Assessment 1 – Marketing

Mix and the Consumer

Decision Making Process

(CDMP)

Full name: Bui Tuan Minh

Student Number: 105026810
 MKT10009 – Marketing and the Consumer Experience
Assignment Assessment 1 – Semester 1, 2025

Course: MKT10009 – Marketing and the Consumer

Experience – Semester 1 – 2025
Due date: 29.09.2025
Word count: 1570 words

Table of Contents

Pa Main Content Page

rt Number
1 Introduction 3
2 Product Category
 Explaination 4-5
 Identification
3 Marketing Mix
 Product
 Place 6-8
 Price
 Promotion
4 Consumer Decision – Making
Process (CDMP)
8 - 10
 Explaination
 Advertisement Analysis
5 Conclusion 10 - 11
6 References 11 - 12

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 MKT10009 – Marketing and the Consumer Experience
Assignment Assessment 1 – Semester 1, 2025

Part 1: Introduction
The prevalence of branded snacks and confectionery in
convenience stores underscores the intense struggle for
consumer attention, particularly for those products such as the
KitKat 4 Fingers (35g) with widespread distribution through
supermarkets and convenience stores in Vietnam. This report
explores how KitKat (Nestlé) employs the marketing mix (4Ps) to
influence consumer purchasing behavior. Furthermore, it
discusses the usage of the Consumer Decision - Making Process in
the example of a KitKat advertising campaign. By integrating
theoretical frameworks with empirical observation of consumer
choices, this analysis aims to demonstrate the concrete impact of
marketing campaigns on buying decisions.

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 MKT10009 – Marketing and the Consumer Experience
Assignment Assessment 1 – Semester 1, 2025

Part 2: Product Category

1. Definition and Explaination
Product category is a way of store organization and
arrangement to make shopping easier by grouping together
similar products that have the same needs, functions or solve
the same problems. The role of product categories has been
researched for decades, and the findings are mostly known for
instance to emphasize their importance to brand extension
(Broniarczyk & Alba, 1994) and variety-seeking behavior in
consumers' product selections (Trijp et all., 1996). This
categorization helps marketers in identifying competitors,
having a better understanding of consumer requirements and
examining the customers' purchasing behavior.

2. Identification and Industry

Relevance
The chosen product, KitKat 4 Fingers (35g), belongs to the
confectionery industry, and more specifically, it belongs to the
chocolate segment. More precisely, it belongs to the sub-
segment of wafer-filled chocolate bars. This sub-segment is
positioned as an everyday snack that provides a balance
between taste and affordability, which differentiates it from
luxury chocolates or guilt indulgences.
There are several competitors in this category who are in
different sub-categories. Snickers (Mars Inc.) belongs to the
chocolate bar category but specializes in nougat and caramel
and positions itself for consumers who seek a more filling,
energy-providing snack. M&M's (Mars Inc.) offers a chocolate
candy sub-category, offering bite-sized and shareable products.
Ferrero Rocher is a premium praline chocolate sub-category
and, as a result, is positioned as a gift-purchasing product
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 MKT10009 – Marketing and the Consumer Experience
Assignment Assessment 1 – Semester 1, 2025

associated with luxury and special occasions. Plotting these

competitors, KitKat's strategic position is uncovered: it is a mid-
market player, offering affordability and everyday accessibility,
but positioning itself differently with the iconic "break"
proposition and wafer-based texture.
In the broader context, KitKat's position in this sub-category
determines its point of differentiation in the Vietnam market.
Consumers who view chocolate as a snack and not a luxury
would find themselves drawn towards wafer-based bars like
KitKat. More notably, this positioning would also create room
for Nestlé to establish a new micro-category of "on-the-go
chocolate snacks", especially with its share-pack or mini-sized
products. This potential re-categorization of the category shows
how flexible categorization can influence marketing strategy as
well as customer perception (Chowdhury & Murshed, 2020).

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 MKT10009 – Marketing and the Consumer Experience
Assignment Assessment 1 – Semester 1, 2025

Part 3: Marketing Mix (4Ps)

1. Product
KitKat is Nestlé's favorite chocolate brand, with its iconic four-
finger wafer bar in milk chocolate. The red color of the
packaging and "Have a Break, Have a KitKat" slogan support
instant recognition and brand identity in-store. The product
design emphasizes convenience (easy to break and share) and
sociability (as a snack to be consumed during breaks).
Compared to competitors, KitKat is unique in having a less
dense wafer texture compared to Snickers' nougat or Ferrero
Rocher's praline. That does make KitKat desirable as a standard
snack and less so as a guilty indulgence or rich chocolate.
Improvement opportunity: Nestlé can test more localized tastes
like durian or coconut in Southeast Asia to increase cultural
saliency in Vietnam, where flavour variety is likely to drive
novelty-seeking behavior (Nguyen et al., 2008).

2. Place
KitKat has a wide distribution channel. In Vietnam, it is found
widely in supermarkets ([Link], Big C, Vinmart),
convenience stores (Circle K, GS25, Vinmart+), and online
shopping websites (Shopee, Lazada). In supermarkets, KitKat is
normally stacked in the candy aisle at eye level along with
Snickers and M&M's to retain visibility and make it easily
visible. KitKat is also placed at cash counters in small sizes in
an attempt to induce impulse purchasing.

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 MKT10009 – Marketing and the Consumer Experience
Assignment Assessment 1 – Semester 1, 2025

Unlike Ferrero Rocher, which is usually stocked in up-scale gift

departments, shelf positioning of KitKat underscores its
everyday, value positioning.

Improvement opportunity: Nestlé can enhance its "on-the-go"

positioning by introducing specialty display fixtures near
beverage coolers or quick-snack stations, where office
professionals and students are likely to buy impulse snacks for
instant breaks.

3. Price
KitKat 4 Fingers (35g) in Vietnam is around 12,000 – 15,000
VND (0.5–0.6 USD). In comparison, KitKat is more affordable
per 100g than Snickers (38,000 VND/100g) and significantly
lower than Ferrero Rocher (100,000 VND/100g). This reflects a
value-based pricing policy in which KitKat is balancing
affordability with high brand value.
This price level makes KitKat accessible to a wide segment of
consumers, particularly students and youth, but maintains an
image of quality (Wheatley & Chiu, 1977).
Improvement opportunity: KitKat must implement bundle
promotions for example, "Buy 3, Get 1 Free" or family packs to
position itself as a sharable snack. Such programs would
increase the frequency of purchase and size of the basket in
supermarkets (Neslin et al., 1985).

4. Promotion
KitKat's global brand advertising slogan "Have a Break, Have a
KitKat" is arguably the most widespread confectionery
advertising slogan ever. In Vietnam, KitKat promotes through:

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 MKT10009 – Marketing and the Consumer Experience
Assignment Assessment 1 – Semester 1, 2025

TV & YouTube ads: featuring KitKat as the perfect for study or

office break time.
Social media campaigns: like TikTok challenges (#KitKatBreak)
to engage Gen Z.
Retail offers: point-of-sale fixtures and value multipacks at
checkout.
Compared to Snickers' celebrity-driven "You're not you when
you're hungry" campaigns, KitKat's campaigns incorporate
relaxation and everyday pleasure, creating emotional bonding.
Improvement opportunity: KitKat can extend its digital-first
approach by offering localized promotions on Zalo and TikTok
with gamification options, or by teaming up with Vietnamese
influencers to establish cultural bonding.

Part 4: Consumer Decision –

Making Process (CDMP)
1. Definition
The Consumer Decision-Making Process (CDMP) describes the
process that consumers typically go through when deciding to
purchase a product. Most models identify five steps:
- Problem recognition – the consumer recognizes a need (e.g.,
for something sweet or a quick snack).
- Information search – they look for alternatives on offer,
either from memory (past experience) or external sources
(advertising, on-shelf presentation).
- Evaluation of alternatives – customers compare alternative
brands (e.g., KitKat vs. Snickers vs. M&M's).
- Purchase decision – real choice is actually made, on the basis
of price, availability, or promotional offer.

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 MKT10009 – Marketing and the Consumer Experience
Assignment Assessment 1 – Semester 1, 2025

- Post-purchase behaviour – consumers evaluate satisfaction

after the product has been consumed, which leads to repeat
purchase and brand loyalty.

This format is crucial as it enables marketers to understand

where and how to drive customers at each stage (Panwar et
all., 2019). For everyday products like chocolate, the process is
likely to be minimal or low-involvement, but effective marketing
can still play the central role of steering consumer choices.

2. Advertisement Analysis
One of the standout Vietnamese KitKat ads is the "Have a
Break" campaign (Kit Kat Vietnam, 2021), in which office
workers and students are depicted taking time off from
stressful labor and eating a KitKat. The ad positions the product
as the solution to mental fatigue, identifying immediately with
the idea of a break earned.
This commercial is nearest to the Problem recognition stage of
the CDMP. This commercial expressly constructs or reinforces
awareness of a need—feeling stressed, sleepy, or bored—and
at once offers KitKat as the satisfying solution. By
representation of the common situations (study sessions, office
activity, road travel), the advertisement constructs emotional
linkages and makes KitKat the natural solution after a
consumer becomes aware of, "I need a break."
In comparison to Snickers' "You're not you when you're hungry"
advert, placed somewhat further towards the Evaluation of
alternatives stage (showing why Snickers is better for hunger),
KitKat's focus is more subtle, based on feeling rather than
rational comparisons.
Improvement opportunity: KitKat can deepen its link to the
Evaluation stage by emphasizing value for money and flavour
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 MKT10009 – Marketing and the Consumer Experience
Assignment Assessment 1 – Semester 1, 2025

variety, allowing consumers to rationalize buying KitKat over

competition. Additionally, through interactive advertising on
TikTok or Zalo, consumers can be inspired to think of their own
"break moments," reinforcing again the problem recognition
trigger.

Part 5: Conclusion
In this report, how KitKat 4 Fingers (35g) addresses the marketing
mix concepts and promotion of KitKat according to the Consumer
Decision-Making Process (CDMP) has been analyzed. The analysis
showed that KitKat is strategically positioned in the sub-class of
wafer chocolate bars so that it stands out as different from
competing brands such as Snickers, M&M's, and Ferrero Rocher
through offering an affordable price, familiar shape, and strong
brand identification with the "Have a Break" slogan.
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 MKT10009 – Marketing and the Consumer Experience
Assignment Assessment 1 – Semester 1, 2025

Marketing mix analysis revealed that KitKat's product

characteristics (texture of wafer and shareable format), price
strategy (value and affordability), location strategy (extensive
availability and high-profile shelf positioning), and promotion
(emotional brand and online engagement) all work together to
reinforce its positioning as an everyday snack. The CDMP analysis,
however, found that the most significant link of KitKat's
advertising is in the problem recognition stage, which gets
customers to see KitKat as the best solution for stress or fatigue.
Overall, the study suggests that KitKat's success in Vietnam is a
question of being universally relatable, being affordable, and
being universally accessible while having a globally consistent
message. That being said, room for more innovation does exist.
With new flavour offerings, bundle promotion, and its visibility
presence on digital and interactive ad channels, KitKat is able to
not only sustain the status quo but place new opportunities for
growth in the increasingly competitive chocolate category.

Part 6: References
 Broniarczyk, S. M., & Alba, J. W. (1994). The Importance of
the Brand in Brand Extension. Journal of Marketing
Research, 31(2), 214–228.
[Link]
 Chowdhury, T. G., & Murshed, F. (2020). Categorization
flexibility and unconventional choices: is life an adventure?
 Kit Kat Vietnam. (2021, June 18). XẢ HƠI TÍ, LÀM GÌ CĂNG! -
Nghỉ Xả Hơi, Xơi KitKat. YouTube.
[Link]
 Neslin, S. A., Henderson, C., & Quelch, J. (1985). Consumer
Promotions and the Acceleration of Product Purchases.
 Nguyen, T. D., Nguyen, T. T. M., & Barrett, N. J.
(2008). Consumer ethnocentrism, cultural sensitivity, and

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 MKT10009 – Marketing and the Consumer Experience
Assignment Assessment 1 – Semester 1, 2025

intention to purchase local products—evidence from

Vietnam.
 Panwar, D., Anand, S., Ali, F., & Singal, K. (2019). Consumer
Decision Making Process Models and Their Applications to
Market Strategy.
 Prima, S. (2025, March 3). What Is Product Category? Proven
Marketing Strategies & Examples [2025]. RexTheme.
[Link]
 Trijp, H. C. M. V., Hoyer, W. D., & Inman, J. J. (1996). Why
Switch? Product Category–Level Explanations for True
Variety-Seeking Behavior. Journal of Marketing
Research, 33(3), 281–292.
[Link]
 Wheatley, J. J., & Chiu, J. S. Y. (1977). The Effects of Price,
Store Image, and Product and Respondent Characteristics on
Perceptions of Quality.

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