POM nestle product kitkat

HANOI UNIVERSITY FACULTY OF MANAGEMENT AND TOURISM -oOo Principle of Marketing Company: Nestlé (Product: Kitkat ) Words: words Tutor: Mrs Luu Thi Minh Nghia Student: Tran Huong Giang - ID: 1704000039 Luong Thu Hien - ID: 1704000048 Pham Phuong Thao - ID: 1704000106 Dang Phuong Duyen – ID: 1704000032 Pham Thi Thao Linh – ID: 1704000075 Class: POM Tut Date: May 2nd , 2019 TABLE OF CONTENT Table of content i I Introduction II Situational analysis 2.1 Macro environment analysis 2.2 Micro environment 2.3 SWOT analysis III Marketing objectives 10 3.1 Increasing product awareness 11 3.2 Increasing Customer Satisfaction 12 3.3 Focusing on customer acquisition 13 IV Findings and analysis 13 4.1 Product 13 4.2 Price 15 4.3 Place 17 4.4 Promotion Strategy 18 V Conclusion 19 REFERENCES 21 I Introduction Nestlé S.A is one of the largest food and beverage in the world with its headquarters founded in Vevey, Switzerland At the beginning of 1866, Nestle started off with the background of Anglo-Swiss condensed milk company Nestlé was a firm that was established after combining with two companies in 1905.In both the First world war and the Second world war, Nestle company got a lot of developments, eventually expanding its offers and products beyond condensed milk products and infant or baby formula products Today Nestlé has a large variety of products to provide such as infant food, icecreams, chocolates, and beverages like coffee and bottled water The product of Nestlé that has been selected to work on for this company project is Kit Kat Kit Kat is presented in August 29 in 1935 by Rowntree’s as a confectionery business based in York, United Kingdom, Kit Kat, now belonged to Nestlé, is one of the world’s leading chocolate brand Kit Kat's products are chocolate bars which consists of three layers of wafer and covered with an inner and outer layer of chocolate, conventionally called “fingers” The size and number of Kit Kat fingers vary basing on the product design In 2014, Kit Kat was listed as one of Time’s “13 Most Influential Candy Bars of All Time” Kit Kat is also the highest chocolate which is sold in Japan, and the only nonAmerican brand in America’s list of top chocolate favourites Their mission "Good Food, Good Life" is to provide customers with the best quality of products in a wide range of food and beverage choices and eating opportunities all days Besides, their vision and mission are at the core of consumer’s value and the foundation of company’s culture Kit Kat Nuts are something that always have targeted children, teens, college going students and women in the recent past, but these days chocolates are focusing on men, women and children as it is something that is meant for both the sexes and all age groups How did Kit Kat achieve such global success? Because the brand is clearly differentiated from its competitors Firstly, they have an effective and consistent tagline - “Have a Break, Have a Kit Kat” (" Take a break, eat Kit Kat ") has become Kit Kat's slogan for nearly 50 years, since first becoming visible on television in 1957 In 2014, Kit Kat wanted to set up a Valentine campaign through linking with the brand image of "Have a break, Have a Kit Kat" Kit Kat conspicuously features its tagline on the packaging of each individually wrapped chocolate, and in all its online and print advertisements too Secondly, product improvement with special flavors available in different markets make people interested in trying and collecting them all There are more than 200 different flavours and versions of Kit Kat, with most of these being produced in Japan Thirdly, Kit Kat realizes the influence of digital networks and social media platforms in affecting customer choice and uses effectively social media such as Instagram or Twitter to win fan’s fondness Because of effectively strategy, Kit Kat are more and more developing all around the world They are building a solid image in the minds of the customer It is not only important to form awareness but to create brand recall within the target groups Nestle also hope that the customer are always able to connect with the brand II Situational analysis 2.1 Macro environment analysis 2.1.1 Political factors The impacts of political decisions on Kitkat differ from countries to countries A variety of laws have been implemented in different nations As a result, Kitkat has to encounter various kinds of political concerns that are related to the political scenario of that respective country (Haseeb, 2017) In Vietnam, the obesity rates have been spiralling out of control About 1.2 million children here suffer from obesity (Minh Hung, Thanhniennews.com, 2014) Therefore, in order to combat obesity-related problems and to improve citizens’ health, laws with reference to cutting down on the consumption of products containing high level of cholesterol and sugar like Kitkat have been applied Such laws can exert direct influences on the sales of Kitkat and its production It is necessary for Nestle to be well-prepared to solve all the problems 2.1.2 Social factors Nowadays, customers tend to pay more attention to their health (Haseeb, 2017) Vietnamese customers are no exception They demand to know the ingredients of the majority of the products that they purchase and their overall effects With the significant increase in health problems, all the concerns of customers are justified Therefore, Kitkat has to take responsibility for the quality of the ingredients that they use and they should only use a certain amount of a particular ingredient If Kitkat becomes detrimental to people’s health, it will have to face against social activists 2.2 Micro environment 2.2.1 Threats of competitors Food and beverage industry has always been a highly competitive field all around the world, and Vietnam market is no exception Although Kitkat has secured its position, there are various other competitors that also produce chocolate and other similar products As a result, Kitkat has to endure cutting throat competition from its rivals In Vietnam, the direct competitors of Kitkat are products from Kinh Do and Huu Nghi, such as Moon cake, snacks and candies This is likely because Vietnamese people prefer items made in their own country, rather than products from other nations According to Nielsen’s report “Nguon goc quoc gia cua cac nhan hang”, about 80% of Vietnamese people care about the originality of one product plays an important role in their purchasing decision The research also reported that about 48% of Vietnamese choose domestic items rather than the ones from foreign companies (Thao Mai, 2016) Besides, Kitkat also has to face competition from other chocolate-producing rivals in Vietnam, like Cadbury According to Bhasin’s one blog on Marketing91.com, Cadbury’s dairy milk chocolate is very well-known among people of all ages It brings out great innovation and development, making Cadbury more captivating to customers It also has an excellent distribution network by operating business in a number of nations, including Vietnam As it is popular in the chocolate field, Cadbury is considered to be Kitkat’s large competitor There are many more rivals that Kitkat has to face against in Vietnam market, such as Hershey’s, Mars and so on From my point of view, in order to thrive against its rivals, Kitkat has to focus more on the price, making it more reasonable in Vietnam market and higher quality (less sugar and healthier ingredients) 2.2.2 Threats of New Entrants Due to the fact that the food processing industry is relatively huge in Vietnam, there are a large number of firms enter the market each year in order to gain big portion of the fruitful market However, the entry of competitors is considered difficult for the chocolate bars market because there are well-establised firms in the field already such as Kraft Foods, Nestle, Mars, Hershey’s, This makes entering this industry a very arduous task for new companies In the case of Kitkat, because of its strong position in the market for chocolate bars, it is hardly influenced by new firms and start-ups Therefore, threats of new entrants for Kitkat are moderate and new competitors who want to join the market must have a strong investment to start their businesses and change market loyalty with existing chocolate firms 2.2.3 Threats of Substitutes Because of the highly competitive market for food and drink, Kitkat has to face a number of threats from substitute products, which are cheaper and healthier Customers nowadays focus on leading a healthy lifestyle Therefore, they will cut down on the consumption of sweet products like Kitkat Instead, people opt for products that are beneficial to their health, such as vegetable and healthy snacks Most of Vietnamese people (90%) believe that health is of great importance and they know how to improve their health (Minh Trang, 2016) For those with sweet tooth, there are a wide range of products that are offered at a more reasonable price, namely ice cream, chips and peanut butter Moreover, chocolate bars are often given as a gift to other people As a result, instead of chocolate, customers can now choose flowers or jewelry to give to their loved-ones There are a diversity of products that can be substituted for Kitkat, so the threats of substitutes are relatively high for Kitkat and Nestle Kitkat needs to come up with more innovative and healthier items for the diversity of customers 2.2.4 Threats of Buyers Due to high level of competition, the threats of buyers are significant Buyers can switch from one brand to another easily and the switching cost is relatively low for them Customers have a chance to choose from a variety of alternative products and brands, therefore, it is important for Kitkat and Nestle to meet the demands and requirements of customers by offering the best products that are advantageous for their health as well as suit their tastes Building a strong customer base and customer loyalty will be of great benefit to the company 2.2.5 Threats of Suppliers Because of the fact that Nestle accounts for a large share of the food and beverage industry, it requires huge quantity of materials for the production of its products, Kitkat is no exception This is ideal for suppliers because they can sell a number of raw materials and intermediate goods for the company, making profits and earn high revenues Nestle products’ suppliers is MCM, which is responsible for the marketing and advertising activities of most of Nestle’s products, including Kitkat (MCM.com, 2018) According to Nestle.com.vn, Nestle also has factories and more than 2000 employees all around Vietnam Nestle prefers long-term relationship with its suppliers to ensure the quality of raw materials If Nestle wants to find a new supplier, the changing cost is moderate as it has to form new contracts and agree on new terms as well as work to ensure quality of the materials made by that supplier Therefore, threats of suppliers for Kitkat and Nestle are low 2.3 SWOT Analysis STRENGTHS - Owned by Nestle- one of the most - famous companies in the world Well-established brand Excellent distribution channel Brilliant marketing skills More healthy products OPPORTUNITIES - Kitkat Oat attracts health-consious - people The growth of technology and WEAKNESSES - Packagings have rarely changed Less innovative than its competitors Unsuccessful new flavours Less focus on small towns and villages THREATS - From competitors From inflation media 2.3.1 Strengths When it comes to the strengths of Kitkat, its main competitive advantage is its parent company, which is Nestle On account of being owned by Nestle, one of the most prestigious food and nutrition companies in the world Vietnam is also Nestle’s fastest growing market in Asia (Anh Nguyen, 2019), so Kitkat has a major advantage Besides, it is a well established brand and it has defined itself as a must-have snack for customers during their break time With the “Break” campaign, the chocolate bar now has been associated closely with customers’ break time (Khalilah et al 2016) Moreover, Kitkat can support its large demand of the market as well as vast sales quantity of the new chocolate bar because it has an excellent distribution channel It is the most important feature of the product when it successfully dispatched more than 50 million chocolate bars when they first launched the Kit Kat Chunky Furthermore, Kitkat has brilliant marketing skills It constantly focuses on marketing research and invests in integrated marketing communication Kitkat has come up with various creative advertising activities, targeting the right group of customers and arousing their interests in the product In Vietnam, Kitkat’s products are often displayed near the cashier counter and its sample products are distributed at supermarkets and convenient stores Last but not least, Kitkat takes advantage of the fact that there are more people who become health conscious and customers want to lead a healthy lifestyle by producing Kitkat Oat Bar Kitkat Oat Bar has met the demand of current market trend and it will take only a short period of time to enter the market at full scale (Khalilah et al 2016) 2.3.2 Weaknesses As regards Kitkat’s weaknesses, first of all, packaging is one of the most critical attibutors for the achievement of one brand However, Kitkat’s packagings have rarely changed during the last sixty years, despite the diversity in its flavours (Khalilah et al 2016) Only little modification and alteration has been made to Kitkat’s merchandising, packaging and sales promotion This can bring about the tediousness in customers who value and appreciate innovations and creativity As a consequence, people may lose interests in Kitkat and prefer the products that are more modern and trendy from its competitors Moreover, because of competition among its own product varieties, Kitkat’s sales have been struggling It is also regarded as less famous among kids and teenagers due to the fact that in Vietnam, the young generation is now more captivated by new brands that are innovative and fashionable Besides, Kitkat carries on experimenting with new flavors and brings it out to the market Most of the time, these new flavors not bring success to the company and increase Kitkat’s sales because the majority of Vietnamese customers want to stick to its original flavor Last but not least, although Nestle has successfully launched and expanded Kitkat in several large cities such as Hanoi and Ho Chi Minh city, however, it still needs to focus more on small towns and villages 2.3.3 Opportunities In recent years, people have become more and more health conscious and they take a good care of their health and well-being (Crofton, Markey, & Scannell, 2013, as cited in Khalilah et al 2016) As a result, products that promote health aspects are tempting for customers Kitkat Oat, which aims at a group of people who want to lead a healthy lifestyle, is considered to be very appealing to customers Not only can Kitkat Oat satisfy customers with sweet tooth but also people who have strong desire to lead a healthy lifestyle Furthermore, with the growth in technology and social media, Kitkat will have an opportunity to be promoted and advertised in a worldwide market at a reasonable cost It can take advantage of well-known social platforms such as Facebook, Instagram and Youtube to enter the market in a short period of time User reviews and words-of-mouth also play a critical role in promoting the product Besides, expanding the product into the market of emerging countries likeVietnam also helps Kitkat to increase its revenues and profits 2.3.4 Threats The very first threat for Kitkat is the threat from substitute products and services There are a variety of products from existing rivals that are healthier for customers such as energy bars and granola Moreover, because of inflation, the significant increase in cost of production makes it hard for Kitkat to keep the price low Hence, customers who are price conscious will opt for products that are offered at more moderate cost What’s more, competitors of the product will copy Kitkat’s ideas and come up with similar products in a short period of time (Khalilah et al 2016) As a consequence, customers are likely to switch brands, making it difficult for Kitkat and Nestle to build brand royalty 10 III Marketing objectives Marketing is the process of identifying, anticipating (predicting) and satisfying customer And marketing objectives will set out what a business is willing to achieve from its marketing activities They also need to be consistent with overall firm’s goals, objectives of the business According to Nestle.com, “Nestlé's business objective is to manufacture and market the Company's products in such a way as to create value that can be sustained over the long term for shareholders, employees, consumers, and business partners.” Once having decided its firm objectives and strategies, Nestlé can set marketing objectives for each of its product lines, which included Kitkat products Kitkat follows the societal marketing concept Nestlé designed and launched all Kitkat products by the society’s needs In order to create effective marketing objectives, Kitkat brand have taken a lot of actions 3.1 Increasing product awareness Product awareness is about building a connection between your company/ product and your customer The customer is not just knowing what your brand does, or being able to identify you from your logo, your “brand aware” customers will instantly know that your product is the best choice for them Product awareness is about pinpointing what makes your company different, and using those differences to show the inherent value of your company Nestle uses a large number of ways to build Kitkat brand awareness It is starting from Kitkat slogan, ‘Have a Break Have a Kit Kat’, was first used with the chocolate bar's debut TV advert in 1957 A company spokeswoman said: "It reinforces KitKat's ownership of key snacking occasions, and offers consumers a fresh reason to buy the brand for these occasions." Until now, it is still one of the most enduring advertising slogans in the history of confectionery Secondly, Kitkat have some of the world's weirdest candy bars Whether you’re building product awareness, or brand recognition, one key thing you need to keep in mind, is that you should always be unique Kitkat has become one of its top-selling chocolate brands Japan, according to AdAge They offer more than 200 different flavours and editions of Kit Kat, with most of these being produced in Japan such as: Cherry blossom (Sakura), Sake, Tokyo banana (Tokyo), 11 Melon and cheese, Soy sauce … Those chocolate bars were great Japanese souvenirs for tourist foreigner In addition, Nestle takes the advantage of social media to promote Kitkat brand In whole Asia market general , Nestle did pay much money in Digital Media or Digital Communication by implementing a ‘Social Break Widget’ tool that helps users to connect to their brand’s Facebook and Twitter account By doing so, Nestle is trying to generate a “buzz” among social media users in Vietnam For the youth market, Christmas Facebook app KitKat helps the Vietnamese youth to get fun, delivery online gifts and cards Kit Kat has also created a Social Break widget which helps users to automatically keep their account updated on Facebook, Twitter and LinkedIn 3.2 Increasing Customer Satisfaction Holding a strong customer relationships are based on customer experience on buying process For Nestle, consumer relationship marketing always stays at the heart of Nestlé consumer services It’s also true for Kitkat product line Kitkat will build profitable customer relationship by providing them best taste best health at very best price “In 2014, Kit Kat was listed as one of Time’s “13 Most Influential Candy Bars of All Time” Kit Kat is also the number one best-selling chocolate in Japan, and the only non-American brand in America’s list of top chocolate favourites”, following by Referralcandy Kitkat wins customer’s trust simply because understand 12 consumers' nutritional and emotional preferences More than that, this brand changes products according to need of customer, demographic, cultural environment,… 3.3 Focusing on customer acquisition Customer acquisition refers to gaining new consumers This process is an importance link between marketing and customer relationship management In general, some successful customer acquisition strategies of Nestle include customer referrals, customer loyalty programs, and the like As for Kitkat, they consider the fact that social media channels like LinkedIn, Pinterest, Twitter, Facebook and Instagram are crucial for garnering potential customers They a lot of activities: – Conduct engaging polls: Asking people to vote on a relatively easy, but interesting questions And then, new customer may get a small discount/gift from Kitkat – Use Hashtags: Create impressive company hashtags: #haveabreak#haveakitkat#kitkat – Post motivational images, quotes and videos: They use related video, picture to their product to connect people or user It should be mentioned the fact that based on successful marketing operation in Japan, Nestle keeps trying to acquire new Japanese Kit Kat customers all around the world IV Finding and analysis 4.1 Product The word KitKat, shortened from KitKat Chocolate Crisp belonging to Nestle first launched in 1942 with three layers of chocolate cream filled wafer and a milk chocolate coating The traditional standard four-fingers format was set as four parts of eating, sharing, portion control, or just to make it last longer However, because of the changing in the lifestyle and eating demands, the appearance of a new varity of forms and flavors is predictable 13 Regarding the formats, KitKat was introduced with a bar of two fingers which is the company bestselling untill now The number of fingers was focused in every country to satisfy customers For example, in Arabia, it is a bar of three fingers but in France and Australia, the bar of twelve fingers is available Moreover, the diversity of chocolate bar’ flavors helped KitKat differentiating with other competitors The interesting point is that Nestle gave KitKat a totally new innovation with special, unique flavours to increase the curiosity and get customers trying to collect as much as possible In Vietnam, besides the traditional flavour, different flavours and editions of KitKat were created and produced, especially Kitkat version of Valentine for young couples That made the consumers coming to buy constantly and fulfill their collections Moreover, Nestle is developing some kinds of Kitkat, such as Kitkat inside a can, snacks or ice-cream Through social media platforms such as Youtube, Facebook, now, Nestle can spread their newfound flavours of KitKat to the world 14 The picture above was taken by Huong Giang at Aeon mall Long Bien The appearance of Nestle as well as Kitkat made some significantly changes in Vietnam market at that time However, if they just stayed at the same campaign for Kitkat years ago and the same flavours from then, it literrally would not be enough When the marketing market is diversifying every hour, they need to discover another method to adapt in Vietnam Maybe, they could learn from what they did successfully in Japan, such as making various flavours (more than 4) which is suitable for Vietnamese culture to attract customer buying behaviour 15 4.2 Price A degree in flexibility in the pricing strategy is considered as a key advantage of maintaining a strong brand image in a competitve market The real price of KitKat has remained remarkably stable over the last sixty years Kitkat and other competitors' brand 200,000 180,000 160,000 140,000 120,000 100,000 80,000 60,000 40,000 20,000 Co ie r a M ) y Đô s Co inh (K s ie ok (4 0g ) xo Ke es ffl ị) a w gh ilk u N M ữ (H 45 (1 g) oc Ch o e pi 12 s ck pa (3 ) 6g K at itk 12 rs ba r Fe ro re c Ro r he C 20 b ad 0g y ur D ry M ilk C es ki o o Figure Figure showed the price of Kitkat and other competitors with approximately weight which were updated in April, 2019 from https://www.sosanhgia.com/ Looking at the chart, it is obvious that KitKat had the fair price compare to other brands Nevertheless, comparing with the prices of competitors’products in Vietnam, Kitkat’s price is still high That is the reason why they could not gain loyalty totally from consumers in Vietnam as they used to be in Japan In my point of view, they should use marketing strategy of product bundle pricing to combine several procducts at a reduced price to help customers feel like they are buying at a cheap price Furthermore, like numerous companies, KitKat also applied odd-even pricing when giving odd-numbered prices on the products to imply 16 that customers are saving money and encourage cosuming in many retailers 17 The photo was taken by Giang at Aeon mall Long Bien 4.3 Place 18 KitKat followed the supply chain which indicates that each chocolate bar is produced in at least 21 countries around the world from Brazil, Canada to Germany, Malaysia to guaranteed the highest quality for the flavour By making an efficient manufaturing line, the company is supposed to produce a billion units of KitKat every year These pictures were taken by Giang and Thao at Circle K near Hanoi university The Nestle KitKat’s global team has worked effectively to create an intricate network of distributive channels that was responsible for making sure that KitKat is available to all interested consumers at whatever place or whenever time they desire So, it is easy to find that KitKat was sold in nearly every supermarket, retail store as well as convenience store in Vietnam from BigC, Coopmart to Vinmart or Circle K Normally, Kitkat’ products would be set near the cashier counter so that customers could easily see and buy for their kids However, not only they did at the offline channels, but also at numerous online channels Kitkat was introduced to buy in numerous shopping websites: Shopee, Lazada, A day roi!, Tiki,… and even in social websites such as Facebook, Instagram By using both two kinds of channels, Nestle KitKat can achieve maximum coverage and notice about marketing quality of chocolate bar at the same time 19 4.4 Promotion Strategy Maintaining Kitkat’s Popularity in the market requires an effective promotion To promote well in the chocolate segment, Nestle thought of introducing many different flavor options and marketing them as special editions, first of all increasing the buzz around these products and stuff The second is to ensure they are launched within a specific time to prevent the initial sales of KitKat from being affected A slogan for KitKat used in a long time ago - Take a break, use KitKat, this slogan has helped branding KitKat as a snack rather than chocolate, something that can be consumed at any time and not specific when you have a sweet craving Today, a slogan has become an important advertising activity Nestle Kitkat has focus heavily on its advertising on media such as newspapers, magazines, billboards, posters, television and especially online via the internet and various websites Ask visitors to rest and have Kitkat Previously, in history, KitKat was also advertised as the “ best companion of tea” , “ the biggest little meal” and “ what active people need” to emphasize the importance of KitKat as a trendy dish in war KitKat has associated with other brands and revolutions Advertising through communication channels are expanded for KitKat Channels include TV commercials, posters and billboards along with newspapers and advertising on social networks to increase sales of KitKat In 2017, with a marketing campaign ‘Take a day off for love’ in Vietnam, Kit kat produced a viral video about a love story, including videos 'notes Love', 'Love Master' The video attracted a large number of audiences, gaining over 800,000 views on youtube The campaign really brought high efficiency for kitkat in the Vietnamese market, boosting sales during the Lunar New Year and Valentine's Day In the marketing campaign, the product is also presented in a new way to bring a new feel to the product Sales promotion must be done by offering something new to customers, such as Kit Kat has launched new packages for its products to bring new looks to its products In 2017, with a marketing campaign ‘Take a day off for love’, not only viral videos, but the kat kit also has a gift box There is a white heart-shaped space on the packaging, to write a message to people received gifts Sale promotion is one of the most popular tools for marketing and it helps increase sales as well as attract products Kit Kat regularly uses sales promotions to increase interest and sell products in the brand 20 V Conclusion After all the research, and with the help of Macro environment analysis, Micro environment analysis and SWOT analysis, we come to a summary that Nestle was and still is the largest food company in the world Its product Kit Kat will be more and more improved, developed and adapted to the culture of each countries Its logo with red and white colors and the distinctive slogan “Have a break, Have a Kit Kat” make it one of the most well-know brand all around the world The price of a Kit Kat bar is very reasonable to a range where not only the rich people can buy it but even consumers who have middle or below salary can purchase it and appreciate the quality of wafer coated with milk chocolate Although Kit Kat went through ups and downs, but it never disappeared from the market in spite of loads of efforts from its rivals KitKat still stood out to be the trademark that is highly preferred However, in today’s world, creativeness, innovation and the emotional affinity with the brand namw are keys to gain more success The product Kit Kat chocolate is very excellent, but I would like to give them some suggestions to improve its competitive benefit and sales About the product, the packages of Kit Kat should be changed and made of recycled materials Moreover, Kit Kat chocolate should be made with smaller portion, less sugar, butter and fatty ingredients and they should be increased depth in product line About the strategy for Kit Kat, in distribution strategy, for Kit Kat to be successful in division of its product and marketing in the future it has to come up with new strategies and ideas which will pass through and be stable in the adaption of business environment and survive in a huge business market where there are a large number of competitors For example, they can recommend the inventory of its products through both online and in-store means, satisfying customers of different needs and shopping styles In promotion strategy, Kit Kat should maintain advertising with creative and innovative advertisements such as television commercials, magazines and newspapers, posters, outdoor advertisement and of course advertisements through the social networks like Instagram or Facebook to capture hearts of consumers once more By doing so, Kit Kat may increase sales and generate extraordinary success from net advertisement In futute, Kit Kat will still develop significantly because of their smart, 21 creativity and their talent They will lauch more new products with flexible and stimulating tastes to suitable with customers of each countries REFERENCE 22 Anh, Nguyen (2019, March 4th) Vietnam is Nestle’s fastest-growing market in Asia Retrieved from: https://e.vnexpress.net/news/business/vietnam-is-nestle-s-fastestgrowing-market-in-asia-3889249.html Boyle, N (2014) Porter Forces For The Kitkat Retrieved from: https://myassignmenthelp.com/free-samples/5-porter-forces-for-the-kit-kat Haseeb (2017, February 12th) Pestle Analysis of Kitkat Retrieved from: http://marketingdawn.com/pestle-analysis-of-kit-kat/ Kasi, A (2017, September 9th) Porter’s Five Forces Analysis (Porter Model ) of Nestle Retrieved from: https://www.porteranalysis.com/porters-five-forces-analysis-portermodel-of-nestle/ Khalilah, Anis, Rusmenee and Tan Lay Chuan (2016, May 1st) Kitkat Oat: SWOT Analysis Retrieved from: http://kitkatoat.blogspot.com/2016/05/swot-analysis.html MBA Tutorials.com Porter’s Five Forces Model of Nestle Retrieved from: https://mbatutorials.com/porters-five-forces-model-of-nestle/ MCM.com (2018, December 23rd) MCM vinh du top 20 – Key supplier of NESTLE Retrieved from: https://www.mcm.com.vn/post/mcm-vinh-du-trong-top-20key-supplier-nestle-vietnam Minh Hung (2014, August 2nd) Childhood obesity on the rise in Vietnam Retrieved from: http://www.thanhniennews.com/health/childhood-obesity-on-the-rise-in-vietnam29386.html Nestle Vietnam About us Retrieved from: https://www.nestle.com.vn/aboutus/nestlevietnam Randomstudying.blogspot.com (2015, August 25th) SWOT Analysis of Kitkat and Nestle Retrieved from: http://randomstudying.blogspot.com/2015/08/swot-analysis-ofkit-kat-and-nestle.html 23 Thao Mai (2016, April 29th) 48% nguoi Viet dung hang Viet vi tu hao dan toc Retrieved from: http://cafebiz.vn/48-nguoi-viet-dung-hang-viet-vi-tu-hao-dan-toc20160429172757598.chn 24 ... revenues Nestle products’ suppliers is MCM, which is responsible for the marketing and advertising activities of most of Nestle? ??s products, including Kitkat (MCM.com, 2018) According to Nestle. com.vn,... marketing objectives for each of its product lines, which included Kitkat products Kitkat follows the societal marketing concept Nestlé designed and launched all Kitkat products by the society’s needs... their loved-ones There are a diversity of products that can be substituted for Kitkat, so the threats of substitutes are relatively high for Kitkat and Nestle Kitkat needs to come up with more innovative