Nestle can set marketing objectives for each of its product lines and profit centres. The primary objective for Kit Kat is to maintain its position as the UK's number one selling confectionery brand. In order to achieve this, Nestlé has to develop a marketing strategy that will take into account all the elements of the marketing mix.
This will involve individual strategies for pricing, product development promotion and distribution. For an established brand name, these strategies must be flexible and relevant to each new generation of consumers, but at the same time, great care must be taken not to damage the perceptions of the product built up over decades of marketing.
This will involve individual strategies for pricing, product development promotion and distribution. For an established brand name, these strategies must be flexible and relevant to each new generation of consumers, but at the same time, great care must be taken not to damage the perceptions of the product built up over decades of marketing.
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