An Integrated marketing communication campaign for Kit Kat Philippines

• Main Authors: Co, Kyrene Isabel T., Kua, Kristelle Erica T., Macasaet, Rhodeza Joy M., Sy, Ulla Rosanne K.
• Format: text
• Language: English
• Published: Animo Repository 2012
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18210
• Institution: De La Salle University

KIT KAT has been in the chocolate industry since 1937 and continue to provide quality chocolate bars for people all over the world. However, today, if one enters any supermarket, he will be welcomed with numerous chocolate brands and variants. Due to this, there is still competition in the chocolate industry. Based on research, interviews and surveys conducted by the group, it has been observed that there is an evident low repurchase rate from consumers because people tend to buy chocolates when they are only craving for them and the fact that there are numerous chocolate brands to choose from. Consumers are also not practicing the famous tagline Have a break, have a KIT KAT. In fact, their break habits have changed over the years. Instead of buying food, there is a growing number of young urban Filipinos who choose to spend their breaks online checking their social networking sites. This is why the group's integrated marketing campaign aims to address the repurchase issue through making consumers loyal to the brand, KIT KAT. Due to the changing habits of the consumers, the campaign will make use of below-the-line advertising specifically on digital advertising to be able to reach the target market more effectively. The campaign will target both males and females from ages 18 to 29 who belong to socio-economic class AB and C and are living in Metro Manila. They are either still studying in college or are just starting their careers. They are the kinds of people who know what they want and will do everything to achieve their dreams. It has been observed that these young urban Filipinos are becoming more dependent on technology to the extent that many have started to spend their breaks online rather than practicing the old habit of grabbing a bite. This is why the campaign will take a digital route in capturing the market. It will make use of mobile applications, online videos, interactive activations and Facebook content. These efforts will renew and further strengthen the relationship that consumers havewith KIT KAT. It will make the consumers think and believe that breaks are more fun if it involves KIT KAT.