1.

Executive Summary: This is a brief overview of the entire marketing plan,

including the main objectives, strategies, and tactics, (làm sau cùng, nội dung là tóm tắt
lại toàn bộ thông tin, thông điệp, mục tiêu đã làm trong kế hoạch)

2. Situation Overview:
2.1 Overview of market
- In July 2021, Vietnam's chocolate confectionery market recorded a 3% growth in - The
Vietnamese chocolate confectionery market observed a 3% increase in volume and an 8%
rise in current value during July 2021. This resulted in the sale of 6,200 tonnes and 3,044
billion VND (Vietnamese Dong), respectively.

- The reduced demand for chocolate confectionery was a consequence of the decline in
social gatherings and special events due to the impact of COVID-19.

- Chocolate products are primarily distributed by supermarkets and traditional grocery

retailers. Nevertheless, a limited number of traditional retailers fail to meet the expected
standards for the adequate preservation and presentation of chocolates.

- Nestlé Vietnam Co. Ltd. occupies the second-largest market share, following Mars
Vietnam Co. Ltd. However, KitKat emerges as the leading brand with an impressive 8%
share in 2021, surpassing other popular brands like Guylian, M&M’s, Bella, and
Snickers.

- The outlook for chocolate confectionery sales in Vietnam appears promising, given the
country's more stable government, economic environment, and consumer buying power.

Market Trends
Some market trends of KitKat include:

- The trend towards healthier snacking options is growing, encompassing lower calorie
and portion-controlled treats. KitKat has responded to this shift by introducing products
such as KitKat Mini and KitKat Senses, which provide smaller portions and reduced
calorie alternatives.

- KitKat consistently introduces new flavors and limited edition varieties to retain
consumer interest and appeal to fresh customers. This pattern coincides with consumers'
inclination for diversity and novelty in their snack selections.

- Despite its reputation for affordable indulgence, KitKat is adapting to the trend of
premiumization in the confectionery sector. The brand has embraced this movement by
offering products like KitKat Chocolatory, delivering customizable and upscale chocolate
experiences.

- The mounting consumer concern regarding the environmental impact of their purchases,
including food items, has prompted KitKat to implement sustainability measures. These
initiatives involve sourcing sustainable cocoa and minimizing packaging waste to align
with consumer demands.

- In response to the surge in digital media consumption, KitKat has integrated digital
marketing platforms to interact with consumers and foster brand loyalty. This strategy
encompasses social media campaigns, collaborations with influencers, and interactive
online engagements.

- The increasing significance of customization and personalization to consumers has not

gone unnoticed by KitKat. The brand has seized this opportunity with endeavors like the
KitKat Chocolatory, enabling customers to design their own distinctive chocolate bars
with personalized toppings and flavors.

By remaining attentive to these market trends, KitKat can persist in enhancing its product
range, enticing new consumers, and upholding its stature as a prominent entity in the
confectionery sector.

2.2 Overview of company (KitKat)

KitKat is a widely recognized brand of chocolate-coated wafer bars produced by Nestlé,
enjoying global acclaim. Initially launched in 1935 by Rowntree's of York, United
Kingdom, it is now manufactured and distributed worldwide. KitKat is characterized by
several significant elements:
- Distinctive Design: KitKat is celebrated for its unique four-fingered wafer
configuration, which has evolved into an emblematic representation of the brand. The
crispy layers of wafer are enveloped in velvety milk chocolate, delivering a distinct
texture and flavor sensation.
- Worldwide Presence: KitKat is retailed in more than 80 countries globally, solidifying
its status as one of the most extensively available chocolate bars. It has garnered
widespread acclaim and cultural relevance, featuring customized adaptations and flavors
tailored to specific markets.
- Diverse Range of Flavors: Nestlé consistently unveils fresh flavors and limited-edition
options of KitKat to meet the varied preferences of consumers. These flavor profiles span
from conventional choices like milk chocolate to more exotic selections like green tea or
ruby chocolate.
- Consumer Interaction: KitKat actively engages with consumers through diverse
marketing initiatives, social media engagements, and promotional activities. The brand's
motto, "Have a Break, Have a KitKat," underscores its association with relaxation and
pleasure during respites.
- Sustainable Practices: Nestlé is dedicated to sustainability endeavors, encompassing the
ethical sourcing of cocoa and the reduction of environmental impact throughout its
supply chain. KitKat's packaging and manufacturing procedures are progressively
optimized to curtail waste generation and energy usage.
- Advancements and Expansion: Nestlé persistently innovates by introducing new
product structures, such as KitKat Chunky or KitKat Senses, broadening its product
portfolio and catering to various consumer demographics. The brand also explores
avenues in related categories like frozen desserts and confections.
In conclusion, KitKat's enduring popularity, global presence, and dedication to
innovation establish its prominence as a frontrunner in the confectionery sector,
appealing to a wide spectrum of consumers across different age groups and tastes.

2.3 Competition Analysis

When examining competition, elements such as brand recognition, product
differentiation, pricing strategies, distribution channels, and marketing endeavors are
significant. KitKat possesses strengths in its global brand recognition, iconic product
design, and innovative variations in flavors. Nevertheless, it encounters competition from
rivals that provide comparable products or target particular consumer preferences more
efficiently. Continuous monitoring of market dynamics and consumer trends is
imperative for KitKat to sustain its competitive advantage and adjust to evolving
preferences within the confectionery sector.
The primary competitors of KitKat include Snickers, Twix, Reese’s, Hershey’s, Milky
Way, Ferrero Rocher, as well as local and regional brands in different markets. These
brands frequently present distinct flavors and cultural significance that resonate with
specific consumer segments. (For instance: Kinh Do (Vietnam),…
Competitor Description Origin Key Features Approx Price
( USD )
Kitkat Wafer fingers United Crunchy wafer, $1 - $1.50
covered in milk Kingdom milk chocolate
chocolate coating
 Snickers Chocolate bar United States Rich chocolate, $1 - $1.25
with nougat, nougat,
caramel, and caramel,
nuts peanuts

Twix Chocolate bar United Crunchy $1 - $1.25

with biscuit Kingdom biscuit,
and caramel caramel, milk
chocolate

Reese’s Peanut butter United States Creamy peanut $1.50 - $2

cups butter, milk
chocolate

Hershey’s Various United States Wide range of $0.75 - $1,25

chocolate flavors and
products varieties

Milky Way Chocolate bar United States Smooth $1 - $1.25

with nugat and nougat,
caramel caramel, milk
chocolate

Ferrero Rocher Hazelnut Italy Whole $4 - $5

chocolate balls hazelnut, ( pack of 12 )
creamy filling,
chocolate shell

Table 1. Alalysis table of KitKat's competitors

3, SWOT/ TOWS Analysis: This analysis evaluates the strengths, weaknesses,
opportunities, and threats of the company and its products or services,

STRENGTH OPPORTUNITIES

- Good quality and trustworthy from - The influences of Japanese culture and
reliable sources such as 100% sustainable cuisine have had asubstantial effect on
cocoa and sugar from Ivory and supporting this trend.
Malaysia.
- Vietnamese consumers really enjoy
- Create by Nestle, a strong brand which sweet and chocolate products.
is famous for its food’s quality and has
high demand all around the world. - Enhancing brand image through reducing
the use of plastic and ensuring the
- Different flavors of Kit Kat in Vietnam. livelihood of the cocoa farmers.
Ex: Greentea Kit Kat is the most popular
one. - Vietnamese customer prioritize the favor
of foreign-made products.
- Nestle usually introduce new products
every year. - KitKat can be arguably the preferred
choice in the sustainable confectionery
- Widely distributed in both physical sector.
stores and online platforms.

- Large market potential, especially in

remote

and rural areas.

Weakness Threats
 - Nestle Kit Kat has limited shelf live and - Mars, Dove are some infernal
cannot be stored for a long time. competitors of

- Kit Kat chocolate bars will melt during Nestle in Vietnam

hot days for a long time.
- Natural disasters will cause a negative
- In remote areas there are still fake effect on Vietnamese’s Kit Kat market
products because raw materials is mainly taken
from Malaysia (Cacao)
- Packaging of Kit Kat in Vietnam is not
perfect because sometimes water comes Because raw materials that use for making
into the KitKat and breaks the wafer. Kit

- No official sales page on major e- Kat in Vietnam is mainly taken from

commerce platforms. Malaysia.

- Despite the thriving of e-commerce,

KitKat hasnot invested in online
marketplace.

- Weak management of counterfeit and

smuggling in Vietnam.

4, Marketing Objectives: These are the specific goals that the company aims to
achieve through its marketing efforts, such as increasing sales, brand awareness, or
market share,

KitKat initiated an extensive promotional effort to take advantage of Valentine's Day in

order to enhance sales and enhance brand recognition. Valentine's Day, observed
annually on February 14th, holds great importance for confectionery brands such as
KitKat as it allows them to engage with consumers by conveying messages of affection
and offering delightful gifts.
As part of the Nestlé conglomerate, KitKat has established itself as a distinguished
chocolate brand, known for its iconic slogan "Take a break, have a KitKat." In order to
maximize the potential of this occasion, KitKat devised a marketing strategy centered
around delivering distinctive and meaningful experiences to customers, merging the
themes of love and the delectable nature of chocolate.
The marketing initiatives encompassed a variety of advertising channels, enticing
promotional schemes, and strategic collaborations to broaden their target audience.
Furthermore, KitKat placed emphasis on introducing limited-edition products featuring
unique designs and flavors to capture consumer attention during the Valentine's Day
period.
2. Strategic Objectives
a. Enhancing Brand Awareness
· Widespread Advertising: Employing various communication platforms
including television, radio, print, and social media.
· Creative Content: Generating video, imagery, and written content featuring
affectionate messages, prompting consumers to exchange delightful
experiences with KitKat.
b. Boosting Sales
· Promotional Programs: The implementation of special promotions such as
discounts, buy-one-get-one-free offers, and exclusive KitKat gift packages
tailored for Valentine's Day.
· Limited Edition Products: Introducing KitKat products with unique packaging
and flavors specifically designed for this particular occasion.
c. Expanding the Market
· Online and Offline Sales: Expanding presence across e-commerce platforms
like Shopee, Lazada, and forging partnerships with supermarkets and
convenience stores.
· Brand Partnerships: Collaborative Brand Engagements: Partnering with other
brands to develop distinctive combo products, for instance, KitKat x
L’Occitane collaborations.
3. Implementation Tactics
a. Advertising and Communication
· Social Media Campaigns: Leveraging hashtags such as #LoveBreaks and
#SweetMoments to orchestrate viral campaigns on platforms like Instagram,
Facebook, and Twitter.
· KOLs and Influencers: Engagement with Key Opinion Leaders (KOLs) and
Influencers: Forming alliances with social media influencers to amplify their
interactions with KitKat.
b. Promotions and Offers
· Promotional Programs: Executing initiatives like "Buy 1 Get 1 Free" or
offering 20% discounts on KitKat purchases during the month of February.
 · Gifts and Limited Editions: Launching KitKat products with Valentine's Day
themes, featuring unique flavors like strawberry KitKat and exclusive red
KitKat bars.
c. Partnerships and Events
· Valentine's Stalls: Erecting displays and retailing KitKat products at prominent
shopping centers and supermarkets.
· Online Events: Arranging contests involving photography, composing
Valentine-themed messages, and sharing content on social media platforms.
4. Measuring Effectiveness
a. Sales Performance
· Tracking Sales: Employing sales analysis tools to monitor daily sales figures
and make comparisons with data from the corresponding period in the previous
year.
· Data Analysis: Analyzing sales reports derived from both online and offline
distribution channels.
b. Brand Awareness
· Social Media Analysis: Utilizing tools like Google Analytics and Facebook
Insights to gauge customer interactions and levels of interest.
· Keyword Tracking: Observing the frequency of searches and mentions related
to KitKat across various online platforms.
c. Market Reach
· New Customer Acquisition: Monitoring the influx of new customers and
examining sales generated through different sales channels.
· Partnership Effectiveness: Assessing outcomes stemming from collaborative
brand initiatives and the introduction of unique product pairings.

5. Target Market
5.1. Segmentation

Segment Children (6-12 Teenagers (13- Young adults Adults (36-55

years old) 19 years old) (20-35 years years old)
old)
Geography: city, - Cities, towns - Cities, towns - Cities, towns - Cities, towns
state,
population, ideal
customer reach,
competition.
 Demographics:
age, gender,
income, what
your ideal
customer does.

Psychographics:
lifestyle,
preferences,
values, what
kind of goods
they like

Behavior:
preferences,
spending habits,
how/when they
buy, what
benefits they
hope to gain
from the
purchase

Source:

6, Marketing strategic and tactics

Product, Define relevant product attributes,
Service, Identify relevant service attributes,
Brand, Determine the key brand attributes,
Price, Identify the price(s) at which the offering is provided to customers and
collaborators,
Incentives, Define the incentives offered to customers, collaborators, and company
employees,
Communication, Identify the manner in which the key aspects of the offering are
communicated to target customers, collaborators, and company employees and
stakeholders,
Distribution, Describe the manner in which the offering is delivered to target
customers and collaborators

Marketing Mix Strategies for Kit Kat (Q1 2025)

Executive Summary

This section elaborates on a detailed and all-encompassing marketing mix strategy

(consisting of 7Ps) designed for the promotion of Kit Kat chocolate in the initial quarter
of the year 2025 (referred to as Q1 2025). By capitalizing on significant seasonal
occurrences such as Tet (which marks the Vietnamese Lunar New Year) and Valentine's
Day, these proposed strategies place a strong emphasis on the development of tailored
product offerings, efficient communication tactics, and the establishment of strategic
distribution channels with the ultimate goal of optimizing the impact on the target market.

Target Market Segmentation (Refer to previous section for details)

A thoroughly defined target market segmentation serves as the fundamental cornerstone

for the development and implementation of this comprehensive marketing mix strategy.
Through a deep-rooted comprehension of the various demographics, psychographics, and
behavioral tendencies exhibited within each distinct segment, we are equipped to
customize and fine-tune product attributes, communication channels, and distribution
strategies in order to achieve the highest levels of outreach and engagement among the
identified consumer groups.

Marketing Mix (7Ps):

1. Product:

● Product Attributes:
○ Emphasis is placed on the fundamental strengths of Kit Kat, which
encompass its delectable chocolate wafer bar, practical packaging, and
diverse range of flavors including classic milk chocolate, dark chocolate,
and white chocolate.
○ Introduction of exclusive Tet and Valentine's Day flavors tailored to
seasonal tastes, such as strawberry cheesecake for Valentine's Day and
black sesame for Tet.
○ Designing individual-sized and larger pack choices is essential to address
the demand for both personal use and gift-giving purposes.
○ Investigate potential avenues for providing more nutritious alternatives,
such as dark chocolate and mini bars, in response to changing consumer
tastes.

2. Service:

● Service Attributes:
○ Maintain consistent quality and taste to ensure customer satisfaction.
○ Ensure customer satisfaction by maintaining consistent quality and taste.
 ○ Implementing loyalty programs or rewards could be considered as a
strategy to stimulate recurring purchases and foster brand loyalty.

3. Brand:

● Brand Attributes:
○ Utilize the well-established brand image of Kit Kat, which is renowned for
its associations with enjoyment, lightheartedness, and accessible luxury.
○ Integrate cultural motifs associated with Tet, such as those symbolizing
luck and auspiciousness, as well as elements related to Valentine's Day,
including themes of romance and emotional expression, into both the
packaging and communication strategies.
○ Positioning Kit Kat as the ideal "companion for break time" within all
specified target demographics.

4. Price:

● Pricing Strategy:
○ Ensure pricing competitiveness is upheld within the chocolate snack
category.
○ Execute tactical modifications to pricing or promotional strategies around
the periods of Tet and Valentine's Day with the aim of stimulating sales and
enticing fresh clientele.

5. Incentives:

● Customer Incentives:
○ Limited-edition packaging showcasing Tet and Valentine's Day motifs in
order to cultivate a perception of exclusivity and desirability.
○ Utilize various social media platforms to facilitate interactive contests,
promotional giveaways, and culinary suggestions showcasing Kit Kat
products.
○ Provide bundle offers or multi-pack discounts as incentives to stimulate
increased purchasing.
○ Examine the potential impact of loyalty program incentives when put into
practice.
● Collaborator Incentives:
○ Formulate trade discounts or promotional strategies for retailers to
encourage the prominent placement of Kit Kat during important seasons.
○ Explore co-branding partnerships with compatible brands for Tet or
Valentine's Day promotions in order to broaden audience reach.
 ● Employee Incentives:
○ Introduce incentive schemes based on performance metrics correlated with
sales objectives around the periods of Tet and Valentine's Day as a means
of enhancing employee motivation.
○ Provide employees with discounted rates or complimentary products as a
strategy to elevate morale and strengthen brand loyalty.

6. Communication:

● Communication Channels:
○ Formulate compelling social media campaigns (such as contests,
giveaways, and recipes) that are in line with the Tet and Valentine's Day
motifs.
○ Engage in partnerships with retailers to develop visually appealing in-store
exhibits showcasing Tet and Valentine's Day packaging prominently.
○ Collaborate with relevant influencers to capitalize on their outreach and
endorse the seasonal offerings of Kit Kat.
○ Focus on distinct demographics (such as students and health-conscious
professionals) by strategically partnering with educational institutions or
fitness centers/health food stores, respectively.
○ Deploy public relations strategies (including press releases and media
coverage) to foster favorable brand recognition during critical seasonal
periods.
○ Create packaging designs that seamlessly incorporate Tet and Valentine's
Day themes for effective visual communication.

7. Distribution:

● Distribution Channels:
○ -It is imperative to prioritize robust distribution through conventional
channels such as grocery stores and convenience stores.
○ Enhance the presence on e-commerce platforms in order to accommodate
the changing tastes and preferences of consumers.
○ Examine the possibility of extending distribution to vending machines
strategically positioned to capitalize on snacking opportunities on-the-go.
○ It is advisable to contemplate forming partnerships with transportation hubs
(such as airports and train stations) during peak travel periods (potentially
coinciding with Tet) to broaden the reach to a more extensive audience.

Conclusion
Through the implementation of this exhaustive marketing mix strategy, Kit Kat has the
ability to efficiently pinpoint its selected demographics, capitalize on the cultural
importance of Tet and Valentine's Day, and attain substantial sales escalation in the first
quarter of 2025. The emphasis lies on specialized product offerings, strategic messaging,
and streamlined distribution networks.

7, Marketing Budget

Outline your budget for each marketing activity,

Include estimated costs for advertising, promotions, and campaigns,

8, Implementation

Provide a timeline of when each marketing activity will take place,

Assign responsibilities to team members,

Detail the execution of campaigns and strategies,

9, Monitoring and Measurement

Explain how you'll track the success of your marketing efforts,

Define KPIs (Key Performance Indicators) and metrics,

Discuss tools and analytics you'll use,

To ensure the "Turn on Love Mode" and "Find the Pieces of Love" activities effectively
capture hearts and drive sales, a robust monitoring and measurement plan is crucial.
Here's how we'll track the campaign's success:

Defining Success: KPIs and Metrics

● Brand Awareness: We'll measure the campaign's ability to generate buzz and
increase brand recognition through:
○ KPI: Increase in mentions of "Kit Kat Valentine" and campaign hashtags
(#FindThePiecesOfLove,#ValentinesWithKitKat) on social media and
online platforms compared to the previous year.
○ Metrics: We'll utilize social listening tools like Brandwatch or Sprout
Social to track mentions across various platforms.
● Engagement: We'll assess how effectively the campaign engages the target
audience through:
○ Turn on Love Mode:
■ KPI: Event attendance, social media engagement rate on event-
related posts, and interactive game participation rate at the event.
 ■ Metrics: Event management platforms will track attendance. Social
media analytics platforms (e.g.,Facebook Insights, Instagram
Insights) will measure engagement on posts.
○ Find the Pieces of Love:
■ KPI: Social media engagement rate on campaign-related posts and
online minigame participation rate.
■ Metrics: Similar to "Turn on Love Mode," social media analytics
and web analytics tools for the minigame will be used.
● Sales Impact: We'll track the campaign's influence on Kit Kat Valentine's Day
product sales through:
○ Turn on Love Mode:
■ KPI: Sales of Kit Kat Valentine products at the event compared to a
set benchmark.
■ Metrics: Sales data from the event management platform will be
used.
○ Find the Pieces of Love:
■ KPI: Sales lift for Kit Kat Valentine products compared to the
previous year's Valentine's Day period,and coupon redemption rate
(if applicable) for completing the puzzle or participating in the
minigame.
■ Metrics: Sales data from retailers and e-commerce platforms will be
analyzed alongside coupon tracking system data (if applicable).

Tools and Analytics:

● Social Listening Tools: As mentioned earlier, tools like Brandwatch and Sprout
Social will be used to monitor brand mentions, track campaign hashtags, and
analyze social media sentiment.
● Social Media Analytics Platforms: Facebook Insights, Instagram Insights, and
similar platforms will provide valuable data on engagement rates, reach, and
audience demographics for social media posts related to each campaign activity.
● Event Management Platform: If a dedicated platform is used to manage the
"Turn on Love Mode" event, it will offer data on attendance, registrations, and
potentially even in-event sales.
● Web Analytics Tools: If the "Find the Pieces of Love" minigame is hosted online,
web analytics tools like Google Analytics will track user participation, completion
rates, and other relevant data.
● Sales Data Analysis: Sales figures from retailers, e-commerce platforms, and the
event itself (if applicable) will be compared to historical data to measure the sales
impact of the campaign.
● Coupon Tracking System (if applicable): If coupons are offered as part of the
campaign, a dedicated tracking system will monitor redemption rates, providing
insights into user behavior and the effectiveness of the incentive.
Campaign Activities and Supporting Tactics (Examples):

Activity Supporting Tactics KPIs

Social Media Campaign Organic posts, influencer Impressions: 5.000.000

partnerships, interactive
content (e.g., polls, Engagement Rate: 25%
contests)
CTR

Paid Advertising Social media ads Impressions:10.000.000

(Facebook, Instagram, Clicks: 7.000.000
TikTok), search engine Conversions: 30%
marketing (SEM)

Looking for piece of love Media outreach, press Earned media mentions
releases, influencer gifting brand sentiment: 20%

Turn on love mode In-store promotions, co- Sales lift: 40%,

branded displays
special edition
performance: 50%

Conclusion:

Throughout the campaign, we'll closely monitor the data and adjust strategies as needed.
For example, if a particular social media platform is generating significant engagement,
we can allocate more resources there. Likewise, if a specific aspect of the minigame
shows low participation, we can refine it to improve user experience.

By effectively monitoring and measuring the campaign's performance through these

KPIs, metrics, and tools, we'll gain valuable insights into what resonates with the target
audience. This will allow us to optimize the campaign in real-time and ensure a sweet
success story for Kit Kat Valentine's Day.
10, Conclusion

- Summarize the key points of your marketing plan,

- Reiterate your main goals and strategies,

References (min 15 sources)

Appendix (if any)

III, Document request:

The team freely chooses the form of presentation of work that meets the content
requirements and is as creative as possible,