place, this means that in our sample people are tending to pay more, if they are getting a high quality product. This is good to know, because this means we just have to keep our product line in the same quality level and the new product could be as successful as the older versions of KitKat. 8th question: Have you ever tasted KitKat? This is maybe the most important question in the questionnaire.

In our sample there is only 2% who never ever eaten a KitKat, I think it is good average. 9th question: If your answer was yes for the previous question, how often do you consume the product? u From the answers of this question we can see that from those who have tried KitKat the majority (32%) consume the product monthly but unfortunately nobody consume it daily regularity. 10th question: Have you ever checked the ingredients of a chocolate you bought? Our aim was with that question to find out whether people are curious of the sugar content or ingredients of a given product or not.

Only the 29% of our sample answered with no, what can be surprising, but what means that in our sample group people are interested what they are consuming at all. Nowadays doctors are trying to make us live a healthier way with buying more and more natural products which contains no unhealthy ingredients such as fat and artificial flavor. This may mean that we should make the ingredients and sugar content part on the package easier to find and read, and maybe we should concentrate to create an as healthy chocolate as it is possible.

It is also interesting that 56% of our sample is male, and this means men are tending to check the ingredients too, not only woman. We should not forget also that in our sample 56% is between 19 and 30 years old, so this means this may be the generation which is trying to buy healthier products. 11th question: Have you ever eaten diabetic chocolate? Clearly we have to know if people are tending to eat diabetic chocolate at all or not. In order to find out if it is a good idea to penetrate the market with sugar free products. 37% of the asked individuals are never have eaten diabetic chocolate. This is not surprising I think. 79% in the sample have no diabetes. In our sample this means that people are tending to eat sugar-free products. In Hungary there is a lot of people suffering with overweight, and from year to year more and more children, it would be a good strategy to make them consume a sugar-free chocolate, and in most cases the decreasing of the sugar consumption would solve the problem of overweight.

This could be a good marketing plan, to start to build up a new product line based on this theory, although in our sample a lot of people did not sign the reason „overweight” why they are consuming sugar-free product , but we have to count with the fact that people do not like to talk about their weight problems. 12th question: If your answer was yes for the previous question, please choose a reason(s) why? We were curious what can incite people to consume sugar-free products. In our sample 79% tried it out, this means if we are coming out with a new KIKAT product it could be profitable, we just have to let the people know we have a product like that. Diabetic products were not an important product line till that, but now more and more people may need to or want to buy them. 13th question: Which of the following chocolate brands have you heard about? In this question we analyze if which diabetic chocolates are the best known. In our sample people are the most familiar with Milka alpine diet, although not that’s the oldest sugar-free product on the market. This means we would have the chance to get a good market share if we would come out with a sugar free product because our company is widely known in Hungary just like Milka.

We can examine Milka’s product, and we can fix the problems them may have done, so maybe we can copy the product with best results to have. Our market strategy will be to relate the diabetic chocolate with healthy lifestyle. 14th question: Would you taste sugar-free KitKat if it was available? 59% yes answer in our sample is relatively good, because that 41% can change his/her opinion just when they hear about the product or see an advertisement. People are curios, and curiosity is the best quality we can count on.

If we make them curious sooner or later they will try it out and if our product will be good, and that would be our aim, them they will adopt the product and maybe become regular consumers. 15th question: Do you think that the sugar-free chocolate products contain more artificial ingredients? This question was also a very important question in our survey. As artificial ingredients are not the part of the healthy lifestyle, we had to find out if people think that maybe chocolates with sugar are still healthier than without sugar.

In our sample 43% of the asked people answered with „ I don’t know”, this means for real, that they do not really care ar they never even thought about that. So clearly they have got no negative opinion about sugar-free products. 29% answered with no, this is still very favorable, they think sugar-free products are not more unhealthy than chocolate with sugar. 28% with yes answers is a little bit too much, but maybe if we will give out more information about the production and ingredients, they will change their mind. People believe what they hear more often.. 16th question: How often do you consume other types of sweets? This question’s aim was just to find out what how much people like other types of sweets, if maybe later we would like to expand our new product line we will have a basic information , that in this sample people consume a lot of sweets. 17th question: Do you often go to confectionary? This question’s aim was to find out if it worth or not to try to make contract with confectioneries or not. This was just a theoretically question. Our sample’s 52% is not tending to go in little sweet shops, this means our marketing strategy is good based on this sample.

We should sell our products in shopping centre and other little shops like cba and so on. Till people are doing their every day shopping they may buy a chocolate as well but people are not making extra energy to buy a product after a limit. Demographical questions: 18th question: Gender 19th question: Age 20th question: Weight (kg) 21st question: Height (cm) 22nd question: Do you have diabetes? Conclusion: In the last part of our survey we will draw conclusions from the questions according to our hypothesis. Our first hypothesis was that Nestle can distend its’ product line with a new, sugar-free KitKat product to increase its’ market share.

This hypothesis is true because the company did not produce sugar-free KitKat yet, but according to question 14. we can see that 59% of our respondents would taste sugar-free KitKat if it was available and the company could increase this number if the new product will be promoted not only for those who have diabetes but for those who want to live a healthier life or want to lose weight and don’t want to give up eating chocolate. The second hypothesis was that the company should primarily concentrate on those who have diabetes or weight problem.

This hypothesis is also true because in question 12. it is turned out that that 32% of the respondents consume sugar-free chocolates because of diabetes and 29% consume it because of overweight but the number of those who eating sugar-free chocolate because of healthy living was relatively high as well. To sum up if we want to take into the market a sugar-free KitKat we have to keep the basic features of the original KitKat (the taste, red color, finger bars) but of course we have to do several innovations to reach our target group and then we can make a profitable product.

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