INTRODUCING AND SUCCESS

STORY OF KITKAT FROM NESTLE

& PERK FROM CADBURY IN
INDIA

PRESENTED BY-
DEYA BANERJEE (MBA.HR-07)
RAJKUMAR MONDAL(MBA.HR-10)
SOURAV MUKHERJEE (MBA.HR—16)
SOURAV DAS (MBA.HR-17)
ANURUP DAS (MBA.HR—
PRASIT GHOSH
 THE POINTS OF DISCUSSION
• INTRODUCTION
(KIT KAT & PERK)

• MARKETING ENVIROMENTAL FACTOR

• MARKETING PROMOTIONAL TOOLS

 INTRODUCTION
Wafer Chocolates has never been a success in
India Until KitKat was Launched By Nestle.
Cadbury Has Launched Crisp in the 70’s and the
brand was repositioned in 80’s.
Perk from Cadbury was Launched at the same
time. The Product format was Similar to that of
a 5 Star Bar.
 KITKAT FROM NESTLE
Nestlé Kit Kat was launched in India in 1995 and
was well received by consumers.

And It is the time For The Wafer Chocolates to

get success in The Indian Chocolate Industry.
.
 PERK from CADBURY
The company currently has "Five Star",
"Dairy Milk", "Halls", "Bubbalo" in the
chocolate and bubble gum category
respectively. With the launch of the new
product, 'Perk with Glucose energy,' the
company is hoping to tap the chocolate
wafer segment targeting Youths.
The company would gradually phase out
"Perk" which it launched in 1996.
.
MARKETING ENVIROMENTAL FACTOR

KITKAT of NESTLE was Launched at 3 Rupees

Per 8 Grams smaller version With A Break
Campaign.
Perk from Cadbury was launched at the same
time at 7 Rupees for 35 Gram Bar.
 PESTLE ANALYSIS
• POLITICAL FACTORS- The effect of political
decisions on Kit Kat and Perk varies from country to country.
Different laws have been applied in different countries. The
popularity of the product is immense worldwide. Therefore,
there are different types of political concerns that the product
and the company have to face; in accordance to the political
scenario of the respective country. Like some countries are
very much conscious about obesity rate in kids and teenagers,
and some countries don’t pay any attention to growing obesity
in people. There have been situations in the recent past in
several countries where health experts have raised eyebrows
and expressed concern over the easy access of the prod cut
worldwide. Such laws can directly affect the sales of Kit Kat
and Perk and have so in the past as well. It is therefore
advisable that the company is prepared to tackle all such
problems
 PESTLE ANALYSIS
• ECONOMICAL FACTOR- Wage rates,
taxes, and interest rates are the main economic
factors that affect its sales. If the interest rates go
up, in a case of financial borrowing for production
than kit Kat’s and Perk’s price might also increase.
The similar increase in tax rate will also be
reflected in the price. If the wage rate goes up then
this might save Kit Kat’s and Perk’s production
cost, but on the other hand, this will reduce
consumer’s purchasing power thus affecting the
demand of Kit Kat and Perk.
 PESTLE ANALYSIS
• SOCIAL FACTORS-Customers these days are more
demanding and health conscious. They are more
inclined towards knowing the ingredients and their
overall effect.With the rise in health problems, diseases
and the expanding rate of obesity all such concerns are
nonetheless justified. Therefore, the company also needs
to be answerable for not only the ingredients that are
used in the manufacture of the product but are also
responsible for using only certain amounts of particular
ingredients. Any deviations from the set ratio of
ingredients can bring in immediate trouble for the
company from the social activists.
 PESTLE ANALYSIS
• ENVIROMENTAL FACTORS-To help reduce the
environmental pollution coming from plastic covering, Kit Kat
and Perk has now been using foil covering like many other
famous chocolates. This move has been greatly appreciated and
is considered very thoughtful and considerate on behalf of the
company. Its covering is very nature and environment-friendly.
It is good that a company that is so popular is also very
concerned about the environment and is playing its part. Even
though Kit Kat and Perk has faced a great deal of competition
in chocolate market, it has been able to maintain its share in the
market. The continuous effort and hard work of the producer
has made it possible for Kit Kat and Perk to avoid hurdles and
to overcome all the socio economic factors that has arisen in its
way.
 PESTLE ANALYSIS
• TECHNOLOGICAL FACTORS-With the
growing demand of Kit Kat & Perk, it is now
important to use machinery which increases
the production. But if the company decides to
keep on investing in machinery than it would
become more capital intensive and company
would have to cut down its labor. Also, the
maintenance cost of the machinery is also very
high. The company has to keep in mind all these
points before becoming capital intensive to
meet the demand.
 PESTLE ANALYSIS
• LEGAL FACTORS-Kit Kat and Perk has to
come up with the changing nature of
regulations. The product has now been
around and a favorite for people for the past
several years.Across different international
markets, it is very important for kit Kat to
adhere the changes and global regulations
regarding its production and distribution.Any
disobedience by the company will eventually
lead to problems in not only the production
but distribution of the product. Lack of
availability will adversely impact the profit
MARKETING PROMOTIONAL TOOLS
• PUBLIC RELATION
• SALES PROMOTION
• DIRECT MARKETING
• ADVERTISING (AD , TV COMMERCIALS
AD etc)
 PUBLIC RELATION
• Same of the main goal of Public Relations are to
create,maintain and protect the organisations
Reputations, Enhance its Prestige and Present a
Favourable Image.
Public Relation can be an effective part of a
company’s overall marketing strategy.
Another Major Public Relation Goal is to create
Good Will for the organisations.It Involves such
functions such as Employee Relation,Stockholder
and Investor Relation,Media Relation And
Community relation.
 SALES PROMOTION
Is a Powerfull tool to complete a short term
Sales.The elements of it are
Samples,Coupons,Free Trials which wins the Heart
Of The Customers and convence them to buy the
product.
The Slogan of Advertising are the tools of sales
,promotion which are so important that boosts the
customers to Purchase the Product.
The Following Slogans are used By These two
Companies.
(i)WHEN EVER ON HUNGER STRIKE (Used By
Perk)
(ii)HAVE A BREAK, HAVE A KITKAT
BREAK TO BANTA HAI (Used By
Kitkat)
 DIRECT MARKETING
• The Communication establishes
through Direct Channel without using
any Intermediates is reffered to as
Direct Marketing.
Direct Marketing has show tremendouse
growth in recent years.It save time and
also reduce cost for compare face to
face Selling,Direct Mail,Catalogue
Marketing and ETC.
 ADVERTISING
• Here We Come the Main Marketing Promotional Tool that is
Advertising in Differnet Ways like TV Ad Commercial, Flex
Printing.Newspaper Ads Etc.

Perk And Kitkat focuses in this Very Deeply and advertised there
products in differnet ways.
• The 'Have a break, have a Kit Kat' tagline got a 'desi' twist a few years
ago, when the brand rolled out its 'Kit Kat break toh banta hai'
communication. At the time, the campaign marked the return to its
'take a break' ideation, after the brand had given it a rest for a while.
• Perk have also shown that the Man who was exhaust by jogging
became happy after eating the Perk.
And Finally Gets the Success.
THANK YOU